• Umang Arora

The concept of “brand image” has drawn significant attention from academics and professional since it was put forward because it was play an important role in marketing activities. Although brand image was recognized as the driving force of brand resource and brand performance, few studies have detailed on the relationship between brand image and brand fairness. Based on the brand image theories, this study analyzed extant studies about the impact of the brand image theories, this study reviewed extant studies about the impact of brand image on consumer from perspective of customer equity it also presented the short comings of current research and pointed out the trends for the future study. Therefore a sample of was 100 was taken and the primary data was gathered through structured questionnaire. The main purpose of this study is to know brand identity and its effects on consumer buying behavior with special references to food.

Consumer buying behavior, Consumer perception, brand identity, Brand loyalty, Brand Awareness.

"BRAND IDENTITY AND ITS AFFECT ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO FOOD PRODUCT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.511-518, May-2019, Available :http://www.jetir.org/papers/JETIR1905F77.pdf

"BRAND IDENTITY AND ITS AFFECT ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO FOOD PRODUCT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp511-518, May-2019, Available at : http://www.jetir.org/papers/JETIR1905F77.pdf