Impact of Brand Image on Purchase Intention

Presented By: M.Ejaz-ul-haq

Introduction
Brand Image
A company is well acknowledged only when
it has a brand name. A brand name is one which speaks for your company The overall vision or position of Brand in the minds of consumer

Stakeholders
Companies Consumers Celebrities

Problem Statement
Marketers are using different techniques to attract customers and to gain an advantage over the competitors. One of them is Brand Image, this study is aimed at finding how Brand Image effects the purchase behavior of customers and also in the process to check weather it is a effective tool or not

Research Question

Does Brand Image has any impact on the purchase behavior of consumers?

Objective of Study

To find out the effect of Brand Image on Purchase Intention

Significance of Study

Literature Review
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Aaker, D.A. (1996), Building Strong Brands, The Free Press, New York, NY. Cobb-Walgren, C.J., Ruble, C.A. and Donthu, N. (1995), Brand equity, brand preference, and purchase intent Keller, K., S. Heckler, et al. (1998). "The effects of brand name suggestiveness on advertising recall. Rust Anthony, J. and T. Roland (1993). "Customer satisfaction, customer retention, and market share. Sethuraman, R., C. Cole, et al. (1997). Why do consumers pay more for national brands than for store brands? Yasin, N., M. Noor, et al. (2007). "Does image of country-oforigin matter to brand equity?

Methodology
Questionnaire Development Sample Size
A total sample size of 120 respondents were taken

Data Source
Data was gathered from Rawalpindi and Islamabad people of

Models

Descriptive Statistics Correlation Regression Model

Variables
Independent Variable
Brand Image

Dependent Variable
Purchase Intention

Data Analysis
In order to analyze the data regression

method was used

Model was chosen because study has to

analyze the relation/ effect of Brand Image

on the purchase behavior of consumers

Descriptive Statistics
Descriptive Statistics BRAND IMAGE and PURCHASE INTENTION

Mean

4.0542

3.41

Median

3.4

Standard Deviation

0.48119

0.37291

Minimum

2.38

1.8

Maximum

5.13

4.2

Count

120

120

Correlation
Brand Image
Brand Image
Purchase Intention

Purchase Intention
1

0.1866216 09

Analysis

Description Brand Image

Coefficient 0.2408146

t-statistics 2.06348108

R square

0.034827625

Significance of F

0.041260184

Conclusion
Brand Image has a positive impact on the purchase behavior of consumer.
These results are same as Claire A. Boudreaux and Stephen E. Palmer (2007) These results are opposite to Nadia Huitzilin (2007) who found that there is no significant impact of Brand Image on the purchase behavior of consumers.

Future Recommendation
The future researches should be conducted on the areas other than this. Such as what other factors like company image, advertisement or company country of origin affects the purchase intention of the consumer