Examining how brand image influences consumer purchasing

GOEL, AKANSH (2017) Examining how brand image influences consumer purchasing. [Dissertation (University of Nottingham only)]

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The prime purpose of the presented research work is to explore the interrelationship of brand image with consumer purchasing to know the influence of brand image of the product on the consumer purchasing/buying behaviour. The quest of the research work is to explore whether the brand image plays an intensive role in the purchasing behaviour shown by the customers in the most crucial manner. The finding of the research will quest how important is the perception of a brand in influencing consumer purchase and what are the key components in retaining brand loyalty that engages a loyal and regular consumer.


The presented research study is a qualitative study in which subjective and detailed data has been taken into account for the purpose of identifying some crucial inferences of the research work. In this method, library research and focused group interview method have been taken as methods of data collection in the research work. Sample population for the research work consists of general customers. Out of the total sample population, a sample size of 20 interviewees is chosen for conducting focus group interview with them. These 20 interviewees are divided in the 4 groups, with 5 respondents in each group. The analysis of the data collected has been taken into account with the help of thematic data analysis method, in which different themes have been discussed in the most critical manner to reach on a decisive conclusion.


The data collected through interviews and analysed through thematic analysis has reflected that there is a crucial and direct relationship between the brand image of the product and consumer buying behaviour. In this regard, the research has found out that the consumers generally prefer the brands which have positive and high image in the marketplace. The consumers relate brand image with their personality and owing to this reason, purchasing the brand with high image leads to an enhancement of their self-confidence. In addition to this, the consumers also relate the brand image with their status, as high brand image indicates that the product is highly priced. In this way, there is a positive correlation of the product’s brand image with the consumer’s buying behaviour.

Research Implications: 

The presented research work has crucial and effective implications in relation to the development of marketing strategy and tactics by the organization. The research establishes a positive relationship between both brand image and consumer buying behaviour, which signals the companies to adopt some crucial and effective brand image enhancement measures and strategies. From the perspective of the long-term sustainability of the company, the presented research work is recommending some effective strategic orientations regarding brand image building. This will prove to be quite helpful for the company to have specific strategic direction.

Item Type: Dissertation (University of Nottingham only)
Keywords: Customer Buying Behaviour, Marketing Strategies, Brand Image, Brand Building
Depositing User: Goel, Akansh
Date Deposited: 12 Apr 2018 08:20
Last Modified: 08 May 2020 09:02
URI: https://eprints.nottingham.ac.uk/id/eprint/46492

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