Antecedents to Brand Image

Authors

  • Shaista Kamal Khan
  • Dr.Tariq Jalees

Abstract

Since Brand Image positions a product in the mind of consumers, it is important that the firm takes this into consideration. Physical and tangible differentiation is not sustainable as the competitors come up with the same or better tangible features with the passage of time. Comparatively, brand image being intangible cannot be copied. In view of its significance, the companies are now focusing on building and maintaining brand image. The aim of this study is to measure the effect of brand association, brand loyalty, perceived quality, brand awareness and brand satisfaction on the brand image. The sample size for this study was 180 with a respondent rate of 98%. The questionnaire adopted for this study has six constructs i.e. brand association, brand loyalty, perceived quality, brand awareness and brand satisfaction of the brand image. Each of the constructs has four items and is based on seven-point likert scale. After establishing the validity and reliability of the constructs, the developed model was tested through multiple regressions and was found relevant in explaining attitude towards brand image. It was also found that brand loyalty was the strongest predictor of brand image followed by brand association and perceived quality. These finding validates most of the earlier studies. As found in this study the earlier research also suggests strong brand association and brand awareness as a prerequisite for the formation of brand image, this must be backed up with high level of customer satisfaction for creating competitive advantage, profitability and high market share.Keywords: Brand image, Brand awareness, Brand Loyalty, Brand Association, Brand satisfaction, Perceived quality

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Published

2017-03-13