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Introduction
Brand Image
A company is well acknowledged only when
it has a brand name. A brand name is one which speaks for your company The overall vision or position of Brand in the minds of consumer
Stakeholders
Companies Consumers Celebrities
Problem Statement
Marketers are using different techniques to attract customers and to gain an advantage over the competitors. One of them is Brand Image, this study is aimed at finding how Brand Image effects the purchase behavior of customers and also in the process to check weather it is a effective tool or not
Research Question
Does Brand Image has any impact on the purchase behavior of consumers?
Objective of Study
Significance of Study
Literature Review
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Aaker, D.A. (1996), Building Strong Brands, The Free Press, New York, NY. Cobb-Walgren, C.J., Ruble, C.A. and Donthu, N. (1995), Brand equity, brand preference, and purchase intent Keller, K., S. Heckler, et al. (1998). "The effects of brand name suggestiveness on advertising recall. Rust Anthony, J. and T. Roland (1993). "Customer satisfaction, customer retention, and market share. Sethuraman, R., C. Cole, et al. (1997). Why do consumers pay more for national brands than for store brands? Yasin, N., M. Noor, et al. (2007). "Does image of country-oforigin matter to brand equity?
Methodology
Questionnaire Development Sample Size
A total sample size of 120 respondents were taken
Data Source
Data was gathered from Rawalpindi and Islamabad people of
Models
Variables
Independent Variable
Brand Image
Dependent Variable
Purchase Intention
Data Analysis
In order to analyze the data regression
Descriptive Statistics
Descriptive Statistics BRAND IMAGE and PURCHASE INTENTION
Mean
4.0542
3.41
Median
3.4
Standard Deviation
0.48119
0.37291
Minimum
2.38
1.8
Maximum
5.13
4.2
Count
120
120
Correlation
Brand Image
Brand Image
Purchase Intention
Purchase Intention
1
0.1866216 09
Analysis
Coefficient 0.2408146
t-statistics 2.06348108
R square
0.034827625
Significance of F
0.041260184
Conclusion
Brand Image has a positive impact on the purchase behavior of consumer.
These results are same as Claire A. Boudreaux and Stephen E. Palmer (2007) These results are opposite to Nadia Huitzilin (2007) who found that there is no significant impact of Brand Image on the purchase behavior of consumers.
Future Recommendation
The future researches should be conducted on the areas other than this. Such as what other factors like company image, advertisement or company country of origin affects the purchase intention of the consumer