Relevant bibliographies by topics / Brand Awareness

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Brand Awareness'

Author: Grafiati
Published: 4 June 2021
Last updated: 26 July 2024

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Journal articles on the topic "Brand Awareness"

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Tulasi, Dominikus. "Marketing Communication dan Brand Awareness." Humaniora 3, no. 1 (April 30, 2012): 215. http://dx.doi.org/10.21512/humaniora.v3i1.3253.

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The primary objective of marketing communications is to enhance brand equity as the means of moving customers to take favorable actions towards the brand—that is, trying it, repeat purchasing it and, ideally, becoming loyal towards the brand. Virtually, enhancing equity and affecting customer behavior depends on the effective use of all the marketing-mix elements. While, brand awareness relates to whether a brand name comes to mind when consumers think about a particular product category, and the ease with which that name is evoked. Brand awareness is the basic dimension of brand equity. From an indivual consummer’s perspective a brand has no equity unless the consummer is at least aware of the brand. Achieving brand awareness is the initial challenge for new brands, while maintaining high levels of brand awareness is an ongoing task for all established brands. As a matter of fact marketing communication can influence brand awareness when all tools of marketing mix performed optimally in its application.
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Affifatusholihah, Lina, and Solehatin Ika Putri. "Analisis Variabel yang Mempengaruhi Minat Investasi Berbasis Aplikasi." Jurnal Bisnis dan Manajemen 8, no. 2 (November 30, 2021): 311–20. http://dx.doi.org/10.26905/jbm.v8i2.6188.

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This study considers how the direct and indirect impact from variable of advertising attitude, brand awareness, brands attitude to interest in using online investment applications. Quantitative method for data analysis using SEM Warp PLS 7.0 application with a sample of 103 people. The results of the study stated that advertising attitude had no effect on brands attitude, brand awareness had a significant positive effect on brands attitude. Brands attitude have an effect on interest in using online investment applications. Advertising attitudes have an effect on interest in using online investment applications. Brand awareness have an effect on interest in using online investment applications. Brands attitude cannot mediate the effect of advertising attitude on interest in using online investment applications. Brands attitude mediate the effect of brand awareness on interest in using online investment applications. Conclusion in this study stated that variable of advertising attitude, brand awareness, brands attitude had direct effect to interest in using online investment applications. In addition, brands attitude had indirect effect through brand awareness to interest in using online investment applications.
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Molinillo, Sebastian, Arnold Japutra, Bang Nguyen, and Cheng-Hao Steve Chen. "Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty." Marketing Intelligence & Planning 35, no. 2 (April 3, 2017): 166–79. http://dx.doi.org/10.1108/mip-04-2016-0064.

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Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data. Findings The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty. Practical implications This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must “evolve” and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage. Originality/value The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies’ calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs.
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Abdellah-Kilani, Fatma, and Rihab Zorai. "Brand Origin Recall Accuracy (BORECA): a new measure of brand origin salience." International Marketing Review 36, no. 3 (May 13, 2019): 464–82. http://dx.doi.org/10.1108/imr-03-2018-0087.

