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Conational Drivers Influencing Brand Preference among Consumers

Author

Listed:
  • Rajagopal

    (Tecnológico de Monterrey, Campus Ciudad de México)

Abstract

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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    File URL: http://alejandria.ccm.itesm.mx/egap/documentos/2009-02-MKT.pdf
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    Cited by:

    1. Phuoc-Thien Nguyen & Ying-Kai Liao, 2018. "A Qualitative Investigation of Antecedents, Mediators, Moderators, and Outcomes of Brand Equity," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 676-692:5.

    More about this item

    Keywords

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

    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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