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Journal articles on the topic 'Brand Awareness'
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1
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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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 (August 29, 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 brand image marketing and the key factors affecting brand awareness and loyalty. Then, this paper illustrates how to achieve the goal of brand image marketing from the aspects of unified management of brand image, multi-channel marketing, and personalized marketing, and illustrates cases, which can provide reference and inspiration for enterprises to implement brand image marketing, and also provide new ideas and directions for the development of the industry.
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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 (October 30, 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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Verdilla, Vera, and Albari Albari. "DAMPAK DIMENSI EKUITAS MEREK DALAM MEMBENTUK MINAT BELI ULANG." Jurnal Manajemen Maranatha 17, no. 2 (May 11, 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 involved is as much as 166 respondents with a sampling technique in the form of convenience sampling. Variable data used for the analysis is brand awareness, brand image, perceived quality, brand loyalty, and purchase intention. Data were analyzed using multiple linear regression, which is equipped with six types of test data analysis. The results of data analysis showed that brand awareness and brand image positive and significant impact on the perceived quality of the brand. Furthermore, brand awareness, brand image and perceived quality and significant positive effect on brand loyalty. The study also found brand awareness, brand image, perceived quality, brand loyalty and a positive and significant impact on the repurchase intention. In other words, awareness and a positive brand image can affect directly or indirectly (through the perceived quality and brand loyalty) to the repurchase intention. Keywords: Brand Awareness, Brand Image, Perceived Quality, Brand Loyalty, and Purchase Intention
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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 (February 21, 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 business practices, companies can strengthen brands and increase brand awareness and consumer loyalty.
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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 (February 28, 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 process for further empirical analysis. Results showed that perceived awareness of a parent brand had a significant positive effect on the purchasing intention of the extended brand. Furthermore, loyalty to the parent brand had a positive moderating effect on this relationship such that a strong positive effect of the parent brand’s awareness on the purchasing intention of the extended brand appeared to be highly loyal to the parent brand. It can be said from this research that perceived awareness of parent brands and the moderating variable of brand loyalty are two key factors that hotel managers should consider when wanting better customer responses.
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Ratra, Komal, and Netra Neelam. "Brand Awareness Quotient." International Journal of Applied Management Sciences and Engineering 3, no. 2 (July 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 which can address the above questions quantitatively. This paper is an attempt to create A matrix “Brand Awareness Quotient” which will help in measuring the efficacy and support decision making for formulating the new strategy the same. This quantitative way of scoring and analyzing each and every initiative provides a 360-degree overview of the complete Employer branding strategy of the organization.
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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 (May 31, 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 strong brand positioning are more likely to enhance brand awareness among Indonesian consumers. Regression analysis further confirms the direct effects of cultural integration, marketing innovation, and brand positioning on brand awareness, while controlling for demographic variables. The study underscores the importance of cultural sensitivity, creativity, and strategic positioning in building strong brands in culturally diverse markets like Indonesia, offering valuable insights for marketers and brand managers seeking to navigate the complexities of the Indonesian market.
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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 (June 11, 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 students. This study followed a descriptive research design. A self-administered questionnaire was distributed to students for voluntary completion. A total of 625 completed questionnaires were analysed by performing frequency analysis, descriptive statistics, internal consistency reliability, correlation analysis and regression analysis. After establishing the reliability of the measurement instrument, and confirming significant statistical relationships between all the constructs, multiple linear regression analysis was performed. The findings of the regression analysis revealed that for Generation Y male students, product, store image and advertising of clothing brands significantly influence their awareness of a brand; while for Generation Y female students, the price and advertising of clothing brands significantly influence their awareness of clothing brands. This study contributes to the literature relating to gender studies and brand awareness, and provides practical recommendations for clothing brands and retailers to more effectively establish or strengthen clothing brand awareness among Generation Y male and female consumers, respectively.
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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 (October 30, 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-probability sampling approach with purposive sampling technique. Multiple regression analysis was used to analyze the data in this study. The research results show that brand ambassadors and brand image have a positive and significant effect on brand awareness. Meanwhile, the Korean Wave has no effect on brand awareness.
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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 (February 13, 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 resource-based view (RBV) and dynamic capabilities (DC) theory, this study aims to examine how a firm’s brand orientation, when supported by formalisation, contributes to building brands with high levels of awareness and uniqueness through the intervening role of brand management capability. Design/methodology/approach In testing the hypotheses proposed in this study, survey data were drawn from a sample of firms operating in the consumer goods sector and examined through hierarchical regression analysis. Findings This study finds that firms are more likely to build brands with high levels of awareness and uniqueness in the market when their brand orientation is supported by formalisation, because this combination (brand orientation and formalisation) facilitates branding consistency and brand management capability development. Originality/value In weaving together the theoretical perspectives of marketing control, RBV and DC, this study extends current knowledge by showing that brand management capability and brand orientation alone are insufficient for building brands with high levels of awareness and uniqueness. Instead, maximising their performance effects requires the support of formalisation.
