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Developing A Method to Measure Brand Image: A Study in the Small Home Appliances Industry

Rafiei Tabatabaei, Vahideh | 2009

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 39880 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Najmi, Manoochehr
  7. Abstract:
  8. The type of consumers’ perceptions of brands is a key factor in establishing long-term business-consumer relationships. As a result, building strong brand perceptions is a principal priority for companies today. Research in brand image has long been one of the main areas in marketing research, because it plays a vital role in building brand equity. Concerning the rise in the number of product categories and the number of similar brands, firms have felt a need to know their brand images among competing brands from the consumer’ s point of view in order to invest in their brands and approach their brand images to the consumer’ s preferable image. Because of the fact that the brand image has different and complicated dimensions and customers can not express their views and feelings about a brand and thus their motivations to purchase explicitly, a firm should command a suitable method to measure its real brand image in the customer’ s mind and identify the essential constituent factors of this image. This method will help the firm to approach its brand image to customers’ wants by improving these factors and also help it to know competitors’ brand images in order to detect deferences between its brand and competitors’ brands and finally position its brand in the market correctly. While brands and assosiated consumers’ perceptions are serious subjects, marketing researchers have not employed a comprehensive measurement method to assess consumers’ perceptions of brands. In this research, through the use of Keller (1993) conceptual model, the concept of brand image is defined obviously and its constituents are determined, a coherent and comprehensive method to identify and measure different dimensions of brand image is introduced, and finally to validate this method, four brands in three product categories of small home appliances industry (rice cooker, iron, and juicer) are experimented among Parsian Hospital woman staff and accordng to the results of the research, the validity of this method is verified.
  9. Keywords:
  10. Appliances ; Brand Image ; Measure ; Brand Equity ; Brand Association

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