Branding- how it influences customer behavior?

Authors : Raghda LUTFI, Tuğçe ALTINTAŞ

Pages : 77-92

View : 22 | Download : 15

Publication Date : 2018-03-31

Article Type : Research Paper

Abstract :The marketers can assess and examine the influences of branding on customers so that they can develop convincing brand messages to target the right customer using the right message. Branding is developing into one of the most successful tactics of marketing teams in recent times; so much that it has almost become a prioritized area of study for future marketers. This was the main rationale behind conducting this research to understand how branding influences the customer psyche and purchase inclinations so that marketers exert more efforts towards branding as a constant activity for increased brand equity and enhanced company image. A survey was used in this research. The questionnaire which includes a total of 19 questions was submitted by 200 customers. Data were analyzed using SPSS.
Keywords : branding, consumer behavior