(2006)Īlso thought that brand image included customer responses to brand name, sign, Image, the perception of consumers presented by the fact which would be more Wu and Fu (2009) said that while referring to a brand Or sense for customers and help or increase describing the products characteristics. (2006) defined brand imageĪs the material property associated with the brand which could make profits Loyalty in three sectors (telecommunication, retailing and education).īallantyne et al. NguyenĪnd Leblanc (2001) demonstrated that image relates positively with customer Purchase intention of consumers products like computers or clothing can driveĬonsumers based on the brand name and its image. Consequently, image as an attitude mustĪffect behavioral intentions such as customer loyalty ( JohnsonĮt al., 2001). Of customer loyalty and loyal customers may buy more, accept higher prices and Service quality, trust and customer switching costs are the major antecedents Their purchasing intentions ( Smith and Sivakumar, 2004).Īccording to Aydin and Ozer (2005) image, perceived Of a company and previous satisfaction of using the product ( ColtmanĬonfidence was also derived from consumers attitudes that directly influence In general,įamiliarity is created when there are long sales history, strong brand images (2006) depicted consumer familiarity and confidence significantlyĭepend on brand of the products and a companys sales history.
Quality of the products sold by that seller ( Cabral, 2000)Ĭonfirmed this hypothesis in his study of product stretching. A sellers reputation effects the perceptions of the To the impression of quality communicated by each person interacting with theįirms clients. Value to the consumers image, as well as the economic success of the businessesĬlaimed that image is related to the physical and behavioral attributes of theįirm, such as business name, architecture, variety of products/services and Consumers sometimes associate themselves to a givenīrand when they make brand choice and also make their brand choice based onĪssociations with manufacturers brand name ( Fugate,ġ986 Aaker, 1997). Or status ( O∬ass and Frost, 2002 EscalasĪnd Bettman, 2003). In fact, consumers also use brands to create or communicate their self-image The center piece of information in the purchase decision or repurchase intention. (2002) contended that if consumersīelieved that there are differences among brands, then the brand name becomes Together with brand name ( Dodds et al., 1991).īristow et al. Tends to be stronger when it is presented alone as compared when it is combined Researchers argued that the effect of price Of product quality use by consumers in their evaluation of goods or servicesīefore they decide to purchase. Brand name, for example, often signals as a cue or as a surrogate (1989) did one of the studies that apparently not supportive the reference Studies also revealed that the reference price also affects the consumersĪnd Bucklin, 1989).
Product information ( Curry and Riesz, 1988 Zeithaml,ġ988 Dodds et al., 1991). The products worth, are brand, store name, past experience, attitude and Quality, other signals that are also considered as more important to assess However, studies also revealed that, besides price and Among these attributes are price, quality and service quality ( DoddsĪnd Avcilar, 2009). Of any products or services consumers place a number of attributes in theirĬhoice sets. Services, ideas or experiences to satisfy needs and desires. Process where individuals or groups select, purchase, use or dispose of products, Journal of Applied Sciences, 12: 768-774.Īccording to Solomon (2009) consumer behavior is the Brand Image and its Impact on Consumers Perception: Structural Equation Modeling Approach on Young Consumers in Bangladesh. The paper adds to the existing body of research on beverage consumers particularly on young consumers perceptions and expectations from their chosen brand. It is hoped that the findings may assist the local and multinational beverage companies about the necessities of enhancing their brand image. This is a relatively new issue that remains largely undiscovered by researchers under underdeveloped countrys perspective.
The results revealed that the most of the young consumers are highly concerned about brand image regarding selection of any beverage drinks. The data analyses were conducted by exploratory factor analysis, confirmatory factor analysis and structural equation modeling to test the hypothesis. A survey was conducted among 400 young consumers from the Dhaka city capital of Bangladesh. The purpose of this study is to investigate the impact of brand image towards young consumers perception in selecting beverage products.
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