Effect Of Brand Awareness Research Articles

The Effects of Brand Awareness and Price Promotion on Purchase Intention

The purpose of this study was to explore the impacts of brand awareness, price promotion, and impulsive buying traits on Taiwanese high mountain tea purchase intentions. A quota sampling design was employed to collect information. A total of 700 questionnaires were distributed to 10 tourist areas in Alishan Township, Chiayi, Taiwan (70 questionnaires in each tourist area) with an effective response rate of 98.3%. Structural equation modeling was employed to verify the relationships among the proposed models. The results showed that brand awareness and price promotion had positive influences on purchase intention. Impulsive buying traits did not moderate the relationship between brand awareness and purchase intention but moderated the relationship between price promotion and purchase intention. Based on the results and discussion, suggestions are given for tourists, business operators, and future researchers.

The Impact of Digital Marketing and Product Quality on Purchase Decisions Mediated by Brand Awareness on Vaccine Products at PT "K" Farma Group

This research aims to determine the impact of digital marketing and product quality on purchasing decisions of vaccine products in the PT “K” Farma Group, with brand awareness serving as a mediating factor. Especially after we have gone through the era of the Covid-19 pandemic where now we are increasingly aware of the importance of vaccines for the people. Primary data was collected using questionnaire and total sample were 82. This study used a descriptive quantitative research design. The data analysis technique uses SEM-PLS (structural equation modeling-partial least squares). This research employs data analysis technique by structural equation modeling-partial least square. Results indicated that Product and brand awareness had a significant direct positive effect on purchasing decisions, while digital marketing had a direct positive but not significant effect on purchasing decisions. Mediating Effect of Brand Awareness on Digital Marketing, Product Quality and Relationship with Purchase Decision. The study results suggest that brand awareness and perceived product quality of vaccine products to enhance purchase decisions can be proven in company "K" Pharma. Digital marketing is important but without brand awareness, the results will not be significant.

Analisis Message Appeals Terhadap Purchase Intention Melalui Brand Awareness Sebagai Variabel Mediasi

In the digital era, social media plays a very important role in selling beauty products. Displaying creative and innovative advertisements can increase purchase interest and improve the image of the product to be recognized by many people. This study aims to determine the effect of message appeals and brand awareness on purchase intention, as well as how the influence of brand awareness in mediating the relationship between message appeals and purchase intention in consumers of the originote products in the city of Sukabumi. This study uses quantitative research methods with a causal descriptive approach. The sampling technique in this study used probability sampling method, namely purposive random sampling with a total of 155 people in the city of Sukabumi who are interested in buying the originote skincare products. The data analysis technique used in this study is structural equation modeling (sem) using partial least square (pls). The results of this study indicate that there is a positive and significant effect of message appeals on brand awareness, a positive and significant effect of brand awareness on purchase intention and message appeals have a negative and insignificant effect on purchase intention on potential consumers of the originote product in the city of Sukabumi.

Impact of Digital Marketing Transformation on Purchase Intentions in B2B Consumers: The Moderating Influence of Brand Awareness

The abstract should summarize the entire study, including the research objective, methodology, main findings, and conclusions. Highlight the role of digital marketing trends (such as social media marketing, content marketing, AI-driven personalization) and their influence on purchase intentions in B2B contexts. Mention how brand awareness moderates this relationship and what implications these findings might have for B2B marketers.Digital marketing transformation is reshaping the landscape of B2B interactions, influencing consumer purchase intention through various innovative approaches. This study examines the role of digital marketing trends, including personalized content, AI-driven analytics, and social media engagement, on the purchase intentions of B2B consumers. Further, it explores the moderating effect of brand awareness on these relationships. Using a mixed-methods approach, survey data from B2B consumers across various industries highlight the importance of these digital tools in enhancing consumer engagement and fostering purchase intention. Findings indicate that high brand awareness amplifies the positive effects of digital marketing transformation on purchase intentions, suggesting that firms that leverage both digital transformation and strong brand equity can achieve a significant competitive advantage in the B2B market.

Pengaruh Digital Marketing dan Kualitas Produk pada Keputusan Pembelian Melalui Brand Awareness

This study aims to examine how much influence digital marketing and product quality have on purchasing decisions with brand awareness as an intervening variable in consumers of Nanggalo Sudut Kopi, Pesisir Selatan. Data collection methods through surveys and circulating questionnaires, with a population of 9,000 consumers per year 2023 with a sample of 100 respondents obtained from Slovin. The analysis method used is Structutal Equation Modeling (SEM) using SmarttPLS. The research results obtained where there is an insignificant positive effect of Digital Marketing on Brand awareness. There is a significant positive effect of product quality on brand awareness. There is a positive and significant effect of digital marketing on Purchasing Decisions. There is a negative and insignificant effect of brand awareness on purchasing decisions. There is a positive and insignificant effect of product quality on purchasing decisions. There is a positive and insignificant effect of digital marketing on purchasing decisions through brand awareness. There is a positive and insignificant effect of product quality on purchasing decisions through brand awareness.

