( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

Impact Factor* - 6.2311


**Need Help in Content editing, Data Analysis.

Research Gateway

Adv For Editing Content

   No of Download : 105    Submit Your Rating     Cite This   Download        Certificate

IMPORTANCE OF BRAND NAME IN CONSUMER DECISION MAKING PROCESS

    2 Author(s):  AKSHAY MISHRA , OM DUTT

Vol -  5, Issue- 2 ,         Page(s) : 867 - 876  (2014 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

The English word ‘brand’ comes from an Old Norwegian word BRAN DR. It means ‘to burn’. At that time, the word ‘brand’ was actually used to identify animals from a one herd owner (Aaker, 2003) “A product is something that is made in a factory, a brand is something that is bought by a customer. A product can be copied by a competitor, a brand is unique. A product can be quickly outdated, a successful brand is timeless” (Quiston, 2004, p 345). “A name, term, sign, symbol or design, or a combination of these, that is intended to identify the goods and services of one business or group of businesses and to differen-tiate them from those of competitors” (Bennett 1995)

order buy online prescription
order online

1. Aaker, D.A. (2003). Brand Building. Praha: Computer press.
2. Aaker, D. A. (1991). Managing Brand Equity, Capitalizing on the value of a brand name.
New York Free Press
3. Bennett, P.D. 1995 Dictionary of Marketing Terms. 2nd Edition. 
McGrew – Hill. Lincolnwood
4. Chandon, P., J. Wesley Hutchinson, W. & Young, S. (2002). Unseen is unsold: Assessing visual equity with commercial eye-tracking data. Working paper no. 2002/ 85/MKT, Fontainebleu: INSEAD
5. De Chernatony, L. & McDonald, M. 1998 Creating Powerful Brands. 2nd Edition 
Butterworth Heinemann. Oxford
6. Keller, K. L., (2008) Strategic Brand Management, Second Edition, Prentice Hall of India,New Delhi
7. Kotler, P., Armstrong, S., ((2007) Principles of Marketing, Prentice Hall of India, New
Delhi
8. Kotler, P., Keller, K.L., Brandy, M., Goodman, M. & Hansen, T. 2009 
Marketing Management. Pearson Education Limited. Essex (UK)
9. Quiston, D. H. Mc (2004). Successful branding of a Commodity Product: The Case of
RAEX LASER Steel, Industrial Marketing Management Vol 33, p.345-357
10. Schiffman K. (2005), Consumer Behaviour, Eight Edition Prentice Hall of India, New
Delhi
11. Russo, J., Edwards, J. & Leclerc, F. (1994). An eye-fixation analysis of choice processes
for consumer nondurables. Journal of Consumer Research, 21, 274-290.
12. Sheth, J.N. & Mittal, B. 2004  Customer Behavior: A Managerial Prospective. 2nd Edition  South-Western. Mason (USA)
13. Solomon M. R., (2006) Consumer Behaviour, Seventh Edition, Prentice Hall of India, New Delhi
14. Winkielman P., Schwarz N., Reber R., and Fazendeiro T. A. (2000) Affective and Cognitive Consequences of Visual Fluency: When Seeing is Easy on the Mind. In: Visual Persuasion(ed. R. Batra), Ann-Arbor Michigan.

*Contents are provided by Authors of articles. Please contact us if you having any query.






Bank Details