Brand Properties and Purchasing Behaviour

In this thesis, I have offered insights on how to grasp the interplay between brand properties- acting as background - and the product on which the consumer focuses. In order to sell your product and raise brand equity; choosing the right brand properties is key. This research has incentivized brand recognition and willingness to pay based on slogans versus celebrity endorsers as brand properties. We explain why, how and what companies want to influence with regards to brand properties and purchase decisions. The experimental results have shown that there is a significant difference between brand recognition rates of slogans compared to pictures of celebrity endorsers. However, the difference in recognition rates do not lead to a significant difference in willingness to pay.