Authors : Wasib B Latif, Md. Aminul Islam, Idris Bin Mohd Noor, Syahira Bt Saaban and Md. Rafique Azad
Abstract: The conceptual framework of brand image is a combination of antecedents and outcomes that create differential effects on customer response to the marketing of the brand. By constructing a conceptual framework of brand image, organizations will build a competitive advantage in the marketplace that will increase their overall image with long-term sustainability. Indeed, recent trends in modern marketing have changed tremendously and study of conceptual framework of brand image is increasingly becoming considerable to keep pace with this change. In this conceptual study, researchers have summarized the literatures on currently prevailing concepts and approaches on brand image that will allow us to identify the conceptual framework of brand image and therefore will facilitate organizations to enhance their marketing efficiency and effectiveness. In this research, researchers discussed a case study in Bangladesh and in light of the findings of this case study, researchers put forward the notion that the conceptual framework of brand image need to be associated with organizational activities. Researchers suggest that these activities could play a major role in creating brand image among customers.
Wasib B Latif, Md. Aminul Islam, Idris Bin Mohd Noor, Syahira Bt Saaban and Md. Rafique Azad, 2014. Conceptual Framework of Brand Image: A Case Study of a Developing Country. International Business Management, 8: 378-383.