Impact_of_Brand_Image_on_Consumer_Buying_Behavior
INTRODUCTION:
1.1 Brand image impact on technology:
Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumer’s direct experience. Creating an awareness of the product will attract consumers to the product. Image creates value in a number of ways, aiding consumers to process information, differentiating the brand, creating reasons to buy and giving optimistic feelings (Aaker 1991). Technology has played a big role in terms of making communication faster, the entertainment industry and multimedia industry. Brands compete in myth markets, not product markets said by. Consumers invest a lot in technology now days for example the Iphone 5 which has been a hit in the market and consumers are satisfied with the product and are willing to pay the price for it. However consumers go through a phase on the purchase of the product this is because the purchasing process is divided into three stages, namely pre-purchase, purchase and post-purchase. Each stage is considered equally by the buyer as it may affect his purchase behaviour. Once a decision to purchase the product is made the consumer may have to recognize his personal needs, real product information, decide what and where to buy, consumers may also consider if they need to make a repeat purchase from the same retail store or not, they need to show their passionate about the goods and services and deicide to be loyal to the brand (Jaworski and Rayport, 2003). This shows us the complicated process and the potential impact a brand may have between them.
Several brands tend to go global and focus on media advertising; they make a good name in the local market and markets with high potential. Considering a well-built brand image may help build a firm foundation in the marketplace (Aaker 1996). In accordance with Delong et al (2004), little understanding of the brand leads to higher dependence on brand image. Managing the brand name to the
1.1 Brand image impact on technology:
Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumer’s direct experience. Creating an awareness of the product will attract consumers to the product. Image creates value in a number of ways, aiding consumers to process information, differentiating the brand, creating reasons to buy and giving optimistic feelings (Aaker 1991). Technology has played a big role in terms of making communication faster, the entertainment industry and multimedia industry. Brands compete in myth markets, not product markets said by. Consumers invest a lot in technology now days for example the Iphone 5 which has been a hit in the market and consumers are satisfied with the product and are willing to pay the price for it. However consumers go through a phase on the purchase of the product this is because the purchasing process is divided into three stages, namely pre-purchase, purchase and post-purchase. Each stage is considered equally by the buyer as it may affect his purchase behaviour. Once a decision to purchase the product is made the consumer may have to recognize his personal needs, real product information, decide what and where to buy, consumers may also consider if they need to make a repeat purchase from the same retail store or not, they need to show their passionate about the goods and services and deicide to be loyal to the brand (Jaworski and Rayport, 2003). This shows us the complicated process and the potential impact a brand may have between them.
Several brands tend to go global and focus on media advertising; they make a good name in the local market and markets with high potential. Considering a well-built brand image may help build a firm foundation in the marketplace (Aaker 1996). In accordance with Delong et al (2004), little understanding of the brand leads to higher dependence on brand image. Managing the brand name to the