The impact of brand image on consumer mindset

Abstract

Objective is to analyze the effect of different dimensions of brand image (benefits, self- image, brand personality, attitude, loyalty, imagery) on consumer buying behavior. Methodology and process:- • Performed literature survey by reading and analyzing the reports catering to various dimensions of brand image like papers on personality, attitude, advertising, selfimage congruence, Brand image as brand equity etc. to get a better understanding of various dimensions of brand image and how does it impact consumer’s attitude towards a brand, his decision-making process, his buying behavior and his experience with the brand after purchase. • The category of interest chosen for the following research is smart phone and the brands chosen for comparison are Samsung Galaxy and Apple. • This was followed by choosing a scaling and sampling method for the analysis. This was followed by formulation of hypothesis based on the broader objective. The questionnaire designed earlier was modified to suit the hypothesis used and scaling techniques. • Response was collected from three separate group of consumers- Apple users, Galaxy users and ones who use neither of these two brands. From the response analysis was performed to test the hypothesis and recommendations were drawn.