IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v16y2015i3p463-477.html
   My bibliography  Save this article

Impact of Brand Image on Consumer Decision-making: A Study on High-technology Products

Author

Listed:
  • M. Prasanna Mohan Raj
  • Satam Roy

Abstract

In the field of high-technology and high-involvement products, launch of new products is seen as very high. The usage of multiple electronic gadgets in every household is an example of such growth and emphasizes the importance of responsible marketing of high-technology products to cater to such needs. Even high-tech companies that understand the importance of marketing face uncertainty and complications in making marketing decisions and also in the understanding of consumer requirements. For any high-involvement product category, the decision-making time is normally long and customers generally evaluate the information available very cautiously. They also involve in active information search process. The risk associated with such decision is very high. Here the word high technology is set to mean ‘sophisticated knowledge associated with some general field of endeavour’ and marketing of such high technology driven products is being faced by growing set of complexities. Again one of the major advantages any reputed brand enjoys compared to other non-reputed brands is the association of psychological assurance. Customers develop trust on reputed brands. This article tries to find out the influencing factors of buying high- technology and high-involvement products. The role of brand image in influencing the consumer’s decision- making of high-technology products is examined in this article. This article classifies the high-technology customers based on their decision-making styles and their acceptance of extended brands.

Suggested Citation

  • M. Prasanna Mohan Raj & Satam Roy, 2015. "Impact of Brand Image on Consumer Decision-making: A Study on High-technology Products," Global Business Review, International Management Institute, vol. 16(3), pages 463-477, June.
    • Handle: RePEc:sae:globus:v:16:y:2015:i:3:p:463-477
    DOI: 10.1177/0972150915569934
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972150915569934
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972150915569934?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
    ---><---

