Exploring the Influence of Brand Identity on Consumer Perception and Decision-Making

Registration ID: IJNRD_219117

Published ID: IJNRD2404645

DOI: Click Here to Get

Darsh Galada

brand identity, consumer perception, consumer decision-making, brand loyalty, brand engagement

This research study examined the influence of brand identity on consumers' perception and decision-making using a quantitative survey approach. Key aspects investigated included the role of brand identity in consumer purchase decisions, the specific components of identity that consumers trust most, and the effectiveness of a strong brand identity in engaging consumers in marketing campaigns. The study elicited the participants' perceptions of the dimensions of brand identity, including reputation, visual identity, personality traits, values, mission, and brand consistency across different platforms. The aim of the study was to comprehensively analyze the multifaceted nature of brand identity and its potential to influence consumer decisions, bring the brand closer to consumers and ultimately create lifelong loyalty. Such a study underlines the great importance of brand identity. The study drives home the fact that businesses should, therefore, strive to develop and communicate a consistent brand identity that is aligned with the changing behaviors and preferences of their target audiences for success in the types of increasingly competitive market environment.

Published Paper   E-Certificate

Darsh Galada (April-2024). Exploring the Influence of Brand Identity on Consumer Perception and Decision-Making. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 9(4), g397-g405. https://ijnrd.org/papers/IJNRD2404645.pdf

Volume 9 Issue 4, April-2024

Pages : g397-g405

Paper Reg. ID: IJNRD_219117

Published Paper Id: IJNRD2404645

Downloads: 000121996

Research Area: Commerce

Country: Chennai, Tamil Nadu, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2404645.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2404645

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

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Call For Paper - Volume 10 | Issue 10 | October 2025

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