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Purpose The purpose of this paper is to conceptualize and test a new concept named “Brand Origin RECall Accuracy” (BORECA) that assesses consumers’ ability to recall accurately the origins of brands they are aware of. It measures consumers’ brand awareness and brand origin (BO) awareness for a given product category. Design/methodology/approach Based on the accessibility–diagnosticity model and the limitations of the brand origin recognition accuracy concept, the authors propose and test the BORECA concept focusing on one product category (apparel) in an emerging country context, i.e. Tunisia (Mena). A sample of 374 respondents were surveyed on country-of-origin (COO)-category awareness, brand awareness, BO awareness and foreign vs local brand quality evaluation. Descriptive statistics, correlation indices, MANOVA and linear regression analysis were used in data analysis. Findings Results show a substantial BORECA score, i.e. highly accurate awareness of the origins of the recalled brands, affected by respondents’ age, gender and education level. The average BORECA score for local brands is higher than for foreign brands. The local BORECA score seems to positively correlate to respondents’ evaluation of local brand quality and negatively to foreign (dominant COO category) brands. Research limitations/implications Based on an aided recall task rather than simple recognition, BORECA provides a deeper assessment of brand awareness and BO awareness. The pressure induced by the task (knowledge test + retrieval effort) may cause anxiety bias that inhibits the recall of other brands and BOs. Practical implications Nationalistic and ethnocentric tendencies emerging in the findings point to some branding strategies for both local and foreign companies. Originality/value The paper provides a good indication of BO salience in an emerging economy. It seeks to explain the impact of the BORECA score for local brands on the perceived quality of both local and foreign brands.
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Rohman, Dwi Noor, and Hendri Hermawan Adinugraha. "Faktor-Faktor Determinasi Purchasing Decision Laptop Merek Apple (Studi Pada Pengunjung Paragon Mall Semarang)." Dinamis : Journal of Islamic Management and Bussiness 4, no. 1 (December 17, 2022): 94–107. http://dx.doi.org/10.24256/dinamis.v4i2.3422.

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There are many brands of laptop, such as Acer, Toshiba, HP, Apple, Dell, Asus and Lenovo, etc which each has advantage and disadvantage also has its own enthusiasts. Based on market share in 2014-2016, all brands are fluctuating, but Apple, during the period 2014-2016 continues to decline from 7.4% in 2014 to 5.2% in 2015 even lower and lower it's 3.3% in 2016. That shows the consumers awarenes on Apple is also low. Many factors can influence on purchasing decisions of Apple Laptops, such as product quality, brand awareness, brand image and trust. The purpose of this study is to analyze the impact of product quality, brand awareness, brand image and trust toward purchasing decision of Apple Brand Laptops in Semarang. The population in this study were consumers who purchased Apple's brand laptop in Semarang city by 100 respondents as sample. The type of data used the primary data. Sampling techique used non-random type of purposive sampling. The data method collection using questionnaires and analysis techniques used multiple regression. The result shows that product quality, brand awareness, brand image, consumer trust has a positive and significant influence simultantly on purchasing decisions.
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Purwianti, Lily, and Fionna Fionna. "Analisa pengaruh social media marketing activity terhadap brand loyalty dengan mediasi brand awareness, brand trust, dan brand love." Jurnal Manajemen Strategi dan Aplikasi Bisnis 6, no. 2 (December 11, 2023): 373–84. http://dx.doi.org/10.36407/jmsab.v6i2.1105.

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The study was conducted with the aim to evaluate the effect of social media marketing activity on brand loyalty mediated by brand awareness, brand trust, and brand love. Data were collected through questionnaires given to 260 respondents who live in Batam City, and are fans or users of several fast fashion brands in Indonesia, including zara, stradivarius, h&m, and uniqlo. To analyze the data, the software used is Smart PLS. The results obtained through data analysis state that social media marketing activity has a positive and significant influence on brand loyalty, brand awareness, brand trust, and also brand love. Brand loyalty is positively and significantly influenced by brand awareness, brand trust, and brand love. Brand awareness, brand trust, and brand love also mediate positively and significantly in the influence of social media marketing activity on brand loyalty.
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Romaniuk, Jenni, and Samuel Wight. "The Influences of Brand Usage on Response to Advertising Awareness Measures." International Journal of Market Research 51, no. 2 (January 2009): 1–13. http://dx.doi.org/10.1177/147078530905100213.

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While there are many measures of advertising awareness, there are few guidelines about which of these a researcher should select. We examine how using the brand influences consumer responses to three measures commonly used in advertising tracking instruments. We find that for both top-of-mind and total unprompted advertising awareness measures, brand users are about 2.5 times more likely to recall advertising exposure than non-users; however, this ratio was lower for brand-prompted advertising awareness, with brand users only about 1.7 times more likely than non-users. This, we find, is because non-users respond more to brand-prompted advertising awareness measures. This result influences the scores for small brands, which get 80% of their responses from non-users only when they are prompted with the brand name. Our conclusion is therefore that scores from different advertising awareness measures are not directly comparable, unless split into separate brand user/non-user groups. Further, practitioners interested in the results for small-share or new brands should use brand-prompted measures, otherwise they risk underestimating the advertising reach and effectiveness of these brands.
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Rumra, Amir, and Noersyam Muhrim. "Pengaruh Brand Awareness, Brand Image dan Brand Equity Terhadap Sikap Merek dan Dampaknya pada Minat Membeli Merek Sepeda Motor Kota Ambon." Jurnal Syntax Admiration 4, no. 11 (November 20, 2023): 2063–82. http://dx.doi.org/10.46799/jsa.v4i11.765.

