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Journal articles on the topic 'Brand Awareness'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

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 Yüzüncü 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’19. This study aims to determine the influence of the company’s digital marketing on brand awareness and brand image on covid’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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Romaniuk, Jenni, and Samuel Wight. "The Influences of Brand Usage on Response to Advertising Awareness Measures." International Journal of Market Research 51, no. 2 (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 becaus

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Abdur Rehman Baig and Narmeen Ali Shah. "<b>Responsible Brands vs Active Brands? An Examination Of Brand Personality</b><b>On Brand Awareness, Brand Trust &</b><b> </b><b>Brand Loyalty</b>." Journal of Management & Social Science 2, no. 2 (2025): 308–32. https://doi.org/10.63075/7myhdq45.

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This research explores the role of brand personality traits, namely responsible and active personalities, in consumer-brand relationships with a focus on brand awareness, brand trust, and brand loyalty. This research uses Aaker's (1997) Brand Personality Scale and tests the effects of responsible brands (as stable, down-to-earth, and reliable) and active brands (as dynamic, innovative, and energetic) on consumer attitudes and behaviors. A quantitative research approach was used, involving a seven-point Likert scale survey among 200 respondents from Pakistan's retail sector. Partial Least Squar

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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 (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. Th

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Sri, Dr K. Swapna, and Marri Drusika. "Impact of Social Media Marketing on Brand Awareness and Brand Recognition." International Journal of Advanced Engineering, Management and Science 11, no. 4 (2025): 95–100. https://doi.org/10.22161/ijaems.114.10.

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This study explores the role of social media marketing in influencing brand awareness and recognition, two vital components of brand development. Brand awareness pertains to the degree to which customers are able to identify or recall a brand, while brand recognition deals with the degree to which a brand can differentiate itself based on its visual and message appeal. By studying the manner in which brands use social media to develop engaging content, run targeted advertisements, and develop interactive communities, this study illustrates the tactics that drive brand awareness and recognition

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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 (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

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Sustaningrum, Rakhdiny. "KONSTRUK DARI BRAND POSITIONING UNTUK MENGUKUR PERSEPSI KONSUMEN TERHADAP BRAND PT X." JURNAL ILMU EKONOMI & SOSIAL 8, no. 2 (2017): 91–121. http://dx.doi.org/10.35724/jies.v8i2.648.

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This study aims to factors that affect brand awareness and brand positioning on PT X products. The research method used survey with data collection through questionnaire. Quantitative data analysis using SEM-PLS. The results showed that brand identity, brand personality, brand communication each partially significant effect on brand awareness. Then, brand awareness has a significant effect on brand image, and brang image significant effect on brand positioning. In conclusion, consumers give a positive perception on brand PT X so that consumers are interested to use it.

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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 (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

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Zulfikar, Ian. "Building a Strong Brand: Marketing Strategy to Increase Brand Awareness and Consumer Loyalty." Neo Journal of economy and social humanities 1, no. 4 (2023): 280–84. http://dx.doi.org/10.56403/nejesh.v1i4.79.

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Building a strong brand and increasing brand awareness and consumer loyalty is a key focus for business success. This study aims to describe effective marketing strategies to build strong brands and increase brand awareness and consumer loyalty. The research was conducted by conducting a literature review from various sources related to marketing strategy. The research findings show that some effective marketing strategies in building a strong brand are brand differentiation, use of social media, product and service development, and customer experience. By implementing these strategies in busi

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Verdilla, Vera, and Albari Albari. "DAMPAK DIMENSI EKUITAS MEREK DALAM MEMBENTUK MINAT BELI ULANG." Jurnal Manajemen Maranatha 17, no. 2 (2018): 81. http://dx.doi.org/10.28932/jmm.v17i2.802.

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Along with the times, the economy grew by leaps and bounds. Many brands are popping up in the market. Brands competing to attract the attention of consumers. To cope with competition management must first understand the importance of the power contained within the dimensions of their brand equity. For that empirical research is intended to explain the relationship between the dimensions of brand equity, especially the positive influence of consumer repurchase intention. The population in this study are those who have never made a purchase in the clothing brand "G" in Yogyakarta. The sample inv

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Ge, Fuqiang, and Jinxin Ge. "Research on Brand Image Marketing Strategy - From Brand Awareness to Brand Loyalty." Journal of Global Humanities and Social Sciences 4, no. 4 (2023): 161–65. http://dx.doi.org/10.61360/bonighss232014120802.

