Brand awareness can help consumers to recognize a brand from a product category and make purchase decision (Percy and Rossiter, 1992) . Brand awareness has a great influence on selections and can be a prior consideration base in a product category (Hoyer and Brown, 1990) . Brand awareness also acts as a critical factor in the consumer purchase intention, and certain brands will accumulate in consumers’ mind to influence consumer purchase decision. A product with a high level of brand awareness will receive higher consumer preferences because it has higher
Besides, it helps to build brand loyalty. Customers who are frequent and enthusiastic purchasers of a particular brand are likely to become brand loyal. Cultivating brand loyalty among customers is the ultimate reward for successful marketers since these customers are far less likely to be enticed to switch to other brands compared to non-loyal customers. It also enables an organization to command a price premium. A strong brand will help an organization to differentiate the price from the rest and encourage their customers to pay for the intangible benefits they get from associating themselves with a brand that makes them appear cool fashionable, or clever.
Implications of the Study Brand loyalty is an important concept which is eagerly noticed by manufacturers, marketers, and buyers. Since, brand loyalty indicates the close associations between the product and the users, it is essential to study the brand loyalty. Packaged food market is highly competitive which has enormous number of varieties. Hence, it is indispensable to study brand loyalty of consumer packaged food category. Though these types of studies customer brand desires can be identified.
Some researchers argue that loyalty towards a brand essentially comprises positive attitudes about the brand as well as a positive behavioral tendency to buy it ( Dick & Basu 1994). Brand loyalty is widely discussed in conventional marketing literature and showed importance of two different dimensions of brand loyalty: behavioral and attitudinal loyalty. Frequency of repeat purchase has been measured as behavioral loyalty or percentage of purchase, and attitudinal loyalty is defined as, priority, dedication or purchase aim of the consumers (Mellens, Dekimpe & Steenkamp, 1996). If customers are satisfied with the performance of the brand then it tends to derive loyalty (Bloemer & Kasper, 1995). If customers are loyal to brands then company can increase its productivity by offering brand’s further extension without the fear of failure (Reichheld and Sasser, 1990).The success of a firm depends mainly on its capability to attract consumers towards its brands.
Product-related experiences involve advertising exposures, information search, interactions with salespersons, choice and decision-making. These authors also suggested that familiarity is linked to the sum of consumer’s knowledge, experiences and the acquisition of information about specific products, helping to decrease cognitive effort in a consumer decision. Consequently, brand familiarity is a basic expression of consumer’s knowledge connected to his memory structures and associations about the brand (Baker et al., 1986; Campbell and Keller, 2003). Hence, brand familiarity might be defined as the extent in which consumer accrues brand-related experiences in two ways, directly through the product trial, usage, and consumption, and indirectly by information search, advertising exposure, choice and decision-making (Baker et al., 1986; Alba and Hutchinson, 1987; Kent and Allen,
Creating brand loyalty 3. Enhancing consumer loyalty 4. Developing brand image 5. Competitive advantage Before purchasing or experiencing products and services, customers have a tendency to develop certain perception. Perception usually varies from customer to customer, product as well as service quality.
A strong identity of the brand is important as it creates trust in the organization’s service range and provides a differentiating parameter. Internal corporate culture can be improved by internal effective communication and adopting a more customer-friendly approach for branding. Services brands are relation-based both internally and
2.1 Brand Awareness Awareness is a key ingredient identified in almost all brand equity models (Aaker 1991, Kapferer 1991, Keller 1992, 1999). Keller (2003) defines awareness as the customers’ ability to recall and recognize the brand as reflected by their ability to identify the brand under different conditions and to link attributes of the brand such as logo, name, symbol and so forth to certain associations in mind. Brand awareness is the ability of a potential buyer to recognize or recall that a brand is a member of a certain product category, a link between product class and brand (Aaker, 1991). Brand recognition is consumers’ ability to confirm prior exposure to the brand as a cue. (Keller, 1997).
Brand loyalty occurs when the consumers perceive that the brand offers the right product features and level of quality. Consumers will initially make a trial product of the brand and when satisfied with the purchase, tend to form habits and continue to purchase the same brand because the product is safe and
Brand loyalty reflects as customers’ preference to purchase a specific brand in a product category, which occurs because customers think that the brand provides good product functions, images and high level of quality at a suitable price (Mao, 2010). The long-held belief that consumers loyal to a particular brand will increases not only the ongoing sales, but also more profitable sales. Given the establishing and keeping loyal consumers has become increasingly difficult in today’s competitive environment, the majority of businesses are realizing the demands to develop and maintain brand loyalty to enhance their sales volume, to get premium price, to retain their customers rather than seek and then ensure long-run profitability (Gordon, et al., 2004). Actually, Giddens (2010) categorized three reasons to further explain the importance of brand loyalty. Firstly, reduce the marketing costs (like advertising, distribution), as the business not need to incur customer acquisition costs especially in service markets.