The impact of brand image on purchasing decision (A field study on sporting stores in the great Cairo)

نوع المستند : المقالة الأصلية

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Marketers are interested in the beliefs that people formulate about specific products and services, because these beliefs make up product and brand images that affect buying behavior. If some of the beliefs are wrong and prevent purchase, the marketer will want to launch a campaign to correct them. (Philip Kotler, veronica Wong john Saunders, Gary Armstrong, 2005)
Brand image is the heart of the promotion of an organization (Michaelidou, 2015) for it capable to shape the consumers attitude towards the brand, product, and service and influence the user behavior, including the behavior toward the organization. (Romaniuk, 2013).
Many researches view brand image as: collection of ideas, feeling, attitude that belongs to the consumers about the brand (Gardner, 1955). Many researches view brand image as: collection of ideas, feeling, attitude that belongs to the consumers about the brand (Gardner, 1955). Brand image is more than just a logo that identify business, or an organization service (Thimothy, 2016). In recent years, brand image is seen as a mixture of associations made by consumers based on every interaction they have with an organization, both commercial and non-commercial (Ewing, 2005). Brand image is more than just a logo that identify business, or an organization service (Thimothy, 2016). In recent years, brand image is seen as a mixture of associations made by consumers based on every interaction they have with an organization, both commercial and non-commercial (Ewing, 2005).

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