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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

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

Gökhan Tekin Sercan Yıltay Esra Ayaz

Abstract

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Details

Other ID JA23KC74EY
Journal Section Articles
Authors

Gökhan Tekin This is me

Sercan Yıltay This is me

Esra Ayaz

Publication Date December 1, 2016
Published in Issue Year 2016 Issue: 2

Cite

APA Tekin, G., Yıltay, S., & Ayaz, E. (2016). The Effect of Brand Image on Consumer Behaviour: Case Study of Louiss Vuitton-Moet Hennessy. International Journal of Academic Values Studies(2), 1-24.
AMA Tekin G, Yıltay S, Ayaz E. The Effect of Brand Image on Consumer Behaviour: Case Study of Louiss Vuitton-Moet Hennessy. International Journal of Academic Values Studies. December 2016;(2):1-24.
Chicago Tekin, Gökhan, Sercan Yıltay, and Esra Ayaz. “The Effect of Brand Image on Consumer Behaviour: Case Study of Louiss Vuitton-Moet Hennessy”. International Journal of Academic Values Studies, no. 2 (December 2016): 1-24.
EndNote Tekin G, Yıltay S, Ayaz E (December 1, 2016) The Effect of Brand Image on Consumer Behaviour: Case Study of Louiss Vuitton-Moet Hennessy. International Journal of Academic Values Studies 2 1–24.
IEEE G. Tekin, S. Yıltay, and E. Ayaz, “The Effect of Brand Image on Consumer Behaviour: Case Study of Louiss Vuitton-Moet Hennessy”, International Journal of Academic Values Studies, no. 2, pp. 1–24, December 2016.
ISNAD Tekin, Gökhan et al. “The Effect of Brand Image on Consumer Behaviour: Case Study of Louiss Vuitton-Moet Hennessy”. International Journal of Academic Values Studies 2 (December 2016), 1-24.
JAMA Tekin G, Yıltay S, Ayaz E. The Effect of Brand Image on Consumer Behaviour: Case Study of Louiss Vuitton-Moet Hennessy. International Journal of Academic Values Studies. 2016;:1–24.
MLA Tekin, Gökhan et al. “The Effect of Brand Image on Consumer Behaviour: Case Study of Louiss Vuitton-Moet Hennessy”. International Journal of Academic Values Studies, no. 2, 2016, pp. 1-24.
Vancouver Tekin G, Yıltay S, Ayaz E. The Effect of Brand Image on Consumer Behaviour: Case Study of Louiss Vuitton-Moet Hennessy. International Journal of Academic Values Studies. 2016(2):1-24.