Published August 30, 2025 | Version CC-BY-NC-ND 4.0
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Brand Image and Customer Buying Behavior: A Review Based Exploration in the Indian Context

Creators

  • 1. Department of Business Management, Mahatma Gandhi University, Arts block, Nalgonda (Telangana), India.

Contributors

Contact person:

  • 1. Department of Business Management, Mahatma Gandhi University, Arts block, Nalgonda (Telangana), India.

Description

Abstract: The increasing competition in the consumer durables sector has shifted brand image perceptions to the forefront as a decisive factor affecting customers' buying behaviour, especially in home care appliances. Drawing on various studies from emerging and developed markets, this paper conducts a critical empirical review to investigate the relationship between brand image and purchase behaviour. The goal of this paper primarily concerns examining the influence of brand image components such as brand trust, brand loyalty, perceived quality, and emotional connect on consumer purchase intentions and postpurchase satisfaction in the home care appliances scenario. The methodology is based on a review of peer-reviewed publications, empirical data from surveys and case studies reported in leading journals over the past decade, as well as in the context of Indian and comparable global perspectives.

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Additional details

Identifiers

DOI
10.35940/ijmh.K1830.11120825
EISSN
2394-0913

Dates

Accepted
2025-08-15
Manuscript Received on 01 July 2025 | First Revised Manuscript Received on 11 July 2025 | Second Revised Manuscript Received on 04 August 2025 | Manuscript Accepted on 15 August 2025 | Manuscript published on 30 August 2025.

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