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Brand image marketing is closely related to brand awareness and brand loyalty. Brand image marketing improves brand awareness and recognition through a variety of means and activities, thus enhancing consumers' loyalty and willingness to purchase brands. Enterprises need to adopt corresponding brand image marketing strategies and tools according to market demand and their situation to enhance the brand image and competitiveness comprehensively. This paper first introduces the definition and objectives of brand image marketing and then focuses on the influence of brand awareness and loyalty on

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Kevin, Kevin, and Sinta Paramita. "Komunikasi Pemasaran Terhadap Brand Awareness Brand Rockickz." Prologia 4, no. 1 (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 th

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Bae, Woo-Am, and Hong-Bumm Kim. "Effects of Customers' Awareness of Parent Brands to the Purchasing Intention of Hotels’ Extended Brands." Tourism Sciences Society of Korea 39, no. 1 (2015): 95–112. http://dx.doi.org/10.17086/jts.2015.39.1.95.112.

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This research studies the relationship between the awareness of a hotel’s parent brand and the purchasing intention of the extended brand of the hotel while considering how this relationship varies according to the perceived loyalty of the hotel’s parent brand. This empirical investigation used parent brands and extended brands of luxury hotels located in Seoul, Korea. Self-administered questionnaires were distributed to customers who experienced the extended brands of the selected hotels. 401 valid responses out of 450 questionnaires initially surveyed were finally used after the screening pr

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Sudirjo, Frans, Septianti Permatasari Palembang, Eva Desembrianita, Haruni Ode, and Yokie Radnan. "Study of the Effect of Cultural Integration, Marketing Innovation, and Brand Positioning on Brand Awareness in Indonesia." West Science Journal Economic and Entrepreneurship 2, no. 02 (2024): 136–44. http://dx.doi.org/10.58812/wsjee.v2i02.880.

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This research investigates the influence of cultural integration, marketing innovation, and brand positioning on brand awareness in the Indonesian market through quantitative analysis. Drawing on data from 200 participants, the study examines the relationships between these variables using correlation and regression analyses. The findings reveal significant positive correlations between cultural integration, marketing innovation, brand positioning, and brand awareness, indicating that brands that effectively integrate cultural elements, employ innovative marketing strategies, and establish str

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Hossein, Vazifehdoost, and Negahdari Azadeh. "Relationships of Brand Awareness, Brand Association and Perceived Quality with Brand Loyalty and Repurchase Intention." International Journal of Case Studies 7, no. 1 (2018): 45–51. https://doi.org/10.5281/zenodo.3538815.

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Due to the intense competition in market place, customers nowadays are exposed to several brands from across the globe. This study assessed the effect of brand awareness, brand association and perceived quality on brand loyalty and repurchase intention among consumers of fashion brands in Iran. The study applied a quantitative research design using a structured questionnaire. Four hypotheses were posited and to empirically test these hypotheses, a sample data set of 202 business students was used. The findings illustrated that brand awareness has a positive considerable impact on brand loyalty

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Izzmatika, Ananda Novita, and Uly Mabruroh Halida. "Peran Brand Ambassador Dalam Meningkatkan Brand Awareness Pada Mytafash_Up." Mabny: Journal of Sharia Management and Business 4, no. 02 (2024): 140–49. http://dx.doi.org/10.19105/mabny.v4i02.15122.

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Abstract: This study aims to examine the role of Brand Ambassadors in Increasing Brand Awareness. This research method uses a qualitative method with a case study approach. The collection of sources is from secondary data and primary data obtained from observations, interviews, and documentation. Interviews were conducted in a semi-structured manner, the technique used was non-participant observation and documentation as authentic evidence. The informants from the subjects of this study were business owners or owners, brand ambassadors, customers of Mytafash_Up. The use of Brand Ambassadors is

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Lues, Heleneze-Tiané. "Influencing Generation Y students’ clothing brand awareness: A gender perspective." International Journal of Research in Business and Social Science (2147- 4478) 13, no. 4 (2024): 40–48. http://dx.doi.org/10.20525/ijrbs.v13i4.3364.

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The Covid-19 pandemic significantly affected the global fashion industry, causing several changes that intensified competition between fashion retailers and brands, making it more challenging to establish or increase clothing brand awareness. Gender plays a crucial role in consumers’ perceptions and decision-making, highlighting the importance of understanding the role of gender in effectively establishing and increasing clothing brand awareness. The objective of the study was to determine whether differences exist in the creation of clothing brand awareness of Generation Y male and female stu

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Ratra, Komal, and Netra Neelam. "Brand Awareness Quotient." International Journal of Applied Management Sciences and Engineering 3, no. 2 (2016): 62–74. http://dx.doi.org/10.4018/ijamse.2016070104.

