LITERATURE REVIEW

This research seek Branding is one the popular way to develop supportable effect in customer mind
which is also profitable (De Chernatony, L., etal.,2010). Products purchasing depend on customers
behaviors and their attitude as well as their awareness about products which are available in the market
(Oh, Haemoon,2000) . This Research give an idea of brand image and brand awareness by which
customers buy products again and never switch to another brand (Hoyer, Wayne, D., & Steven P.
Brown,1990). Brand loyality is one of the term by which customer build strong relationship and stick
only on one brand and this continuous buying process gives profitabilbilty to organization. (Ou, Shih,
Chen & Wang, 2011). Brand awareness is one of the element in buying process. The customer memorize
the product he/she has complete awareness about the product. Customer may easily identify either
they heard and see the brand. (Aaker 1996) . Brand awareness has an important role while purchasing
because customers always try to purchase those products or brands which they are known to them.
(Keller, 1993; Macdonald & Sharp,2000). Quality of product is every individual judgment ( Zeithaml,
1988; Dodds et al., 1991; Aaker, 1991). This judgment about products may also give more stability and
added value( Garvin (1983). The objective of the quality has to re-design product for external and
internal characterstics for benefit of the product buying decision. (Olshavsky, 1985; Zeithaml, 1988). Kan
(2002. Brand quality, brand loyality has a direct and positive impact on purchasing behavior because
good image in the mind of customers indorse brand loyality and brand awreness (Aaker and Keller
(1990). Brand awareness may directly increased profitabiltibily .significiantly influence purchase
intension and it mediates the positive relation among brand awareness and profitibilty. Kan (2002). This
reseach may also tells us how awareness may affects on brand purchase and how customers will
purchase same products again and again and how customer makes decision. Well known and high
quality products may easily be purchased by the customers and this is all because the high quality image
in the customer mind. Social media is one of the biggest tool for customer purchasing decision in which
they better understand and make an aware about brands and products . understood (Edelman, 2010;
Barwise and Meehan, 2010) .