Conceptualization of Brand Image

Consumers can use brands and products based on their personality. In other words, all marketing campaigns should trust consumers and aim to recognize brands (Groovers 2005). Especially since the 1980's, it is a common phenomenon in consumer behavior research (Dobni and Zinkhan, 1990). Furthermore, this trend has never disappeared. Nonetheless, the brand image has been given different meanings from the day it was introduced. Furthermore, researchers also want to use the brand image and other brand related structures (such as brand recognition) interchangeably.

Brand knowledge is defined by brand recognition and brand image and is conceptualized according to the characteristics and relationships of the aforementioned brand association. Consumer response to marketing is based on consumer perceptions, preferences, and behavior caused by marketing mix activities (eg, selection of brand, understanding copy point of advertisement, response to coupon promotion, or suggested Evaluation of brand extension). Predefined (Keller, 1993) Consumers often form their own perspectives, experiences and conditions to some extent and are associated with them at the time of purchase. Regardless of whether it is beneficial or not, these organizations affect their purchasing habits. It also affects the surrounding people, and vice versa. that is

Brand images can be conceptualized as a series of associations recognized by individuals. Personally perceived associations are with functional attributes, events, or people. Although it is unlikely that two people have exactly the same brand image, they may have the same characteristics. These characteristics are said to constitute the brand image (De Chernatony, 2001). "Brand image and brand positioning must be clear, focused, deep within the minds of potential customers and consumers.The strong image of the brand is that they can gain an important position in the market This can be achieved through advertising and target consumer media usage.

One definition of brand image is "brand recognition reflected by brand association in consumer's memory". It is not wrong to state the brand image to explain consumers' thoughts and emotions about specific products. Therefore, the brand image is a unique psychological figure of the brand and summarizes its uniqueness compared to other existing brands. (Lee, XXX) The determinants of the brand image are divided into two groups. The first group contains all the specific attributes of a particular brand. The second group is an intangible feature. Often intangible features are a decisive factor in the formation of brand images. In literature, the intangible features of the brand are called "brand assets".