Brand association effect on consumer behaviourAccording to Aaker (1991), brand association can help customer process information. In the reality, consumers may not have process and access to perceive or obtain some facts about the brands, and to communicate such things may high cost for the companies. Therefore, the brand with high level of association will contribute to facilitate consumer for gaining the meaning of the brand. For example, the Volvo brand always is associated with safety,however, such meanings is difficult for customers to perceive before they have experience.Therefore, Volvo is benefited from such brand association for retrieving the information inmind of consumers. However, it depends on the past marketing investment towards that brand. On the other hand, brand association can help consumers retrieve the informationabout certain brand (Aaker,1991). That is to say, if a brand associates with something, theconsumer will easily reflect such things in the mind when they confront the brand in somesituations.Brand association also involve product attributes or customer benefits that provide a specific reason to buy and use the brand (Aaker,1991).They also represent a basis for purchase decisions and brand loyalty. For example, Colgateprovides clean, white teeth. Some associations influence purchase decisions by providingcredibility and confidence in the brand. That is to say, customers regard the brand associationto some extent as references, which making them feel more comfortable for purchasing that brand. As Kolter (2003) further argued that the brand associations convey not only the concept but also the meaning of the product in terms of how it fulfils a customers needs.What is more, brand association create positive attitudes and feelings, which can lead consumers to specific brand (Aaker,1991). Namely, not only the recognition of the fulfillment of needs of the certain product can trigger the consumer buying behaviour but also theabstract needs for express consumers emotion from the brand. (Dobni and Zinkhan 1990).1.10.Brand loyalty & its effect on consumer behaviour1.What is brand loyalty?Brand loyalty has been defined as the inclination of a customer to keep on purchasing the same brand (Collin et al, 1991). Dick and Basu (1994) stated that brand loyalty is the strength of the relationship between an individuals attitude towards a brand and repeat purchasing.Schiffman and Kanuk (1997) described a consistent preference and purchase of the samebrand in a specific service or product category as brand loyalty. Gilbert (2003) defined it asconsumers purchasing the same brand of product on most occasions or on a regular basis.Therefore, as the definitions above-mentioned, brand loyalty exist when a customer buy onebrand of product or service again and again. Aaker (1991) argued that brand loyalty of the consumer base is the core of a brands equity, which is critical to maintain brand equity.1.10.2.Brand loyalty effect on consumer behaviourOn the one hand, brand loyalty will lead consumers to purchase the same brands products(Aaker, 1991), which will in turn reduces the marketing costs of doing business. Kolter et al(2000) argued that it costs the average company six times more to attract a new customer thanto hold a current one. It is because potential new customers usually lack motivation to changefrom current brands as change a brand often has risks from them. Reichheld (1996) arguedthat a successful brand introduces stability into the business, once customers have made adecision about a brand and its associations, they are often loyal to that brand, continue to buyit in the future, recommend it to friends, and choose the products over others, even those withbetter features or lower prices. Consequently, it will increase the profitability for the firm.On the other hand, brand loyalty can contribute to the maintaining of the market share asother companies enter the market. It is because the loyal consumer will insist to the brandthey previously choose as they are risk aversion and want to avoid swishing cost. As Raj(1985) said the more loyal customers the firms have, the more stable the brands marketshare and the less vulnerable it will be to competitive.Moreover, brand loyalty can help firms attracting new customers. Keller (1998) states that acustomer base with segments that are satisfied and others that like the brand can provideassurance to a prospective customer, especially when the purchase is somewhat risky. It isbecause the acceptance of the brand by a group of existing customers can be an effectivemessage through world of mouth effect. It can also create brand awareness from the customerbase, which in turn path a way for attracting new customers (Punj, 2004).Finally, brand loyalty provides a firm with time to respond to competitive moves(Aaker,1991). For example, if a competitor develops a superior product, a loyal followingwill allow the firm time needed for the product improvements to be matched or neutralized asloyal, satisfied customers will not be looking for new products, and thus may not learn ofadvancement.Briefly, brand loyalty will result in consumers continue to buy the brand in the future,recommend it to friends, and choose the products over others, even those with better featuresor lower prices