Individuals shape the brands they interact with in the frame of the image they visualize in their minds. In the minds of the consumer, advertising takes full place in the image, the experiences gained by the individual with the product or service, and the values arising from the image conveyed formally by the brand are important. Successfully transferred brand image increases the effectiveness of the brand and consumers.
- Level of Information: Changes in the level of information acquisition of individuals resulting from the recent digital age having a say in the marketing world and increasing educational levels in societies affect the decision to purchase a product or service.
- Judgments: Apart from the information that individuals have in different ways in their consciousness about any subject, it is difficult to determine from which source they are obtained; they have meaning to the individual, situation or substances. They play a decisive role in the time of perception and interpretation, usually in the form of fixed thoughts.
- Facilities and Services: It is related to the opportunities that individuals obtain in relation to many situations from cultural structure to political environment, economic power and historical past.