    References listed on IDEAS

    as
    1. John A. Norton & Frank M. Bass, 1987. "A Diffusion Theory Model of Adoption and Substitution for Successive Generations of High-Technology Products," Management Science, INFORMS, vol. 33(9), pages 1069-1086, September.
    2. Guerrieri, Paolo & Milana, Carlo, 1995. "Changes and Trends in the World Trade in High-Technology Products," Cambridge Journal of Economics, Cambridge Political Economy Society, vol. 19(1), pages 225-242, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Vibhuti Tripathi & Pooja Rastogi & Suresh Kumar, 2018. "Direct and Moderating Influence of Perceived Fit, Risk and Parent Brand Trust on Brand Extension Success of a Personal Care Brand in India," Global Business Review, International Management Institute, vol. 19(6), pages 1681-1692, December.
    2. Rajesh Sharma & Vranda Jain, 2019. "CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India," Metamorphosis: A Journal of Management Research, , vol. 18(1), pages 57-67, June.
    3. Amar Raju G. & Souvik Roy & Santanu Mandal, 2018. "Determinants of Website Usability: Empirical Evidence from Tourism Sector in India," Global Business Review, International Management Institute, vol. 19(6), pages 1640-1662, December.
    4. Dhananjay Bapat & Jayanthi Thanigan, 2016. "Exploring Relationship among Brand Experience Dimensions, Brand Evaluation and Brand Loyalty," Global Business Review, International Management Institute, vol. 17(6), pages 1357-1372, December.
    5. S. R. Nikhashemi & Naser Valaei & Arun Kumar Tarofder, 2017. "Does Brand Personality and Perceived Product Quality Play a Major Role in Mobile Phone Consumers’ Switching Behaviour?," Global Business Review, International Management Institute, vol. 18(3_suppl), pages 108-127, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Cambier, Adrien & Chardy, Matthieu & Figueiredo, Rosa & Ouorou, Adam & Poss, Michael, 2022. "Optimizing subscriber migrations for a telecommunication operator in uncertain context," European Journal of Operational Research, Elsevier, vol. 298(1), pages 308-321.
    2. Dezhong Duan & Qifan Xia, 2022. "From the United States to China? A trade perspective to reveal the structure and dynamics of global electronic‐telecommunications," Growth and Change, Wiley Blackwell, vol. 53(2), pages 823-847, June.
    3. Shigeno, Hidenori & Matsuzaki, Taisuke & Ueki, Yasushi & Tsuji, Masatsugu, 2023. "The Effect of the Covid-19 Pandemic on the Innovation Process of Small and Medium-sized Regional Firms," 32nd European Regional ITS Conference, Madrid 2023: Realising the digital decade in the European Union – Easier said than done? 278018, International Telecommunications Society (ITS).
    4. Sohn, So Young & Lim, Michael, 2008. "The effect of forecasting and information sharing in SCM for multi-generation products," European Journal of Operational Research, Elsevier, vol. 186(1), pages 276-287, April.
    5. Wilhelm, Wilbert E. & Xu, Kaihong, 2002. "Prescribing product upgrades, prices and production levels over time in a stochastic environment," European Journal of Operational Research, Elsevier, vol. 138(3), pages 601-621, May.
    6. Peres, Renana & Muller, Eitan & Mahajan, Vijay, 2010. "Innovation diffusion and new product growth models: A critical review and research directions," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 91-106.
    7. Namwoon Kim & Jin K. Han & Rajendra K. Srivastava, 2002. "A Dynamic IT Adoption Model for the SOHO Market: PC Generational Decisions with Technological Expectations," Management Science, INFORMS, vol. 48(2), pages 222-240, February.
    8. Kim, Namwoon & Srivastava, Rajendra K., 2007. "Modeling cross-price effects on inter-category dynamics: The case of three computing platforms," Omega, Elsevier, vol. 35(3), pages 290-301, June.
    9. Lange Rense & Oliva Terence A. & McDade Sean R., 2000. "An Algorithm for Estimating Multivariate Catastrophe Models: GEMCAT II," Studies in Nonlinear Dynamics & Econometrics, De Gruyter, vol. 4(3), pages 1-34, October.
    10. Kivi, Antero & Smura, Timo & Töyli, Juuso, 2012. "Technology product evolution and the diffusion of new product features," Technological Forecasting and Social Change, Elsevier, vol. 79(1), pages 107-126.
    11. Stefan N. Groesser & Niklas Jovy, 2016. "Business model analysis using computational modeling: a strategy tool for exploration and decision-making," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 27(1), pages 61-88, February.
    12. Abhik Roy & Jagmohan Raju, 2011. "The influence of demand factors on dynamic competitive pricing strategy: An empirical study," Marketing Letters, Springer, vol. 22(3), pages 259-281, September.
    13. Xin Xu & Viswanath Venkatesh & Kar Yan Tam & Se-Joon Hong, 2010. "Model of Migration and Use of Platforms: Role of Hierarchy, Current Generation, and Complementarities in Consumer Settings," Management Science, INFORMS, vol. 56(8), pages 1304-1323, August.
    14. Liangchuan Zhou & Surendra M. Gupta, 2019. "A Pricing and Acquisition Strategy for New and Remanufactured High-Technology Products," Logistics, MDPI, vol. 3(1), pages 1-26, February.
    15. Orbach Yair & Fruchter Gila E., 2010. "A Utility-Based Diffusion Model Applied to the Digital Camera Case," Review of Marketing Science, De Gruyter, vol. 8(1), pages 1-28, June.
    16. Tsao, Yu-Chung & Chen, Yu-Kai & Chiu, Shih-Hao & Lu, Jye-Chyi & Vu, Thuy-Linh, 2022. "An innovative demand forecasting approach for the server industry," Technovation, Elsevier, vol. 110(C).
    17. Brozynski, Max T. & Leibowicz, Benjamin D., 2022. "A multi-level optimization model of infrastructure-dependent technology adoption: Overcoming the chicken-and-egg problem," European Journal of Operational Research, Elsevier, vol. 300(2), pages 755-770.
    18. Herbert Dawid & Reinhold Decker & Thomas Hermann & Hermann Jahnke & Wilhelm Klat & Rolf König & Christian Stummer, 2017. "Management science in the era of smart consumer products: challenges and research perspectives," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 25(1), pages 203-230, March.
    19. Jadidi, Omid & Taghipour, Sharareh & Zolfaghari, Saeed, 2016. "A two-price policy for a newsvendor product supply chain with time and price sensitive demand," European Journal of Operational Research, Elsevier, vol. 253(1), pages 132-143.
    20. Liu, Xueying & Madlener, Reinhard, 2019. "Get Ready for Take-Off: A Two-Stage Model of Aircraft Market Diffusion," FCN Working Papers 15/2019, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN).

    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:sae:globus:v:16:y:2015:i:3:p:463-477. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    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.