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Brand Reputation and its Influence on Consumers’ Behavior

Contemporary Issues in Behavioral Finance

ISBN: 978-1-78769-882-6, eISBN: 978-1-78769-881-9

ISSN: 1569-3759

Publication date: 4 July 2019

Abstract

One example of implementing a measurement of a country’s performance and reputation is the Anholt-GMI Brand Index, which evaluates the perception of countries as brands and measures the power and appeal of a nation’s brand image. This approach can be helpful to understand behavior and decisions of visitors to the destinations and to improve their competitiveness. The purpose of the chapter will be to explain how brand reputation influences consumers’ behavior.

Keywords

Citation

Mazurek, M. (2019), "Brand Reputation and its Influence on Consumers’ Behavior", Grima, S., Özen, E., Boz, H., Spiteri, J. and Thalassinos, E. (Ed.) Contemporary Issues in Behavioral Finance (Contemporary Studies in Economic and Financial Analysis, Vol. 101), Emerald Publishing Limited, Bingley, pp. 45-52. https://doi.org/10.1108/S1569-375920190000101004

Publisher

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Emerald Publishing Limited

Copyright © 2019 Emerald Publishing Limited