Abstract

This research aims to observe the impact of the brand image of marketers on consumer behavior in the retail industry. Consumer decision-making and purchase behavior are greatly influenced by brand perception. In contrast to the brand image of the goods being sold or the services being provided, the specific effects of marketers' brand images have yet to receive much focus in the literature so far. A thorough analysis of pertinent academic papers, business reports, and consumer surveys will be carried out in order to fill this research gap. This study attempts to offer useful information for retail marketers by investigating how consumers perceive the brand image of marketers and how that view affects many aspects of consumer behavior, such as buying intentions, loyalty to the brand, and word-of-mouth recommendations. This will lead to customer satisfaction and success in the competitive retail sector

Description