It is of crucial importance to highlight the fact that a brand image does not pertain only to the visual and physical characteristics that a brand exhibits, but also all of the emotional and non-tangible reactions it provokes in the consciousness of the potential customer (Franzen & Moriarty, 2009, p.19).
Obviously, the symbols and trademarks, products and services, core values and key competences of the brand all play a significant role in the formation of the brand image, due to the fact that they are physical projections of what a brand stands for, hence provide the standpoint for the creation of the client’s perception.
The results have clearly identified not only the bastion elements of each manufacturer’s brand image and have categorically manifested the fact that consumer behavior in the premium segment is predominantly affected by the brand’s images of quality, luxury and style, but that their buying decisions are also coordinated greatly with the perception of given vehicle’s image by society.
The second goal of this paper was to draw upon the attained conclusions in order to be able to potentially relay a certain amount of information to these manufacturers about the exceptional significance of their brand image and suggest possible ways to maintaining and exploiting it to retain current customers and attract new ones.
Brand image is essentially the reputation of a brand, and is a representation of the attributes, appeal, heritage, values and benefits of a certain brand, in the eyes of the customer.
Dissertation Car Market Buying Behavior Study Consumer Perception