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There is a need to appropriately measure the effectiveness of Employer branding initiatives taken by an organization. There are a lot of questions to be addressed while measuring the effectiveness of the past or existing initiatives and formulating a new Employer branding strategy such as: Do the objectives of the Employer branding completely meet the initiative? What is the reach of the initiatives? Whether to continue with the same initiative or not in future? Hence while designing a new improved Employer branding strategy, there needs to be an appropriate initiative measurement methodology

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Ivana Ardiyanti, Belva, and Moechammad Nasir. "Analysis Of The Effect Of Green Product And Corporate Social Responsibility (Csr) On Brand Loyalty Of Two Most Popular Handbody Brands With Brand Awareness As A Mediation Variable." Dinasti International Journal of Education Management And Social Science 6, no. 2 (2024): 962–76. https://doi.org/10.38035/dijemss.v6i2.3681.

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The study, titled Analysis of the Influence of Green Products and Corporate Social Responsibility (CSR) on Brand Loyalty of the Two Most Popular Handbody Brands with Brand Awareness as a Mediating Variable. Examines the influence of green product attributes and CSR initiatives on brand loyalty, with brand awareness as a mediating variable. The research focuses on two popular handbody brands, Nivea and Love and Beauty Planet, which emphasize eco-friendly practices and social responsibility. Employing a quantitative explanatory research method, the study collected data from 250 respondents in th

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Manandhar, Raju, Mahanada Chalise, and Aakriti Dahal. "The Role of Social Media, Electronic Word-of-Mouth, and Sponsorship in Building Brand Awareness for Goldstar Shoes." International Research Journal of Management Science 9, no. 1 (2024): 201–12. https://doi.org/10.3126/irjms.v9i1.72722.

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Purpose: In today’s competitive marketplace, brand awareness is crucial for a company’s success. It reflects the degree to which consumers recognize a brand’s unique characteristics and image, influencing customer acquisition, loyalty, and market presence. This study aims to identify factors affecting the brand awareness of Goldstar shoes in Nepal. Design/Methodology/Approach: Using a descriptive and causal-comparative research design, the study targeted 204 Goldstar customers from different occupations in Kathmandu Valley, selected through convenience sampling. Data was collected via a struct

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Dati Putra Nur Akhmad and Mirzam Arqy Ahmadi. "Analisis Pengaruh Kesadaran Merek dan Citra Merek Terhadap Minat Pembelian." Jurnal Riset Manajemen 2, no. 4 (2024): 51–63. http://dx.doi.org/10.54066/jurma.v2i4.2579.

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This research was used to find out how brand awareness and brand image impact interest in purchasing iPhone products in Indonesia. Brand awareness includes recognition of the product and logo, while brand image involves consumer perceptions regarding product quality and exclusivity. This research uses a quantitative method by distributing questionnaires to 150 respondents who are iPhone users. Data were analyzed using SEM PLS, which showed that both brand awareness and brand image had a positive and significant influence on purchase intention. These results indicate that increasing brand aware

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Radder, Laetitia, and Wei Huang. "High‐involvement and low‐involvement products." Journal of Fashion Marketing and Management: An International Journal 12, no. 2 (2008): 232–43. http://dx.doi.org/10.1108/13612020810874908.

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PurposeKnowledge of brand awareness and its role is important for the design of an organisation's marketing strategies. This study aims to determine the brand awareness of high‐ and low‐involvement products among Black and non‐Black students enrolled at a South African university.Design/methodology/approachA self‐administered survey was completed by a convenience sample of 300 students of the Nelson Mandela Metropolitan University in Port Elizabeth, South Africa. The focal high‐involvement product was sportswear clothing and the low‐involvement product, coffee.FindingsThe results indicated a h

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Lee, Wai Jin (Thomas), Aron O’Cass, and Phyra Sok. "Unpacking brand management superiority." European Journal of Marketing 51, no. 1 (2017): 177–99. http://dx.doi.org/10.1108/ejm-09-2015-0698.

