Brand Image Formation as a function of involvement and familiarity

Brand image refers to consumer perceptions and encompasses a set of beliefs that consumers have about the brand. From the consumer's perspective, a brand provides a visible representation of differences between products. An organisation can, through its branding strategies and advertising messages, seek to convey a certain image for the brand. Consumers may, however, evaluate the company's message through the prism of their own subjectivity. People will use their own interpretations and will respond differently to brands. This subjective evaluation results in the formation of brand image in the mind of the consumer. This paper attempts to understand how consistency of brand image across consumers is affected by the consumers involvement with the product category and familiarity with the brand.