The paper "Brand Image and Personality Influence on Positive Consumer Attitude" is a great example of a Marketing Case Study. The consumer buying behavior is an overall component influenced by a range of internal and external consumer factors. On one hand, the internal factors are the generic consumer traits such as their culture, gender, and age among others. In this case, the factors instristically influence their needs and subsequently their purchasing decisions and trends. On the other hand are the external factors such as prices, earnings and products variety availability. The existence of these external variables in a market influences the ultimate consumers’ decisions on the purchased products as well as the frequency of purchases.
Due to increased global competitions as well as the rising risk of substitutes, organisations have resulted to the establishment and development of the branding approach as a sustainable marketing and consumer influencing approach. This can be explained through the Keller’ s model. The model states that branding as a marketing strategy seeks on establishing brand awareness as well as an image among consumers (Frost, Chopp & Pozorski, 2004).
It is based on these two key establishments that such developed brands influence the consumers purchasing attitudes on a given product. This literature review evaluates the extent to which bran image and personality influence consumers attitudes on a product. As a background analysis of the review, it evaluates the components and definitions of brand image and brand personality. On one hand, Koubaa (2008) described a brand image as the established and developed perception of a product that is held by consumers both existing and potential. In this case, a brand image is based on its quality perceptions as well as the functional ability to satisfy the consumers’ needs.
On the other hand, a brand personality is categorized by Long (2010) as an added brand value through which it develops traits that relate to the respective consumers. In this regard, there are five key brand personalities namely excitement, sincerity, ruggedness, competence and sophistication. Through these various traits, brands seek to influence and sway the consumers’ attitude as evidenced in this review. Both brand image and personality influence attitudes through increased awareness, stimulating demand, retail power increment, and brand loyalty. Awareness and Perception Brand awareness is described as the process through which an organization increases its brand knowledge among consumers.
Through this approach, consumers acquire increased knowledge of the brand against other competitors in the market. This is achieved through two main approaches namely brand recall and recognition aspects as outlined under Keller’ s model. On the one hand, brand image development increases consumers' recall possibility. In this regard, the branding approach includes increased use of slogans and images through which the consumers can easily recall and often use in making purchases (Azoulay & Jean-Noel Kapferer, 2003).
The recall approach is especially important in markets with a high level of competition, product varieties as well as close substitutes. In this case, such market consumers are mixed up on the right products and often consume the products with a positive image. Image building among brands is classified as a major consumer positive attitude development. In an evaluation of the relationship between consumers’ attitudes and brand image, Panda (2004) established that through increased brand image development through avenues such as increased advertisements, consumers' knowledge of the products and awareness increased, making such products among the top prioritized options in the market.
Therefore, the analysis concluded that increased brand image development enhanced the propagation of consumers’ product awareness a virtue important in creating a positive perception of a product.
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