The Influences of Brand Awareness on Consumers’ Cognitive Process: An Event-Related Potentials Study [PDF]
Frontiers in Neuroscience, 2020 Brand awareness plays an important role in most aspects of marketing. However, consumers’ cognitive process of brand awareness, which plays an important role in purchase decision or product usage experiences, is still unclear in the brain.
Xuefeng Zhang
doaj +2 more sources
eSport consumption and sponsor brand equity: the mediating role of congruence [PDF]
Frontiers in PsychologyThe present study examines how eSport consumption influences sponsor brand equity through the mediating role of sponsor-eSport congruence. Specifically, the current study investigates the mediating effects of congruence in the relationship between two ...
Yeayoung Noh, Yoonji Ryu, Kyungyeol Kim
doaj +2 more sources
Social Media Marketing and Educational Institution Brand Awareness, Image, and Attitude
Qalamuna, 2022 This empirical study seeks to elucidate the impact of social media marketing (SMM) on forming brand awareness, brand image, and brand attitude within the educational institution context.
Carolin Marhareita +2 more
doaj +2 more sources
THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’ BUYING DECISION AND PERCEIVED RISK ASSESSMENT [PDF]
, 2009 Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers’ buying decision, as it represents the main factor for including a brand in the consideration set.
Ovidiu Ioan Moisescu
openalex +2 more sources
The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty
Jurnal Manajemen, 2020 The aim of this research is to examine the positive influence of brand awareness, brand image, and brand trust on brand loyalty. The coffee shop business in big cities in Indonesia is growing rapidly. Each coffee shop strives to show its uniqueness.
Ian N. Suryawan Ronnie R. Masman +1 more
openaire +4 more sources
PR 2.0 and interaction of Turkish Brands in Terms of Brand Awareness
AJIT-e: Online Academic Journal of Information Technology, 2012 Today, under the affect of market conditions, companies prefer social media channel with the aim of reaching their target population, interacting with their customers directly and expressing their brands more powerfully in the market. Companies are trying to perform new strategies for creating close relationships between brand and customers, while the ...
Ece Baban
openalex +5 more sources
Impact of perceived diagnosticity on live streams and consumer purchase intention: streamer type, product type, and brand awareness as moderators. [PDF]
Inf Technol Manag, 2022 As a business innovation in the e-commerce marketplace, the use of live streams to boost sales has become an important strategy for e-tailers on major e-commerce platforms globally.
Liu D, Yu J.
europepmc +2 more sources
Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality. [PDF]
Front Psychol, 2021 Consumer buying behavior is an important aspect in every marketing strategy to produce maximum output from the market. This study aims to determine how advertisement affects consumer buying behavior and brand loyalty by considering a mediator between ...
Zhao J +4 more
europepmc +2 more sources
The Impact of Brand Awareness and Customer Experience on the Brand Loyalty of MI [PDF]
MATEC Web of Conferences, 2017 This study discusses the impact of brand awareness and customer experience on brand loyalty of MI. This study randomly selected the people who have purchased the MI’s product to complete the questionnaire.
Zhao Yang +4 more
doaj +3 more sources
Impact of the introduction of standardised packaging on smokers' brand awareness and identification in Australia. [PDF]
Drug Alcohol Rev, 2016 Balmford J, Borland R, Yong HH.
europepmc +3 more sources