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The Social Sciences
Year: 2014  |  Volume: 9  |  Issue: 4  |  Page No.: 284 - 288

Outcomes of Brand Image: A Case of a Developing Country

Wasib B Latif, Md. Aminul Islam, Idris Bin Mohd Noor, Syahira Bt Saaban and A.N.M. Jahangir Kabir    

Abstract: The outcomes of brand image are denoted as the latent outputs of brand image on consumer response to the marketing of the brand. Organizations are well-known that brand image will build a competitive advantage in the market place that will increase their overall image with long-term sustainability. Indeed, current trends in modern marketing environment have changed extremely and study of outcomes of brand image is increasingly becoming considerable to keep pace with this change. A brand is said to brand image when consumers respond more (less) positively to the outcomes of brand image for the brand. In this conceptual study, researchers have summarized the literatures on currently prevailing concepts and approaches on brands that will allow us to identify the outcomes of brand image and therefore will facilitate organizations to enhance their marketing efficiency and effectiveness. Based on a comprehensive review of several previous researches, here researchers propose a plausible model for the outcomes of brand image in sequential order, namely, brand familiarity, customer satisfaction, brand trust and attitudinal loyalty of the brand.

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