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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 (May 9, 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 higher awareness of high‐involvement product brands than of low‐involvement product brands. Advertising played an important role in the awareness of sportswear clothing brands, but seemed unimportant in the case of coffee. The brand name was important for coffee, while the name and the logo played a role in students' awareness of sportswear brands.Research limitations/implicationsThis study was limited to students of the Nelson Mandela Metropolitan University (NMMU) in Port Elizabeth, South Africa and to sportswear clothing and coffee product categories. Future studies could comprise larger samples, different contexts and other product or service categories.Practical implicationsThe findings suggest that marketers employ different strategies to create and increase brand awareness for high‐ and low‐involvement products.Originality/valuePrevious research found that brand awareness played an important role in low‐involvement products; however, little is known about brand awareness differences between high‐ and low‐involvement products, particularly with respect to the brand awareness of South African students.
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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 (May 16, 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, West Java. This research shows that the uniqueness of packaging has proven to be intervention between brand awareness and empowerment in product, affects or influences the consumer purchasing interest of white tea brand in Bandung, West Java, Indonesia.
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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 (February 22, 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 effects of brand image and perceived quality. In addition, although brand awareness is a prerequisite of brand loyalty, brand image and perceived quality bear a stronger impact on the development of brand loyalty. On balance, the implications of these findings support the restaurant industry’s practices of constant promotion, quality assurance, and process improvement.
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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 (October 24, 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 brand equity, halal brand value has a positive and significant effect on destination brand equity, halal brand image has a positive and significant impact on destination brand equity, perception of halal brand quality has a positive and significant impact on destination brand equity. Destination Brand Equity This research confirms that there is a significant influence between halal brand image and destination brand equity. In order to encourage destination brand equity by maintaining and increasing halal brand awareness, halal brand value, halal brand image, perceived quality of halal brand.
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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 (January 12, 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 hypotheses sample set of smart phones, the scale will be used to cover all aspects are dealt with.Keywords: brand awareness, brand image, perceived quality, perceived risk, brand trust.
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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 (June 15, 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. Findings – Despite the large number of green wine brands available on the market, six brands dominate in terms of brand awareness. Top-of-mind green wine brands are marked with clear and distinctive brand personality, and a small subset of brand personality attributes serve as significant criteria for brand positioning. Practical implications – The results of the present study could be beneficial for academics and practitioners, as it reveals that the top-of-mind brands within a specific viticulture area could exhibit a clear positioning based on personality traits. Therefore, brand personality traits might provide a mechanism for wine managers to distinguish or differentiate their wines. Originality/value – This work contributes to the findings of previous studies held to study brand personality perceptions. From a theoretical point of view, this paper reflects the usage of one the most popular instruments for brand personality measurement in a wine market context.
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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 (April 25, 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 has been obtained via online questionnaires shared on social media from 547 brand followers with applying convenience sampling method. The obtained data have been analyzed by structural equation modeling (SEM). As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious effect seen on brand awareness. In addition, it has been found out that brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the research, it has been achieved that the brand awareness has a limited effect on the brand image.
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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 (May 12, 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 awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.
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Sofiani, Sofiani. "PENGARUH SOSIAL MEDIA TERHADAP BRAND AWARENESS AMARIS HOTEL." Kepariwisataan: Jurnal Ilmiah 14, no. 02 (May 31, 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 media gives quite big and positive impact on building and estabilishing brand awareness of AYANA Amaris Hotel for 41,5%, and Instagram gives the biggest impact on brand awareness of Amaris Hotel. The level of brand awareness of Amaris Hotel has reached the highest level, Top of Mind level.
Keywords: Social Media, Brand Awareness, Marketing, Amaris Hotel
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Jafari Drabjerdi, Jamshid, Masoud Arabi, and Maryam Haghighikhah. "Identifying the Effective Factors on Brand Equity from Consumers Perspective Using Aaker Model: A Case of Tehran Dairy Products." International Journal of Business and Management 11, no. 4 (March 15, 2016): 265. http://dx.doi.org/10.5539/ijbm.v11n4p265.
