文章基本信息

标题：The effects of brand associations on consumer response
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作者：Tooraj Sadeghi ; Elham Vaziri Rad
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2012
卷号：6
期号：11
页码：4048-4056
DOI：10.5897/AJBM11.1620
语种：English
出版社：Academic Journals
摘要：This paper studies the dimensions of brand image, focusing on the functions or value of the brand as perceived by consumers. In this way, four categories of functions are identified: guarantee, personal identification, social identification and status. By way of questions, it has been proposed that these functions have a positive influence on the consumer's willingness to recommend the brand, pay a price premium for it and accept brand extensions. The questions have been tested in the Iran mobile phone market and were partially supported. The results obtained confirm the convenience of analyzing brand associations separately and enable the ascertaining of the brand associations that are the most relevant in order to attain certain consumer responses.
关键词：Brand; brand equity; brand associations; brand image; dimensions of brand functions