Impact of Brand Reputation on Initial Perceptions of Consumers

Abstract

This study examines the role that brand reputation plays in influencing consumers' initial perceptions. In today's cutthroat business environment, when consumers are inundated with choices and decisions about what to buy, a favorable first impression can greatly influence both short-term and long-term brand loyalty. This study investigates how a single shopping experience could affect a person's opinion of a mall. In a similar vein, patrons of the Bashundhara mall in Dhaka may perceive the encounter
and develop particular impressions as a consequence. Initial impressions shape a customer's perspective on subsequent actions, such as choosing and justifying a purchase, looking for something else, pricing considerations, degree of interest in an item, and degree of brand confidence. The brand can increase brand awareness by utilizing these impression values. Customers knew the tenants better than the mall did,
and that was the problem. This study uses a descriptive qualitative technique, aligning the relevance part of the consumer behavior process with the AIDA brand awareness marketing model. As a result, the consumer's drive, perception, attitude formation, and integration could all produce an impression that would subsequently build brand equity
and subtly engender sentiments of satisfaction and loyalty in the consumer. The Bashundhara retail mall's attempts to improve brand recognition will be more effective if they make some adjustments to its lighting, situation/ambiance, physical evidence, and other supporting facilities. Implementing these adjustments is crucial to keeping
clients away from rival businesses.