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<p>Brands are differentiating aspect of products. So, identifying the effective factors in creating brand value and evaluating the value is of great importance. The present study, using structural equation modeling, attempts at investigating and explaining effective factors on brand equity of dairy products with Aaker model. Participants are 381 consumers of Tehran dairy products and the variables of advertisement cost, attitude to advertisement, monetary promotions, non-monetary promotions, packaging and distribution span on perceived dimensions of brand equity including brand awareness, brand associations and the perceived quality were measured. The results showed that variable of brand awareness had the highest explanatory role. Also according to the results, the effects of attitude to advertising on perceived quality and brand awareness, packaging on brand awareness, advertising cost on brand association, non-monetary promotions on brand association and distribution spread on brand association were not supported.</p>
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Hidayatullah Elmas, MuhammadSyarif. "Pengaruh Persepsi Kualitas, Citra Merek, Brand WarenessPadaKeputusan Pembelian Pada CV Pia Manalagi KetapanKota Probolinggo." RELASI : JURNAL EKONOMI 16, no. 2 (July 29, 2020): 421–35. http://dx.doi.org/10.31967/relasi.v16i2.370.
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Based on research to know the effectof perception the quality, brand image, brand awareness trhadap decision the purchase by consumers CV.Pia Manalagi Ketapang ProbolinggoCity.Population research every consumer CV.Pia Manalagi Ketapang ProbolinggoCity.Sample consist of 30 respondents to technique incidental sampling.The method of analysis data using the validity, reliability test, regression analysis linear multiple and analysisthe coefficients determination.Based on the results of the testing of hypotheses done can be concluded that variable perception the quality, image brands and brand awareness based partial having influence a positive and significant on the decision the purchase CV.Pia Manalagi Ketapang ProbolinggoCity.The coefficients analysis determination show 69,7 % decision buy effectby perception the quality, brand image, brand awareness.
Keywords: Perception of quality, brand image, brand awareness, purchasing decision
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Samsudin, Acep, Rusdi Hidayat, Zefania Mikha Manurung, Aisyah Widya Ayu, Meidya Ayu Prameswari, and Restiatin Restiatin. "Pengaruh Brand Awareness dan Desain Produk terhadap Minat Beli Konsumen pada Produk Emas." El-Mujtama: Jurnal Pengabdian Masyarakat 3, no. 2 (January 14, 2023): 626–31. http://dx.doi.org/10.47467/elmujtama.v3i3.2847.
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In the gold jewelry industry, more and more entrepreneurs are offering a variety of brands and designs, and the role of brand awareness and design innovation is important for gold companies, to attract consumers to their products. The purpose of this study was to identify, analyze, and respond to the impact of brand awareness and product design on consumer purchasing decisions for gold products. This makes brand awareness and product design have a positive and significant effect on consumer purchasing decisions on gold products.
Keywords: Brand Awareness, Product Design, Purchase Decision.
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Tsabitah, Naurah, and Rila Anggraeni. "The Effect of Brand Image, Brand Personality and Brand Awareness on Purchase Intention of Local Fashion Brand “This Is April”." KINERJA 25, no. 2 (September 20, 2021): 234–50. http://dx.doi.org/10.24002/kinerja.v25i2.4701.
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The fashion industry is one of the sectors in the creative economy. In 2019, the Indonesian Ministry of Industry revealed that the clothing industry recorded the largest export value. Therefore, business activists are competing to create local fashion brands and take steps to create purchase intention. This study aims to determine the impact of brand image, brand personality, and brand awareness on purchase intention Local Fashion Brand “This Is April” in Malang City. This is explanatory research type with a quantitative approach. The samples are 160 respondents. The sampling method is non-probability sampling with purposive sampling technique. The data collection method is questionnaire distributed online. This study used multiple linear regression analysis methods using IBM SPSS software. This study findings show that brand personality and brand awareness have a significant effect on purchase intention. Meanwhile, brand image has no effect on purchase intention. This study suggested that the company should maintain and increasing brand personality and brand awareness by, among others, following the fashion trends, project endorsement and collaboration with influencers to creat purchase intention. Keywords: Brand Image, Brand Persoanlity, Brand Awareness, Purchase Intention
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Trixie, Ivana, and Nigar Pandrianto. "Brand Affiliate sebagai Alternatif Membangun Brand Awareness." Prologia 8, no. 1 (March 18, 2024): 107–15. http://dx.doi.org/10.24912/pr.v8i1.27532.
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Technological developments, especially in social media platforms such as TikTok, have changed the marketing paradigm by focusing on dynamic consumer interactions. This research explores the impact of TikTok in building brand awareness, especially with the emergence of the concept of "Tiktok Affiliate." The research results show the important role of TikTok Affiliate in changing the digital marketing framework through creative content that effectively expands brand reach. Focusing on the brand case study "Somethinc" provides a unique contribution to the understanding of digital marketing and brand awareness in the TikTok era. The theoretical basis involves social media, TikTok, TikTok Affiliate, and brand awareness, with an emphasis on brand awareness indicators according to Keller. With innovative strategies, TikTok Affiliate is a key element in building brand awareness amidst contemporary digital marketing dynamics. The purpose of this research is to see how the Tiktok Affiliate brand is an alternative for building brand awareness for the Somethingnc brand. This research uses a qualitative approach with a case study method. The results of this research show that Tiktok Affiliate builds brand awareness through understanding Somehinc products. Creativity and authenticity in TikTok Affiliates content are key to attraction, creating a personal and authentic experience. Informative and compelling content helps consumers understand the product in depth, while direct interaction creates deeper engagement and builds a community around the brand. Perkembangan teknologi, khususnya di platform media sosial seperti TikTok, telah mengubah paradigma pemasaran dengan memfokuskan pada interaksi dinamis konsumen. Penelitian ini mengeksplorasi dampak TikTok dalam membangun brand awareness, khususnya dengan munculnya konsep "Tiktok Affiliate." Hasil penelitian menunjukkan peran penting TikTok Affiliate dalam mengubah kerangka kerja digital marketing melalui konten kreatif yang memperluas jangkauan brand secara efektif. Fokus pada studi kasus brand "Somethinc" memberikan kontribusi unik pada pemahaman digital marketing dan brand awareness di era TikTok. Landasan teori melibatkan media sosial, TikTok, TikTok Affiliate, dan brand awareness, dengan penekanan pada indikator brand awareness menurut Keller. Dengan strategi inovatif, TikTok Affiliate menjadi elemen kunci dalam membangun brand awareness di tengah dinamika pemasaran digital kontemporer. Tujuan penelitian ini untuk melihat bagaimana brand Tiktok Affiliate sebagai alternatif untuk membangun brand awareness pada brand Somethinc. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Hasil penelitian ini menunjukkan bahwa Tiktok Affiliate dalam membangun brand awareness melalui pemahaman produk Somethinc. Kreativitas dan keaslian dalam konten Tiktok Affiliates menjadi kunci daya tarik, menciptakan pengalaman personal dan autentik. Konten yang informatif dan meyakinkan membantu konsumen memahami produk secara mendalam, sementara interaksi langsung menciptakan keterlibatan yang lebih mendalam dan membangun komunitas di sekitar brand.
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Irvan, Ignatius, and Rezi Erdiansyah. "Pengaruh Brand Awareness, Brand Image, dan Social Media Marketing terhadap Keputusan Pembelian Sepeda." Prologia 6, no. 2 (November 2, 2022): 222–28. http://dx.doi.org/10.24912/pr.v6i2.10415.
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The purpose of this research is to know the influence of brand awareness, brand image, and social media marketing on bicycle purchase decision. Researcher took a sample from bicycle buyer using Google Form with a total 200 respondents. Data analysis conducted by researcher using the Smart-PLS version 2.0 program using PLS (partial least square) which is an alternative form of SEM (Structural Equation Model), PLS in this study is used to determine the extent of influence of brand awareness, brand image, and social media marketing on purchase decision. The results of this research indicate that brand awareness, brand image, and social media marketing have a significant effect on purchasing decisions. With all these results, brands who operating in the bicycle industry need to increase brand awareness, brand image and social media marketing to improve consumer purchasing decisions. Penelitian ini ditujukan untuk mengetahui pengaruh brand awareness, brand image, dan social media marketing terhadap keputusan pembelian sepeda. Peneliti mengambil sampel pembeli sepeda dengan menggunakan Google Form dengan total 200 responden. Analisis data yang dilakukan peneliti menggunakan program Smart-PLS versi 2.0 dengan menggunakan PLS (partial least square) yang adalah bentuk alternatif dari SEM (Structural Equation Model), PLS dalam penelitian ini digunakan untuk mengetahui sejauh mana pengaruh brand awareness, brand image, dan social media merketing terhadap keputusan pembelian. Hasil penelitian ini menunjukkan bahwa brand awareness, brand image, dan social media marketing berpengaruh secara signifikan terhadap keputusan pembelian. Dengan hasil tersebut, para brand yang bergerak di perindustrian sepeda perlu meningkatkan brand awareness, brand image, dan social media marketing untuk meningkatkan pula keputusan pembelian dari klien.
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Le, Lang Dang, and Buu Tan Le. "THE EFFECTS OF MARKETING TO THE COMPOSITION OF BRAND VALUE: RESEARCH IN THE BEVERAGE INDUSTRY." Science and Technology Development Journal 17, no. 3 (September 30, 2014): 45–60. http://dx.doi.org/10.32508/stdj.v17i3.1512.