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Currently, marketing aspects no longer focus solely on product functions but are more geared towards brand competition. Successful products or services always have a strong or dominant brand in the market. This research aims to (1) determine the influence of brand awareness, brand image, and brand equity on brand attitude and its impact on the intention to purchase a specific motorcycle brand in Ambon City and (2) identify the differences in brand awareness, brand image, brand equity, and brand attitude for each motorcycle brand, determining which one has a significantly positive influence. The research population consists of respondents who own one of the three brands and respondents interested in purchasing one of the three brands in Ambon City. The sample size was determined using non-probability sampling through purposive sampling, with a total of 300 individuals. The research results indicate that brand awareness, brand image, and brand equity have a significantly positive influence on brand attitude, and brand attitude has a significantly positive impact on the intention to purchase a specific motorcycle in Ambon City. The research also reveals that brand awareness, brand image, and brand attitude for Honda motorcycles are significantly more positive compared to Yamaha and Suzuki, while the brand equity of Yamaha is significantly more positive compared to Honda and Suzuki. The conclusion drawn from this research is that by establishing strong brand awareness, creating a positive brand image, and managing brand equity consistently, consumer attitudes towards the brand can be formed, ultimately driving the purchasing intention of the community towards motorcycle brands in Ambon City.
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Rassel Nuno Alghifari and Indri Rachmawati. "Trust And Long Term-Term Relationship dengan Brand Awareness pada Fashion Brand." Bandung Conference Series: Communication Management 3, no. 2 (August 4, 2023): 808–12. http://dx.doi.org/10.29313/bcscm.v3i2.8730.

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Abstract. Social media marketing is extensively conducted by many brands today to enhance brand awareness. This study aims to measure brand awarene on the Instagram platform, with a focus on the @faith.industries account in the fashion industry. Observed aspects are trust and long-term relationship. The research sample consists of 100 respondents who are followers of the account. A quantitative approach with a correlational design is employed in this study. The results of data analysis using t-test and Adjusted R Square coefficient of determination indicate a significantly strong relationship between social media marketing implemented by @faith.industries and brand awareness. These findings are further supported by interview results demonstrating high levels of brand awareness among the respondents. This research provides valuable insights into the strong connection between social media marketing and brand awareness. It confirms that aspects such as trust and long-term relationship play vital roles in building brand awareness on Instagram. The study has practical implications for marketing practitioners to enhance the effectiveness of their social media marketing strategies in building brand awareness. Utilizing high-quality content, fostering strong follower relationships, actively engaging followers, and integrating multiple marketing platforms are key factors for successful brand awareness expansion. Overall, this research contributes to a better understanding of the importance of social media marketing in building brand awareness on Instagram, particularly for the @faith.industries account in the fashion industry. Abstrak. Social media marketing gencar dilakukan oleh banyak brand saat ini untuk meningkatkan brand awareness. Penelitian ini dilakukan untuk mengukur brand awareness di platform Instagram, dengan fokus pada akun @faith.industries di industri fashion. Aspek yang diamati adalah trust and long-term relationship. Sampel penelitian terdiri dari 100 responden yang merupakan follower akun tersebut. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan pendekatan korelasional. Hasil analisis data menggunakan uji-T dan koefisien determinasi Adjuster R Square menunjukkan bahwa terdapat hubungan yang sangat kuat antara social media marketing yang diterapkan oleh @faith.industries dan brand awareness. Temuan ini juga didukung oleh hasil wawancara yang menunjukkan tingkat brand awareness yang tinggi pada responden.
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Kevin, Kevin, and Sinta Paramita. "Komunikasi Pemasaran Terhadap Brand Awareness Brand Rockickz." Prologia 4, no. 1 (February 26, 2020): 147. http://dx.doi.org/10.24912/pr.v4i1.6456.

