The Impact of Brand Image on Consumer Behavior: A Literature Review


The concept “brand image” has drawn significant attention from academics and practitioners since it was put forward, because it played an important role in marketing activities. Although brand image was recognized 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 extant studies about the impact of brand image on consumer from perspective of customer equity. It also presented the shortcomings of current research and pointed out the trends for future study.

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Zhang, Y. (2015) The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 3, 58-62. doi: 10.4236/ojbm.2015.31006.

Conflicts of Interest

The authors declare no conflicts of interest.


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