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DOI Prefix: 10.47001/IRJIET

Leveraging Brand Ambassadors and Brand Image to Influence Consumer Behaviour: Evidence from Hyundai in Hoshiarpur and Jalandhar

RobinAssistant Professor, Department of Commerce, Sant Baba Bhag Singh University, Khiala, Jalandhar, IndiaLovepreet Singh NegiAssistant Professor, Department of Commerce, Sant Baba Bhag Singh University, Khiala, Jalandhar, India

Vol 8 No 5 (2024): Volume 8, Issue 5, May 2024 | Pages: 351-361

International Research Journal of Innovations in Engineering and Technology

OPEN ACCESS | Research Article | Published Date: 30-05-2024

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Abstract

As technology advances and globalization intensifies, the need for sophisticated tools to enhance communication becomes crucial, driving changes in how businesses approach marketing and communications management, including the strategic use of brand ambassadors. Customer buying behaviour involves a systematic process where consumers assess their needs, gather information, evaluate alternatives, and make purchase decisions. This study focuses on Hyundai, a company that effectively leverages brand ambassadors in its marketing efforts, allowing it to compete globally and successfully penetrate the Indian market. The study aims to examine the influence of brand ambassadors and brand image on customer purchase decisions. Data was collected from 408 Hyundai users in Hoshiarpur and Jalandhar district of Punjab, and the findings reveal a significant impact of both brand ambassadors and brand image on customer purchase behaviour.

Keywords

Customer Purchase Behaviour, Brand Ambassador, Brand Image


Citation of this Article

Robin, & Lovepreet Singh Negi, “Leveraging Brand Ambassadors and Brand Image to Influence Consumer Behaviour: Evidence from Hyundai in Hoshiarpur and Jalandhar”, published in International Research Journal of Innovations in Engineering and Technology - IRJIET, Volume 8, Issue 5, pp 351-361, May 2024. Article DOI https://doi.org/10.47001/IRJIET/2024.805047

Licence Copyright (c) 2026 International Research Journal of Innovations in Engineering and Technology creative common licence This work is licensed under Creative common Attribution Non Commercial 4.0 Internation Licence
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