Antecedents, Moderators and outcomes of brand image: A conceptual framework

Abstract

The conceptual framework of brand image is a combination of antecedents, moderators and outcomes that create differential effects on customer response to the marketing of the brand. By constructing a conceptual framework of brand image, organizations will build a competitive advantage in the marketplace that will increase their overall image with long-term sustainability. Indeed, recent trends in modern marketing have changed tremendously, and study of conceptual framework of brand image is increasingly becoming considerable to keep pace with this change. In this conceptual paper, we have summarized the literatures on currently prevailing concepts and approaches on brand image that will allow us to identify the conceptual framework of brand image, and therefore will facilitate organizations to enhance their marketing efficiency and effectiveness. In this framework, we discussed a case study in Bangladesh, and in light of the findings of this case study we put forward the notion that the conceptual framework of brand image need to be associated with organizational activities.