Perceived quality, Loyality and association

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Perceived quality Perceived quality is also an important category of brand equity. It is basically consumer perception about quality of the product (Aaker, 1991; Keller, 1998; Yasin, 2007).) it is based on perception of the consumer so it cant be measured in tangible terms. Perceived quality can be a reason to buy a brand. It can differentiate a brand so that consumer can pay premium for that brand and it can also motivate a corporation for brand extensions (Aaker, 1991). Brand loyalty Brand loyalty directly and positively affect brand equity (Atilgan et al., 2005). It is the brand loyalty that influences consumers to buy a brand once and to repeat the purchase. Brand loyalty makes the customer base less vulnerable (Aaker, 1991). Consumers continue buying the brand in spite of superior competitor’s features. Brand association Different brands have different associations to their prospective customers. Such kind of associations can provide bases for them to make purchase decisions and even become loyal to the brand (Aaker, 1991)Associations towards a brand can create value for the firm and so its customers in a number of ways. First of all, they help the customers to process or retrieve information ( (Keller, 1998). Customers are sometimes forgetful and associations towards a brand serve as a brief summary for the customers to make their purchasing decision. Associations can also be used to trigger the customers to recall their past experiences, making the customers remember the brand by heart. Second, brand associations can differentiate one brand from another. It is about brand positioning that a well-positioned brand will find it hard to be attacked by its competitors due to its uniqueness. This can make the brand unbeatable but it is quite difficult to achieve since consumer taste changes quite rapidly.