This study discusses the fact that there are a host of possible associations that a firm can build in a brand. Not all associations need to be built but rather those that directly or indirectly affect consumers' buying behaviour. The article identifies the associations in which the brands are positioned strongly and new associations for weaker or new brands to position themselves. The brand image has been studied using a technique called perceptual mapping, which can have any number of dimensions but the most common are two dimensions. Any more dimensions are a challenge to draw and confusing to interpret. Following that logic, the discriminant analysis of selected attributes that discriminate between objects is used. The brand Dettol is strongly positioned with the functional association of antiseptic nature and Lux with perfect fragrance. In the symbolic associations, Dove positioned itself as 'Popular among friends' and Cinthol for its 'Attractive name'. For experience association, Dove and Dettol are positioned as brands for 'more self-confidence' and Lux for 'Glowing skin'. The article helps in understanding the importance of brands and their features in evolving consumers' world. It analyzes the significance of brand image building and the value it adds to consumer brand perception and association. The study highlights the effect of brand associations in brand positioning by identifying new associations for weaker brands (repositioning) or new brands to position themselves.
This research aims to examine the effect of social media influencer endorsements on brand attitude. Further, this research investigates the mediation effect of attitude towards endorsement on brand attitude. Based on previous studies of endorsements, factors, which affect the brand attitude, were chosen. The factors are trust and expertise from the source credibility model, follower ratio, brand congruency with the influencer personality, and sponsorship disclosure. Primary data was collected using a structured survey of 220 respondents. The analysis was performed using Preacher and Hayes Mediation model 4 and multiple linear regression. From the results of the path and mediation analysis, it is concluded that there is a mediation effect on brand attitude by expertise, brand congruency, and follower ratio. The research helps digital marketers to choose collaborations with social media influencers more effectively to create a positive brand attitude.
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