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Marketing communication is a means by which companies try to inform, persuade, and remind consumers directly or indirectly about the products and brands that are sold. Marketing communication theory covers several marketing communication mixes consisting of advertising, direct marketing, sales promotion, personal selling, interactive marketing, public relations. The purpose of the marketing communication mix is to create brand awareness. This brand awareness is the ability of consumers to recognize or remember a brand, including the name, logo and also certain slogans that have been used by the brand in promoting products. During marketing communications, Rockickz carries out strategies to create brand awareness. Rockickz's strategy is in the marketing communication mix. This research methodology uses qualitative, with the case study method. Data collection is done by interview, observation and literature study. Komunikasi pemasaran (marketing communication) adalah sarana dimana perusahaan berusaha menginformasikan, membujuk, dan mengingatkan konsumen secara langsung maupun tidak langsung tentang produk dan merek yang dijual. Teori komunikasi pemasaran mencangkup beberapa bauran komunikasi pemasaran terdiri dari periklanan, pemasaran langsung, promosi penjualan, penjualan personal, pemasaran interaktif, hubungan masyarakat.Tujuan dari bauran komunikasi pemasaran tersebut adalah untuk menciptakan brand awareness. Brand awareness ini merupakan kemampuan konsumen dalam mengenali atau mengingat sebuah merek, termasuk nama, logo dan juga slogan – slogan tertentu yang pernah digunakan oleh brand tersebut dalam mempromosikan produk – produk. Pada saat melakukan komunikasi pemasaran, Rockickz melakukan strategi – strategi untuk menciptakan brand awareness. Strategi yang dilakukan Rockickz terdapat dalam bauran komunikasi pemasaran. Metodologi penelitian ini menggunakan kualitatif, dengan metode studi kasus.Pengumpulan data dilakukan dengan wawancara, observasi dan studi kepustakaan.
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Dissertations / Theses on the topic "Brand Awareness"

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Baeza, Julia, and Caroline Ånmo. "Brand origin : how does it impact brand awareness and brand image." Thesis, Kristianstad University, School of Health and Society, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-6690.

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As globalization influences today’s world markets, many brands are becoming international and global. When a brand is in an international market it creates an opportunity for perceived brand origin to influence the consumers. Brand origin effect refers to the different ways that the perceived origin of a brand influences the consumers, for example, the consumer brand equity or purchase behaviour. The purpose of this dissertation is to investigate brand origins effect on brand image and brand awareness. There has been research on this in the past; however, only few of them have focused on emerging markets. Therefore, we will investigate the brand origin effect in emerging markets. The study is performed in Ecuador, and the data is collected through structured interviews within the target population. The dissertation was done in collaboration with the Swedish company Husqvarna. Therefore, it was the brand awareness and image of Husqvarna in particular that was studied. The results of this dissertation indicate that there are relationships between the variables brand origin, brand image and brand awareness. First of all, there were indications that consumers in emerging markets prefer brands from developed countries. The second relationship that the results indicate is that a more positive image of perceived brand origin means a more positive image of brand image. The last relationship is that a more positive image of perceived brand origin, leads to a higher sense of brand awareness. However, it is necessary to mention that none of these relationships could be proven to be significant through statistical testing. As a result of this, this dissertation provides a good foundation for future research where the relationships should be further studied.

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Khan, Muhammad Jawad, and Inam Ullah. "To investigate Brand Awareness & Brand Image of KFC in Sweden." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6255.

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Rizzo, Elena <1994&gt. "Building brand awareness through social media influencers." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/14448.

