Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 48 , 01 December 2023
Open
Access | Article
Influence of Brand Image on Consumer Behaviour
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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
References
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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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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-143-8
- ISBN (Online)
- 978-1-83558-144-5
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/48/20230420
- Copyright
- 01 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited