Effect Of Brand Awareness Research Articles

THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as Facebook, Twitter and Instagram. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media from 547 brand followers with applying convenience sampling method. The obtained data have been analyzed by structural equation modeling (SEM). As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious effect seen on brand awareness. In addition, it has been found out that brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the research, it has been achieved that the brand awareness has a limited effect on the brand image.

The Moderator Role of Brand Awareness and Brand Loyalty on Consumers’ Online Impulse Buying Behavior

In recent years, with consumers’ widespread preference for shopping in Private Shopping Clubs (PSCs) on the internet, there has been a remarkable increase in impulse purchases with the attractive opportunities and smart strategies of PSCs stimulating consumers’ impulse buying behavior. Within the PSC framework, the purpose of this article is to investigate the moderator effect of brand awareness and brand loyalty on the relationship between online impulse buying behavior and perceived low price, browsing behavior and time pressure. The study created and tested five hypotheses using data collected in Turkey. Results indicate that browsing behavior, time pressure and perceived low price do influence online impulse buying behavior. A hierarchical regression analysis was also used to analyze the moderating role of brand awareness and brand loyalty on impulse buying behavior and both variables were found to have a moderating role. The results provide substantial information on strategy development for internet retailers.

PENGARUH BRAND AWARENESS DAN BRAND PERSONALITY TERHADAP PEMBENTUKAN BRAND IMAGE THE WESTIN RESORT NUSA DUA BALI

The formation of brand image is very important for a company in presenting and expressing the personality of its company. The purpose of this study is to determine the effect of brand awareness and brand personality to the formation of a brand image simultaneously or partially, using multiple regression analysis. This study used data collecting instrument questionnaire and take the sample from 114 employees at Room Division Department, The Westin Resort Nusa Dua Bali. Based on the multiple regression analysis, it is found that the variable of brand awareness and brand personality simultaneous influence on the formation of brand image. Partially, the variable brand awareness and brand personality significantly affecting the formation of brand image. While the most dominant variable to the establishment of brand image is brand awareness’s variable. From these results it is expected that the management of The Westin Resort Nusa Dua Bali keep doing the assessment on how deep the employees understanding on the identity of the company. Then, followed by developing training strategies in which company’s values can be implemented and become an employee’s culture itself.

Auctions for online ad space among advertisers sensitive to both views and clicks

Advertisement in dedicated webpage spaces or in search engines sponsored slots is usually sold using auctions, with a payment rule that is either per view or per click. But advertisers can be both sensitive to being viewed (brand awareness effect) and being clicked (conversion into sales). In this paper, we generalize the auction mechanism by including both pricing components: the displayed advertisers are charged when their ad is displayed, and pay an additional price if the ad is clicked. Applying the results for Vickrey-Clarke-Groves (VCG) auctions, we show how to compute payments to ensure incentive compatibility from advertisers as well as maximize the total value of the advertisement slot(s). We provide tight upper bounds for the loss of efficiency due to applying only pay-per-click (or pay-per-view) pricing instead of our scheme. Those bounds depend on the joint distribution of advertisement visibility and population likelihood to click on ads, and can help identify situations where our mechanism yields significant improvements. We also describe how the commonly used generalized second price (GSP) auction can be extended to this context.

Building Brand Power

Brand power is established through brand awareness. It’s all about making consumers familiar about their products and services. Marketing strategies should make the customers extend the positive approach towards brand and continue through repeated purchases. There is a triple perspective approach to investigate the brand awareness in this research. The brand awareness and brand equity are studied and the relationship between those are analyzed. This also drills down about the brand performance and knowledge with awareness which tries to find out the brands value and utility among the public. Continuous improvement on package design, quality and buying experience will lead to customer loyalty and preference. Branding should happen though creative ads, eye catchers and special campaigns. Brand awareness is the extent to which consumers are familiar with their product or services. Power of a brand is resides in the minds of the customers. To build a strong brand, it is one of the great challenge for the marketers to ensure that customers have the right experiences with products and services and various marketing programs. So that tenderness, beliefs, perspective, perception and so on linked to the brand. If we are presenting the brand with no enthusiasm or spunk, people are going to forget about our brand. Even though that may seem harsh, it’s the naked truth in today’s marketing world. Brand must reach out to the community by special events, creating campaigns to keep the brand relevant also offer customer a unique experience. Here we study about the brand consciousness and to identify the cohesion between brand awareness with knowledge and performance and also to assess the effect of brand awareness on consumer purchase. In this study we necessary statistical tools like chi-square test ad t-test has been used to analyse the collected data. It is highly recommend to increase brand awareness, the marketers are constantly required to build brand awareness both economically and efficiently in the minds of customers at a competitive environment. Generating brand power begins with building healthy brands. So that consumers are able to identify a brand through brand recognition or recall performance. This article contains the following sub headings.1. Introduction 2. Objectives 3. Research questions 4. Research methodology 5. Data Analysis 6. Conclusion