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Nowadays social media are used by a large amount of consumers specially to look for information from someone else and to manifest themselves by showing their point of view. These online platforms offer an opportunity to actively interact with other consumers, and to be part of the social communities that can influence the way of acting of their members: companies no longer represent the sole source of communication for their products. Within this context, new online strategies such as electronic word of mouth represent the right way to influence a consumer during its purchase decision process and increase the awareness about a brand. Thus, the purpose of this research is understanding how the electronic word of mouth, as the one driven by influencers, can affect the consumers’ decisions and could be the right tool to be used by a firm to rapidly spread the awareness of a brand; in fact people listen to the influencers because they are seen as peers and so trusty sources of information, respect to the traditional form of advertising driven just to bring sales. Finally, in order to validate that the influencer approach can be a very useful tool, the focus will shift on the analysis of primary and secondary data of a new product from Ferrero: Grand Ferrero Rocher, since it was launched in Germany in 2015 and it still have problems connected to a very low awareness.
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Zetterberg, Martin, Pontus Davidsson, and Mathias Johansson. "Brand Equity for Service Brands Online." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44567.

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Purpose: The purpose is to explain what factors affect brand equity for SBOs. Hypotheses: These hypotheses were derived from a literature review. H1 - Perceived Quality has a positive effect on SBO brand equity H2 - Brand Association has a positive effect on SBO brand equity H3 - Brand Awareness has a positive effect on SBO brand equity Method: The researcher conducted an quantitative research where the empirical data was collected through a questionnaire. Conclusion: This research show that perceived quality, brand association and brand awareness positively affects SBO brand equity.
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Rizwan, Muhammad, and Qin xian. "Study of Brand Awareness and BrandImage of Starbucks." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-1523.

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Abstract

Date: September 1, 2008

Course: EFO705 Master Thesis International Marketing

Tutor: Peter Dalin

Authors: Muhammad Rizwan mrn07003@student.mdh.se

Qin Xian xqn07001@student.mdh.se

Title: Study of Brand Awareness and Brand Image of Starbucks

Problem: To investigate to what extent the Swedish youths have brand awareness

about the brand of Starbucks and what kind of brand perception of

Starbucks as reflected by the brand association held in target customers’

memories (brand image).

Purpose: Carrying with the conception of brand awareness and brand image

packaged into the case of Starbucks brand, the authors aim to investigate

the degree of Starbucks’ brand awareness among the Swedish youths’

minds (brand awareness) and the perceptions of Starbucks brand as

reflected by the brand association held in target customers’ memories

(brand image).

Method: Primary data is collected through qualitative interviews with Swedish

students of Mälardalen University in vasteras. Secondary data is collected

from articles and literatures in journals and through internet.

Conceptual Model: A model of keller about Brand Image and Brand Awareness is

used as the conceptual framework of whole thesis. The relevant

theories and definitions are used during the research process.

Conclusions: After the investigation we can come to the conclusion that the focal

respondents’ acquaintance to Starbucks brand stay on the basic

level—they are able to recognize the focal brand and retrieve it when

given some type of probe as a cue. Although the general spirit

embedded into Starbucks is consistent with what the customers

comprehend, still some commitments and symbol involved into

Starbucks are ignored or misunderstood by focal respondents. The

concrete explanation is concluded underneath:

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Dew, Leah Kristin Kwon Wi-Suk. "College consumers' apparel brand knowledge an exploratory study of brand awareness and perceived brand category structures /." Auburn, Ala, 2008. http://repo.lib.auburn.edu/EtdRoot/2008/SUMMER/Consumer_Affairs/Thesis/Dew_Leah_7.pdf.

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Shahzad, Umer, and Muhammad Azeem. "Brand Awareness among Customers : A case study of ICA-Kvantum." Thesis, Högskolan Dalarna, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:du-5993.

