Brand equity is defined as a set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm's customers (aaker, 1991, p 15. Brand image is the key driver of brand equity, which refers to consumerâ€™s general perception and feeling about a brand and has an influence on consumer behavior. 221 branding in today's markets 222 the development of brand equity 223 the competitive advantage of brand loyalty 23 branding's influence on consumer purchasing behaviour 231 impact on the consumer learning process 232 impact on the consumer's perception of brands 233 impact on consumers' attitude towards brands 3 31 32. The higher a brand has brand equityaaker's model according to aaker perceived quality and brand identity it will utilize the four components of brand equity to investigate the effect of brand equity on consumer buying behaviourbrand loyalty.
Brand equity is a set of brand assets and liabilities linked with a brand, including its name and symbol that could impose beneficial or detrimental effects on the values arising from the product or services(aaker 1996,7 . Brand is an influential tool to focus the consumers to buy the particular products some people named it as equity because it adds values to the products this study explains the factors that contribute to brand equity and the consumers' buying behaviour which is based on the four aspects of brand. The 4th global islamic marketing conference, 29-30 may 2013, istanbul, turkey 1 brand equity and muslim consumers: sportswear buying behavior in malaysia khaliq ahmad department of business.
High brand awareness is positively related to brand equity because it can represent brand loyalty and brand commitment which also helps a consumer to consider the brand at the point of purchase, which may help them leading to a favorable behavior for the brand. The objective of this study is to investigate the influence of social media marketing efforts on brand equity creation and consumer behavior towards a brand. For the consumers, brand equity could provide them within formation about the brand which influences their confidence during the purchasing process and it be observed from such studies that there is a high propensity for consumers with good.
Brands and consumer purchase behavior blackwell et al, (2001) observed that consumer behavior is a set of activities in which they possess, consume and dispose products and services. Based on the brand image theories, this study reviewed extant studies about the impact of brand image on consumer from perspective of customer equity it also presented the shortcomings of current research and pointed out the trends for future study.
To identify the impact of brand image on consumer buying behavior to find the relationship between brand and consumer buying decision to identify the influence of consumers towards brand. Brand image goes hand in hand with the brand equity, before building a positive brand image in the minds of the consumers to affect their purchase decisions and buying behaviour or pattern , brand equity should be taken into consideration. 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. Brand awareness, brand loyalty, brand image, and consumer behavior help in winning the perception of a consumer towards a brand the terms have different impact on defining the meaning of words in the perception of a consumer. The research paper is about the impact of branding on consumer behavior brand knowledge is a very important factor as the consumer is more aware of the brand and he has all the knowledge about.
Brand loyalty is a result of consumer behaviour and is affected by a person's preferences of brand equity on consumer choice in buying branded bottled water. The characteristics of successful brands, consumer buying behavior and finally the models of consumer behavior brands are so important that they are regarded as the equity. This paper is aimed to investigate the interrelationship between the measure of brand equity and consumer behaviour in purchasing branded organic foods. Brands have value for instance, in an october 2012 report from forbes magazine, apple was ranked as the top global brand name with a value of $871 billion.
The behavior of repurchasing a brand cannot be an indicator on its own and that it is necessary to evaluate it by relating it with a psychological process [14,15,16. Equity influences attitudes and consumer behavior (hoeffler and keller, 2003) ultimately, the value of a brand is derived in the market through the actions of consumers.
Brand awareness is a key component of marketing efforts, as harried consumers overwhelmed by the amount of commercial messaging they see or hear use mental shortcuts to make their decision. Brand image is the key driver of brand equity, which refers to consumer's general perception and feeling about a brand and has an influence on consumer behavior for marketers, whatever their companies' marketing strate. The behavior of consumers towards smartphones is increasingly a focus of marketing research in particular, consumer behavior in the smartphone industry, from adoption motivation to post-usage behavior has become a major focus of research in the field of marketing. - the purpose of this paper is to propose and test a model to better understand brand equity it seeks to investigate the effects of this construct on consumers ' responses using data from two european countries.