This finding supports studies that have postulated that improving brand image is critical to the success of restaurants .
Food and service are paramount, but Perceptions of quality are strongly influenced by brand image and brand awareness, which means that customers' Awareness and their attitudes toward a brand are also important success factors.
The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective.
Corporate brand image, satisfaction and store loyalty: A study of the sore as a brand, store brands and manufacturer brands.
The current research paper explores the consistency of brand image formation across consumers.
The aim of the theoretical framework is to provide a conceptual foundation for research hypotheses regarding the effects of involvement and brand familiarity on consistency of brand image formation across consumers.
This brand image will be consistently held across consumers.
H01: The consistency of brand image formation is greater for high-involvement brands than low-involvement brands.
If a consumer is familiar with a brand, it is likely that the first stage of brand image formation (i.
H02: The consistency of brand image formation is greater for familiar brands than for unfamiliar brands.
Within the different product categories two brands similar in terms of stage in life cycle, advertisement levels, and largely holding a similar position over the last six years were selected to measure the brand image.
Brand image formation was studied using a word association game.
Since the study attempted to understand brand image consistency, it was important that the brand understudy have similar advertising spend and have maintained a consistent image over a period.
Coefficient of variation scores indicated the consistency of the brand image formation.
The study demonstrates that the impact of brand familiarity on brand image formation is minimal as the difference in CV is minimal between familiar and unfamiliar brands.