Effect of Branding on Consumer Purchase Decis...

Effect of Branding on Consumer Purchase Decision

Author Name : Mohmad Altaf Tali, (Dr.) J. P. Nautiyal

ABSTRACT

Brands have an effect on consumers buying options. There are four elements in the genre that can be logo recognition, first-rate recognition, logo affiliation, and logo loyalty. Brand logo, image, emotions experience etc. are important for a customer to remember and consider brand in each particular situation. The investigation showed that a mental connection a customer makes between a brand and his conceptual knowledge about it has a substantial impact on its buying behavior in clothing company. This paper seeks to identify the effect of branding on consumer purchase intention and to find the relation between elements of brand equity like brand awareness, brand association and brand loyalty on consumer behavior in buying the brand. For this reason, the sustainable capital of the brand is largely involved in the selection of customers in the clothing brand.

Key words: Brand equity, customer buying behavior, brand recognition, brand association, customer behavior.