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This research paper has been prepared by Bachelor students from Dalarna University in Borlänge. The project is centered on a case study of ICA – Kvantum and its brand awareness among customers. The purpose of this study is to find out that which measures can help ICA-Kvantum to create brand awareness among its current and potential customers by looking in to the importance of information of its offerings and use of effective communication tools to convey this information. Further, to recommend them what they need to do, to increase brand awareness among their customers with the help of managerial implications. The research question was formulated as what actions could be seen effective for ICA-Kvantum to maintain or improve brand awareness among its current and potential customers.The project was created with the help of theoretical concepts of brand awareness, brand loyalty, perceived quality, consumer decision model, integrated marketing communication approach and strategic planning process. These theories were applied in this thesis in order to find out the most effective communication measures to maintain or improve brand awareness among current and potential customers of ICA-Kvantum.The primary and secondary data was collected. Primary data was gathered through the survey among ICA-Kvantum customers in the front of the store in Borlänge. The personal interview with manager was conducted in the office of ICA-Kvantum store located in Borlänge. Secondary data was gathered from textbooks, academic journals, theses and websites.The empirical findings have been presented in detail and then analyzed with the help of theoretical concepts. The analysis and further results from survey and interview focused on importance of information, marketing communication tools, brand awareness and loyalty, perceived quality and implementation of strategic planning process. Moreover, the main weaknesses and strengths of ICA-Kvantun have been evaluated. The conclusion including short summary of analysis and its results have been provided at the end. Each weakness of issues related to brand awareness i.e. importance of information, effectiveness of marketing communication tools and strengths and weaknesses of ICA-Kvantum discussed in the paper, has been pointed out along with solutions and managerial implications.
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Manning, Matthew R. "The determinants of brand awareness within sports sponsorship." View electronic thesis (PDF), 2009. http://dl.uncw.edu/etd/2009-3/manningm/matthewmanning.pdf.

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Třetina, Ondřej. "Budování brand awareness značky ASUS u cílové skupiny vysokoškoláků." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-74982.

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Thesis on the theme "Building up ASUS brand awareness among university students as a target group" is about an effective communication strategy aimed at specific target group. ASUS is one of the world's largest manufacturer of IT products with a very strong position in the Czech Republic. ASUS currently communicates the brand rather to other target groups. The communication to university students is very limited, there s practically no communication. This thesis will focus on ways to communicate with the university students.
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Abdulrahman, Abubakar, and Citra Hussien. "The Role Of Online Video Advertising In Brand Awareness." Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-75032.

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The purpose is to examine the role of online video advertising in brand awareness. In order to provide marketers information regarding the impact online video advertising has on its customers, as online video advertising is increasing in relevance in terms of creating brand awareness.
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Books on the topic "Brand Awareness"

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Lee, Mei-Ling. The effects of price discount and brand awareness on consumer's brand evaluation: Take digital camera brands in Taiwan for example. [S.l: The Author], 2004.

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Derek, Smith. Consulting client satisfaction: Leading firms' performance, reputation, and brand awareness. Peterborough, New Hampshire: Kennedy Information, 2005.

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Derek, Smith. The client-side intelligence report: Purchasing behavior, brand awareness, and firm perceptions. Peterborough, N.H: Kennedy Information, Inc., 2003.

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Bride, Anita Mc. Awareness and perceptions of brands of Irish crystal: A study of the tourists in Ireland. Dublin: University College Dublin, 1990.

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Joseph, David Rex. An analysis of the potential material and brand awareness levels of Kanebo Cosmetics UK Ltd., with the intention of making strategic recommendations. Oxford: Oxford Brookes University, 1999.

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Judy, Allen. The executive guide to corporate events & business entertaining: How to choose and use corporate functions to increase brand awareness, develop new business, nurture customer loyalty and drive growth. Mississauga, Ont: J. Wiley & Sons Canada, 2007.

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Holden, Stephen J. S. Brand equity through brand awareness: Measuring and managing brand retrieval. 1992.

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Chayeuskaya, Katsiaryna. Enhancement of Beesender Brand Awareness in the Russian Federation. GRIN Verlag GmbH, 2018.

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Role of the live chat agents in increasing brand awareness. Aman Sharma, 2020.

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Atomic Marketing: An Easy Guide to Understanding Marketing & Building Brand Awareness. Writluxe Writing Firm, LLC, 2023.

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Book chapters on the topic "Brand Awareness"

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Kall, Jacek. "Measuring brand awareness." In Brand Metrics, 1–14. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003167235-2.

