IMPACT OF BRAND IMAGE, TRUST AND AFFECT ON CONSUMER BRAND EXTENSION ATTITUDE: THE MEDIATING ROLE OF BRAND LOYALTY

By A. Anwar, Amir Gulzar, Fahid Bin Sohail, Salman Akram. 2011

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Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers (2019, background): “As such, brand image can affect how a brand is perceived by consumers in terms of quality and determine their attitudes and affection toward a brand (Esch et al., 2006), and also becomes more critical when consumers have to choose a brand over other competing brands (Anwar et al., 2011).”
Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone (2020, background): “Brand image can be defined as perceptions of a brand that are as reflected by the brand associations held in a consumer memory [27]: It helps the consumer in recognizing his/her needs and wants regarding the brand, and it distinguishes a brand from competitors [28].”