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This study aims to explore the effects of some selected marketing mix elements on dimensions of brand equity. This isconducted on 10 beverage brands in Vietnam and employed both qualitative and quantitative methods, in which the former is used to develop items for measuring constructs while the latter is applied to verify scales, model and hypotheses. Result shows that model of brand equity consists of four components of brand awareness, brand association, perceived quality, and brand loyalty. In particular,brand awareness has a positive effect on perceived quality;brand association has a negative impact on perceived quality;perceived quality and brand association have a positive effect on brand loyalty; advertising has a positive impact on brand awareness and store image; advertising and sponsorship have a positive effect on the effectiveness of sales promotion; sales promotion, sponsorship and store image positively impact perceived quality; sales promotion negatively impact brand awareness; distribution intensity is positively related to brand awareness and brand loyalty but negatively affects store image. Also, product packaging is positively related to the effectiveness of advertising, sponsorship and distribution intensity. The result is believed to significantly contribute to marketing literature and benefit to brand makers.
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Damayanti, Luthfia Rayhan, and Rosana Eri Puspita. "BRAND LOYALTY AND HALAL AWARENESS FOR HALAL BEVERAGE PRODUCT AMONG GEN Z." Ultima Management : Jurnal Ilmu Manajemen 15, no. 2 (December 31, 2023): 198–211. http://dx.doi.org/10.31937/manajemen.v15i2.3314.
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Abstract- Nowadays, many mineral waters have sprung up with various brands, including Le Minerale. However, some consumers do not know the importance of sorting and choosing mineral water products regarding brand image and halal awareness in increasing brand loyalty through trust in a brand. So, this study aims to determine the influence of brand image and halal awareness on Le Minerale product brand loyalty with brand trust as a mediation variable. The Grand Theory in this study is the Theory of Planned Behavior (TPB). This study used quantitative methods with data collection techniques carried out through the distribution of questionnaires with Likert scale measurements. The sample used was 90 Generation Z Muslim consumers (aged 13-28 years) who had consumed Le Minerale products. Sampling technique using KMO. This study uses multiple analysis tests supported by validity and reliability tests statistical tests, namely the T-test, F-test, R2 test, classical assumption test, and Sobel test. The study results showed that the variables of brand image, halal awareness, and brand trust positively and significantly affected brand loyalty. Then, brand image and halal awareness positively and significantly affected brand trust. Furthermore, the Sobel test brand trust test can mediate brand image and halal awareness of brand loyalty.
Keywords: Brand Image; Brand Loyalty; Brand Trust; Halal Awareness; Mineral Water
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Agnes, Novia, and Happy Darmawan. "Brand Awareness, Brand Image Dan Brand Loyalty Sebagai Prediktor Brand Equity Adidas." Jurnal Manajerial Dan Kewirausahaan 2, no. 1 (February 27, 2020): 240. http://dx.doi.org/10.24912/jmk.v2i1.7465.
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The purpose of this study to examine whether brand awareness, brand image and brand loyalty can predict brand equity Adidas in Jakarta. The population in this study were Adidas consumers in Jakrata. The sample was 100 respondents with a convenience sampling technique questionnarise ans using SmartPLS 3 software. Overall, the result of this research were brand awareness positive and significant as a predictor of brand equity, brand image positive and significant as a predictor of brand equity, and brand loyalty positive and significant as a predictor of brand equity. Tujuan dari penelitian ini adalah untuk menguji apakah brand awareness, brand image dan brand loyalty dapat memprediksi brand equity Adidas di Jakarta. Populasi dalam penelitian ini adalah konsumen Adidas di Jakarta. Sampel adalah 100 responden dengan kuesioner teknik convenience sampling dan menggunakan perangkat lunak SmartPLS 3. Secara keseluruhan, hasil dari penelitian ini brand awareness secara positif dan signifikan menjadi prediktor brand equity, brand image secara positif dan signifikan menjadi prediktor brand equity, brand loyalty secara positif dan signifikan menjadi prediktor brand equity Adidas.
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M, Indumathi, and Dr CH Bala Nageshwara Rao. "The Determinants of Consumer Purchase Decision: Brand Image Brand Awareness." International Journal of Trend in Scientific Research and Development Volume-2, Issue-6 (October 31, 2018): 335–38. http://dx.doi.org/10.31142/ijtsrd18383.
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Mmasi, Augustine, and Hussein Mwaifyusi. "DETERMINANTS OF BRAND PERFORMANCE: EMPIRICAL EVIDENCE FROM TANZANIAN BREWING COMPANIES." Business Education Journal 11, no. 1 (January 24, 2022): 1–16. http://dx.doi.org/10.54156/cbe.bej.11.1.315.
