Brand Image and Customer Buying Behavior: A Review Based Exploration in the Indian Context

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Brand image significantly affects customer buying behaviour in home care appliances, influencing satisfaction levels.
The review finds that brand trust and loyalty are crucial components impacting purchase intentions and emotional connect.
Assessment of empirical studies, surveys, and case studies across markets provides a comprehensive view of consumer behaviours.
Implications for marketers highlight the importance of enhancing brand image to improve consumer engagement and loyalty.

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Review explores brand image components influencing purchase intentions in consumers, suggesting implications for marketers.

Krishnamanaidu et al. (2025) studied this question.

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