according to keller (1998), practice that repeats buying is one of the indicators for brand loyalty. stage will cover in-depth questions relating to clothing brand image. however the tangible products, the tangible qualities, for instances innovativeness and distinctiveness are also taken into account as brand association. brand loyalty has also been defined based on actual purchasing behaviour (cunninham 1956; farley 1964; tucker, 1964;carman, 1970). strategy group conducts brand awareness, attitudes, and usage surveys to measure customer attitudes and usage behaviors for specific brands, categories, or markets. brand equity is therefore reoffered to as consumer-based brand equity and defined as “the value consumers associate with a brand, as reflected in the dimensions of brand awareness, brand associations, perceived quality and brand loyalty” (aaker, 1991). in this chapter, the literatures regarding the roles of brand and brand equity are to be reviewed so as to provide a theoretical framework for the analysis.
In Search of Brand Image: a Foundation Analysis by Dawn Dobni
Brand Image And Its Effect On Consumer Purchasing Marketing Essay
(2004) it is found that perceived quality is of utmost importance in determining brand loyalty as well as repeat purchase. strategy group’s brand awareness, attitude, and usage studies answer questions relating to issues such as the following:Brand awareness: what percent of customers in our marketplace think of our brand without being prompted? whatever the name, the study should guide brand development and business growth by identifying opportunities to expand reach, attract new consumers, improve product positioning, and optimize product and service features. (1964) defined brand loyalty as a behaviour and a measured degree of preference consistency and purchasing behaviour. since a very long time establishing brand image and awareness are the key factors for brand management (aaker, 1991). the questions at this stage will investigate whether brand is an important criterion for consumers to choose and purchase the products as mentioned in the literature review (doyle, 1999). (2000), brand association is a difficult concept that connects to one another, consisting of multiple ideas, episodes, examples, and facts that generates a brand knowledge network.