Brand Concept Rather Than Brand Image? Consumer-Oriented Evaluation Items that Should Be Managed as Factors of Brand Loyalty

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


The brand concept is the starting point of value creation and represents the essence of a product. However, research on loyalty factors has dealt with specific product features, such as performance and design, or brand image. Although the importance of the brand concept has long been debated in theory, it has been neglected in the practice of brand management. Therefore, this study tests the following hypothesis for Japanese personal computers and smartphones: “Consumers who recall the brand concept in terms of product attraction are more likely to have repurchase intention than consumers who recall the brand image.” Based on the results of an online survey in which users of the target products were asked about repurchase intention and the attractiveness of the products, the property score was applied; as a result, the hypothesis was supported. There are two possible reasons for this finding. First, the brand image is not monopolized by one brand, as expressed by general adjectives. On the other hand, the brand concept is unique and irreplaceable for a strong brand. Second, the brand image is the perception of superficial results from the experience of the product, while the brand concept refers to the essence of the product. Thus, the psychological barrier of the brand concept is higher than that of the brand image. To win consumer loyalty, it is important to establish a clear brand concept and promote it consistently.

Original languageEnglish
Title of host publicationDigital Science - DSIC 2021
EditorsTatiana Antipova
PublisherSpringer Science and Business Media Deutschland GmbH
Number of pages11
ISBN (Print)9783030936761
Publication statusPublished - 2022
EventInternational Conference on Digital Science, DSIC 2021 - Virtual, Online
Duration: 15 Oct 202117 Oct 2021

Publication series

NameLecture Notes in Networks and Systems
Volume381 LNNS
ISSN (Print)2367-3370
ISSN (Electronic)2367-3389


ConferenceInternational Conference on Digital Science, DSIC 2021
CityVirtual, Online


  • Brand concept
  • Brand image
  • Brand management
  • Loyalty
  • Personal computer
  • Smartphone


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