Brand recognition is defined as consumers’ capability to confirm their prior exposure to the brand when given the brand as a cue; brand recall refers to whether consumers can retrieve the brand from memory when given the product category as a cue (Keller, 1993). The depth of brand awareness concerns the likelihood that the brand can be recognised or recalled and the breadth of brand awareness relates to the variety of purchase and consumption situations in which the brand comes to mind. (Keller 1993, 3; Keller 1998).Brand awareness affects consumer decision making by influencing the formation and strength of brand associations in the brand image. (Keller 1993). In a study, respondents were asked about ads, using a cue.
Indonesian consumers are allured to branded products. They are affected by marketing approach of companies such as commercials, artist ambassador, beauty vlogger (video blogging), product packaging, and color (packaging) that give an impact on a brand purchase decision. Consumer preferences is a crucial step to understand consumer attitude toward brand behavior. In cosmetic industry exist a high degree of customer loyalty, if a consumer feels satisfied and comfortable with the certain brand then he or she is unlikely to switch to another brand. We do brand analysis if the business situation in well condition so as to ensure that the business is available for long-term orientation provided with appropriate business objectives.
In this chapter, we are going to explain brand awareness and brand image. Customer-based brand equity occurs when the consumer has a high level of brand awareness and familiarity with the brand and holds some strong, favorable, and unique brand associations in memory; and to establish a positive brand image in consumer memory, we need to create brand awareness and brand image to build customer-based brand equity. 2.1 What is brand awareness, and how do we achieve it? Brand awareness consists of brand recognition and brand recall performance. Brand recognition is consumers’ ability to confirm prior exposure to the brand when given the brand as a cue.
Brand name recognition would be the chances in which individuals are common about the life along with availability of the products. It is the stage to which in turn customers specifically associate the brand while using the certain product or service. It truly is measured since relation of niche area which includes ex - familiarity with brand. Brand awareness involves both brand recognition and also Brand recall. Brand recognition would be the ability of consumer to recognize before familiarity with brand if they tend to be enquired inquiries this brand as well as if they tend to be proven in which certain brand, when i. e., the customers may definitely separate the brand since acquiring becoming before noticed as well as observed.
Keller (1993) noted that brand associations reflect “the meaning of the brand for consumers” and added that to have a positive effect on BE, the brand association should be unique, strong and favorable (Keller, 2003). Buil et al. (2008) suggested that the brand association could be expanded into three types; perceived value (Aaker, 1996; Lassar, Mittal and Sharma, 1995; Netemeyer et al., 2004), brand personality (Aaker, 1996) and organizational associations (Aaker, 1996; Pappu et al., 2005; 2006). Some researchers provided empirical support that considers brand awareness and association as one variable in measuring BE due to the strong linkage between them (Yoo and Donthu, 2001; Yoo, Donthu and Lee, 2000). However, others stated that these two dimensions are conceptually different and have to be measured distinctively (Aaker, 1991; Pappu et al.,
2.3.5 Celebrity-brand/product Congruence While analyzing the influences of a celebrity endorser on consumer attitudes and behaviors, it is critical to take into account of the celebrity-brand/product congruence, is also referred as the match-up hypothesis, which is another important stream in celebrity endorsement research. The match-up hypothesis concerns the necessity for an appropriate fit or a match between the celebrity and the brand or product being endorsed (Ilicic & Webster, 2011; Till & Busler, 1998). Kahle and Homer (1985) also depicted that there should be a fit or congruence between a celebrity endorser and the endorsed product or brand. Advertising effectiveness is enhanced when the celebrity endorser’s image fits or matches with
Brand attributes and brand benefits are the two factors that affect the strength and recall ability of a brand association and they are formed in the mind of consumers in many different ways. Brand attributes are those they descriptive features that characterize a product or service and brand benefits are the personal values and meaning that customers attach to the product or service attributes (Kevin Lane Keller, Strategic Brand Management, Building, Measuring, and Managing Brand Equity, 2013,
According to Herbig & Milewicz (1993); Janiszewski & Van Osselaer (2000); Turley & Moore (1995) brand name offers a symbol that can assist consumers to identify service providers and to predict service results; as a consequence, brand awareness will affect purchase decision through brand association, and when a product owns a positive brand image, it will help in marketing activities (Keller 1993). According to Stryfom et al. (1995) the marketers can create brand awareness among their target audience by repetitive advertising and publicity. Macdonald & Sharp (2000) also reveals that brand awareness plays an important role on purchase intention because consumers tend to buy a familiar and well known product. According to Chaudhuri, & Holbrook (2001), brand awareness and brand image to be ascendant to brand
Consumer brand relationship has got significant important based on its potential to influence consumer behavior in the favor of the firms, which makes consumer relationship marketing an interesting area of research ( Keller 2012). Strong consumer brand relationship has got the significance in the existing global marketplace, because myriad of brands are available in the market with an exceptional value offering, to meet consumer needs and wants. In such scenario researcher have argued that a strong brand relationship and consumer emotional attachment with the brands can play an effective role in effective consumer marketing (Fournier 1998). A strong consumer brand relationship constitutes different elements here the main are, brand evangelism,
Customer loyalty is reflected in behavioral consequences, including repurchase behavior, spread positive word of mouth to communication, the resistance to against persuasion and lower product category searches. Decided to perceived behavioral control measures have been included the model to account for purchase occasion when the decision is not entirely will (exit costs, monetary restrictions, etc.) (Dickinson, (2014) “Customer loyalty: a multi-attribute approach”). This paper aims to examine how NESTLE managers take advantages of this powerful model as a template to optimize loyalty in competitive