IMPACT OF BRAND IMAGE ON CONSUMER BEHAVIOUR

SAHIL SINGH 18131

SAKSHAM CHOWDHARY 18133

SHAHEED SUKHDEV COLLEGE OF BUSINESS STUDIES

DELHI UNIVERSITY
 INTRODUCTION

The key driver of brand equity is brand image, which refers to a consumer's overall view and sentiment about a
product.
Consumer behaviour is influenced by the brand. Marketers' primary goal in their marketing activities,
regardless of their companies' marketing strategies, is to influence consumers' perceptions and attitudes toward
a brand, establish the brand image in consumers' minds, and stimulate consumers' actual purchasing behaviour
of the brand, resulting in increased sales, increased market share, and increased brand equity.
Academics and practitioners are interested in brand equity, however there is currently no paradigm among
brand equity studies.
The majority of research look at brand equity from the consumer's or company's perspective. On the one hand,
some academics argue that brand equity is determined by consumers' subjective perceptions of the brand (e.g.,
attitude, assessment, contentment, etc.). Although brand features and traits will affect consumption decisions, it
is ultimately determined by customers' perceptions of the brand image. Despite changes in consumer lifestyles
and information processing, brand image continues to be the most influential element in purchasing decisions.
Some experts, on the other hand, believe that brand equity should be measured in terms of market share, market
value, and cash flow.
Furthermore, existing research considers both financial and non-financial performance as indicators of brand
equity. Non-financial performance refers to brand awareness, brand reputation, brand loyalty, and brand
association, while financial performance refers to brand premium and market share. This study examines the
relationship between brand image and brand equity by examining consumers' attitudes and purchase intentions,
following the brand equity analysis from the consumer's perspective and the non-financial performance's
perspective.
 Literature Review

Brand
A brand is a symbol, word, design, or mix of these that is used to establish a picture in the minds of consumers
that identifies a product or service and distinguishes it from its competitors. A brand distinguishes a product
from similar products, allowing it to charge a higher price in exchange for a distinct identity and better trust in
its function. A brand is also more likely to survive than a product that is undifferentiated. A brand, like a
person, has an identity and personality, as well as a name, culture, vision, emotion, and intelligence. All of
these are granted by the brand's owner and must be reviewed on a regular basis to maintain the brand relevant
to the target market.

The Important Role of Brands

A brand is a name that is present in every consumer's mind, and it is classified by a symbol or a name that can
convey significance and distinguish the goods and services from those of competitors. As a result, a brand is a
collection of numerous elements such as packaging, advertising, products, marketing, and overall appearance.
From the perspective of the consumer, a brand is a symbol of product reliability and quality. Consumers want to
acquire and use branded things to express themselves in various settings. Successful branding can raise
consumer awareness of a brand and boost the likelihood of profitability for a company, which can be
accomplished through purchasing the firm's products and services.

Branding
Branding is the process of giving a meaning to certain products by developing and shaping a brand in
consumers' thoughts. It is a collection of marketing and communication methods that assist a company
differentiate their products or services from competitors. It is a strategy used by businesses to help customers
immediately recognise their products and organisations, as well as giving them a reason to prefer their products
over those of competitors, by defining what this brand is and is not.

Brand Image
Customers' current perceptions of a brand are referred to as brand image. It can be characterised as a unique set
of associations that target buyers have in their heads. It expresses the current meaning of the brand. It's a set of
beliefs about a particular brand. In a nutshell, it is the consumer's perception of the product. It refers to how a
particular brand is positioned in the marketplace. Not only does a brand image transmit emotional value, but it
also conveys a conceptual image. The character of an organisation is defined by its brand image. It is the result
of outsiders' contact and observation of an organisation. It should make everyone aware of an organization's
mission and vision. The basic aspects of a positive brand image include a unique logo that reflects the
company's image, a tagline that briefly describes the company's operation, and a brand identifier that supports
the key values. The entire impression generated in the minds of consumers by all sources is referred to as brand
image. Consumers form a variety of connections with the brand. They create a brand image based on these
associations. On the basis of subjective judgments of associations bundles that consumers have about the brand,
an image of the brand is established.

