Thesis On The Relationship Of Brand Equity And Brand Extension
Therefore, in definition of brand image, it is vital to incorporate an aspect of how it influences the purchase decision.
For purposes of this research, brand image will be defined as a collection of all the ideas, perception, and views held in customers mind about a product and the way such a collection influences their purchase behavior.
Identifiers would include the brand logo, color, taste, name, or shape among other aspects.
Attributes incorporates the product or service, the benefits, and needs derived from the brand.