Antecedents of Brand Image of Real Estate Companies in Cumilla City: Insights from Silver Developers ltd, Cumilla.

Abstract

This study aims to explore the factors that influence the brand image of real estate companies in Cumilla City. The data were collected from 73 respondents by survey method through a structured questionnaire with seven-point Likert scales and multiple items. Simple random and convenience sampling methods are used. Data is analysed using the PLS-SEM technique in SmartPLS 4 software. The study has found four influential factors that are physical quality, location, price, and promotion. Real Estate developers, marketers, and policymakers can use the findings to better understand customer desire. Therefore, the findings of the study will help to develop a successful real estate marketing policy and strategies for building a positive, strong and unique brand image in the market to lead the market. The scope of this study may be limited because of its specific focus on the geographic context of the Bangladeshi real estate market.