Unveiling the Power of Brand Image How Attributes, Attitudes, and Functions Shape Consumer Buying Behavior at Selected Higher Educational Institution

Abstract

This study aims to examine the influence of brand image on the buying behavior of instructors regarding branded mobile phones. To achieve this objective, an explanatory research design was employed, and data were collected from 252 instructors selected by simple random sampling. Primary data were gathered using structured questionnaires. The data were then analyzed using descriptive and inferential statistical methods. The findings revealed that all dimensions of brand image namely brand attributes, brand attitudes, and brand functions significantly influence instructors' buying behavior. The study's findings could also assist marketing managers in developing strategies to enhance brand image, as they can help create a more positive perception of the brand in the minds of potential buyers. Based on these insights, the study recommends that companies should conduct regular surveys to identify emerging consumer preferences and incorporate relevant features into their products to meet evolving customer needs. Additionally, future researchers are encouraged to investigate other factors that may influence consumer buying behavior in greater depth.