International Journal of Academic Research and Development

International Journal of Academic Research and Development


International Journal of Academic Research and Development
International Journal of Academic Research and Development
Vol. 1, Issue 8 (2016)

A Review of brand image and its impact on buying behaviour


Amrita Sahney

Brand image play a crucial role to boost up any business performance as brand image is an implied tool which can positively change people’s buying behaviours. Brands are one of the most valuable intangible assets that firms have. Brands serve several valuable functions. At their most basic level, brands serve as markers for the offerings of a firm. For customers, brands can simplify choice, promise a particular quality level, reduce risk, and ongender trust. The purpose of this study is to examine the impact of brand image on consumer buying behaviour.
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