Brand Equity
The effectiveness of these branding components is used to validate brand equity, which is the measurable sum
of a company's worth. Brand equity is a marketing approach for enhancing client happiness and loyalty, with
side consequences such as diminished price sensitivity, as marketplaces grow more dynamic and changeable. A
brand is essentially a promise to customers about what they may anticipate from their products, as well as the
emotional benefits they will receive. When a customer recognises a brand or prefers it over its competitors, the
company has achieved a high level of brand equity.

Advantages of Brand Image

There are various types of advantages of best brand image which are given below:
(i) If a company has a strong brand image then they can create directly impacts the consumer buying behavior
(ii) Decision making process can be easier by a positive brand image.
(iii) When a company already has a strong brand image and loyal customers, then it is often easier and less
expensive for them to introduce new products in the market.
(iv) Positive brand image make differentiates company’s product or service in the marketplace.
(v) Strong brand image works to build customer recognition. This means when a customer is shopping for a
particular product or considering a company to perform a service, they recognize that the company is in the
running.
(vi) Positive brand image conveys the success of the product or service and gives results with increased sales
and revenues.

Disadvantages of Brand Image

There are various types of disadvantages of brand image which are given below:
(i) Unfavourable or negative image results in the discredit of the company, and later on bringing the same brand
becomes difficult.
(ii) Brand and its products will always be recognized with the image until further changes in the brand image
are prompted.
(iii) When a product or service experiences a negative event, then it will become attached to the brand.

Brand Association
Brand associations refer to anything that comes to mind when you think about a specific brand. Benefits,
qualities, and attitudes are the three categories used by Kellar to classify it. Brand ties help to differentiate
evoked groupings of things and so provide a competitive advantage. Product features and customer benefits are
coupled to create a desire and reason for consumers to buy and consume the brand. The two concepts of brand
equity and brand association are inextricably linked. Brand association can be used to acquire information.
Highly effective brand associations act as leverage to boost the brand equity. Brand loyalty is increased by
effective and strong brand association, according to Aksoy et al. (2005). Some define brand associations as
"every single thing present in memory against the brand" and include all brand-related feelings, ideas,
perceptions, experiences, pictures, attitudes, and beliefs. There are two forms of brand associations: product
association and organisation affiliation. Product features include both functional and non-functional
characteristics.

Brand Loyalty
In brand equity consumer only make purchase to same brand regardless of the demonstrated benefits (including
quality, price, and ease of use). Customer loyalty means a brand has strong position in the market and the
chances of customers to switch in another brand become low and customers are willing to purchase the same
brand, they want to invest time and money in that brand. Studies highlight the fact customers purchase the same
brand continuously, it is not brand loyalty, they just do it because of their common habits, that don’t change or,
they are being attracted by sales pitch or any other promotional tool.
Brand Loyalty Pyramid is introduced, this brand loyalty pyramid represents major five brand loyalty stages.
The basic first stage defines customers aren’t questioning about brand loyalty. Switchers purchase the brand
that is in sale whether to look at brand name, suggested that best marketing strategy that increase brand
awareness. The Habitual buyers are following. Customers that purchase the specific brand habitually and don’t
want a need to change the specific brand. Highest level of the customers is satisfied and pleased buyers with
switching cost in this pyramid. Such customers are highly satisfied but only switched to another brand due to
more distance cost, additional cost and time wastage.
Customers prefer the brand which satisfy his need and wants. The most of the loyal customers are called the
committed buyers. The brand plays a vital role in their lives, and they don’t raise any question about switching
brand. Committed buyers purchases the brand because of close relationship between the brand and their
personal values. Hence best marketing strategy to retain these customers segment is that suggested by him is
loyalty program. This could efficiently be done by introducing loyalty points programs, loyalty cards program,
and etc.
Every company desires to have loyal customer base and retain them. Brand loyalty is thought as the most
important and vital asset for the company. Brand loyalty can help company in reducing marketing cost, as loyal
customer tends to repeat purchase of same brand and it cost less to the company than collecting the new
customers to purchase the same brand.

Consumer Buying Behaviour

Consumer behaviour is about how people make decisions on the basis of available resources i.e., money, effort
and time. It is defined that consumer behaviour are actually those processes and activities in which individuals
or groups choose and consume products, experiences, ideas and services. Consumer behaviour can affect the
economy of a nation. Organizations make marketing strategies in response to fulfil consumer’s needs.
It is defined that consumer behaviour is a combination of purchase and consume products or services. Hence
seven steps of consumer buying decision are “need recognition, search for information, pre-purchase,
evaluation, purchase, consumption, post-consumption evaluation and divestment.

