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Conational Drivers Influencing Brand Preference among Consumers


  • Rajagopal

    () (Tecnológico de Monterrey, Campus Ciudad de México)


Consumers 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.

Suggested Citation

  • Rajagopal, 2009. "Conational Drivers Influencing Brand Preference among Consumers," Marketing Working Papers 2009-02-MKT, Tecnológico de Monterrey, Campus Ciudad de México.
  • Handle: RePEc:ega:wpaper:200902

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    References listed on IDEAS

    1. Berger, Allen N. & Mester, Loretta J., 2003. "Explaining the dramatic changes in performance of US banks: technological change, deregulation, and dynamic changes in competition," Journal of Financial Intermediation, Elsevier, vol. 12(1), pages 57-95, January.
    2. Ali Ataullah & Hang Le, 2006. "Economic reforms and bank efficiency in developing countries: the case of the Indian banking industry," Applied Financial Economics, Taylor & Francis Journals, vol. 16(9), pages 653-663.
    3. Adnan Kasman & Saadet Kirbas-Kasman, 2006. "Technical Change in Banking: Evidence From Transition Countries," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 13(1), pages 129-144.
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    More about this item


    Cognitive behavior; brand identity; personality traits; brand association; brand image; trust; corporate reputation; mass market; brand preference; consumer value;

    JEL classification:

    • D10 - Microeconomics - - Household Behavior - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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