Abstract:
Brand and brand image are important elements for every organization. These both give a
value for the product and services which the organization offers. And Internet Memes are
pictures or short videos that transfer the information among netizens. Nowadays in marketing
2.0 marketers also use these Internet Memes to share their contents with audiences. Therefore
researcher analyzed the impact of Internet Memes on brand image in this research.
in this research, researcher divided brand image into two components such as emotional and
cognitive. In these concepts, the main objective of this study is to identify the impacts of
Internet Memes on Emotional component, Cognitive component, Positive reinforcements of
brand image and negative reinforcements of brand image. In order to achieve the objective the
primary data was collected from 547 undergraduates and 300 were selected for analysis.
The finding shows Internet Memes have impacts on Emotional and cognitive components of
brand image and positive reinforcements of brand, image. But it does not show any
relationships on negative reinforcements of brand image. Therefore these findings help future
meme marketers to create their contents effectiveiy
