International Research Journal of Innovations in Engineering and Technology - IRJIET International Open Access, Monthly, Peer Reviewed, Reputed Journal ISSN (online): 2581-3048

Impact Factor (2025): 6.9

DOI Prefix: 10.47001/IRJIET

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

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.

Country : India

1 Robin2 Lovepreet Singh Negi

  1. Assistant Professor, Department of Commerce, Sant Baba Bhag Singh University, Khiala, Jalandhar, India
  2. Assistant Professor, Department of Commerce, Sant Baba Bhag Singh University, Khiala, Jalandhar, India

IRJIET, Volume 8, Issue 5, May 2024 pp. 351-361

doi.org/10.47001/IRJIET/2024.805047

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