Impact of Brand Image on Consumer’s Attitude Towards the Brand Image

In 1993, Keller coined the term "customer-based brand equity (CBBE)” in his book on marketing, which refers
to the numerous ways in which customers perceive brands. reactions to the branding effort from customers with
varied levels of brand expertise. In other words, the foundation and sources of brand equity are brand image and
brand awareness. Keller claims that, a good brand image might be produced by using marketing activities to
connect the brand's distinctive and strong brand association with people' recollections of the brand. In this
aspect, brand awareness is important.
Before customers can respond positively to a branding effort, it must be established and understood. If people
are familiar with a brand, the corporation can spend less on brand extension and receive higher sales results.
Lassar et al. (1995) a marketing expert, following Keller (1993), believed that brand equity was created by
customers. The more trust people have in the brand, the more probable they will be willing to pay.
It came at a high cost. This assurance is based on five key considerations: first and foremost, the brand
accomplishes its functions as intended; second, purchasing or possessing the brand is connected with a positive
social image. fourth, the balance between the brand's value and its functionality; fifth, consumers' trust in the
brand.
With so many brands on the market, buyers are more likely to base their purchasing decisions on the brand's
image than the product itself. Furthermore, when the brand image is aligned with the consumers' self-concept,
they are more likely to choose it. A person's self-concept, according to the self-concept theory, is a collection of
perceptions about himself that includes components such as abilities, qualities, flaws, looks, and personality.
Because customers may express different self-concepts in different social contexts, it is critical for marketers to
examine the consistency between the brand image and the consumers' self-concept. However, regardless of the
situation, customers will think more highly of a brand if the brand image is consistent with their own self-
concept.

Impact of Brand Image on Consumer’s Behavioural Intention

"A deep held commitment to re-buy or re-patronize a preferred product/service consistently in the future,
resulting in repetitive same-brand or same-brand-set purchasing, despite situational influence and marketing
efforts that have the potential to cause switching behaviour". Brand loyalty can be measured using a
behavioural, attitudinal, or combined method. Behavioral brand loyalty has been defined as the customer's
stated preferences, commitment, or purchase intention or proportion of purchase, whereas attitudinal brand
loyalty has been defined as the customer's stated preferences, commitment, or purchase intention.
It is also believed that intention to repurchase can be measured by asking consumers about their future
intentions to repurchase a given product or service.
Relationship between brand image and loyalty intention found that the social, confident and special brand/
product image has a positive impact on loyalty intention, if the customer received high social benefit from the
sales person, then he will be more loyal with a salesperson.
Relationship between brand image and customer satisfaction explored that the image cannot be measured, for
the measurement of image must include the measurement of customer perception about the product image and
brand image this implies the importance of brand image on customer satisfaction. Reynolds and Beatty, two
profound marketeers, summarized that customer may be more satisfied with the salesperson if he received high
social and functional benefit from the salesperson's side.
Connotation of Brand Image
Emotional branding has been a popular method of brand management in the previous decade. Brand emotion is
the cultural meaning contained in a brand, and emotional branding is a very successful technique to elicit
consumer reactions, feelings, and moods, resulting in brand connection and loyalty. Emotional branding has
now been included into the classic brand management pattern based on consumer perception. In today's hyper-
competitive market, brand emotion is the link between the brand and the customer, as well as the key to market
expansion. Future research might look at the link between brand image and customer behaviour from a different
angle: brand emotion.

Conclusion
The link between brand image and consumer pleasure has been well investigated. However, the majority of
these studies took place in the service industry, such as hotels, supermarkets, and banks, among other places. It
needs to be seen whether the findings from the service industry can be applied to other industries (for example,
manufacturing, finance, real estate, and so on).
Furthermore, despite the fact that brand image has been shown to have a favourable impact on consumer
satisfaction and loyalty, there are modest differences between studies. Some research show that brand image
increases consumer loyalty not just directly, but also indirectly through various mediating mechanisms.
However, some research findings show that while brand image has no direct impact on consumer loyalty, it
does have an impact on customer satisfaction.

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