Impact of Brand Image on Consumers Brand Preference

Brand Images contain the sum of individual attitudes towards objects. Brand image is a set of association in the minds of consumer that, where the brand stands in regard to, keeping the promises made to consumer. Brand image is an impression of a total brand personality, in consumers mind (Trommsdorffand Becker 2005).

(Shwu-lng and Chen-Lien. 2009.) researched on a larger scale suggesting the core components of brand image which are as follow; brand awareness and brand preference, both are positively associated with the attitude of core brand image. The research was conducted on the basis mentioned variables, which are considered to be vital for creating strong brand image.

Images contain the sum of individual attitudes towards objects, are holistic collections of conscious as well as sub-conscious properties of attitudes (Trommsdorff & Becker, 2005), they cannot be accurately retrieved by asking consumers “What image do you have of “brand X” in your mind?” Instead, indirect measures are preferable. Firstly, indirect measures were implemented to overcome distortions caused by social desirability i.e. Lost Letter-Technique (Mailgram, Mann & Harter, 1965)

(Porter and Clay comb, 1997) measured brand image from two dimensions, namely the symbol and the Function. The functions of the brands were measured by the utility factors which are usability, convenience, product attributes whereas, symbol determines the social status, acceptance, personality defining etc.

More modern approaches like the Implicit Association Test proposed by the same authors (1995) or the Affective Priming Task by Fazio, Sanbonmatsu, Powell, and Kardes (1986) take this into account. While they were helpful for quantifying one-dimensional attitudes, they are not yet capable of providing multidimensional measures, as they would be needed for obtaining differentiated image profiles.

Aaker (1996) believed that brand image could be measured through three dimensions, including: (1) Brand value, in relation to functional benefits, also the basic condition required by the brand, (2) Brand characteristics, the connection between brand characteristics and customer perception are appeared differences; (3) Brand associations, the associations customers have with the brand that, the customer would expand buying other merchandise and service of the same brand.

Consumer preference

Concept of consumer preference comprises of two main components; consumer acceptance and consumer satisfaction, components are considered to be closely linked however, are distinct from each other. Consumer acceptance is the willingness to tolerate product, whereas, satisfaction is the fulfillment of the desired needs of consumer from product. Nevertheless, acceptance and satisfaction fall in same continuum but it is not completely certain that, acceptance will lead you to satisfaction. Consumer can be satisfied only when the required needs of the customers are fulfilled.

Consumer makes purchase decisions, without conscious mind,   “ninety-five percent of the thought, emotion, and learning, that drive consumer purchases, occurs in the Sub-conscious mind” (Armstrong et al. 2005, p. 143).Consumers’ purchasing process is affected by a number of different environments , such as, cultural, social, personal, educational, and psychological , some of the factors are not under the control of marketers. However, mentioned factors must be taken into consideration in order to reach target consumers effectively (see figure 2.1) (Kotler et al. 2005).