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Calkins, Tim. "Limiting Awareness." In Defending Your Brand, 173–82. New York: Palgrave Macmillan US, 2012. http://dx.doi.org/10.1007/978-1-137-51186-7_10.

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Astuti, M., and M. Khoerunisa. "Brand awareness of Crisp!! Enye-Enye." In Contemporary Research on Business and Management, 187–90. London: CRC Press, 2021. http://dx.doi.org/10.1201/9781003196013-46.

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Chanda, Arnab, and Shubham Gupta. "Introduction to Branding and Brand Awareness." In Healthcare Entrepreneurship and Management, 251–63. New York: Productivity Press, 2024. http://dx.doi.org/10.4324/9781003475309-22.

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Rahmawati, Yulia, Rifma Ghulam Dzaljad, and Mukhlis Muhammad Maududi. "Enhancing University Brand Awareness via Instagram Strategies." In Proceedings of the 3rd Annual International Conference on Natural and Social Science Education (ICNSSE 2023), 513–20. Paris: Atlantis Press SARL, 2024. http://dx.doi.org/10.2991/978-2-38476-242-2_51.

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Amanda, Muhammad Zulkifli, and Yolanda Masnita. "Increase Brand Awareness and Brand Image Using Social Media Marketing Elements." In Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022), 480–86. Dordrecht: Atlantis Press International BV, 2023. http://dx.doi.org/10.2991/978-94-6463-350-4_46.

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Diktaş, Meltem, and V. Özlem Akgün. "The Relationship Between Logo Changes and Brand Equity in Creating Brand Awareness." In Eurasian Business Perspectives, 265–77. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-65085-8_17.

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Christov, Alexander, Verena Hausmann, and Sue Williams. "Measuring brand awareness, campaign evaluation and web analytics." In Digital and Social Media Marketing, 296–316. Second edition. | Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429280689-16.

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Huang, Rong, and Emine Sarigöllü. "How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix." In Fashion Branding and Consumer Behaviors, 113–32. New York, NY: Springer New York, 2014. http://dx.doi.org/10.1007/978-1-4939-0277-4_8.

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Cuong, Dam Tri, and Bui Huy Khoi. "Empirical Research on the Impact of Brand Awareness on Brand Loyalty: The Mediating Role of Brand Image." In Prediction and Causality in Econometrics and Related Topics, 423–33. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-77094-5_33.

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Conference papers on the topic "Brand Awareness"

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Arunachalam, Thiruchelvi, Mayurigha Sivakumar, and Ashvadharani Raveendran. "Young consumers' insights on brand association, brand awareness, perceived quality, brand image, brand loyalty and brand equity." In XIX International May Conference on Strategic Management – IMCSM24 Proceedings. University of Belgrade, Technical Faculty in Bor, 2024. http://dx.doi.org/10.5937/imcsm24043a.

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Brands try to capture young consumers as they are early adopters which help them to secure business for long term. The purpose of this study is to examine the effects of brand association, brand awareness, brand image, perceived quality and the mediating effect of brand loyalty on brand equity among young consumers and their direct relationship with brand equity. Data from 75 young consumers were analysed using an open-source software named Jamovi and PLS-SEM. Empirical results via Correlation and Multiple regression authenticated that direct relation was insignificant for all the variables except perceived quality but most variables were significant in indirect relationship with brand loyalty as mediator. Overall, the model was an average fit. Perceive quality predominantly affects brand loyalty, which in turn has a significant impact on brand equity. These findings imply to marketing professionals and practitioners to aid them develop marketing strategies to amplify brand equity and gain a competitive edge to foster their business.
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Drastyana, Serlly Frida. "Brand Awareness and Brand Equity of Outpatient." In Health Science International Conference (HSIC 2017). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/hsic-17.2017.19.

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Choon, Kwai Mui, and Tong Ming Lim. "A Critical Review on Impression Rate and Pattern on Social Media Sites." In International Conference on Digital Transformation and Applications (ICDXA 2020). Tunku Abdul Rahman University College, 2020. http://dx.doi.org/10.56453/icdxa.2020.1003.