Effects of brand awareness and feminist message level in femvertising: An experimental study

Femvertising is a general advertisement term that builds awareness of women's issues, rights, and gender equality. This particular type of advertisement is used by brands with the expectation that it will be effective on women, especially women with high levels of feminism. This study aims to determine the effects of brand awareness and the level of feminist messages on brand trust, word of mouth (WoM), attitude toward advertisements, and purchase intention. To achieve this aim, a 2 × 2 experimental design was used to manipulate the level of brand awareness and the level of feminist messages in the advertisement. A total of 405 women with high feminist attitudes participated in the experiment. Data analyses revealed that brand awareness exerts a positive effect on brand trust, but the level of feminist messages does not exert any significant effect on either brand trust or purchase intentions. Furthermore, data analyses showed that less familiar brands can achieve more positive results in attitude toward advertising and WoM if they use strong feminist messages in their advertisements, compared to well-known brands.

Increase in Purchase Intention through Source Credibility, Recommendation Credibility, and Psychological State: Brand Awareness Mediates

Research Aims: The purpose of this study was built to determine the positive effect of increasing Purchase Intention through Source Credibility, Recommendation Credibility, and Psychological State: Brand Awareness being the mediation Design/methodology/approach: The purposive sampling method was designed in this study with 389 online customers from several well-known skincare brands in Indonesia. The data was analyzed using the Structural Equation Model (SEM) with SmartPLS 3.0 Research Findings: The findings of this study being Source Credibility has a positive effect on Recommendation Credibility. Then Recommendation Credibility has a positive effect on Psychological State and Brand Awareness. Furthermore, Recommendation Credibility, Psychological State, and Brand Awareness have a positive effect on Purchase Intention. Brand Awareness manages to be a mediating effect between Recommendation Credibility and Purchase Intention. Managerial implications in this study for researchers and practitioners should not underestimate the importance of social media, establish a cooperative relationship between companies and celebrities for continuity, and know the importance of pre-purchase psychological states Theoretical Contribution/Originality: The study contributes to the existing literature by providing insights into the complex interplay of factors influencing Purchase Intention. It highlights the importance of social media and the role of celebrities in marketing strategies, as well as the significance of pre-purchase psychological states and the mediating effect of Brand Awareness. Keywords: Source Credibility, Recommendation Credibility, Psychological State, Brand Awareness, Purchase Intention

The Effect of Brand Awareness on Decisive Customer Intention and Purchase Behavior of Shopee Gen Z Customers

The pervasive influence and evolution of social media continue to reshape societal dynamics. Accordingly, the current study endeavors to scrutinize whether brand awareness (BA), brand knowledge (BK), and brand preference (BP) serve as independent variables influencing customer intention (CI), with Purchase Decision (PD) serving as the dependent variable with CI as mediating factor in the relationship between BA, BK, BP, and PD. Against the backdrop of the Shopee marketplace, the study was conducted through a survey targeting Shopee customers specifically generation Z or millennials who had a history of purchasing or frequent platform usage in West Java, Indonesia. The quantitative dataset was compiled from responses provided by 91 participants, employing purposive sampling technique, the collected data were subjected to Structural Equation Modeling (SEM) using SmartPLS software for analysis. The outcomes indicated that BA and BK had insignificant effects on CI and PD. Conversely, BP demonstrated a significant and positive influence on customer intention and purchase decision. Moreover, the analysis revealed that CI acts as a significant mediator between BP and purchase decision. Thus, leveraging social media can augment brand preference, with an associated increase in customer intention leading to heightened purchase decisions. These findings furnish valuable insights to businesses, aiding them in making informed decisions regarding the selection of the most suitable social media strategy.