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The importance of brand performance is growing in both academia and practice. However, little attention has been directed toward identifying the determinants of brand performance in brewing companies. Consequently, the current study examines the effects of brand attitude, brand awareness and brand reputation on brand performance as discussed in the literature. Descriptive research design was used in this study. Convenience sampling was used to select 122 customers of Serengeti Breweries Limited (SBL) and Tanzania Breweries Limited (TBL). Data was collected by using structured questionnaire. Multiple regression analysis was performed with the aid of IBM SPSS version. The empirical results showed that brand awareness, brand attitude, and brand reputation are directly associated with brand performance. However, the findings reveals that brand reputation is the strongest predictor of brand performance. The study concludes that brand attitude, brand awareness and brand reputation are the main determinants of brand performance. The study recommends that brewing companies should invest more on brand attitude, brand awareness and brand reputation in order to see their brands are performing well in the market. The findings provide insight to management of the brewing companies with regard to establishing strategy to increase brand performance. Also, this study contributes to the literature by offering a novel conceptualization and empirical validation of the constructs of brand attitude, brand awareness, brand reputation and brand performance
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Vasudevan, Smitha, and F. J. Peter Kumar. "Changing realty: altering paths of brand discovery for real estate websites in India." Property Management 37, no. 3 (June 17, 2019): 346–66. http://dx.doi.org/10.1108/pm-03-2018-0020.
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Purpose Brand awareness is a key cognitive metric and a vital component of consumer-based brand equity. Generating and maintaining brand awareness has been an important metric for brands and a significant outcome of advertising and promotional activities. Brand awareness has been studied over the years in the context of market share and mind share and is considered to be the fundamental starting point of a brand relationship. Most branding variables are challenged in their linear definitions by the multi-dimensionality of the connected online world. Consumers may start their brand journey with brand awareness and then proceed to explore higher options in a non-linear fashion. This challenges traditional advertising and brand salience models. In the web context, brand awareness could even happen with little prior cognitive processing. The purpose of this paper is to explore the little researched area of brand awareness in the context of Indian websites. Design/methodology/approach The study leveraged technology to study the brand discovery behaviour of real estate website users in India. The authors looked at essentially modified processes such as the brand experience journey, specifically, the sources and antecedents of brand awareness for real estate websites. Considering the fact that direct and indirect traffic to a website is indicative of the brand awareness metrics, the authors analyse the metric as a basis of the comparison. Findings Brand awareness in the digital world can be attributed as firm generated, user generated and, as the authors also discover, experience initiated. The altered dimensions have a profound impact on the brand advertising spends of not just digital brands, but all marketers who will find digital technology increasingly central to their brand communication efforts. Research limitations/implications Burgeoning websites and media proliferation have increased the source set for website discovery. Customers do not rely solely on advertising or chance encounter to discover a new brand. Usage of search engines remains the key point of discovery for brand awareness. Some of the respondents recognised websites from prior advertising exposure and selected the brand from the consideration set offered in the search results for their keyword search. In other cases, brand awareness followed brand experience as the users did not process the brand information or, in most cases, were not aware of the brand name prior to website visit. The quality of brand experience created brand awareness and had further implications, including brand visit intent. Practical implications While mass media television advertising and ubiquitous online advertising can build brand awareness, the impact of search engine advertising and search engine optimisation is equally significant, if not more important. Brand managers can additionally focus on branding on the search channel in the light of increasing search intensity. Beyond traditional keyword planning, this can be an enhanced branding platform for reaching out to specific behavioural or character traits of the target audience. Brand experience can mature from task completion to brand awareness and higher level values if the website includes key brand messages and goals. Originality/value This paper offers insight into the little known field of online brand management. Information intermediary websites are unique in their value proposition, and brand building is challenging. Real estate websites have grown in popularity, but have not merited researcher attention. This paper offers a unique perspective on branding websites, specifically in the context of emerging markets like India.
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Meng, Yue, Chunlei Fan, Ligang Wang, Ting Tao, and Wenbin Gao. "Brand Awareness Influence on the Purchase Intention of New Energy Vehicles under the Moderation of Green Consumption Value, Mediated by Perceived Value." Advances in Economic Development and Management Research 1, no. 2 (April 18, 2024): 1. http://dx.doi.org/10.61935/aedmr.2.1.2024.p1.
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To explore the relationship between brand awareness and purchase intention of new energy vehicles (NEV) and their mechanism, 560 users with recent purchase intention of NEV were surveyed by using the brand awareness scale, perceived value scale, purchase intention scale, and green consumption value scale. The results show that: (1) under the condition of controlling for gender and age, brand awareness can significantly and positively predict the purchase intention of NEV users, (2) brand awareness predicts the purchase intention of NEV users through the mediation of perceived value, and (3) the relationship between brand awareness and the purchase intention is moderated by the green consumption value. Specifically, individuals with a higher level of green consumption values exhibit a stronger correlation between brand awareness and purchase intention compared to those with lower levels of consumption values. The findings of this study shed light on the mechanisms underlying the purchase intention of NEV brand users and offer valuable enlightenments for the marketing strategies of NEV brands.
