Presented By: M.Ejaz-ul-haq

Impact of Brand Image on Purchase Intention

Introduction

• Brand Image

• A company is well acknowledged only when

it has a brand name. A brand name is one

which speaks for your company

• The overall vision or position of Brand in

the minds of consumer

Stakeholders

• Companies• Consumers• Celebrities

Problem Statement

• Marketers are using different techniques to attract customers and to gain an advantage over the competitors. One of them is Brand Image, this study is aimed at finding how Brand Image effects the purchase behavior of customers and also in the process to check weather it is a effective tool or not

Research Question

Does Brand Image has any impact on the purchase behavior of consumers?

Objective of Study

• To find out the effect of Brand Image on Purchase Intention

Significance of Study

Literature Review

• Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions.

• Aaker, D.A. (1996), Building Strong Brands, The Free Press, New York, NY.

• Cobb-Walgren, C.J., Ruble, C.A. and Donthu, N. (1995), “Brand equity, brand preference, and purchase intent”

• Keller, K., S. Heckler, et al. (1998). "The effects of brand name suggestiveness on advertising recall.

• Rust Anthony, J. and T. Roland (1993). "Customer satisfaction, customer retention, and market share.

• Sethuraman, R., C. Cole, et al. (1997). Why do consumers pay more for national brands than for store brands?

• Yasin, N., M. Noor, et al. (2007). "Does image of country-of-origin matter to brand equity?“

Methodology

• Questionnaire Development• Sample Size

A total sample size of 120 respondents were taken

• Data SourceData was gathered from people of

Rawalpindi and Islamabad

Models

• Descriptive Statistics• Correlation• Regression Model

Variables

• Independent Variable

• Brand Image

• Dependent Variable

• Purchase Intention

Data Analysis

• In order to analyze the data regression

method was used

• Model was chosen because study has to

analyze the relation/ effect of Brand Image

on the purchase behavior of consumers

Descriptive Statistics

Descriptive Statistics BRAND IMAGE and PURCHASE INTENTION

Mean 4.0542 3.41

Median 4 3.4

Standard Deviation 0.48119 0.37291

Minimum 2.38 1.8

Maximum 5.13 4.2

Count 120 120

Correlation

 Brand Image

Purchase Intention

Brand Image 1

Purchase Intention

0.186621609 1

Analysis

Description Coefficient t-statistics

Brand Image 0.2408146 2.06348108

R square 0.034827625

Significance of F 0.041260184

Conclusion

• Brand Image has a positive impact on the purchase behavior of consumer.• These results are same as Claire A.

Boudreaux and Stephen E. Palmer (2007)

• These results are opposite to Nadia Huitzilin (2007) who found that there is no significant impact of Brand Image on the purchase behavior of consumers.

Future Recommendation

• The future researches should be conducted on the areas other than this. Such as what other factors like company image, advertisement or company country of origin affects the purchase intention of the consumer