Exploring How Brand Image Influences Consumer Behavior in Making a Brand Choice: a Case Study on Apple Iphone.

1 Introduction
Brand name recognition makes all the difference among the existing companies in any marketplace. Brand value is the primary factor in bringing additional value to a service or a product and also to its provider or manufacturer (Yang, 2005). Apple is a new entrant in the Interbrand’s top 10 global brands list in 2011, and is a growing brand name to consumers all around the world. This brand is developing and strengthening their brand value at an extremely high speed, which is 58% more in 2011 than the previous year.   With their famous slogan of ‘Think different’, it is assumed that Apple has enabled the individuals to be open and creative while using user friendly gadgets introduced by the firm. However, the research focus in this study has been on iPhone, one of the most popular product introduced by Apple (Abimbola, 2010). When it comes to the consumers’ decision making while purchasing a specific product, it is the ability of the consumers’ cognitive response in differentiating a specific brand that drives the overall decision making process (Yang, 2005).
The purpose of this study is to determine how consumer’s buying behavior in selecting iPhone as a product has been shaped up by the brand image communicated by Apple. This research will focus on studying consumers’ reaction and perception studies based on selected questionnaires.   The research also includes a brief study of the existing literature related to the question of the research.

2 Literature Review
The earlier academic studies conducted on marketing had been focused primarily on three different school of thoughts around marketing that were the commodities, the institutions bringing the products to the market and the functions performed by those institutions to bring the commodities from place of production to market (Webster, 1992). The managerial orientation of marketing had been started to be considered by the academicians during the 1950s and 1960. A number of authors like Kotler...