Examining the Interplay of Consumer Behavior and Local Community Engagement in the Success of OCOP Initiatives: A Case Study of Nghe an Province, Vietnam

This study explores the influence of consumer behavior and community engagement on the success of One Commune One Product (OCOP) initiatives in Nghe An Province, Vietnam, while also investigating the moderating effect of brand awareness. Drawing upon the Theory of Planned Behavior, Social Capital Theory, and brand equity frameworks, a conceptual model was developed and tested using structural equation modeling (SEM) with data from 285 OCOP enterprises, cooperatives, and household businesses. The results indicate that consumer behavior and community engagement have significant positive impacts on the success of OCOP initiatives, with brand awareness positively affecting consumer behavior and moderating the relationship between consumer behavior and OCOP success. This study contributes to the theoretical understanding of rural development by showcasing the interplay of consumer, community, and brand factors in determining OCOP outcomes. Practical implications for policymakers and OCOP stakeholders are discussed, underlining the significance of consumer-oriented product development, community engagement mechanisms, and effective branding strategies. Despite its limitations, this research offers valuable insights for designing and implementing sustainable rural development programs in Vietnam and beyond.

Effects of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Overall Brand Equity in Sport. A Case Study of an Amateur Football Sports Club

Abstract The primary objective of this research endeavor outlined in the thesis was to evaluate the impact of the individual dimensions of Customer-Based Brand Equity (CBBE) – brand awareness, brand association, perceived quality and brand loyalty – on the overall brand capital of the researched amateur football club Talent Warszawa. The author sought to discern which among the individual dimensions of CBBE exerted the most significant influence on fostering the overall brand capital of the club under examination. A questionnaire was distributed amongst the constituents of Talent Warszawa, including players, parents and guardians, players’ families, and supporters of amateur football. The survey garnered responses from a total of 102 stakeholders affiliated with the club. The reliability of the measurement scale was validated through Cronbach’s Alpha analysis. The findings of the study evince a positive correlation among all variables under scrutiny, encompassing brand awareness, brand association, perceived quality, brand loyalty, and the overarching construct of CBBE. Notably, perceived quality emerged as the factor showing the highest positive correlation (0.88), thus indicating the most robust positive association with CBBE. However, despite the observed positive relationship, brand awareness manifested the lowest correlation with the overall consumer-based brand equity (0.70), relative to the other investigated factors. Using the insights from this study, amateur sports clubs can strategically manage brand elements to foster brand equity, emphasizing the importance of brand awareness as an initial step in building a positive brand image and fostering fan engagement and loyalty. Overall, the findings provide valuable insights into effective brand management strategies for amateur sports clubs to enhance their brand equity and foster enduring relationships with fans.

Motivation's Influence on Credit Decisions: Unveiling the Moderating Effect of Brand Awareness in PT Bank Syariah Indonesia Tebing Tinggi Branch

The number of MSMEs in Indonesia is very large, but the portion of credit financing to MSMEs is still very small when compared to the percentage of the number of MSMEs. Therefore, this study aims to analyze the effect of MSME customer motivation on credit decisions at PT Bank Syariah Indonesia through brand awareness as a moderating variable. This research is a quantitative descriptive study conducted on 250 MSME customers of PT Bank Syariah Indonesia, who have credit with current status and are willing to be respondents. Sampling method with accidental sampling. This study uses primary data collected by questionnaires distributed to respondents. Respondents' perceptions were measured using a Likert scale. Research with SEM model, data processing with PLS 3.0 smart software. The results showed that motivation and brand awareness has a significant effect on MSME customer credit decisions at PT Bank Syariah Indonesia Tebing Tinggi branch. Brand awareness can be a moderating variable in the influence of motivation on credit decisions of MSME customers of PT Bank Syariah Indonesia Tebing Tinggi Branch. The implication of this research is targeting the policy of increasing Islamic bank credit financing that is oriented towards brand awareness.

The Effect of Brand Awareness and Brand Image on Customer Purchase Decisions and Customer Advocacy Behavior: A Study on Consumers of Kapal Api Coffee Brand

The evolution of marketing, from traditional approaches to Marketing 4.0, has shifted the focus towards consumer behavior and advocacy. In this digital era, consumer empowerment and the significance of peer recommendations have reshaped marketing strategies. This study aims to investigate the relationships between brand awareness, brand image, consumer purchasing decisions, and customer advocacy behavior, with a specific focus on Kapal Api coffee consumers. Customer Advocacy Behavior, defined as consumer recommendations strengthening a brand, gains prominence in Marketing 4.0. Distinct from influencers, brand heroes advocate based on positive brand experiences. The study aligns with the 5A model, emphasizing the role of customer advocacy after the purchase decision. The research adopts a descriptive survey approach, utilizing a quantitative design. The sample consists of 258 Kapal Api coffee consumers, and data is collected through online surveys. The study applies Structural Equation Modeling (SEM) for data analysis. The analysis reveals significant positive relationships between brand awareness, brand image, purchasing decisions, and customer advocacy behavior. The study highlights the pivotal role of brand awareness and image in shaping consumer decisions and influencing post-purchase advocacy behavior. In conclusion, the research contributes valuable insights into the dynamics of brand awareness, brand image, purchasing decisions, and customer advocacy behavior within the context of Kapal Api coffee consumers. The findings emphasize the importance of cultivating strong brand awareness and a positive brand image to enhance consumer engagement and advocacy.

