Page 537 - MARSIUM'21 COMP OF PAPER

Ng Wai Teng (2021)

purchasing intention are triggered by a few factors such as brand, trend, and price The consumer decision making
process is significant to determine their purchase decision (Parwardhan et al, 2010).

2.2 Hypothesis Development
2.2.1 Brand

Based on previous research, Khan, Rahmani, Hoe & Chen (2015) mentioned that brand image is said to be the
opinions and views of buyers about the brand in question. Through the specialty of the image of brand, customers
can assess the value, acknowledge a product, decrease buying hazards, and achieve satisfaction. When a product has
a powerful brand image, customers acknowledge that it is of high quality. It can conclude that customers most of the
time use brand image as a shorthand for expressing quality and value. According to Shahid, Hussain & Zafar
(2017), a brand is their name, term, symbol, design or combination to label the goods and services of a seller or
group of sellers and to recognize them from those of competitors. Brand is also a 'perception’. This is a consumer's
cognitive relation to the product. Quality comes from image and perception. Few criteria, such as practical and
emotional interactions, influence customer expectations. Therefore, if a consumer's right corner of mind is filled by
the world's worthiest recognition, it becomes a product. "The physiological character of a brand is its logo or symbol
which helps to create a lasting impression in consumers ' minds." A brand's name is the initial thing that calls in a
consumer to a brand.

Khan, Rahmani, Hoe, & Chen (2015) define many individuals use various types of products, from
fundamental requirements to highly valued collectables. When customers recognize the need for a product, they
begin by looking for product data, then assess the accessible brand options, and lastly decide to buy. Intention to buy
means that a customer has personal preference for a particular item and has proven to be an important factor in
predicting consumer behaviour. Moreover, brand is a significant marketing variable because it is not possible to
separate the launch of activities and the delivery of services or products from the reputable brand. In addition, the
name is also an important attribute of a product and a brand identity to differentiate the products of the business
from other products produced by competitors. It makes it easier for consumers to recognize the product by giving
the brand on a product. To give a clearer explanation of the definition of the product, experts believe that the
following is some interpretation of the name. "Broadly speaking, the brand is a title, term, symbol, design or
combination of those things intended to differentiate the goods or services of an individual or group and to
distinguish their products from other competitors’ products., Foster (2016).

Branding plays a role in distinguishing between services and goods. On the contrary, the perceived
distinction can make a brand a centrepiece of information when making a purchase decision or intention to buy back.
Some researchers advised that marketplace product identity can be built by a clear and remarkable brand image.
Increasing profit margins can also improve intermediate cooperation and broaden the product. Consumers with little
awareness towards branding would rely on brand image for the most part. Brand equity is a brand- related property
and responsibility, such as names and logos. This may have a beneficial or detrimental effect on the value of a
product or service, and equity has a distinctive effect on the brand. Awareness of brand, brand affiliation, brand
loyalty and understanding are the four key dimensions that lead to brand equity, Oke, Kamolshotiros, Popoola,
Ajagbe & Olujobi (2016).

According to Chovanová, Korshunov & Babčanová (2015),(2015), one must understand the fact that brand
is the factor that has influences on the decision-making process for buyer purchases. Brands provide product
information and associations that affect the consumer's mind in the purchasing process. Brand awareness is a very
important category of consumer behaviour research. Appropriate forms of marketing activities as a whole can create
a positive brand association and start a positive brand purchase action. Label is a certain quality in the consumer's
view. The research of Chovanová, Korshunov & Babčanová (2015), according to participating survey respondents,
value is a significant factor in their process in decision-making of buying a product. The behaviour of purchasers is
affected by a many factors that interact in complicated ways. With a better understanding of the perceptions of the
customer; companies can identify the actions necessary to meet the needs of the customer. Nowadays, market stage
is becoming a position of lack of goods due to the current global circumstances, resulting in the loss of brand loyalty.
As companies create loyalty agreements with their clients, these requirements can be avoided. Therefore, the value
proposition of the products offered will meet the standards and expectations of consumers.

The research of Foster, B. (2016) consumers will go through several stages in making a purchasing
decision, including the particulars search stage and the appraisal of substitutes. This means customers will face
several choices that will be taken into account when making purchasing decisions. Here, the identity of the brand
becomes important in the decision-making process. This is where the image of a brand has a significant position to
shape the procedures in a decision-making. The importance of the brand becomes very influential as it is the product
attribute in signifying the quality of the products, characteristics and other features associated with those items to
consumers. Customers would keep it in mind the brand if the value of the brand is perceived to be good for
consumers and ultimately affects the customer when taking a decision to buy a product.

H1 = There is a positive relationship between brand and consumer purchasing intention of electrical stores.

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