An Analysis of the Impact of Brand Image on Consumer Purchase Behavior

Since its introduction, the idea of "brand image" has received a great deal of consideration from academics and professionals alike due to the central role it plays in marketing.Despite widespread agreement that brand image is fundamental to brand assets and performance, research on the connection between brand image and brand equity is scarce.Using ideas about how consumers' perceptions of brands affect their loyalty to certain brands, this article examines previous research on the topic.The paper also highlighted potential research directions and discussed the limitations of the existing literature.