A note on the effect of brand image on sales
| Pages | 237-250 |
| DOI | https://doi.org/10.1108/10610420310485041 |
| Date | 01 July 2003 |
| Published date | 01 July 2003 |
| Author | Berk Ataman,Burç Ülengin |
| Subject Matter | Marketing |
A note on the effect of brand
image on sales
Berk Ataman
Department of Marketing, Faculty of Economics, Tilburg University,
Tilburg, The Netherlands
BurcËU
Èlengin
Department of Management Engineering, Faculty of Management,
Istanbul Technical University, Istanbul, Turkey
Keywords Econometrics, Brand image, Tracking, Sales turnover, Sales forecasting,
Consumer behaviour
Abstract The purpose of this paper is to investigate the relationship between the sales
volume of a firm and its brand image. Consumers' self-perceptionand perception of brand
image, with respect to congruency models, have a stronginfluence on their behavior in the
marketplace. Therefore it is expectedthat the fluctuations (the authors use fluctuation and
variation interchangeably)in image attributes will explain the fluctuationsin sales figures.
In order to test this hypothesis, consecutivesurveys were carried out, on a monthly basis to
collect image data. Factor analysis was performed on the image attributes over time and
three main image factors were attained. To determine the neteffect of image attributes on
sales, multiple regression analysiswas performed, using the time series data, and all three
image factors were found to be significant in the model.
Introduction
The study of marketing and consumer behavior deals with the factors that
affect the purchase and use of goods and services such as availability,
advertising, image, and consumer characteristics (Engel et al., 1986). In
situations where consumers have a choice in how they behave, their behavior
is governed by many factors. These include their needs and desires, their
attitudes and expectations, their understanding of what is available, their
financial resources and their decision processes (Bromley, 1993). The
relationship between the consumer and the brand ± consumer's perception of
that brand ± is the key to brand acceptance. The strength of the relationship
between the consumer and the brand will reflect the fit between the
consumer's own physical and psychological needs and the brand's functional
attributes and symbolic values, as perceived by the consumer (Hankinson
and Cowking, 1993). According to Maslow's hierarchy of needs, the
functional attributes of a fast moving consumer product can, at most, satisfy
the safety needs of a consumer. On the other hand, consider a carbonated soft
drink whose marketing strategies are image oriented. That specific product is
also able to satisfy higher levels of needs besides physiological needs, if the
consumer believes that it is up-to-date, gives him/her enjoyment anytime,
revitalizes him/her, helps him/her to look his/her best and is a drink he/she is
happy to be seen drinking in public.
Brand image, which usually includes the product's name, its main physical
features and appearance (including the packaging and logo), and its main
function(s), is the key to answer the question of how the consumer chooses
The Emerald Research Register for this journal is available at
http://www.emeraldinsight.com/researchregister
The current issue and full text archive of this journal is available at
http://www.emeraldinsight.com/1061-0421.htm
An earlier version of this paper was presented at the 10th Biennial World Marketing
Congress, Cardiff, Wales 2001, June 28-July 1.
Behavior deals
JOURNAL OF PRODUCT & BRAND MANAGEMENT, VOL. 12 NO. 4 2003, pp. 237-250, #MCB UP LIMITED, 1061-0421, DOI 10.1108/10610420310485041 237
An executive summary for
managers and executive
readers can be found at the
end of this article
To continue reading
Request your trial