Professional Documents
Culture Documents
LITERATURE REVIEW
SUBMITTED TO
Md. Afnan Hossain
(Senior Lecturer)
Submitted By
Saad Ahmed 24-10-2018
ID: 1510571030
1
Brand Awareness Positively Influence
Consumer Buying Behavior
consumers positive mindset about the relevant brand devoted themselves to make the purchase
decision. (Sandra Maria Correia Loureiro, 2018). Brand awareness can influence the choice about
the brand even where there is minimal association with the brand. (Bruno Schivinski, 2016) It has
showed that customers incline to adopt a decision theory to buy familiar and famous brands,
even if there are no other associations with the brand. (Jacoby, 1977). Particularly in low
involvement circumstances it has been verified that brand awareness is enough to influence the
choice of a brand, even if key attitudes are missing (Hsu, 2012). Experimental outcomes through
various regressions authenticated that brand awareness mainly affects brand equity among to
the consumers (Petros Parganas, 2015). Apart from that young customers get the knowledge and
awareness of the specific brand from the internet, traditional media platforms like tv, radio,
billboards. And They can clearly identify the specific brand in comparison to competing brands
and they can distinguish how it looks and its characteristics from the internet and all other
platforms of promotions. (Jumiati Sasmita, 2015). Brand awareness implicitly influenced
cognition, affection, and conation directly, and future purchase intentions directly.
Huang and Sarigollu (2012) resolved that brand awareness has a positive relationship with the
brand performance in the marketplace. It demonstrated that brand awareness can create impact
in consumers’ behavior in the marketplace, and generating to an improved brand performance.
It displays how brand awareness can make a positive influence in consumer’s decision-making
and inspire the purchase.
H1: From the above critical reviews, it can be said that brand awareness positively influence
consumers buying behavior.
3
Brand Awareness Positively Influence
Consumer Buying Behavior
Bibliography
Amin Ansary, N. M. (2018). Brand image and equity: the mediating role of brand equity drivers and
moderating effects of product type and word of mouth. Review of Managerial Science, 12(4),
pp. 969-970. doi:-
Bruno Schivinski, D. D. (2016, jan 20). The effect of social media communication on consumer
perceptions of brands. Journal of marketing communication , Vol. 22(Issue: 2).
Hsu, K. (2012). The advertising effects of corporate social responsibility on corporate reputation and
brand equity: evidence from the life insurance industry in Taiwan. Journal of Business Ethics, Vol.
12, 170-210.
Huang, R. a. (2012). How brand awareness relates to market outcome, brand. Journal of Business
Research,, Vol. 65(1), pp 92-99.
Jacoby, J. S.-S. (1977). Information acquisition behavior in brand choice. Journal of Consumer Research,
Vol. 2(Issue: 1), 209-216.
Jumiati Sasmita, N. M. (2015). Young consumers’ insights on brand equity: Effects of brand association,
brand loyalty, brand awareness, and brand image. International, 43(3), 276-292.
doi:https://doi.org/10.1108/IJRDM-02-2014-0024
Katja Hutter and Julia Hautz, S. D. (2013). The impact of user interactions in social media on brand
awareness. Journal of Product & Brand Management, 22(5-6), 5. Retrieved from
https://doi.org/10.1108/JPBM-05-2013-0299
Keller, K. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of
Marketing, Vol. 57(Issue: 1), pp.104.
Petros Parganas, C. A. (2015). You’ll never tweet alone’: Managing sports brands through social media.
Journal of Brand Management, Vol. 22(Issue: 7), 562-571.
Rawal, P. (2013, January-March). AIDA Marketing Communication Model: Stimulating a purchase. IRC’S
INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH IN SOCIAL & MANAGEMENT
SCIENCES, Vol. 1(Issue: 1), 8.
Rong Huang, E. S. (2014, January). How Brand Awareness Relates to Market Outcome, Brand Equity, and
the Marketing Mix. Journal of Business Research, Vol. 65(Issue: 1), pp. 113-132.
doi:https://doi.org/10.1007/978-1-4939-0277-4_8
Sandra Maria Correia Loureiro, H. R. (2018). The role of online brand community engagement on
positive or negative word of mouth. Cogent Business & Management, Vol. 5(Issue: 1), 1-24. doi:.
YazdanparastAtefeh, A. Y. (2016, Aug 6). Consumer based brand equity in the 21st century: an
examination of the role of social media marketing. Young Consumers, Vol. 17(Issue: 3), pp: 238-
250.