Conational Drivers Influencing Brand Preference among Consumers
AbstractConsumers recognize brands by building favorable attitude towards them and through the purchase decision process. Brand preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in presence of competing brands. This study aims at discussing the cognitive factors that determine brand preference among consumers based on empirical research. Brand attributes including emotions, attitudes, personality, image, reputation and trust which influence consumer perceptions and temporal association with brands are critically examined in the study. The study reveals that higher brand relevance and trust build strong the association of consumers with brand in long-run.
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Bibliographic InfoPaper provided by Tecnológico de Monterrey, Campus Ciudad de México in its series Marketing Working Papers with number 2009-02-MKT.
Date of creation: Feb 2009
Date of revision:
Cognitive behavior; brand identity; personality traits; brand association; brand image; trust; corporate reputation; mass market; brand preference; consumer value;
Find related papers by JEL classification:
- D10 - Microeconomics - - Household Behavior - - - General
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
This paper has been announced in the following NEP Reports:
- NEP-ALL-2009-09-26 (All new papers)
- NEP-MKT-2009-09-26 (Marketing)
- NEP-NEU-2009-09-26 (Neuroeconomics)
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