The Influence of Brand Awareness and Brand Trust on Brand Loyalty through Customer Satisfaction as an Intervening Variable (Study on Aqua Drinking Water Consumers in Surabaya)

The purpose of this study was to analyze the effect of brand awareness and brand trust on brand loyalty through customer satisfaction on bottled drinking water for the Aqua brand. This research method is quantitative research with the analysis technique used is path analysis. The sample used was random sampling with 100 respondents. The result of this study is that brand trust affects customer satisfaction. Meanwhile, brand awareness has no effect on customer satisfaction. Brand awareness affects brand loyalty while brand trust and customer satisfaction have no effect on brand loyalty. Brand trust affects brand loyalty through customer satisfaction, while brand awareness has no effect on brand loyalty through customer satisfaction.

Pengaruh Brand Awareness Dan Brand Trust Terhadap Keputusan Pembelian Pada Produk Revlon

This study aims to determine and analyze the effect of brand awareness and brand trust on purchasing decisions for Revlon products. This type of associative research with primary data and sourced from research instruments in the form of a questionnaire with a Likert scale so that the type of data used is quantitative data. The research population is all consumers who have purchased Revlon products whose number is not known with certainty. The sample of this research was 96 respondents using purposive sampling technique. Data were collected by observation, questionnaires and literature study. Data analysis techniques using validity test, reliability test, classic assumption test multiple regression, multiple correlation coefficient, t test and f test. The results of the study show that band awareness and brand trust have a simultaneous effect on purchasing decisions for Revlon products.

Shaping brand attitudes through sustainability practices: a TSR approach

PurposeThis study aims to investigate the conditional relationships among sustainability implementation, brand awareness, brand attitude and brand loyalty through the lens of transformative service research (TSR). The research also aims to explain how brand loyalty moderates the mediated effect of brand awareness and attitude in the context of social and environmental sustainability initiatives.Design/methodology/approachUsing both primary and secondary data sources from 31 prominent service companies and their 6,891 customers, this paper investigates the impact of sustainability practices and brand awareness on customer attitude. The paper also examines the moderated mediation effect of brand loyalty, explaining how it alters brand attitudes in the context of sustainability implementation. Finally, the study conducts a comparative analysis of how environmental and social shape brand attitudes in loyal customers.FindingsSustainability implementation has a negative impact on both brand awareness and customer attitude. However, this negative influence is mitigated for highly brand-loyal customers, resulting in a positive brand attitude. Further, the comparative analysis reveals that social implementation positively influences brand attitude in high-loyalty contexts.Research limitations/implicationsThis research uses subjective judgments of researchers regarding companies’ sustainability practices, combining them with customer attitudes gathered through survey questionnaires. Additionally, the data set comprises data from 31 large service companies, potentially limiting the generalizability of findings to large service companies. Nevertheless, this paper extends TSR into the realm of sustainability and branding.Practical implicationsThe positive outcomes of sustainability implementation practices are most pronounced when customer loyalty toward a brand is strong. Social implementation has a more potent effect on brand attitude, particularly among loyal customers. Companies can tailor their sustainability efforts more effectively.Originality/valueWith the lens of TSR, this research deepens our understanding of how sustainability affects consumer psychology but also offers a methodological advancement by using advanced statistical models and a variety of data sources. The distinctiveness of this research is also highlighted in the examination of how environmental and social sustainability initiatives influence brand attitude, especially among customers who exhibit strong brand loyalty.

PENGARUH BRAND AWARENESS DAN BRAND LOYALTY TERHADAP KEPUTUSAN PENGUNJUNG KE MONKEY FOREST UBUD


 
 
