Abstract
This study empirically investigates the moderating effect of brand attitude on the relationship between brand awareness and repurchases intention. The study proposes that the brand attitude acts as a quasi-moderator of the relationship between brand awareness and repurchase intention. The results support the predictions of the study. The results indicate that brand attitude moderates the relationship between brand awareness and repurchase intention such that when brand attitude is high, the relationship between brand awareness and repurchase intention is positive, and vice versa, when the brand attitude is low, the relationship between brand awareness and repurchase intention is negative. Furthermore, the results reveal that brand awareness and brand attitude has a positive relationship to repurchase intention. In other exploration results, found consumer-specific characteristics affect brand awareness. Consumer characteristics (e.g., ages, gender, and frequency of consumption (in times per month)) are not significantly and positively related to brand awareness, furthermore consumer characteristics is significantly and positively related to brand attitude
Highlights
From this time the dependence of modern people living in the city at fast food is very high, this is due to their busy work place besides the support of delivery services prepared by the fast food industry and the high level of consumer confidence in fast food that has worldwide (e.g. McDonalds and Kentucky fried chicken Fast Food) is very high, making it easier for consumers to make repeat purchases
To Briefly reiterate, this study found that controlling for several factors, consumer characteristics (e.g., ages, gender, and frequency of consumption) is not significantly and positively related to brand awareness, but Consumer characteristics (e.g., ages, gender, and Frequency of consumption) are significantly and positively related to brand attitude
Marketing managers should make sure their brand awareness measures are relevant to the current brand status, that is, and not a reflection of their own personal preference, the same thing should be done on the brand attitude
Summary
From this time the dependence of modern people living in the city at fast food is very high, this is due to their busy work place besides the support of delivery services prepared by the fast food industry and the high level of consumer confidence in fast food that has worldwide (e.g. McDonalds and Kentucky fried chicken Fast Food) is very high, making it easier for consumers to make repeat purchases. Competition between McDonalds and Kentucky fried chicken (KFC) in seizing the fast food consumer market in Indonesia, one of which can be seen based on the number of outlets they have. Important efforts that marketers can make to increase consumer awareness of their brand as a mechanism to expand the brand market. Brand awareness is the ability of someone who is a potential buyer to recognize or recall a brand that is part of a product (Aaker, 1991)
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