(PDF) The Effects of Brand Image on Customer Satisfaction

DISSERTATION

Table of Contents
TOPIC:-............................................................................................................................................1
CHAPTER 1 :- INTRODUCTION..................................................................................................1
Overview of research:-...........................................................................................................1
Background of research:-.......................................................................................................2
Rationales of investigation:-...................................................................................................2
Research aim:-........................................................................................................................3
Research Objective:-..............................................................................................................3
Research Questions:- .............................................................................................................3
CHAPTER 2 :- LITERATURE REVIEW.......................................................................................3
The brand image create customer’s loyalty............................................................................4
The brand create or inspire trust in customers........................................................................5
Branding show the social status and affect the buying behaviour of the customer................7
Brand attract more customers than similar industry brands...................................................9
CHAPTER 3: RESERACH METHODOLOGY...........................................................................10
REFERENCES..............................................................................................................................13

TOPIC:-
“The impact of branding on customers’ buying behaviour: A case study of Giorgio Armani”
CHAPTER 1 :- INTRODUCTION
Branding is defined as the process that work toward creating a unique image as well as
name in front of its consumer regarding the product or services offered by a company with the
help of advertisement campaign or other promotional activities (Das, 2014). It aims toward
establishing a significant and differentiated presence in market that support in attracting and
retaining the loyal customer for longer period of time.
Overview of research:-
Branding is a technique that is used by several companies for distinguish its product from
that of other competitors. This in turn influencing the manner in which a customer purchase
particular product or service as branding has a direct influence over the choice as well as buying
behaviour of customers. This is so because brand is considered as unicity of product as well as
services that are designed to satisfy the need and expectation of customer in a specific manner.
The brand determine the manner in which a customer perceive a particular company as the brand
creates a image in the mind of customer and because of which customer flock to stores and line
up to get the newest product from that particular brand. Organisation perform several activities in
order to promote its product or services which in turn help in increasing the brand recognition
among customer. This in turn help an organisation to change the mindset of customers for
affecting their buying decision by making one's product different from others in front of them.
Despite of all these, quality of services offered by a company also has a great influence
over its brand image in front of customer as it help in getting their trust in the offerings of an
organisation. This in turn support an organisation to create a positive image of brand in front of
customers, which results into getting regular visit for repurchasing of company's product or
services (Dhurup, Mafini and Dumasi, 2014). The base of loyal customer also support an
organisation to increase its customer base by promoting brand with positive mouth publicity.
This in turn help organisation in enhancing its sales as well as profitability. Hence, it can be said
that branding has a direct influence over customer behaviour which they exert while purchasing
particular product or services.
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