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Brand Perception: A Review

Md Daoud Ciddikie

Research Scholar, Department of Commerce & B. S., Jamia Millia Islamia, Delhi, INDIA.

ABSTRACT

Brand perception acts as predictor of consumers’ purchase behaviour. Brand perception means how consumers perceive and evaluate the products. It is an intangible and overall feeling about a brand. It depends upon the amount of information available to the consumer. In order to understand brand perception, it is important to identify and measure factors such as the characteristics, reliability or performance of products. Advertisement is one of the factors which affect brand perception. The present study seeks to understand the role of brand perception as an indicator of the purchase behaviour.

Keywords :Perception, Brand, Stimuli, Stimulus.