Relevant bibliographies by topics / Brand Awareness

Contents

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

Academic literature on the topic 'Brand Awareness'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 July 2025

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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 (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
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DR.MANOJ, KUMAR SHARMA. "PRODUCT BRANDING STRATEGY." International Journal of Marketing & Financial Management 2, no. 7 (2014): 80–86. https://doi.org/10.5281/zenodo.10803071.

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<strong>ABSTRACT</strong> Brand is an intangible asset is often the most valuable asset on a corporation's balance sheet. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed (e.g.: prioritized across a portfolio of brands) to maximize shareholder value. Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the bran
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Afiati Lasmiandari, Fatin, Rena Regita, Bintang Amalia, Farida Nurfalah, and Dian Andriany. "Brand Awareness : PT Nutrifood Indonesia." Devotion : Journal of Research and Community Service 5, no. 8 (2024): 899–906. http://dx.doi.org/10.59188/devotion.v5i8.778.

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Brand awareness is an important aspect for all companies to be known by their target market. This is important to ensure brands can survive the increasingly fierce business competition. In the midst of the increasing number of healthy sachet drink brands that have emerged, each brand needs to show their differentiating side in order to be able to compete. This is what encourages PT Nutrifood to increase brand awareness, one of which is through an event sponsorship strategy. This research aims to find out how PT Nutrifood can increase brand awareness through sponsorship events. This study uses
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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 (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 invest
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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 (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 dat
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DÜLEK, Bulut, and Reha SAYDAN. "The Impact of Social Media Advertisement Awareness on Brand Awareness, Brand Image, Brand Attitude and Brand Loyalty: A Research on University Students." International Journal of Contemporary Economics and Administrative Sciences 9, no. 2 (2019): 470–94. https://doi.org/10.5281/zenodo.3596116.

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<strong>Abstract</strong> Due to the more effective use of social media tools and the further advancement of the internet, marketing efforts of brands have nowadays become more personal, fun, attractive and social. This study analyzes the impact of social media advertisement awareness on brand awareness, brand image, brand attitude and brand loyalty. Participants of the study consisted of 390 students currently enrolled at Van Y&uuml;z&uuml;nc&uuml; Yıl University. The research model and hypothesis built for the purpose of the study were tested with structural equation modelling. Results of th
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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 (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
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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 (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 im
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Arvin, Enditya Putra. "The Effect of Digital Marketing Implementation Towards Muslim Fashion Brand Awareness and Brand Image on Covid'19 Pandemic." International Journal of Current Science Research and Review 06, no. 08 (2023): 5541–48. https://doi.org/10.5281/zenodo.8217256.

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Abstract : Digital marketing has a positive impact on brand awareness and brand image. This can have a good effect on the economy as it can increase brand awareness and brand image of Muslim fashion brands. This good economic effect will translate into improved company performance in covid&rsquo;19. This study aims to determine the influence of the company&rsquo;s digital marketing on brand awareness and brand image on covid&rsquo;19 in Muslim fashion brands. This study uses multiple regression on panel data from a sample of 100 respondents based in Indonesia. The variable of this research is
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Calysta, Netha Eliana, and Yuyun Karystin Meilisa Suade. "Battle Of Brand Loyalty: Based On Social Media Advertising – Gojek And Grab." Value : Jurnal Manajemen dan Akuntansi 19, no. 3 (2024): 784–96. http://dx.doi.org/10.32534/jv.v19i3.6050.

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The use of social media advertising is certainly familiar to consumers as one of the marketing strategies for brands or products in the company. This study will look at the level of consumer loyalty to Gojek and Grab through brand image and brand awareness. This study aims to see between the two brands which brand is superior in using social media advertising in increasing consumer loyalty, namely generation z people in Makassar city, Indonesia. This study uses quantitative methods by analyzing 265 respondents and will be analyzed using PLS-SEM. The results of this study indicate that Gojek is
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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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<p>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 em
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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
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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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<p><p>Abstract</p><p>Date: September 1, 2008</p><p>Course: EFO705 Master Thesis International Marketing</p><p>Tutor: Peter Dalin</p><p>Authors: Muhammad Rizwan mrn07003@student.mdh.se</p><p>Qin Xian xqn07001@student.mdh.se</p><p>Title: Study of Brand Awareness and Brand Image of Starbucks</p><p>Problem: To investigate to what extent the Swedish youths have brand awareness</p><p>about the brand of Starbucks and what kind of brand perception of</p><p>Starbucks as reflected by the brand association held in target customers’</p><p>memories (brand image).</p><p>Purpose: Carrying with the conception
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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 manager
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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. The Author], 2004.

