Effect of brand awareness on
customer loyalty
The study of these fields are an attempt to establish a
relationship between consumer spending and the key factors involved in consumer
preferences in terms of attitudes, cognition, perception and learning. Companies
shifting their focus from a product/market driven line of attack to consumer
driven marketing activities reflect this evolution of marketing.
As a direct consequence, branding has emerged as a
significant feature of contemporary marketing strategies and is now considered
a key organizational asset (Kotler, 2000).
Understanding
brand perception is vital for everything from product/service development to
product/service positioning or market segmentation. But, the inability to
measure brand perception and influences on consumer behaviour is a challenge
most companies face.
The main objective of this study is to find out the effect
of branding on customer growth and loyalty.
The specific objectives include;
- Asses the main concepts of branding and its values.
2.
2. Examine
the consumer perceptions of brands.
3. To
assess branding influence on consumer purchasing behaviour.
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