2.2.1 Brand Image
According to Kotler (2000), “brand image is a set of beliefs held by consumers based on the attributes of each brand” (as cited in Lin, Yang & Wan, 2015). They assert that brand image in simpler terms is a specific combination of brand beliefs. The components that describe what brand image are the consumer’s reaction towards the brand name, logo, or impression, and represent the product quality (Magid et al., 2006, as cited in Lin, Yang & Wan, 2015).
Brand image based on Woodward (2000) is an idea that is held by the customers and the image may not actually be tangible or portray reality. She emphasizes that brand image is a part of the consumer’s knowledge that can affect their satisfaction when using the product or service. …show more content…
When there is psychological assurance within the customers, they develop brand trust.
Besides that Lim, Yang and Wan (2015) highlight that, “brand image is considered as an important factor that influences consumers’ purchasing decisions”. Brand image plays quite an important role to consumers as it affects them when purchasing products. Consumers are more attracted to products with a strong brand image compared to those with a weak brand image (Dodds et al., 1991; Grewal et al., 1998; Hoyer and Brown, 1990, as cited in Lim, Yang & Wan, 2015).
Kotler (2000) as cited in Lim, Yang and Wan (2015) verified that “a better brand image is associated with a lower perceived risk.” This means that a strong brand image of a particular product can lower the consumer’s perception of risk which also increases the consumer’s perception of the quality of the …show more content…
There are two processes of what Instagram users do on the application. First is the production of images that involves individuals engaging with one another as they make a decision on how to capture, edit and circulate the photos of their experiences online (Carah & Shaul, 2015). The second process as they highlight is where users see flows of images on their timeline and modify them by scrolling, liking and
According to Kotler (2000), “brand image is a set of beliefs held by consumers based on the attributes of each brand” (as cited in Lin, Yang & Wan, 2015). They assert that brand image in simpler terms is a specific combination of brand beliefs. The components that describe what brand image are the consumer’s reaction towards the brand name, logo, or impression, and represent the product quality (Magid et al., 2006, as cited in Lin, Yang & Wan, 2015).
Brand image based on Woodward (2000) is an idea that is held by the customers and the image may not actually be tangible or portray reality. She emphasizes that brand image is a part of the consumer’s knowledge that can affect their satisfaction when using the product or service. …show more content…
When there is psychological assurance within the customers, they develop brand trust.
Besides that Lim, Yang and Wan (2015) highlight that, “brand image is considered as an important factor that influences consumers’ purchasing decisions”. Brand image plays quite an important role to consumers as it affects them when purchasing products. Consumers are more attracted to products with a strong brand image compared to those with a weak brand image (Dodds et al., 1991; Grewal et al., 1998; Hoyer and Brown, 1990, as cited in Lim, Yang & Wan, 2015).
Kotler (2000) as cited in Lim, Yang and Wan (2015) verified that “a better brand image is associated with a lower perceived risk.” This means that a strong brand image of a particular product can lower the consumer’s perception of risk which also increases the consumer’s perception of the quality of the …show more content…
There are two processes of what Instagram users do on the application. First is the production of images that involves individuals engaging with one another as they make a decision on how to capture, edit and circulate the photos of their experiences online (Carah & Shaul, 2015). The second process as they highlight is where users see flows of images on their timeline and modify them by scrolling, liking and