This paper studies the dimensions of brand image, focusing on the functions or value of the brand as\r\nperceived by consumers. In this way, four categories of functions are identified: guarantee, personal\r\nidentification, social identification and status. By way of questions, it has been proposed that these\r\nfunctions have a positive influence on the consumer''s willingness to recommend the brand, pay a price\r\npremium for it and accept brand extensions. The questions have been tested in the Iran mobile phone\r\nmarket and were partially supported. The results obtained confirm the convenience of analyzing brand\r\nassociations separately and enable the ascertaining of the brand associations that are the most\r\nrelevant in order to attain certain consumer responses.
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