Outcomes of Brand Image: A Conceptual Model

Mahadzirah, Mohamad and Wasib, Latif and Md. Aminul, Islam (2016) Outcomes of Brand Image: A Conceptual Model. Australian Journal of Basic and Applied Sciences, 10 (3). pp. 1-4. ISSN 1991-8178

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The outcomes of brand image are denoted as the latent outputs of brand image on consumer response to the marketing of the brand. Organizations are well-known that brand image will build a competitive advantage in the market place that will increase their overall image with long-term sustainability. Indeed, current trends in modern marketing environment have changed extremely, and study of outcomes of brand image is increasingly becoming considerable to keep pace with this change. In this conceptual paper, we have summarized the literatures on currently prevailing concepts and approaches on brands that will allow us to identify the outcomes of brand image, and therefore will facilitate organizations to enhance their marketing efficiency and effectiveness. Based on a comprehensive review of several previous works, here we propose a plausible model for the outcomes of brand image in sequential order, namely, brand familiarity, customer satisfaction, brand trust and attitudinal loyalty of the brand.

Item Type: Article
Uncontrolled Keywords: Brand image, Brand familiarity, Customer satisfaction, Brand trust, Attitudinal loyalty
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Business and Management
Depositing User: Syahmi Manaf
Date Deposited: 13 Sep 2022 05:21
Last Modified: 13 Sep 2022 05:21
URI: http://eprints.unisza.edu.my/id/eprint/7537

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