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Abstract
The purpose of this study is to trace key developments in the evolution of consumer brand choice. Based upon the critical and in-depth literature review, several salient issues are identified. Today's consumer can be characterised as suffering from 'over choice' and choice fatigue. As a consequence, consumers have developed phased decision-making strategies in order to simplify their decision making. An integral component of these phased decision-making strategies is the formation of a downsized subset of brands, the consideration set, from which brand choice is made. Of those brands held within the consideration set, similarities in terms of brand attributes have prompted brand image as the significant differentiator in facilitating choice. It is evident that brands must develop an emotional and symbolic attachment with consumers if they are to succeed in today's highly competitive marketplace. Brand managers must recognise that it is through the manipulation and moulding of brand image that truly meaningful differentiation and brand meaning can be achieved. The main contribution of the paper lies in the exploration of brand image. Brand image is viewed as a multi-dimensional construct - the key dimensions of heritage and authenticity have been identified as pivotal determinants of brand success.
INTRODUCTION
The topic of understanding and predicting consumer choice is a central theoretical issue within marketing and is one of the most interesting and challenging areas of consumer behaviour research. Furthering an understanding of these processes is crucial to marketing practitioners and brand managers alike. In order to identify, refine and sustain key branding strategics that promote choice and loyalty one must further illuminate the dynamic and evolving relationship between the consumer and the brand. This paper seeks to address this critical need. The paper first examines the nature of consumer decision making identifying the formation of the consideration set as an integral component of this process; secondly, it investigates the characteristics of those brands held within the consideration set and their evaluation; finally, it concentrates on the evolution of brand image and its use within brand choice. For marketers the ultimate goal is to transcend functional appeal, it is only through moving into the arena of emotional and symbolic attachment that brands can be trusted and thus endure.
CONSUMER DECISION MAKING AND THE CONSIDERATION SET