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Impact of Brand Image on Consumer Decision-making: A Study on High-technology Products

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  • M. Prasanna Mohan Raj
  • Satam Roy

Abstract

In the field of high-technology and high-involvement products, launch of new products is seen as very high. The usage of multiple electronic gadgets in every household is an example of such growth and emphasizes the importance of responsible marketing of high-technology products to cater to such needs. Even high-tech companies that understand the importance of marketing face uncertainty and complications in making marketing decisions and also in the understanding of consumer requirements. For any high-involvement product category, the decision-making time is normally long and customers generally evaluate the information available very cautiously. They also involve in active information search process. The risk associated with such decision is very high. Here the word high technology is set to mean ‘sophisticated knowledge associated with some general field of endeavour’ and marketing of such high technology driven products is being faced by growing set of complexities. Again one of the major advantages any reputed brand enjoys compared to other non-reputed brands is the association of psychological assurance. Customers develop trust on reputed brands. This article tries to find out the influencing factors of buying high- technology and high-involvement products. The role of brand image in influencing the consumer’s decision- making of high-technology products is examined in this article. This article classifies the high-technology customers based on their decision-making styles and their acceptance of extended brands.

Suggested Citation

  • M. Prasanna Mohan Raj & Satam Roy, 2015. "Impact of Brand Image on Consumer Decision-making: A Study on High-technology Products," Global Business Review, International Management Institute, vol. 16(3), pages 463-477, June.
    • Handle: RePEc:sae:globus:v:16:y:2015:i:3:p:463-477
    DOI: 10.1177/0972150915569934
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    References listed on IDEAS

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    1. John A. Norton & Frank M. Bass, 1987. "A Diffusion Theory Model of Adoption and Substitution for Successive Generations of High-Technology Products," Management Science, INFORMS, vol. 33(9), pages 1069-1086, September.
    2. Guerrieri, Paolo & Milana, Carlo, 1995. "Changes and Trends in the World Trade in High-Technology Products," Cambridge Journal of Economics, Cambridge Political Economy Society, vol. 19(1), pages 225-242, February.
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    Cited by:

    1. Dhananjay Bapat & Jayanthi Thanigan, 2016. "Exploring Relationship among Brand Experience Dimensions, Brand Evaluation and Brand Loyalty," Global Business Review, International Management Institute, vol. 17(6), pages 1357-1372, December.
    2. Vibhuti Tripathi & Pooja Rastogi & Suresh Kumar, 2018. "Direct and Moderating Influence of Perceived Fit, Risk and Parent Brand Trust on Brand Extension Success of a Personal Care Brand in India," Global Business Review, International Management Institute, vol. 19(6), pages 1681-1692, December.
    3. Amar Raju G. & Souvik Roy & Santanu Mandal, 2018. "Determinants of Website Usability: Empirical Evidence from Tourism Sector in India," Global Business Review, International Management Institute, vol. 19(6), pages 1640-1662, December.
    4. Rajesh Sharma & Vranda Jain, 2019. "CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India," Metamorphosis: A Journal of Management Research, , vol. 18(1), pages 57-67, June.
    5. S. R. Nikhashemi & Naser Valaei & Arun Kumar Tarofder, 2017. "Does Brand Personality and Perceived Product Quality Play a Major Role in Mobile Phone Consumers’ Switching Behaviour?," Global Business Review, International Management Institute, vol. 18(3_suppl), pages 108-127, June.

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