An Empirical Study on the Relationship between Brand Image Perception towards Brand Selection Behavior

Consumers' perception towards brand image is influential on its brand selection behavior. This paper finds out that among those brand image indices, there are two kinds of factors, i.e. "survival factor" and "growing factor", which have different impacts on brand selection. "Survival factor" is the necessary condition of brand selection behavior, also the necessary condition of brand value. "Growing factor" is the sufficient condition of brand value, while it can only be effective when "survival factor" exists. Study on the relationship between consumers' brand image perception and their brand selection behavior, can help brand managers to utilize the marketing resources and to manage the brand system more effectively.