IDEAS home Printed from https://ideas.repec.org/a/atj/journl/v2y2020i2p1-24.html
   My bibliography  Save this article

The Effect of Brand Image on Consumer Behaviour: Case Study of Louiss Vuitton-Moet Hennessy

Author

Listed:
  • Gökhan TEKİN
  • Sercan YILTAY 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.

Suggested Citation

  • Gökhan TEKİN & Sercan YILTAY Esra AYAZ, 2020. "The Effect of Brand Image on Consumer Behaviour: Case Study of Louiss Vuitton-Moet Hennessy," Journal of Academic Value Studies, Journal of Academic Value Studies, vol. 2(2), pages 1-24, Month: Fe.
    • Handle: RePEc:atj:journl:v:2:y:2020:i:2:p:1-24
    DOI: 10.13934/1999.393
    as

    Download full text from publisher

    File URL: https://javstudies.com/?mod=tammetin&makaleadi=&makaleurl=1321520239_1.%20G%C3%B6khan%20Tekin.pdf&key=38290
    Download Restriction: no
    File URL: https://libkey.io/10.13934/1999.393?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Brand Image; Consumer Behaviour; Luxury Goods;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:atj:journl:v:2:y:2020:i:2:p:1-24. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ä°brahim Halil Sugozu (email available below). General contact details of provider: https://javstudies.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.