A Study on the Relationship of Consumers’ Mental Image and Perceived Values of Brand Products

Document Type: Case Study


Department of Management, Farhangiyan University, Tehran, Iran


Today’s competitive world has transformed the role of consumers in organizations, as consumers are present in all processes, from production phases to the delivery of products. Thus, the universities researchers’ and traders’ attention have shifted towards the consumers’ mental image of the brands to the extent that they have included allocated sections in their mission statements and company objectives to the consumers’ mental image. The present article attempts to study the effect of the Shampoo Brand’s mental image on the perceptual values of the consumers. In this perspective, the present research is applied and is descriptive. The purchase process and preserving the health of hair, scalp and reducing hair loss and the most important of all, maintaining the beauty of appearance is of outmost importance for women; choosing the right shampoo is always their crucial concerns specifically in Islamic societies like Iran where the hair is covered throughout the day and the absence of breathing scalp gets highlighted. Thus, participants include the Alzahra female students shampoo consumers who has responded to the questionnaire as the main research tool. The analysis using SPSS and LISREL proved research hypothesis. That is, the mental image of brand is positively related to perceived quality and price/cost of the products. Considering that perceived quality and price the elements of perceived value, results confirm such relationship in Alzahra University as the only Iranian women university.


Aaker, D. &Keller, K. (1990). Consumer evaluations of brand extensions. Journal of­­­­­­­ Marketing, 54, 27-41.
Ancae, C. & Roderick, J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Journal of Industrial Marketing Management, 36, 230-240.
Boo, S. &Busser, J. & Baloglu, S. (2009). A model of customer – based Brand equity and its application to multiple destinations. Journal of­­­­­­­ Tourism Management, 30, 219- 231.
Brodie. R, & Whittome, J. & Brush, G. (2009). Investigating the service brand: A customer value perspective. Journal of Business Research, 62, 345–355.
Chan, S. & Cho, V. (2010). A model for predicting customer value from perspectives of product attractiveness and marketing strategy. Journal of­­­­­­­ Expert Systems whit Application, 37, 1207-1215.
 Chiang, C.; Shawn Jang, S. (2008). The Effects of Perceived Price and Brand Image on Value and Purchase Intention: Leisure Travelers' Attitudes Toward Online Hotel Booking, Journal of Hospitality & Leisure Marketing Volume 15, 2007 - Issue 3, pp. 49-69. https://doi.org/10.1300/J150v15n03_04
Dean, D. (2004). Evaluating potential Brand Associations through conjoint Analysis and Market Simulation. Journal of­­­­­­­ product & brand Management, 13, 506-513.
Doyle, P. (1999). Building Successful Brand: The Strategic options. Journal of­­­­­­­ Consumer Marketing, 7, 5-20.
Ehrenberg, A. & Uncles, M. & Goodhardt, G. (2004). Understanding brand performance measures: using Dirichlet benchmarks. Journal of Business Research, 57, 1307-1325.
Haber, F. & Hermann, A. & Morgan, R. (2001). Gaining competitive advantage through customer value oriented management, Journal of­­­ Consumer Marketing, 18, 41-53.
Haemoon, O. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. Journal of ­­­­­­­Hospitality Management, 18, 67-82.
Keller, K. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1 -22.
Konecnik, M. & Gartner, W. (2007). Customer-based Brand equity for a destination. Annals of Tourism Research. Journal of­­­­­­­ Tourism Research, 34, 400- 421.
Koubaa, Y. (2008) "Country of origin, brand image perception, and brand image structure", Asia Pacific Journal of Marketing and Logistics, Vol. 20 Issue: 2, pp.139-155, https://doi.org/10.1108/13555850810864524
Low, G., & Lamb, C. (2000). The measurement and dimensionality of brand associations. Journal of Product and Brand Management, 9, 350 – 368.
Lun, H. & Xiaowo, T. (2008). Gap Model for Dual Customer Values. Journal of­­­­­­­ Tsinghua &Technology, 13,395-399.
Martnez, E. & Montaner, T. & Pina T, M. (2009), Brand extension feedback: The role of advertising. Journal of­­­­­­­ Business Research, 62,305-313.
Michell, P. & King, J. & Reast, J. (2001), Brand Value Related to Industrial Products. Journal of­­­­­­­ Industrial Marketing Management, 30, 415-425.
Ok, Ch; Choi, Y; Hyun, S. (2011). “Roles of Brand Value Perception in the Development of Brand Credibility and Brand Prestige”, International CHRIE Conference-Refereed.rack, http://scholarworks.umass.edu/refereed/ICHRIE_2011
Ping Li, C. (2017). “Effects of Brand Image, Perceived Price, Perceived Quality, and Perceived Value on the Purchase Intention towards Sports and Tourism Products of the 2016 Taichung International Travel Fair” The Journal of International Management Studies, Volume 12 Number 2, pp.97-107.
Rahi, S. (2016). “Impact of Customer Perceived Value and Customers Perception of Public Relation on Customer Loyalty with Moderating Role of Brand Image”, Journal of Internet Banking and Commerce Volume 21, Issue 2, pp.21-101.
Richald, F. & Markey, R. & Hopton, C. (2000), The loyalty effect-The relationship between loyalty and profits. Journal of­­­­­­­ European Business, 12 , 134-139.
Salem Khalifa, A. (2004). Customer value: a review of resent literature and an integrative configuration, Journal of­­­­­­­ Management Decision, 42, 645-666.
Strizhakova, Y. & Coulter, R. &Price, L. (2008). The meanings of branded products: Across-national scale development and meaning assessment. Journal of­­­­­­­ Intern .J. of Research in Marketing, 25, 82-93.
Vander Haar, J. & Kemp, R & Omta, O. (2001). Creating value that cannot be copied .Journal of­­­­­­­ Industrial Marketing Management, 30, 627-636.
Ying Hsieh, H, (2016). “The Relationship among Consumer Value, Brand Image, Perceived Value and Purchase Intention-A Case of Tea Chain Store “.in Tainan City” Proceedings of the Eighth Asia-Pacific Conference on Global Business, Economics, Finance and Banking (AP16Singapore Conference) ISBN: 978-1-943579-07-5 Singapore. 21-23, July 2016. Paper ID: S631
Zeithmal, V. (1988). Consumer perception of price. Quality, and value Journal of­­­­­­­ marketing, 52, 2-22.
Zhou, K. & Su, C. & Bao, Y. (2002), A paradox of price- quality and market efficiency: a comparative study of US and China markets. Journal of­­­­­­­ Research in Marketing, 19, 365-349.