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Social media interaction continues affecting consumer opinion of a product, so social media marketing has become the most accessible marketing channel for brands to reach their business’ target market, product promotion, make a sale or spread brand awareness. This paper is to critically review past research works on the impact of impressions on social media marketing and highlight gaps found. There are limited studies available on the impact of the impression rate on brand awareness through social media marketing/advertising. By using a systematic literature review, this paper contributes to social media adoption by investigating consumers’ brand awareness towards social media advertising, the relationship between impressions rate and brand awareness and social media measurement practices in various industries. Keywords: social media, impressions, reach, brand awareness
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Todua, Nugzar, and Giorgi Robakidze. "Georgian Consumers’ Attitude towards Product Placement." In V National Scientific Conference. Grigol Robakidze University, 2023. http://dx.doi.org/10.55896/978-9941-8-5764-5/2023-268-278.

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The article explores the role of product (brand) placement in modern business. The primary factors analyzed in the study include the acceptance of product placement, brand awareness, attitudes toward brand, and purchase intention. By conducting marketing research, the study identifies the opinions of respondents concerning traditional advertising and product placement. Through regression analysis, the study determines statistically significant values that demonstrate the connection between the acceptance of placed brands and brand awareness, as well as the impact of these variables on brand attitude. Additionally, the article establishes how the attitudes of Georgian consumers toward brand influence their purchase intentions. Keywords: Product placement, consumer behavior, marketing research.
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Brzaković, Aleksandar, and Stefan Brzaković. "Positioning a Brand on the Market." In Fifth International Scientific Conference ITEMA Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2021. http://dx.doi.org/10.31410/itema.2021.113.

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Brand positioning is a process of creating an impression of a brand in the consumer’s awareness using different strategies, including prices, pro­motion, distribution, packing and competitiveness. Positioning is an act of modeling the offer and reputation of a company so that it can specially posi­tion itself in the consumer’s awareness on a target market. In order to create a positioning strategy, a brand’s unique characteristics need to be identified and what differentiates it from the competition needs to be determined. Po­sitioning calls for the identification of a target market, the identification and analysis of the competition and a brand’s optimal points of parity and points of difference. Competition can be researched from the point of view of the in­dustry (branch) and from the point of view of the market itself. Brand mantras are used to position a brand, indicating what the brand offers and for what reason it is superior in relation to other competitive brands. While standard brand positioning models are based upon detailed consumer, company and competition analyses, there are also newly appearing creative approaches to brand positioning, such as storytelling or a journalistic brand chronicle.
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Tarmawan, Irwan. "Building Brand Awareness Through Film Narrative." In Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Humanities and Social Sciences Track (ICOBEST-HSS 2019). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/assehr.k.200108.019.

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Firdaus, Muhamad Fulki, Z. K. A. Baizal, Made Kevin Bratawisnu, and Hanafi Abdullah Gusman. "Brand Awareness Using Network Modeling Method." In 2020 8th International Conference on Information and Communication Technology (ICoICT). IEEE, 2020. http://dx.doi.org/10.1109/icoict49345.2020.9166245.

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Achyarsyah, Mochamad, Heny Hendrayati, and Febi Amalia. "How Jingle Can Drive Brand Awareness ?" In The Proceedings of the 1st Seminar The Emerging of Novel Corona Virus, nCov 2020, 11-12 February 2020, Bali, Indonesia. EAI, 2020. http://dx.doi.org/10.4108/eai.11-2-2020.2301944.

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Doddy, Muhammad, Juhary Ali, Anton Hindardjo, and Cicih Ratnasih. "The Influence of Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty on Brand Equity of Zakat Institutions." In Proceedings of The International Conference on Environmental and Technology of Law, Business and Education on Post Covid 19, ICETLAWBE 2020, 26 September 2020, Bandar Lampung, Indonesia. EAI, 2020. http://dx.doi.org/10.4108/eai.26-9-2020.2302683.

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Rachmawati, Anita Dewi, Heny Hendrayati, and Vanessa Gaffar. "The Analysis of Brand Image and Brand Awareness on Purchase Decisions." In 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/aebmr.k.210831.092.

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