The Influence of Brand Image on Consumer Buying Behavior: A Case Study of Coca Cola

It is the brand era today, brand has begun to become an important role in consumer life, brand image has become a key part of competition for enterprises. In the process of spreading brand, brand image is the most direct and effective. Therefore, it is necessary for enterprise to establish their brand image according with their brand before producing and promoting products. It has been proved and acknowledged by the enterprises that the brand image influences consumer’s purchasing behavior. In the process of shaping a successful brand image, the following parts need to be controlled:”corporate image”, “advertising image”, “product image”,”customer image”,”service image”,”quality image”etc. This article will discuss the influence of brand image on consumer buying behavior.

Keywords: Brand Image, Consumer Buying Behavior, Brand Influence.

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