Impact of a Brand on Consumer Decision Making Process
4 Pages Posted: 23 May 2017
Date Written: May 05, 2017
The twenty first century age has biggest changes on marketing strategies of organizations and institutions. These changes help companies to be very competitive and sustainable in the complicated market. Rindell (2008) mentions that modern consumers survive in a world where purchase of goods and services is enormous and continuous. Success of companies already depends on the amount of information gathered with regards to the purchasing attitudes of consumers. Hess (et all, 2011) explains that companies are interested in developing strong and effective brands leading to long term and customer relationships. And it helps companies to survive.
Keywords: brand, brand equity, consumer, decision
JEL Classification: M31
Suggested Citation: Suggested Citation