Effect of Brand Image of a Company on Consumer Purchase Intention

Abstract

Brand persona constitutes an elusive asset that wields immense influence over consumers' attitudes and predilections concerning a firm's commodities and amenities. The sway of a company's brand persona on consumer purchase proclivity represents a cardinal facet of advertising that has garnered considerable scholarly focus lately. Brand persona denotes the image of a corporation's goods and services that clientele cherish in their psyche. A robust brand persona can steer consumer conduct positively, whereas a frail one can impede it. Brand status, brand consciousness, and brand fealty are some of the facets that possess a more pronounced influence on consumer purchase proclivity than others. Promoters must concentrate on constructing and upholding an affirmative brand persona to prompt constructive consumer conduct and procure a competitive edge in the industry. Hence, establishments can augment consumer purchase proclivity and improve their financial performance. Overseeing and directing brand persona is also pivotal to guarantee that it endures steady and optimistic over an extended period. The study's implications are significant for marketers, as it underscores the need to cultivate a positive brand image and monitor it over time to enhance consumer purchase intention and gain a competitive edge in the market.