Joghee, S and Dubey, A R (2016) BRAND IMAGE & REFLECTIONS: AN EMPIRICAL STUDY IN UAE WITH CAR BUYERS OF UAE NATIONALS. International Journal of Economics, Commerce and Management, United Kingdom, 3 (1). pp. 404-414. ISSN 2348 0386

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This particular study mainly focuses on the level of brand image influence the UAE nationals while purchasing cars. The primary objective of the study is to identify whether the brand name having a higher influence among the equal price range of cars. In the contemporary world, brand of a company / product not only demonstrating the identity, nevertheless many other significant factors associated like., perceived quality, lifestyle of the consumers, customer preferences & taste etc. The secondary objective of this study is to understand the driving force for the consumer motivation and decision making to purchasing cars in United Arab Emirates. This particular study has been conducted through both primary and secondary data. With the sample size of four hundred, the study has been executed through random sampling technique. The collected data were analyzed with statistical tools like chi square, Garrett ranking and factor analysis, etc., to fulfill the objectives and also to draw conclusions. From the study, it is exposed that when a consumer purchases a car, brand image do influence his/her choice. The study also reveals that branded cars have a great place in the consumer mind, when customers go for purchasing a car; they prefer to purchase a well-known branded car instead experiment the new brand. The study definitely adds benefit to the marketing literature as a whole and specific to the brand branding of automobiles.

Affiliation: Skyline University College
SUC Author(s): Joghee, S ORCID: and Dubey, A R ORCID:
All Author(s): Joghee, S and Dubey, A R
Item Type: Article
Uncontrolled Keywords: Brand, Brand Image, Consumer Behavior, Purchase Decision, Level of Involvement
Subjects: A Business and Management > AP Marketing
Divisions: Skyline University College > School of Business
Depositing User: Mr SUC Library
Date Deposited: 07 Jun 2022 14:58
Last Modified: 07 Jun 2022 14:58
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