Brand association effect on consumer behaviourAccording to Aaker (1991), brand association

can help customer process information. In the reality, consumers may not have process and
access to perceive or obtain some facts about the brands, and to communicate such things may
high cost for the companies. Therefore, the brand with high level of association will contribute to
facilitate consumer for gaining the meaning of the brand. For example, the Volvo brand always is
associated with safety,however, such meanings is difficult for customers to perceive before they
have experience.Therefore, Volvo is benefited from such brand association for retrieving the
information inmind of consumers. However, it depends on the past marketing investment
towards that brand. On the other hand, brand association can help consumers retrieve the
informationabout certain brand (Aaker,1991).
That is to say, if a brand associates with something, theconsumer will easily reflect such things in
the mind when they confront the brand in somesituations.Brand association also involve product
attributes or customer benefits that provide a specific reason to buy and use the brand
(Aaker,1991).They also represent a basis for purchase decisions and brand loyalty. For example,
Colgateprovides clean, white teeth. Some associations influence purchase decisions by
providingcredibility and confidence in the brand. That is to say, customers regard the brand
associationto some extent as references, which making them feel more comfortable for
purchasing that brand. As Kolter (2003) further argued that the brand associations convey not
only the concept but also the meaning of the product in terms of how it fulfils a customers
needs.What is more, brand association create positive attitudes and feelings, which can lead
consumers to specific brand (Aaker,1991). Namely, not only the recognition of the fulfillment of
needs of the certain product can trigger the consumer buying behaviour but also theabstract
needs for express consumers emotion from the brand. (Dobni and Zinkhan 1990).1.10.Brand
loyalty & its effect on consumer behaviour1.
What is brand loyalty?Brand loyalty has been defined as the inclination of a customer to keep on
purchasing the same brand (Collin et al, 1991). Dick and Basu (1994) stated that brand loyalty is
the strength of the relationship between an individuals attitude towards a brand and repeat
purchasing.Schiffman and Kanuk (1997) described a consistent preference and purchase of the
samebrand in a specific service or product category as brand loyalty. Gilbert (2003) defined it
asconsumers purchasing the same brand of product on most occasions or on a regular
basis.Therefore, as the definitions above-mentioned, brand loyalty exist when a customer buy
onebrand of product or service again and again. Aaker (1991) argued that brand loyalty of the
consumer base is the core of a brands equity, which is critical to maintain brand
equity.1.10.2.Brand loyalty effect on consumer behaviourOn the one hand, brand loyalty will
lead consumers to purchase the same brands products(Aaker, 1991), which will in turn reduces
the marketing costs of doing business. Kolter et al(2000) argued that it costs the average
company six times more to attract a new customer thanto hold a current one. It is because
potential new customers usually lack motivation to changefrom current brands as change a brand

often has risks from them. Reichheld (1996) arguedthat a successful brand introduces stability
into the business, once customers have made adecision about a brand and its associations, they
are often loyal to that brand, continue to buyit in the future, recommend it to friends, and choose
the products over others, even those withbetter features or lower prices. Consequently, it will
increase the profitability for the firm.On the other hand, brand loyalty can contribute to the
maintaining of the market share asother companies enter the market. It is because the loyal
consumer will insist to the brandthey previously choose as they are risk aversion and want to
avoid swishing cost. As Raj(1985) said the more loyal customers the firms have, the more stable
the brands marketshare and the less vulnerable it will be to competitive.Moreover, brand loyalty
can help firms attracting new customers. Keller (1998) states that acustomer base with segments
that are satisfied and others that like the brand can provideassurance to a prospective customer,
especially when the purchase is somewhat risky. It isbecause the acceptance of the brand by a
group of existing customers can be an effectivemessage through world of mouth effect. It can
also create brand awareness from the customerbase, which in turn path a way for attracting new
customers (Punj, 2004).Finally, brand loyalty provides a firm with time to respond to competitive
moves(Aaker,1991). For example, if a competitor develops a superior product, a loyal
followingwill allow the firm time needed for the product improvements to be matched or
neutralized asloyal, satisfied customers will not be looking for new products, and thus may not
learn ofadvancement.Briefly, brand loyalty will result in consumers continue to buy the brand in
the future,recommend it to friends, and choose the products over others, even those with better
featuresor lower prices