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Purpose A strong brand is one that consumers know and perceive as differentiated from competing brands. Building brands with high levels of awareness and uniqueness is critical to ensuring brand strength and sustained competitiveness. To this end, the roles of brand management capability and brand orientation are highlighted. However, given the significance of consistency in branding, firms’ brand management capability and brand orientation alone may not be sufficient, and a mechanism that facilitates branding consistency is required. In the integrating marketing control theory with the resour

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Murti, Rizki Adhitya, and Setyo Pantawis. "Brand Ambassador, Korean Wave dan Brand Image dalam Pembentukan Brand Awareness Pada Produk Skincare Somethinc di Kota Semarang." EconBank: Journal of Economics and Banking 5, no. 2 (2023): 302–12. http://dx.doi.org/10.35829/econbank.v5i2.342.

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Building brand awareness is a marketing strategy that can lead consumers to develop preferences for brands and products. By utilizing Hallyu culture or the Korean Wave to improve the brand image of Somethinc products, it can have a positive influence on brand awareness as much as possible. This research aims to determine the influence of the Ambassador brand, Korean wave and brand image in forming brand awareness of Somethinc skincare products. The research sample used was 97 respondents with the criteria of having used Somehinc products in Semarang City. The sampling method uses a non-probabi

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Prof., Dr. Mbonigaba Celestin* &. Dr. Hategekimana Jean Paul**. "NEW PRODUCT LAUNCH STRATEGIES AND ORGANIZATIONAL BRAND AWARENESS: SURVEY OF SKOL LAGER LAUNCH IN SKOL BREWERY COMPANY LTD." International Journal of Advanced Trends in Engineering and Technology (IJATET) 8, no. 1 (2023): 11–16. https://doi.org/10.5281/zenodo.7797922.

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Promoting new product and its benefits encourage the consumers to try a sample, and branding is a popular subject that has a substantial volume of work done by academics as well as the researchers on new product launch and brand awareness. Brands are more powerful in terms of falsifying relationship with customers. Brand awareness is created through presentation of brands to clients which in turn develop incentives like a reply from them, and they are able to relate, recognize, recall and be on the whole aware of brands. A new product could be highly innovative, incorporating advanced technolo

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Amar, Shafiq. "From Brand Awareness to Association: Exploring the Influence of Perceived Value and Mediating Role of Brand Image from the Telecom Industry." Journal of Management & Educational Research Innovation 2, no. 1 (2024): 52–65. https://doi.org/10.5281/zenodo.13199617.

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Important factors in forming brand associations include perceived value—the consumer's assessment of a brand's value—and brand awareness, which is the identification and recall of a brand. With an emphasis on the mediating function of brand image, this research examines the relationship between brand awareness, perceived value, and brand association. The study intends to fill a gap in the literature, especially about developing countries like Pakistan. Data was collected from 493 valid respondents for this study via face-to-face interviews at retail malls by using the questionnaire

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Gshayyish, Ahmed Mankhi. "Content marketing and brand awareness." International Journal Of Management And Economics Fundamental 5, no. 1 (2025): 42–49. https://doi.org/10.37547/ijmef/volume05issue01-08.

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Digital marketing is growing in significance from year to year in the age of digital progress as a component of marketing strategies used by businesses of all shapes and sizes. This necessitates content marketing since the effectiveness of an organization's online consumer communications is mainly dependent on the calibre of its content marketing. Enhancing the quality of content marketing is necessary in this situation, and digital marketers must analyse the effectiveness of focused content marketing to modify their material and select the most effective promotion strategy. The purpose of thi

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Foster, Bob, Wawan Hermawan, and Rima Rahmayanti. "EMPOWERMENT OF LOCAL BRAND AWARENESS THROUGH PACKAGING UNIQUENESS AND ITS IMPACT ON PURCHASING INTEREST." Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) 4, no. 01 (2019): 16. http://dx.doi.org/10.25124/demandia.v4i01.1970.

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Indonesian local brand is lack of brand awareness among Indonesian consumers. One of the local brands that lack of brand awareness is white tea brand. White tea makers in Indonesia meets the issue of absence of innovation in packaging, shopper awareness and frailness in quality. This research aims to test whether product empowerment and brand awareness will influence the interest in buying white tea products with unique packaging as intervening using partial least square as method in data analysis. Data collection uses questionnaire involving 50 consumer samples of white tea brand in Bandung,

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Sean Hyun, Sunghyup, and Wansoo Kim. "Dimensions of Brand Equity in the Chain Restaurant Industry." Cornell Hospitality Quarterly 52, no. 4 (2011): 429–37. http://dx.doi.org/10.1177/1938965510397533.

