Date of Publication :20th June 2016
Abstract: Companies spend hundreds of millions of dollars annually on advertising to build and maintain awareness for their brands in competitive markets. However, awareness formation models in the marketing literature ignore the role of competition. Brand awareness is a much neglected construct and deserves considerably more attention due to its central importance in brand choice. From an empirical point of view, numerous researchers have shown that brand awareness measures are powerful predictors of consumer choice behaviour. This paper reports explores how brands come to mind in a variety of choice situations. A subsequent quantitative study shows that associates identified in the qualitative research act as cues, and that brand awareness varies significantly depending on the cues that are salient. The paper tries to reveal, on one hand, the importance of unaided brand awareness when it comes to consumers’ buying decision and, on the other hand, the importance of aided brand awareness when assessing the perceived risk associated with the purchase. The analysis is conducted in a comparative manner, considering the case of durable versus non-durable products, and with focus on urban Romanian consumers
Reference :
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- http://www.businessdictionary.com/definition/brand -awareness.html
- https://en.wikipedia.org/wiki/Brand_awareness
- http://www.businessdictionary.com/definition/adver tising.html
- https://mcdonalds.co.nz/news/media
- http://www.steadysales.com/how-is-guerrillamarketing-different-from-traditional-marketing/