Editing Perception management (section)

=== Advertising ===
In terms of [[advertising]] and [[brand image]], without a perception to manage, no other form of communication can happen. That highlights the importance of the brand image. However, some research{{which|date=October 2013}} indicates that just being a known brand dramatically affects how consumers perceive it.<ref>{{Cite journal|last1=Aslam|first1=Wajeeha|last2=Ham|first2=Marija|last3=Farhat|first3=Kashif|date=2018-12-17|title=Influencing factors of brand perception on consumers' repurchase intention: An examination of online apparel shopping|journal=Management: Journal of Contemporary Management Issues|volume=23|issue=2|pages=87–102|doi=10.30924/mjcmi/2018.23.2.87|issn=1331-0194|doi-access=free}}</ref> A consumer may rationalize that if they have heard of a brand, the company must be spending a fair sum on advertising. If it is spending a lot on advertising, then the company must be reasonably profitable which means that other consumers must be buying the product and they must be satisfied enough with its performance; therefore, the product must be of reasonable quality. Sometimes managing perception can simply just mean giving consumers a perception. Advertising, without even considering its message and quality, adds to consumer opinions in a positive light.<ref>{{cite journal|author1=Emma Macdonald|author2=Byron Sharp|title=Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising Effectiveness|year=2003|journal=Marketing Bulletin|volume=14|pages=141–11|url=http://faculty.mu.edu.sa/public/uploads/1358443361.1051brand70.pdf}}</ref>