THE INFLUENCE OF THE BRAND ON THE CONSUMER PURCHASE DECISION PROCESS

Abstract

The article explores the influence of different types of branding on consumer behavior during the purchasing decision process, considering cultural, social, personal and psychological factors. With the implementation of the 2022 Civil Code in Brazil, the Company Theory was adopted, highlighting the brand as a vital component in business activity. The research seeks to understand the dynamic interaction between these factors and examine how branding strategies affect the purchasing decision process. Consumer behavior is approached as a dynamic interaction between affect and cognition, influenced by cultural, social, personal and psychological factors, discussed in detail. The purchasing decision process is examined in stages, from recognizing the need to searching for information, considering post-purchase satisfaction. The importance of consumer loyalty and post-purchase attention to establish lasting relationships is highlighted. As for branding, its function stands out beyond the visual, incorporating values, personality and purpose of the brand, exemplified by renowned brands through the construction of identity, positioning, customer experience and communication. The methodology adopted is qualitative and exploratory, with an emphasis on bibliographical review to theoretically support the research. The analysis covers cultural, social, personal and psychological factors, the purchasing decision process and branding strategies. In conclusion, the importance of understanding consumer behavior, implementing effective branding strategies and adapting to market changes to build successful and lasting brands is highlighted, offering valuable insights to improve corporate branding practices.