Effect of Brand Image on Consumer Buying Behaviour

Branding may be a set of selling and communication methods that help to differentiate a corporation or products from competitors, getting to create an enduring impression within the minds of consumers. In the competitive market a corporation can make significant impact on business environments through the creation of their own brand. This study aims at evaluating the effect of brand image on consumer buying behavior. Branding is an important marketing term which has been discussed and researched over the years. This research helps us to enhance the in-depth knowledge about brand image and what are the process from which the customer goes through while purchasing a product. Based on the brand image theories, this study reviewed a number of studies about the impact of brand image on consumer buying behavior. It also states the limitations of the study. The results of the study shows that brand image has significant and positive relationships with consumer buying behavior.