Author Topic: Brand Image  (Read 236 times)

Offline Bipasha Matin

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Brand Image
« on: December 14, 2016, 02:44:58 PM »
The brand image can be explained as how the customers perceive the brand. It is the key of how consumers make their choices after gathering information about the particular brand and the alternatives (Ataman & √úlengin, 2003).

Figure 2.2 describes how brand image is formed through three different inductive processes: marketing communication, consumption experience and social influence. This model is used since it allows the researches to sort the communicated brand identity variables accordingly to the way it reaches the consumer and influences its brand image. They are further explained below individually.
Sabiha Matin Bipasha

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Department of Business Administration
Faculty of Business & Economics
Daffodil International University

Offline Shah - Al - Mamun

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Re: Brand Image
« Reply #1 on: December 14, 2016, 07:16:23 PM »
With best regards,