Conational Drivers Influencing Brand Preference among Consumers

Prof Rajagopal

No 2009-02-MKT, Marketing Working Papers from Tecnológico de Monterrey, Campus Ciudad de México

Abstract: Consumers recognize brands by building favorable attitude towards them and through the purchase decision process. Brand preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in presence of competing brands. This study aims at discussing the cognitive factors that determine brand preference among consumers based on empirical research. Brand attributes including emotions, attitudes, personality, image, reputation and trust which influence consumer perceptions and temporal association with brands are critically examined in the study. The study reveals that higher brand relevance and trust build strong the association of consumers with brand in long-run.

Keywords: Cognitive behavior; brand identity; personality traits; brand association; brand image; trust; corporate reputation; mass market; brand preference; consumer value (search for similar items in EconPapers)
JEL-codes: D10 L81 M31 (search for similar items in EconPapers)
Date: 2009-02
New Economics Papers: this item is included in nep-mkt and nep-neu
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Citations: View citations in EconPapers (1)

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