International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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A STUDY ON THE FACTORS INFLUENCING BRAND IMAGE AND THE IMPACT OF BRAND IMAGE ON CONSUMER BEHAVIOUR

    1 Author(s):  CHAHAT GUPTA

Vol -  13, Issue- 6 ,         Page(s) : 24 - 37  (2022 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

Consumers relate the brands that they wear with their prestige. Brand image has a very important role to play when a consumer makes their purchase decision. However, there are various other factors like price, quality, after sale services etc. which overall impact the brand image and also influence the decisions of buying individually. Even if the consumers think that the brand has a good image, they may not purchase the product because they cannot afford it. The study is done to find out the impact of brand image on consumer behavior and also find out the impact of other factors like price, quality etc. that influence consumer buying decisions in the Clothing and Airline industry.

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