ASSESSMENT OF BRAND IMAGE AND BRAND ATTACHMENT AMONGST CELL PHONE USERS

Abstract

ABSTRACT Apart from basic drivers like need, want and demand of the customer; several other significant factors are responsible not only for the sale of the product but also on relationship perspective such as brand name, brand image and brand attachment. Researchers and marketing practitioners have been interested in brand attachment and related intellectual queries like what, why of its origin and how they evolve. Researchers have also examined effects they have on consumers and the market, and when and why they cease to exist. Brand image constructs discuss with customers'' emotional or societal needs continuously. It is the approach people feel about a brand conceptually, rather than what they think the brand does. The present study set the objective to analyze the relationship of brand image and brand attachment with the concern of cell phone users. Prior to achieving objective of this study, we analyze the validity and reliability of brand image and brand attachment scale. To achieve the objective of this research we state proposition based on an extensive literature search. With applying the appropriate statistical test, we analyze the relationship between brand image and brand attachment. The present study has significant implication for branding scholars as well as for brand manager. Keywords Brand Image, Brand Attachment, Young Consumers, Consumer Perception.