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Ramdzan Ali, Al Amirul Eimer, Khairil Azwar Razali, and Abdul Kadir Othman. "Enhancing Brand Awareness Via Halal Brand Personality." Halalpshere 1, no. 1 (January 15, 2021): 1–10. http://dx.doi.org/10.31436/hs.v1i1.7.
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This paper develops a multi-disciplinary measure of the Halal brand personally construct by means of literature review. This study explains that Halal brand personality involves (i) purity, (ii) excitement, (iii) sophistication, (iv) safety and (iv) righteousness on brand awareness. The concept of Halal brand personality is vital for service providers to create an awareness about their products and services in the consumers’ mind as this could be the catalyst for service providers to achieve sustainable competitive advantage (SCA). This is because the extraction of the five factors that contribute to the Halal brand personality is being regarded to be an assurance for halal products and services. It symbolizes the value that are not just for Muslims, but for non-Muslims as well.
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DOTTA, PIERFRANCESCO, MARCO TOLOTTI, and JORGE YEPEZ. "MEASURING BRAND AWARENESS IN A RANDOM UTILITY MODEL." Advances in Complex Systems 20, no. 02n03 (March 2017): 1750004. http://dx.doi.org/10.1142/s0219525917500047.
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Brand awareness is recognized to be an important determinant in shaping the success of durables [13, 16], yet it is very difficult to be quantified. This is exactly the main goal of this paper: propose a suitable model where brand awareness of two competing firms is modeled and, eventually, estimated. To this aim, we build a random utility model for a duopoly where each competitor is characterized by different pricing strategies and brand awareness. As a result, different levels of market shares will emerge at the equilibrium. As a case study, we calibrate the model with real data from the smartphone industry obtaining an estimate of the value of the brand awareness of two leading brands.
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Reddy, M. Prashanth, and Dr S. Suneetha. "FACTORS INFLUENCING BRAND AWARNESS AND BRAND IMAGE ON SOCIAL MEDIA PLATFORM." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 01 (January 15, 2024): 1–6. http://dx.doi.org/10.55041/ijsrem28135.
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The many facets of what influences the growth of brand awareness and brand image on social media platforms are examined in this study. Social media has emerged as a crucial platform for customer engagement and brand promotion in today's digital world. For marketers looking to build and maintain a strong online presence, it is imperative that they comprehend the intricacies of brand perception in this setting. Based on an extensive analysis of existing literature and practical investigations, this abstract identifies the primary determinants of brand recognition and image on social media. Elements such as brand attributes, pricing strategy, EWOM & Promotional activities creates Brand Awareness & Being Reliable in proving products and services , brands reputation result into Brand Image on social Media. Key words: Brand Awareness, Brand Image, Social Media Platforms, Target Audience, Online Presence
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Olearova, Maria, and Radovan Bačík. "A Relationship Between Social Media Marketing and Brand Awareness Increase." 15TH GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES ON 14 - 15 SEPTEMBER 2023, NOVOTEL BANGKOK PLATINUM PRATUNAM, THAILAND 15, no. 1 (September 14, 2023): 184. http://dx.doi.org/10.35609/gcbssproceeding.2023.1(184).
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The main objective of the present paper is to examine the connection between social media marketing and customer perception of brands operating on social media platforms. In this paper, we examine four factors - perceived personalisation, perceived usefullness of content, fun content, and customer engagement and their relationship with increasing brand awareness. Utilizing the Kendall-tau coefficient on a sample of Slovak social media users, we uncovered compelling evidence of a significant correlation between various factors and the augmentation of brand awareness. The paper emphasizes the crucial significance of social media marketing as an indispensable relationship marketing tool for cultivating and sustaining brand success amidst today's digital milieu. Concluding the article, we explore the research findings and their implications, offering valuable insights for brand marketing managers endeavoring to fortify brand awareness and effectively combat competition. Keywords: Brand awareness, Social media, Branding, Brand content, Relationship marketing.
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Hudiono, Rini. "Young Consumers' Insights on Brand Equity: Effects of Brand Association, Brand Loyalty, Brand Awareness, and Brand Image." Journal of Business on Hospitality and Tourism 8, no. 2 (January 24, 2023): 368. http://dx.doi.org/10.22334/jbhost.v8i2.385.
