Brand Image

[Bipasha Matin]

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 & Ülengin, 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.

[Shah - Al - Mamun]

Source: http://www.diva-portal.org/smash/get/diva2:326094/FULLTEXT01.pdf