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Four of the dimensions that combine to contribute to chain restaurants’ brand equity are brand awareness, brand image, perceived quality, and brand loyalty. A test of a structural model connecting these four attributes of brand equity was based on data collected from 188 patrons of five chain restaurant brands in Korea. The resulting data analysis demonstrates that the four dimensions of brand equity are interrelated. The model indicates that the foundation of brand equity is brand awareness. However, while brand awareness influences brand loyalty formation, its impact is mediated by the effec

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Anak, Agung Inta Setya Dewi, Gusti Ayu Ketut Giantari I, Wayan Sri Suprapti Ni, and Gusti Ngurah Jaya Agung Widagda K. I. "The role of attitude mediates the effect of brand awareness and brand image on product purchase intention." World Journal of Advanced Research and Reviews 24, no. 2 (2024): 1151–61. https://doi.org/10.5281/zenodo.15093974.

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This study aims to analyze the role of attitude in mediating brand awareness and brand image on purchase intention. The population in this study were consumers who had never used the Carasun brand sunscreen in Denpasar City. The number of samples used in this study were 160 samples. The method used in sample selection is purposive sampling, which is a sampling technique with certain considerations. The analysis technique used is Structural Equation Modeling (SEM) analysis based on Partial Least Square (PLS). The results showed that brand awareness and brand image have a positive and significan

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Azhar, Mohamad Fahmi, and Renny Oktafia. "Digital Platform: Can Increase Brand Awareness?" Proceedings of International Conference on Economics Business and Government Challenges 6, no. 1 (2023): 281–86. http://dx.doi.org/10.33005/icebgc.v6i1.88.

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The development of technology is getting faster and there are many innovations that are presented to help human activities, one of them is social media. Social media is a place to exchange information and as a communication tool. The business world sees this as a great opportunity to sell their merchandise to be recognized by the public as a step to build brand awareness. The existence of strong brand awareness aims to provide a differentiator between other competitor brands. This research purposes to find out what things must be considered in increasing brand awareness through social media ef

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Hoere, Yohanes Baptista, and Yolanda Masnita. "Anteseden Halal destination brand equity menggunakan halal brand equity theory untuk promosi halal tourism." Jurnal Ilmiah Ekonomi Islam 8, no. 3 (2022): 2473. http://dx.doi.org/10.29040/jiei.v8i3.6543.

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The purpose of this study was to examine and analyze the effect of halal brand awareness, halal brand value, halal brand image, perceived quality of halal brand on destination brand equity. The location of this research was carried out in halal tourist destinations in the city of Jakarta. The method in this study uses the theory of halal brand equity which is used to describe the value of recognized brands, based on the idea that established and reputable brands are more successful. The results of this study state that halal brand awareness has a positive and significant effect on destination

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Macnico, Peter, Renny Christiarini, and Lily Purwianti. "Streaming Popularity: Analyzing the Competition of SVOD Brands in Achieving Preferences and Loyalty of Generation Z." Wiga : Jurnal Penelitian Ilmu Ekonomi 14, no. 2 (2024): 286–301. https://doi.org/10.30741/wiga.v14i2.1227.

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This study investigates the impact of brand experience, brand trust, brand image and brand awareness on brand loyalty among Generation Z customers. As competition intensifies in the Subscription Video On Demand (SVOD) industry, particularly with Generation Z’s increasing influence, SVOD brands strive to differentiate themselves through distinct logos, enhanced user experiences, and intuitive applications. The research is set in the context of Batam, where 259 Generation Z customers participated in the study via a questionnaire distributed through Google Forms. The questionnaire employed a 5-po

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CAKMAK, Ismail. "The role of brand awareness on brand image, perceived quality and effect on risk in create brand trust." New Trends and Issues Proceedings on Humanities and Social Sciences 2, no. 2 (2016): 177–86. http://dx.doi.org/10.18844/prosoc.v2i2.441.

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Brands mediate the meeting of business and consumers. This is the first step in getting that brand awareness is the first step that occurs when the same judgment. Businesses are trying to be positive in this first step. It must have tool for positive judgment of brand awareness for create a strong brand value. In this study, brand trust which quality and effect on risk and this effect to creating it in occurring consumer perceived will be explaining information generated by the brand awareness and brand image. For this purpose, a theoretical model was created. The study will be discussed and h

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Alkhadaf, Diego Muhamad, and Sri Hartini. "Media Social Marketing terhadap Brand Awareness, Brand Image dan Niat mendaftarkan Anak ke Go Power Kids." Journal of Management and Bussines (JOMB) 6, no. 2 (2024): 467–76. http://dx.doi.org/10.31539/jomb.v6i2.9324.

