Brand image is the reflection which is held within the intellect of clients and it is essentially what comes to the intellect when a brand is placed in front of the clients (Saleem & Raja 2014). And it is the key driver of brand equity, which alludes to consumer’s general discernment and feeling about a brand and has an influence on consumer behaviour (Yi Zhang 2015). It is additionally an arrangement of portrayals of associations and shopper convictions on a particular brand. A great item will empower potential buyers of the item. Comprised of buyers conclusions, states of mind and felling’s toward a brand, which reflects the cognitive or mental components of the brand. It moreover reflects consumer’s characteristics, and they purchase the brand to express themselves.
Brand image plays an awfully critical part in building a brand (Mao, 2010). It features a positive activity in building believe and devotion (Abdulla Alhaddad, 2015). It is additionally valuable to drive devotion, brand equity, brand performance and purchasing habits of customers (Mohammadian ; Ronaghi, 2010). The product brand itself and its significance to the client is included in purchase decision making as well (D. Schutz, 2011). A satisfied customer will demonstrate the loyalty to the brand in a way that shows the willingness to repeat the purchase and provide positive comments to the social groups using the word of mouth technique. And in a business today it is critical to be able to distinguish your product from all other companies they have to consider how they can win over the customers and what images and qualities they want to the consumers to possess of their product or services.
Brand name of the product has more likely a solid effect on the choice making process of a consumer, this implies that brand creates consumer awareness and desirability that can facilitate consumer decision making and active brand purchase.( Gungor ;Bilgin,2011) said that consumer will tend to choose a brand that they consider congruent with their self-image. In this particular way each consumer at an individual basis will try to reflect his or her own identity through choice tends to converge to a certain pattern, thus forming the basis of an individual social identity. Additionally, customer counselling incorporates a positive impact on establishing the brand and customer inclinations.
Brand image is also regarded as opinion and consumer confidence in the quality of products produce by organizations and organizational honesty in the products offered to consumers (Aaker, 1997; cannon Perreault, ; McCarthy, 2009).strong brand in the market competition is the main goal of many organizations because it allows the creation of a wide range of benefits to organizations including reduces risk, greater profits, cooperation with other parties as well as the opportunity for brand image extension (Hawkins,Best,;Coney, 2004; Assael,2004;Schiffman ; Kanuk,2010).brand image also considered to contribute to maintain the competitiveness of the existence of offers given because the brand is usually associated with a particular image that can create certain association in the mind of consumers (Aaker,1997).the purpose of this study is to identify and analyze the influence of brand image on purchase behaviour as well as identifying and analysing and mediating role of brand trust in the relationship between brand image with purchase behaviour.
The study is anchored on the utility theory of consumption. To examine the presumptions displayed in this study the suitable hypothetical system might be presented. Earlier to selecting the foremost reasonable speculations for this research, some alternative elective hypotheses got to be talked about. At to begin with the utility and congruity speculations are considered.
The Utility hypothesis helps to form positioning of the option in like manner to the levelheaded inclinations of the client. Each of the purchase choice is made by the proportion of the cost of the item and livelihood of the client .In this theory the utility and price of the item are the most variables for the buy inclination is incompletely included in Financial Man approach. In any case, this hypothesis will not be chosen and analyzed encourage in this proposition. The levelheaded clarification almost customer behavior which is impact by the brand image might not be given since acquiring way of client may alter at diverse circumstances.
Congruity hypothesis is arranged to communication and influence of the data stream to the person. This hypothesis predicts the state of mind of the client which is being incited by the source it was accepted that utilizing this hypothesis would be valuable for the examination of individual’s demeanor influenced by the social bunches. It must be pushed that, be that as it may, that consumer’s buying behavior isn’t portrayed as it were by the impact of the data given by the social bunches. Hence, Congruity hypothesis will not be included in this proposition. Clients are more likely to pay the next cost for a well-known brand as inverse to an item which isn’t known to them. Agreeing to (D. Bello and M. Holbrook 2010), clients tend to purchase brand-name items where the quality of the item is imperative determinant as well.
Research framework in this study is focused on the determinants of purchase behavior of which is influenced by brand image or through the mediating effect of brand trust.
In order to reveal the influence of brand image on purchase behavior and the mediating effect of brand trust to the relationship of brand image with purchase behaviour.
The study aims to find the effect of brand image to consumer buying behaviour particularly on mobile phone brands. Specifically, it attempts to achieve the following objectives;
1. Profile the respondents in terms of age, sex, marital status and family income
2. Identify the level of brand image of the respondents desired mobile phone brands in terms of Saliency, Reputation, Familiarity, Trustworthiness, and Service Quality
3. Identify the consumers’ buying behaviour in terms of wiliness to pay more, participate, and recommend
4. Evaluate the effect of Brand Image to Consumer Buying Behavior.
The study will utilize a descriptive research design to achieve its research objectives. The data gathering tool that will be used will be researcher made questionnaire that will be composed of three parts. The first part will cover the profile of the respondents. The second part will include 15 items all in Likert Scale to assess the level of Brand Image of the respondents’ desired mobile phone. Finally, the last part will include 9 items, also in a 4 point Likert scale. This will cover items to identify the respondents buying behaviour in terms of willingness to pay more, recommend and participate. The questionnaire was pilot tested to 15 individuals who will not be part of the study to test the reliability of the questionnaire. The resulted chronbach alpha value was .852 indicating high reliability of the instrument.
The study will be conducted at Ororama Carmen. A progressive selection method will be utilize to identify the participants of the study. Considering that the population is unknown, the number of samples will be computed as follows;
s = (Z-score)2 * StdDev*(1-StdDev) / (margin of error)2
Confidence interval = 95% (thus a z score of 1.96)
Assumed Standard Deviation = 5
Margin of error (confidence interval) = +/- 5%.
s = ((1.96)2 x .5(.5)) / (.05)2
s = (3.8416 x .25) / .0025
s = .9604 / .0025
s = 384.16 say 385
The profile of the respondents will be treated using simple percentage while the levels of brand image and consumer buying behaviour will be treated using weighted mean. Finally, the effect of Brand Image to Consumer Buying Behaviour will be treated using Multiple Linear Regression.