2024-11-27 | How can brands stimulate responsible consumer behaviour?, TU Delft

Strong brands play a significant role in shaping consumer behaviour. They can influence purchase decisions, perceptions of product and service experiences, and even foster emotional connections with consumers that lead them to form communities. Moreover, brands can shape how individuals see themselves and their social roles; for instance, purchasing specific brands can reinforce group membership, helping individuals feel a sense of belonging and authenticity. Recent research in consumer behaviour continues to provide compelling evidence of how brands not only structure market perceptions but also how consumers view themselves and others.