EFFECT OF BRAND IMAGE ON YOUNG CUSTOMERS IN DEVELOPING ECONOMIES
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Abstract
The following paper explores the influence of brand image on young consumers in developing economies. The topic has been discussed from theoretical and empirical perspectives depending on secondary sources from different published papers and journals. While scrutinizing the impact of brand image on young customers in several developing nations, the factors that might contribute to shaping the brand image, dimensions that form a brand image in the minds of consumers, the effect of culture, and the connection between brand image and brand loyalty as well have been examined. The research examines the impact of brand image on young consumers in several developing countries from different parts of the world which is an interesting field to be explored since these developing economies have a considerable population of young customers who can be a great source of benefit to the local and foreign brands due to having strong buying power.
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