Brand Awareness: Factors Affecting Consumer Behavior

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“People like the familiar and are prepared to ascribe all sorts of good attitudes to items those are familiar to them” (Aaker & Joachimsthaler 2000). Aaker & Alvarez Del Blanco (1999) have also indicated that brand awareness indirectly affects purchase behavior, as it has a positive influence on perceptions and attitudes towards the brand recall and retrievability to impact to the purchase of the brand i.e. repeated purchase behaviour which creates consumer/brand loyalty. PI is also very useful in forecasting future demand of existing products (Juster, 1966, Morrison, 1979). Purchase intentions are also used to pretest advertising and evaluate proposed promotions for both new and existing products (Bird and Ehrenberg, 1966)
A seven-point Likert …show more content…

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. Respondents, who claimed to recall any of these ads, were asked open ended questions. These responses were used as evidence to prove that the particular ad being tested was actually recalled. Proved recall is believed to be more stringent measure of getting power and memorability of an ad than claimed recall (Mehta and Purvis 1995). Brand recall relates to consumers, ability to retrieve the brand when given the product category, the needs fulfilled by the category, or some other type of probe or a cue (Dolak, 2003).

According to Market Street Research, …show more content…

Brand awareness relates to the likelihood that a brand will come to mind and the ease with which it does so given different type of cues.
Brand awareness is the consumer’s ability to identify a brand under different conditions (Keller, 2003). Brand awareness is the crucial first stage in buyer readiness to develop a brand preference and move closer to the point of purchase (Ross and Harradine, 2004).

Brand awareness creates value in different ways. Brand awareness provides the anchor to which other associations can be linked. Recognition provides the brand with a sense of familiarity and people like the familiar. In the absence of motivation to engage in attribute evaluation, familiarity may be enough. Brand awareness can be a signal of substance. The first set in the buying process often is to select a group of brands to consider. Brand awareness can be crucial to getting into this group (Aaker 1991).

Rossiter and Percy (1991) claim that brand awareness is the essential first step in building a

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