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One of the consequences of shopping is that consumers only pay attention to certain brands that can satisfy their needs and desires. Therefore the organization must pay attention to ways to follow and further develop a positive brand image. The purpose of this study was to examine and analyze the effect of brand association, brand loyalty, brand awareness and brand image on brand equity in young consumers. The sample in this study were several university students in the Surakarta environment. The sampling method used in this study is non-probability sampling, while the technique used is purposive sampling. Data collection method in this study is surveys using a Likert Scale. The independent variables in this study consisted of brand association, brand loyalty, brand awareness, and brand image. The independent variable in this study is brand equity. The results of data from several respondents were analyzed using descriptive statistical tests and multiple linear regression using the Statistical Package of the Social Science Computer Program (SPSS) version 21. The results through multiple linear regression analysis showed that brand associations and brand loyalty had an effect on brand equity of premium travel destinations in Labuan Bajo on social media among young consumers while brand awareness and brand image, have no effect on brand equity in social media among young consumers.
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Büyükdağ, Naci. "The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media." Business & Management Studies: An International Journal 9, no. 4 (December 25, 2021): 1380–98. http://dx.doi.org/10.15295/bmij.v9i4.1902.
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The purpose of this study is to propose a model to understand the impact of brand information (awareness and image) on marketing variables (satisfaction, brand loyalty, WOM and purchase intention) for individuals who like or follow brands in social media. In this study, 522 questionnaires were collected, and multi-group structural equation modelling was used. According to the findings, brand awareness had a significant direct effect on brand image and a significant indirect effect on brand loyalty and purchase intention through brand image. Also, the immediate effects of brand image on satisfaction, brand loyalty, and purchase intention were significant, and the indirect effect of brand image on WOM and purchase intent through brand loyalty is substantial. Thus, brand awareness and brand image have become prominent variables in terms of brand loyalty, WOM, and consumers' purchase intentions in social media. It has been determined that brand loyalty is crucial for brands in social media. Although brand loyalty has a low explained variance rate, its impact on WOM and purchase intention is robust. Social media has also been shown to affect WOM and purchase intention substantially. Also, using the theory of gender socialization examines whether the whole model changes according to gender. Finally, managerial and theoretical implications, limitations and recommendations are presented.
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Gong, Xuan, Changzheng Wang, Yi Yan, Maohong Liu, and Rizwan Ali. "What Drives Sustainable Brand Awareness: Exploring the Cognitive Symmetry between Brand Strategy and Consumer Brand Knowledge." Symmetry 12, no. 2 (February 1, 2020): 198. http://dx.doi.org/10.3390/sym12020198.
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The explosive development of social media has given great opportunities to academic and industry research on consumer brand knowledge. Particularly, the brand associative network has been most frequently used to describe consumer brand knowledge structure. However, few researchers have examined the embedded connotation of the brand knowledge structural measurement in regard to sustainable brand performance and adjusted their brand strategies accordingly. Combining psychological cognitive theory and the network analytic method, this paper aims to extend this area by investigating the relationship between brand structural position in consumers’ associative knowledge network and sustainable brand awareness. Using a monthly dataset of around 130 million user posts, we find that compared to a prior determined brand strategy, brand network centrality in consumer’s brand associative knowledge network shows a much more significant positive effect on sustainable brand awareness. Importantly, we further examined the symmetric matching of brand positioning strategy and consumer’s brand knowledge structure for sustainable brand awareness. We find that sustainable brand awareness will be promoted by a symmetric matching brand positioning strategy with its position in the associative knowledge work. Our study facilitates an understanding of brands based on consumer perceptions for managers and enables businesses to adjust their relevant strategies for the achievement of sustainable brand performance.
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Hu, Shuyi, and Fangyu Zhang. "An Overview of the Composition and Management of Brand Equity." Advances in Economics, Management and Political Sciences 49, no. 1 (December 1, 2023): 34–38. http://dx.doi.org/10.54254/2754-1169/49/20230477.
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The definition of brand equity has been gradually improved, but the existing studies are mostly case studies and unilateral studies, and the studies that integrate and sort out brand equity from multiple perspectives are relatively rare. By reviewing and sorting out the international literature on brand equity, this paper summarizes the definition, components, evaluation methods and prospects of brand equity, in order to promote the better development of corporate brand equity. The article holds that it is very important to use publicity channels effectively to stimulate consumers, establish effective brand association, and enhance brand awareness and recognition to enhance brand value. In addition, brands need to segment the market and strengthen brand trust in a targeted way. And establishing a consistent and effective brand image helps to enhance brand awareness and brand recall, as well as promote brand loyalty. At the same time, for high-equity brands, brand extension and expansion is also particularly important.