Literature Review On Brand Image

Social media has become an influential ground for consumers to share their opinions about a company’s brand and products. In addition, it helps in having a strong brand that produces positive relations and distinguish the brand from competitors, is a critical component for effective marketing. According to Dahlén and Lange (2009) “the quality of the product is not the evident factor when it comes to purchasing a product, the deciding factor depends on how the brand is perceived” (Para. 1). This demonstrates the importance of incorporating social media as a tool to promote brands, allow for interactions, and customer satisfaction by engaging with customers more frequently for feedbacks or reviews. Thus create an opportunity for the company to show its devotion to their customers, and initiate good reputation, which can increase sales. In other words, social media has the ability to upsurge the awareness for businesses as well as the brand.

Increasing use of technology has started innovative kind of discussions amongst consumers only because internet- based social media is challenging the traditional ideas of marketing and brand management which introduce new brands and find new opportunities for organisations to understand the customers demand and link with them right away.

Social Media has changed the communication setting for all marketers. “Perhaps the greatest value of social media marketing is your ability to foster and engage with a community of people” (moz.com). An involved audience is one of the greatest resources a brand can have. There

Brand equity is an important asset for any organization. It is also an assets that offers an organization or a brand a road to success. Brand equity is important because its brand's product is closely associated with its premium price in the market. An organization or a brand with positive brand equity typically have higher quality products and services when compared to similar generic unbranded products. Furthermore, brand equity is important because it helps an organization or a brand to strengthen its competitive edge in the market. It is important to an organization or a brand, the reason are that it help lower the marketing costs and allows a brand to enjoy higher brand awareness and brand loyalty. Therefore, the ultimate goal of a brand

Marketing is continuously changing and growing within the business field. Recently, social media is becoming one of the main marketing strategies used by companies, which is known as social media marketing. Twitter, Facebook, Instagram, YouTube, and blogs are some of the platforms used in this area of marketing. These types of social media allow consumers to be updated by following their favorite companies. It is not a surprise companies are starting to regularly use this form of marketing due to the role social media has in today's society. Social media does, however, impact a company in a multitude of ways. There is much debate on whether companies should or should not use social media to market themselves. Even though there are some flaws

Social media is an effective media of communication between the consumers and companies. The companies are using social media for improving consumer engagement and brand lift. This essay gives a brief overview of social media platforms and how effective they have been. It shows that the whole marketing concept has undergone radical transformation due to the social media interaction. The essay ends in conclusion depicting what marketers need to take care in order to have successful social media campaign.

Hudson, Simon, Li Huang, Martin S. Roth, and Thomas J. Madden. "The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors." International Journal of Research in Marketing 33.1 (2016): 27-41.

Social media has fundamentally changed the consumer decision process; many small businesses have had to alter their operational strategies to adapt to modern times. Due to the popularity of social media, businesses must make their brands more personal, market their products differently and communicate with customers in innovative ways (McMullen, 2017). This scope of this study consists of analyzing social media trends in the retail industry and the impact it has on the overall business. It will also address the potential challenges and solutions that businesses such as Sweet Sheenanigans may face during these evolving times.

The question of proper ways to manage a company’s brand in the 21st century cannot be answered without discussing the use of social media outlets in today’s market place. Social media is an outlet source that allows companies to show their products and services at little to no price. Because social media outlets are at such a low cost and reaches a huge consumer base it has become a major factor over the past fifteen years in society. However, are these good enough reasons for a company to use social media as a marketing tool?

Clearly social media can have a direct impact on consumer purchasing patterns, and it has increased the amount of online shopping for several companies. Authors Chung and Austria examine in their article Social Media Gratification and Attitude towards Social Media marketing Messages, the effect that this phenomenon has had on online shopping value: “According to the “2010 Social Media Report” from ForeSee results, 69% of online shoppers use social media. Fifty-six percent of shoppers indicate that they visit e-retail websites on a social networking site and that website visiting affects consumer purchase intention” (?). Costumers find it convenient to visit a company’s Website after seeing an ad in any popular social networking site. It requires minimal effort form the customer and it signifies an important portion of sales to a company. However, Social Media has not only had a positive financial impact on a company, but as it rapidly grows it has now

Brand Image – Over the past few years Lululemon has been scrutinized for their product quality and their founder, Chip Wilson’s, statements regarding these issues. This company’s products are premium priced and when consumers are paying around 10-25% more for their products versus their big competitors, they expect excellent quality products. After this fiasco, Lululemon’s reputation faltered and their sales growth was tremendously affected. Instead of addressing this quality control issue professionally, Wilson placed the blame on the lifeline of the business, his customers! His insensitive comment had some of his female consumers, (where the majority of Lululemon’s revenues lie), completely offended. Some of these customers had said they would never purchase another Lululemon product again.

The third chapter of the research presents the literature review. It explains the element of Brand equity (brand loyalty, brand awareness, perceived quality, brand

Associate Professor, Marketing Department, College of Business Administration, Loyola Marymount University, Los Angeles, CA, arohm1@lmu.edu

To evaluate the impact of social networking sites on buying behavior of United States women travelers during purchasing of British travel products.

In recent years, social media has become the best available option for brands to communicate with prospective consumers. In other words, social media is an opportunity for brands to transcend the traditional middleman (Neti, 2011). One of the many positives is that companies can build their own brand communities easily on the social media. There are some obvious benefits of brand communities which are facilitating information sharing, spread the history and the culture of brands, providing help to customers, and positively influencing brand loyalty (Laroche, Habibi and Richard, 2013).