The Study On Consumer Perception Towards Branded mobiles
M. Mano, Dr. V. M. AnithaRajathi
Brand Image, Customer Equity, Consumer Behavior and consumer perception
The concept of “brand image” has drawn significant attention from academics and practitioners since it was put forward, because it leads an important role in marketing activities. Although brand image was recognized and approved as the driving force of brand asset and brand performance, few studies have elaborated on the relationship between brand image and brand equity. Based on the brand image theories, this study reviewed over all extant studies about the impact of brand image on consumer from perception of customer equity. It is also explained the shortcomings of current research and pointed out the trends for future study.