Influence of Brand Image on Consumer Behaviour

Yi Zou

doi:10.54254/2754-1169/48/20230420

Research Article

Open access

Published on 1 December 2023

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Zou,Y. (2023). Influence of Brand Image on Consumer Behaviour. Advances in Economics, Management and Political Sciences,48,27-30.

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Influence of Brand Image on Consumer Behaviour

Yi Zou *^,1,

¹ Guangdong Ocean University

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/48/20230420

Abstract

This study explores the relationship between brand image and consumer behavior from the perspective of consumers. It consists of three parts. The first introduces the establishment and maintenance of brand image. The second reviews and analyzes the relationship between brand image and consumers. The third part reviews and analyzes the impact of brand image on consumer purchasing behavior. Brand and marketing are both very important to enterprises. Brand and marketing support each other, complement each other, jointly serve the market.

Keywords

brand image, consumer behavior, marketing strategy, brand strategy

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References

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Cite this article

Zou,Y. (2023). Influence of Brand Image on Consumer Behaviour. Advances in Economics, Management and Political Sciences,48,27-30.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Conference website: https://www.icftba.org/

ISBN：978-1-83558-143-8(Print) / 978-1-83558-144-5(Online)

Conference date: 8 November 2023

Editor：Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.48

ISSN：2754-1169(Print) / 2754-1177(Online)

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