The study aimed at identifying the effect of Brand on consumer’s perceptions and
purchase decision-making using the analytical descriptive approach. The population
of this study consisted of customers of international brands famous stores in
Jordan, while the sample population consisted of (85) members out of (100) which
were Valid for statistical analysis. The data was collected randomly by means of a
questionnaire, which was developed for this purpose. The statistical analysis using
(SPSS) version (22) of the social sciences package was used to analyse the data along
with; frequencies, averages and standard deviations. The study concluded that there
is a statistically significant effect of the characteristics of the brand, brand’s design
and brand’s symbol and on consumer perceptions and his/her purchasing decisionmaking.
Accordingly the study recommended that companies and brans shops
should pay more attention to brand’s and customer’s care and their drivers of purchasing
behavior, especially in the target market of each company, in order to gain
the full satisfaction of the needs and desires of consumers, and so that companies
can achieve the spread and effectiveness and success. Brands must also check the
full credibility of their advertisements and avoid misleading and deceiving of consumers
"The Impact of Brand on Consumer’s Perceptions and Purchase Decision-making,"
Jerash for Research and Studies Journal مجلة جرش للبحوث والدراسات: Vol. 19
, Article 5.
Available at: https://digitalcommons.aaru.edu.jo/jpu/vol19/iss1/5