Keyword : Symbols, Perception, Brand Image, Customer
Author(s) : UDEH Kenneth, PhD; MBAKA Chinyere Azuka, PhD; EZE Emmanuel Obumneme & OTIOTIO Emmanuel Oseimiegha
Abstract :
The subject matter of this research work is to determine the degree to which symbols can predict customers’ perception of a brand image. The main objective is to find out how symbols put out by an organisation influence customers’ brand image perception and choices. Peirce Model and the Symbolic Interactionism theory were used to understand the concept. A descriptive survey method was adopted, while a structured questionnaire was the instrument for data collection. 255 respondents were selected
using the purposive sampling technique and questionnaire was administered. Findings showed that symbols play a key role in customers’ perception of a brand image, with 43.9% of respondents agreeing that the symbols put out by First Bank positively affected their perception of the brand. It was found that symbol, influences perception as it showcases the brand to the customers maintains and sustains their attention. The study found out that after attracting customers to the brand, consistent brand symbol usage encourages the customers to stay loyal to the brand. It was recommended that organisations leverage their symbols as extensions of their main services.
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