Factors Affecting Brand Awareness

Abstract

The rapidly changing and developing conditions since the industrial era have increased the consumers' chances of choice, and this situation has exposed organizations to a strong competition. As a result of the promotional activities carried out to promote the products and to direct the consumer to purchase, consumers are faced with too many messages. In this context, consumers buy not only the product or service, but also the image and status of the brand, the value of the product or service they intend to purchase. In the face of this situation, institutions try to establish an emotional bond with the customer by determining the necessary strategies and in this way increase brand awareness. One of the best ways to increase brand awareness is to expose it to as many customers as possible, and this awareness is a prerequisite for an idea and perception of the brand. This idea for the brand includes both remembering and recognition of the brand. In the light of this information, the effects of advertising, mascot use, product placement, event marketing and social responsibility concepts, which are among the variables that affect brand loyalty, are included in this study.