Impact of Brand Association on Consumer Buying Behavior in Foot Ware Industry: The Case of Punjab, Pakistan

Abstract

Purpose – The main aim of this study is to find the impact of the brand association dimensions on the consumer responses. Data collection - In order to achieve the goal of this study, primary data is used which is collected through 300 questionnaires in market of the Punjab. Method of analysis¬¬¬ - In this study descriptive analysis, co-relation and regression method has been used to analysis the results. Findings - The results of the study reveals the existence of positive relationship between the brand association dimensions on the consumer buying behavior. The brand association functions are the guarantee, social identification, personal identification and status has the positive impact on the recommendation, extension of purchase from same brand and price premium. Contribution - This study may help the researcher who is trying to find the relation between the brand association dimensions and the consumer behavior towards the brand.