WHAT IS IMPACT OF BRAND IMAGE ON CONSUMER BUYING BEHAVIOUR: A CASE STUDY OF ASDA?

1.0 Working title:Impact of brand image on consumer buying behavior: A case study of ASDA
2.0 Introductory Part:
2.1 Background of the study:In present business scenario, brand image plays an important role in advertising the products and services offered by the firm (Godes and Mayzlin, 2004). As stated by theBrown and Reingen (2006), if any organisation fails to establish its brand image the purchaser may not feel interest in buying the particular product….

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