Abstract

http://ssrn.com/abstract=1411300
 
 

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Conational Drivers Influencing Brand Preference Among Consumers


Dr. Rajagopal


Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education (ITESM) - Mexico City Campus

April 30, 2009


Abstract:     
Consumers recognize brands by building favorable attitude towards them and through the purchase decision process. Brand preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in presence of competing brands. This study aims at discussing the cognitive factors that determine brand preference among consumers based on empirical research. Brand attributes including emotions, attitudes, personality, image, reputation and trust which influence consumer perceptions and temporal association with brands are critically examined in the study. The study reveals that higher brand relevance and trust build strong the association of consumers with brand in long-run.

Number of Pages in PDF File: 35

Keywords: Cognitive behavior, brand identity, personality traits, brand association, brand image, trust, corporate reputation, mass market, brand preference, consumer value

JEL Classification: D10, M31, L81

working papers series


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Date posted: May 29, 2009 ; Last revised: July 27, 2009

Suggested Citation

Rajagopal, Dr., Conational Drivers Influencing Brand Preference Among Consumers (April 30, 2009). Available at SSRN: http://ssrn.com/abstract=1411300 or http://dx.doi.org/10.2139/ssrn.1411300

Contact Information

Dr. Rajagopal (Contact Author)
Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education (ITESM) - Mexico City Campus ( email )
222, Calle del Puente
Ejidos de Huipulco
Mexico City, DF 14380
Mexico
HOME PAGE: http://www.geocities.com/prof_rajagopal/homepage.html
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