Systematic Review on Brand and Consumer Behaviour

Abstract

Since its introduction, the notion of "brand image" has garnered substantial interest from scholars and industry professionals due to its pivotal significance in marketing initiatives. This study examined previous research on the effect of brand image on consumers from the standpoint of customer equity, based on theories related to brand image. It also outlined the limitations of recent studies and suggested areas for more research. Few studies have gone into detail on the relationship between brand image and brand equity, despite the fact that brand image is acknowledged as the key component that drives brand performance and asset. SLR describes the knowledge that is currently accessible, identifies research gaps, and outlines anticipated future research objectives. This review used three SLR technique or general steps in the review process: Planning the review, performing the review and Reporting. The review outcomes and data gathering process is improved by the application of inclusion criteria (IC) and exclusion criteria (EC). The current article could be included in the review or excluded based on six inclusion and three exclusion criteria. In order to find relevant research, the databases (Scopus, Emerald, Science Direct, Wiley Online Library, Springer, Sage, IEEE Xplore, Taylor Francis, and JSTOR) are first searched for published publications. The rigorous inclusion and exclusion criteria, combined with a thorough search strategy that involved hand-checking articles for duplication and redundancy, produced 51 research publications that met the study's objectives. To share the results, these 51 papers that were up for evaluation were arranged, categorized, and examined. The finding indicates that to create successful marketing strategies in the fiercely competitive global marketplace, businesses must have a deeper understanding of customer behaviour and brand education.