The impact of brand image on the Customer: A ...

The impact of brand image on the Customer: A Literature Review

Author Name : Afzal Kabir Rahul

ABSTRACT

Brand loyalty is an important customer decision that remains a determiner for product choice throughout the entire lifetime of a customer. Our methods to justify brand loyalty specifically shows that customers are highly prone to their own loyal brands for any specific product due to the service and benefit impacts of the product. It’s seen that customers have made the decision to choose products from a very specific group of brands and their product choice remains repetitive under the influence that brand loyalty plays an important role in product sale and customer satisfaction. Based on the brand image theories, this study reviewed extant studies about the impact of brand image on consumers from the perspective of customer equity [1].

Keywords: Brand Image, consumer behavior, customer satisfaction, customer loyalty, neuro marketing.