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This research aims to analyze the influence of social media marketing on brand awareness, brand image, and purchase intention, as well as analyzing the relationship between brand awareness, brand image, and purchase intention on gopowerkids.id Instagram followers. This research uses the Partial Least Squares (PLS) Structural Equation Modeling (SEM) analysis method with a population of respondents who are Instagram followers of gopowerkids.id. A total of 85 respondents were selected using purposive sampling technique. Data was collected through the use of questionnaires distributed to responden

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Brochado, Ana, Rui Vinhas da Silva, and Peter LaPlaca. "Assessing brand personality associations of top-of-mind wine brands." International Journal of Wine Business Research 27, no. 2 (2015): 125–42. http://dx.doi.org/10.1108/ijwbr-05-2014-0025.

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Purpose – The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers organise brands that have the highest awareness in their memory in terms of perceived personality traits. Design/methodology/approach – A survey was developed to assess brand awareness of Portuguese green wine brands and brand personality using Aaker’s brand personality framework. Multiple correspondence analysis was used in this study to present the relative positioning of the top-of-mind green wine brands. Find

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Sofiani, Sofiani. "PENGARUH SOSIAL MEDIA TERHADAP BRAND AWARENESS AMARIS HOTEL." Kepariwisataan: Jurnal Ilmiah 14, no. 02 (2020): 53–61. http://dx.doi.org/10.47256/kepariwisataan.v14i02.19.

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Social media has became one of the marketing strategies by most of the companies to deliver their brands, products and services to customer. Apart from the advantages of the use of social media for companies, it is becoming difficult for companies to raise awareness for their brand beause of the competition. The aim of this research is to determine the impact of social media on brand awareness of Amaris Hotel. The results of this research obtained from questionnaires that had been distributed to the respondents in Jakarta and processed with correlation method. The results shows that social med

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Sharma, Rajesh. "Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions." Metamorphosis: A Journal of Management Research 16, no. 1 (2017): 45–59. http://dx.doi.org/10.1177/0972622517702187.

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The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A total of 288 actual Indian smartphone users evaluated different smartphone brands, that is, both local and international. The empirical findings suggest that CBBE for smartphones consists of four dimensions, that is, brand association, brand awar

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Sukidy, Beatrice, and Hendra Achmadi. "THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY WITH BRAND IMAGE AND BRAND AWARENESS AS MEDIATION VARIABLES AT XYZ BEAUTY CLINIC IN JAKARTA." International Journal of Medical Science and Health Research 5, no. 7 (2024): 1–19. http://dx.doi.org/10.70070/6b81sq65.

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Background: Social media has become an effective platform for marketing products and increasing brand existence amidst intense business competition. Methods: This research aims to examine the influence of social media marketing activities on brand awareness, brand image and brand loyalty in the beauty clinic industry. These concepts were measured as mediating variables, and research was conducted on 160 respondents who were customers of beauty clinics using quantitative methods and SEM-PLS analysis. Result: Social media marketing activities have a positive influence on brand awareness, brand i

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Prasetyo, Anton, and Aflit Nuryulia Praswati. "The Role of Brand Awareness as A Mediator in the Relationship Between Entertainment and eWOM on Brand Loyalty: An Analysis of Social Media Marketing Content." Ilomata International Journal of Management 6, no. 2 (2024): 555–70. https://doi.org/10.61194/ijjm.v6i2.1450.

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This study examines the influence of social media marketing activities, specifically entertainment and eWOM (electronic word-of-mouth), on brand loyalty, with brand awareness as a mediating factor. The main objective of this study is to explore how entertainment and eWOM influence brand loyalty through brand awareness in the context of fashion product marketing on TikTok social media. This study used a quantitative method with purposive sampling, involving 120 respondents who were surveyed through questionnaires. Results show that entertainment and eWOM significantly increase brand awareness,

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BİLGİN, Yusuf. "THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY." Business & Management Studies: An International Journal 6, no. 1 (2018): 128–48. http://dx.doi.org/10.15295/bmij.v6i1.229.

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The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as Facebook, Twitter and Instagram. In this research, quantitative method has been used and research data

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