Concept of brand associations formerly been argued have various dimensions which can be from 3 types to 16 types. Aaker’s categorization has outlined that brand associations has 11 types while Keller’s association define 3 types associations (Ramsoy, 2011). Aaker’s theory clarify that brand association’s function as value creators for a company which helps gain information, differentiating one another, provides decision maker reason to buy, creating positive attitudes, and also a basis for extension (Ramsoy, 2011). However, in Keller’s theory, all the elements in Aaker’s theory in brand associations can be categorized into attributes, benefits and attitudes (Sondoh Jr, Omar, Wahid, Ismail & Harun 2007; Keller, 1993). Keller (1993) defined brand
…show more content…
Retailers play important role in affecting customer purchasing decision by influencing credibility (Desmet, 2014). A good signal of credibility will lead to good motivation in consumer response. Desmet (2014) also stated that consumers should not challenge the credibility once they have good perception or experience towards the brand. However, consumers’ senses of sensitivities are likely to increase from the past experience where it influences their future decision. Sometimes taste and needs different makes the private brands into difficult situation. However, change of consumers taste and needs where they tend to desire more on values and benefits from a product purchased are factor contribute to brand leadership (Powell, 2011; Blessing, 2010). Consumers consider private brands are worth to purchase as much as manufacturer brands (Chaniotakis, Lymperopoulos & Soureli, 2010). Thus, store brand currently has claimed to longer brand loyalty among the consumers (NPD, 2009) especially those who used social media and apps on smartphones (Berk, 2012). In the other mean, consumers willing to perceive more benefit on specific product when the higher trust in brand (Chaniotakis et al., …show more content…
To build up a trustworthy brand, it is important to always keep promise to consumers whenever the product developed, produced, sold, serviced and advertised or even in bad situation like crisis arises (Sahin et al.,
Retailers play important role in affecting customer purchasing decision by influencing credibility (Desmet, 2014). A good signal of credibility will lead to good motivation in consumer response. Desmet (2014) also stated that consumers should not challenge the credibility once they have good perception or experience towards the brand. However, consumers’ senses of sensitivities are likely to increase from the past experience where it influences their future decision. Sometimes taste and needs different makes the private brands into difficult situation. However, change of consumers taste and needs where they tend to desire more on values and benefits from a product purchased are factor contribute to brand leadership (Powell, 2011; Blessing, 2010). Consumers consider private brands are worth to purchase as much as manufacturer brands (Chaniotakis, Lymperopoulos & Soureli, 2010). Thus, store brand currently has claimed to longer brand loyalty among the consumers (NPD, 2009) especially those who used social media and apps on smartphones (Berk, 2012). In the other mean, consumers willing to perceive more benefit on specific product when the higher trust in brand (Chaniotakis et al., …show more content…
To build up a trustworthy brand, it is important to always keep promise to consumers whenever the product developed, produced, sold, serviced and advertised or even in bad situation like crisis arises (Sahin et al.,