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

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Derek, Smith. The client-side intelligence report: Purchasing behavior, brand awareness, and firm perceptions. 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. 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 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. 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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Schäfer, Dennis. BRAND AWARENESS 2. 0: SOCIAL MEDIA ZUR STEIGERUNG DER MARKENBEKANNTHEIT. GRIN Verlag GmbH, 2011.

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Book chapters on the topic "Brand Awareness"

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

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

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Singh, Priyanka, Manoj Kumar Mishra, and Anthony Bagherian. "Brand Performance, Innovation, and Brand Awareness: Antecedents to Brand Perception and Brand Loyalty." In Marketing Perspectives on Phygitalization. Apple Academic Press, 2024. https://doi.org/10.1201/9781003569008-1.

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

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

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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). 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). 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. 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. 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. Springer New York, 2014. http://dx.doi.org/10.1007/978-1-4939-0277-4_8.

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Conference papers on the topic "Brand Awareness"

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Jeanette Egeten, Angelina Ervina, Teguh Prasandy, and Suzanna. "Brand Loyalty & Brand Awareness Through Social Media." In 2024 9th International Conference on Business and Industrial Research (ICBIR). IEEE, 2024. https://doi.org/10.1109/icbir61386.2024.10875958.

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Juliawan, Andhika Tri, Novita Permata Hati, Yuniarty, and Aryo Bismo. "The Influence of Social Media Marketing Elements on Consumer Brand Engagement and Its Impact on Brand Awareness and Brand Image." In 2023 4th International Conference on Data Analytics for Business and Industry (ICDABI). IEEE, 2023. http://dx.doi.org/10.1109/icdabi60145.2023.10629362.

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Kharisma, Fresha, Ika Diyah Candra Arifah, Achmad Kautsar, and Renny Sari Dewi. "Digital Marketing, Brand Awareness and Customer Relationship Management on Repurchase Intention in E-Commerce Marketplace." In 2024 9th International Conference on Business and Industrial Research (ICBIR). IEEE, 2024. https://doi.org/10.1109/icbir61386.2024.10875931.

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Eisenhauer, Nicci. "Industrial Marketing & Sales in a Digital Age." In SSPC 2012 Greencoat. SSPC, 2012. https://doi.org/10.5006/s2012-00012.

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Abstract The participation of sales, technical and marketing personnel in the development and implementation of an internet-based communications strategy that represents the company’s expertise in the format of education and information-sharing via various web-based tools will yield brand awareness, brand credibility and brand loyalty, while potentially shortening sales cycles. Using a balanced mix of traditional marketing tactics employed more effectively to drive traffic to informational venues such as blogs, forums and the corporate website for information in the spirit of furthering the in
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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 ex
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Drastyana, Serlly Frida. "Brand Awareness and Brand Equity of Outpatient." In Health Science International Conference (HSIC 2017). 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 s
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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 at
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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 ident
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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). Atlantis Press, 2020. http://dx.doi.org/10.2991/assehr.k.200108.019.

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Reports on the topic "Brand Awareness"

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Hermansen, Anna. Hyperledger Foundation 2023 Brand Study: How Benefits and Challenges Create Opportunities for the Enterprise Blockchain Brand. The Linux Foundation, 2023. https://doi.org/10.70828/axhs1179.

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Hyperledger Foundation partnered with LF Research in 2023 to examine the public’s awareness, perceptions, and opinions of their brand, similar to the research study conducted in 2021. The aim of this project was to measure perceptions of the enterprise-grade blockchain technology market, with a specific focus on Hyperledger technologies’ place in this market. This study takes its insights from a survey fielded in the blockchain community as well as a set of interviews conducted with subject matter experts. The report discusses the current state of the enterprise blockchain market, the percepti
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