The Effect of Brand Image on Consumer Behaviour: Case Study of Louiss Vuitton-Moet Hennessy

Year 2016, Issue: 2, 1 - 24, 01.12.2016

Gökhan Tekin Sercan Yıltay Esra Ayaz

Abstract

Consumers are influenced by many psychological, social and personal factors that influence their perception of a brand. Brand is a powerful tool to attract more consumers to buy particular products and, has become important in the luxury market. A very important factor that influences consumer’s perceptions of a brand is strong brand image. The main purpose of this article is to study and analyze the role of brand image on consumer behaviour. This study examines how brand image affects consumer behaviour from a consumer’s perspective. In order to more practical approach, the study concerned case study of LVMH. All data and result based on literature is collected from mainly books, journal, articles, and online material. The methodology for this study was quantitative. A questionnaire was designed to provide answer to research question. In this study, one hundred four random participants were collected online.

Keywords

Brand Image, Consumer Behaviour, Luxury Goods