A STUDY ON CUSTOMER PERCEPTIONS REGARDING BRAND IMAGE OF CARS

Abstract

Brand and brand image plays a phenomenal role in automobile industry. Brand image is a powerful force that influences customer purchase decisions, customer loyalty and finally lead to the success of the car brand.  A strong brand image delves into the realm of aspirations, emotions and cultural associations. It helps to connect customers on personal level. A strong brand image also fosters customer loyalty. Thus, brand image plays a very influential role in the automobile industry.

Keywords:  automobile, brand, brand image, customer, loyalty, industry.