 One of the factors for someone to visit a tourist attraction is because of brand awareness and brand loyalty. Both of these can increase, reach and retain consumers or visitors in deciding to visit an attraction. One of the known attractions in Bali is the Monkey Forest. This research was conducted to know the effect of brand awareness and brand loyalty on the decision of visitors to visit the tourist attraction of Monkey Forest Ubud. The operational definition of the variables used in this study uses brand awareness (X1), brand loyalty (X2) and visiting decisions (X3) variables. Data collection techniques using observation, literature study, interviews and distributing questionnaires with the help of google form. The sample in this study was determined using the Slovin formula so that 100 respondents were found. The data analysis technique of this research is descriptive quantitative with ordinal regression analysis. The results of this study indicate that the Fitting Information Model has a significance value of 0.000 0 (0.05), indicating that there is a strong correlation between Brand Awareness and Brand Loyalty simultaneously on the decision to visit the Monkey Forest Ubud tourist attraction, in a positive direction. This can be seen based on the results of the Pseudo R-Square table showing that the coefficient of determination (R square) includes the Cox and Snell value of 0.770 (77.0%), Nagelkerke's 0.817 (81.7%) and the McFaden value of 0.513 (51.3%). That is, the Nagelkertke coefficient (81.7%) which means that 81.7 brand awareness and brand loyalty variables affect the decision to visit, while 18.3% is influenced by other factors not included in the model test.
 
 

The Effect of Brand Awareness, Brand Image, and Instagram on Purchase Decisions

This study aims to determine the effect of brand awareness, brand image, and Instagram on consumer purchasing decisions on Bittersweet by Najla products. Researchers used the sample used in this study as many as 105 respondents who came from consumers who were consumers of Bittersweet by Najla snacks. To analyze data validation, researchers used the analysis technique adopted in this study used validity test using Pearson Correlation, and reliability test using Cronchbach's Alpha, multiple linear regression, t test, and coefficient of determination. The results showed that: (1) there is a positive and significant influence between brand awareness on purchasing decisions with a significant value of 0.035 < 0.05; (2) there is an influence between brand image and purchasing decisions with a significant value of 0.006 < 0.05; (3) there is a significant influence between Instagram on purchasing decisions with a significant value of 0.000 < 0.05; and (4) the results of the test for the coefficient of determination show an adjusted R square value of 0.574 which means that as much as 57.4% of the dependent variable in purchasing decisions there are independent variables, namely brand awareness, brand image, and Instagram. While other factors 42.6% are influenced by other factors not examined.

Effects of brand awareness, religious belief, and brand trust on purchase intentions of halal products among young consumers

Halal brands are gaining popularity among Muslim consumers across the world. This study aims to explore the effect of brand awareness, religious belief, and brand trust on young Muslim consumers’ willingness to purchase halal-branded products. The electronic questionnaires were distributed to participants through Google Forms via a popular social media platform. The survey sample consisted of university students from Bangladesh who identified as Muslims. The paper utilized a purposive sampling technique to select participants for the study, resulting in a total of 517 respondents being included in the sample. Finally, 479 responses were found usable for this study, with a response rate of 92.70%. Among 479, 300 participants were male, while 179 students were female university students. The latest edition of the software SPSS has been employed to examine hypotheses and correlations, with a confidence level of 95%. The results showed a significant impact of brand awareness, religious belief, and brand trust on purchase willingness. Moreover, it indicates that consumers’ brand awareness about halal products (β = 0.392) has a greater effect on their purchase willingness. These findings have the potential to provide valuable insights for halal brands, as they can have a substantial impact on the purchasing choices of young Muslim consumers, particularly regarding their religious and halal concerns.

PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PADA WULING AIR EV MELALUI MEDIASI CUSTOMER TRUST.

Nowadays technology has developed very rapidly and over time is able to produce products that are more environmentally friendly, for example in the automotive industry one of the contributors to pollution is motorized vehicles but with technological developments they are now able to present electric motorized vehicles that are environmentally friendly. The purpose of this study is to determine the effect of brand awareness and brand image on purchase intention at Wuling Air EV through mediation of customer trust. The population used in this study were people who knows and have interest in Wuling Air EV in Surabaya. The sampling technique uses non-random sampling with a purposive sampling technique. The number of samples obtained was 200 respondents. The variables examined in this study are brand awareness, brand image, customer trust and purchase intention.

Generation Z Purchase Intentions: Does Sponsorship Disclosure Matter?

Abstract Background Digital advertising and the amount of money spent on influencer marketing increases every year. Nowadays, it has become one of the most profitable ways to promote products and services and increase a company’s profit through an endorsement on social media networks. Objectives This paper explores the parallel mediating effect of brand awareness and influencer credibility between sponsorship disclosure and purchase intention among the Generation Z. Methods/Approach We used a convenience sample method and used regression analysis to test the parallel mediator effect. Results Findings of the research indicate that the direct influence of sponsorship disclosure on purchase intention is non-significant. However, this relation is significant when mediated by brand awareness and influencer credibility. Conclusions The contribution of the research adds to the new knowledge in the field of influencer marketing and gives practical implications for brand managers who want to influence customers to buy.