A study on brand image and its underlying components: |with an application in the automobile sector

Abstract

In this thesis, literature review on research studies related to brand image and its underlying components are investigated and an empirical study of brand image in the automobile sector is presented. For the empirical study survey method is used. Two hundred fifty respondents are chosen as the sample of the study. Data was collected through structured and undisguised questionnaires and analyzed by SPSS for Windows Release 6.0. Frequency and factor analyses, cross-tabulation and Pearson correlation, z-tests, paired-T tests and one-way ANOV A tests are utilized as the methods of analyses. Major findings of the study indicate that brand image concept consists of the underlying components of brand name, company name, country-of-origin, product attributes, brand personality attributes, user and usage imagery related attributes. Evaluations of the brand image affect consumers' intention to buy the specified car brands, satisfaction with their purchases and confidence in the purchase decisions. Moreover, the congruence between the image of the car brands and the self-images of the consumers affect their purchase decisions. Other findings of the study can be reported as follows: Demographic characteristics of the consumers playa role in their evaluations of the brand images of the cars. Among these demographic characteristics, age, marital status, education, occupation and income have relations with the brand image evaluations. There are differences among the car brands in terms of consumers' intention to buy, satisfaction, confidence, evaluations of the brand images, product attributes, brand personalities, and user and usage imagery attributes. Overall, BMW 5.20 appears to be the car brand that has the most positive brand image, attribute evaluations and for which consumer has the highest degree of purchase intention, satisfaction and confidence. It is followed by Opel Vectra which is positioned very close to BMW 5.20 in many of its attributes. For Tofa!? Sabin, respondents have the lowest degree of purchase intention, satisfaction and confidence. As far as the product attributes are concerned, they found the service and parts availability and second-hand value of this car brand more superior to its other attributes. In the last part of the study findings and implications for producers, marketers and advertisers, and for further research in areas like marketing, advertising, and psychology are presented. It is hoped that this study with its rich literature review will generate multi-disciplinary research studies.