The effect of brand image on consumers purchasing behavior

The purpose of this study is to measure and evaluate the effects of brand image, which is one of the aimed brand components, on purchasing by means of analyzes made on the employees of the fuel industry. The study consists of three parts. In the first part of the study, brand, brand value, brand image and brand image perception of consumers are explained. In the second part, consumer, consumer behavior models and factors affecting consumer behavior are presented in a wide range. In this context the effects of psychological , cultural, personal and social factors affecting consumer behavior on consumer purchasing behavior are explanied. In the third and last party of the study, the result of the questionnaires on the employees working in the fuel industry in İstanbul were analyzed and interpreted.