Publisher’s Brand Identity Constructs: Influence On Book Sales
The study of consumer behaviour and marketing addresses the parameters that influence the
buying decision along with the use of goods and services including identity, availability, image,
advertising, and consumer characteristics (Engel et al., 1986). Bromley (1993) stated that these
factors might include needs and desires, expectations, understanding availability, attitudes, financial
resources and buying decision processes. The key to gaining brand approval from consumers
strongly lies in the relationship between the both which could be explained as the consumer's
perception of that brand. Brand identity should be focused on a firm's business environment
customers and competitors. Brand identity influence the business strategy and the brand to satisfy its
customers (Aaker and Joachimsthaler, 2000). Strong brands influence brand power, customer loyalty
and the ability to charge premium prices to support new products and services.
Brand identity generally includes the product's name, its overall appearance and physical
features – including the binding and logo – and its main function(s). This study tries to investigate
the relationship between the brand identity of publisher and the sales of the published books as a
suitable reflection of consumer’s buying decision.