무용용품 브랜드 인지도와 이미지가 구매 후 행동에 미치는 영향

무용용품 브랜드 인지도와 이미지가 구매 후 행동에 미치는 영향

The impact of corporate reputation on brand attitude and purchase intention

AbstractThe purpose of this study is to explore the influences of the negative corporate CEO and corporate social responsibility reputations on the changes in consumers’ brand attitudes and purchase intentions. To perform this study purpose, we proposed the relationships between brand awareness and perceived quality and initial brand attitude and purchase intention by relying on the hierarchy of effects model; then we assessed the changes in brand attitude and purchase intention after providing information on negative corporate reputation. Multiple regression analysis and paired samples T-tests were conducted to test the hypothesized relationships using a convenience sample of 212 respondents. The empirical results support significant effects of brand awareness and perceived quality on brand attitude and purchase intention. Furthermore, respondents’ brand attitudes and purchase intentions are reduced after they are being provided with the information on negative corporate reputation. This result confirms that negative corporate reputation significantly aggravates consumers’ attitudes and purchase intention. However, the type of reputation is not a decisive factor for consumers’ cognitive processes. The results imply that marketing managers need to manage a negative reputation carefully because negative corporate reputation aggravates consumers’ cognitive process However, consumers are not influenced by specific type of negative information, thus a company can mitigate the negative impact of their negative reputation by another type of positive reputation.

The Mediation Role Of Brand Preference On The Relationship Between Consumer-Based Brand Equity And Word Of Mouth Marketing

The most important asset needed to achieve the competitive advantage is having a strong brand equity. In this study, the relations between the dimensions of consumerbased brand equity and those of word of mouth marketing were analysed. In addition, the mediating role of the brand preference was checked. The sample consisted of 1000 people living in Istanbul, Ankara, and Izmir. The sampling method used was quota sampling. In the conclusions of this study, it was observed that: there are effects of brand awareness and brand association dimensions on the negative word of mouth marketing, perceived quality on the positive and negative word of mouth marketing, and brand loyalty on the positive word of mouth marketing. Brand preference has a partial mediation role in the relations between the perceived quality dimension of consumerbased brand equity and the dimensions of positive and negative word of mouth marketing.

Conceptualizing, Validating, and Managing Brand Equity for Tourist Satisfaction

The purpose of this study was to examine the roles of four distinct aspects of brand equity—perceived quality, brand awareness, brand loyalty, and brand image—in tourism satisfaction with regard to Taiwanese night markets. Regression analysis and structural equation models were used to test the hypotheses for a sample of 348 foreign tourists with experience in night market tourism. The results indicate that perceived quality is positively related to brand awareness, whereas brand awareness is positively related to brand loyalty and brand image. This finding confirms the positive relationship between brand loyalty/image and tourist satisfaction. The empirical evidence of the Sobel test following Baron and Kenny’s procedure supports the multiple mediation effects of brand awareness on perceived quality and brand loyalty/image and indicates that brand loyalty/image mediates the effects of brand awareness and satisfaction.

BRAND AWARENESS AND BRAND IMAGE OF DECISION MAKING ON UNIVERSITY

Universities are currently facing many challenges as institutions of higher education providers, espe-cially in obtaining numbers of students. The purpose of the study is to examine the effect of brand awareness on brand image, the effect of brand image on perceived value, the effect of perceived value on satisfaction, the effect of brand image on satisfaction, the effect of satisfaction on loyalty. Data collection methods are obtained from 200 samples of students in Jambi (primary data) with an analysis of Structural Equation Model Lisrel 8.80. The findings of this research are four hypothesis take positive and significant effect where Satisfaction has the most effect. However, it did not find any influence of brand image on satisfaction.

Hubungan Antara Brand Awareness, Brand Reputation, dan Brand Trust pada Restoran Lokal Berbasis Rantai di Kota Malang

This study aimed to determine the effect of brand awareness to brand reputation and brand trust at local chain restaurant industry in Malang. Further more, this study aimed to determine the mediating effect of variable brand reputation between brand awareness and brand trust. This explanatory study used purposive sampling techniques by 100 respondents. Data were collected by questionnaire. Hypothesis testing used by path analysis. The result showed that the brand awareness has indirect effect to brand trust through brand reputation as intervening variable, the brand awareness has a significant effect to brand reputation, andthe brand reputation has a significant effect to brand trust.

Pengaruh Brand Awareness, Perceived Quality, dan Brand Image terhadap Brand Loyalty pada Generasi Y di Indonesia

Brand is an important factor that can attract the purchasing interest of Generation Y. This study aimed to examine the effect of brand awareness, perceived quality, and brand image to brand loyalty of Generation Y (15 to 33 years old). Increased purchasing power of generation Y are anticipated to make them become important targets for the brand. The samples of this study were 160 respondents of Generation Y and analyzed with path analysis. The result indicated that brand awareness and perceived quality were positive significantly affected to brand image and brand loyalty. Brand image positive significantlyaffected to brand loyalty. Brand image was able tomediated properly theeffect between brand awareness and perceived quality on brand loyalty.

Brand equity analysis and its impact on the loyal customer of local batik to develop its competitiveness (an empirical study of batik Banten in south tangerang)

Batik industry has been growing well since the enclosure of batik by UNESCO (United Nations Education, Scientific and Cultural Organization) in Intangible Cultural Heritage of Humanity items on September 30, 2009. However, many local batik in Indonesia do not concern about their brand and leave them far away behind the superior brand of existing batik in the market, including Batik Banten. This study was carried out in Tangerang focusing on the brand of Batik Banten. This study aims to determine the effect of brand awareness, brand association, perceived quality, brand loyalty and uniqueness towards customer’s loyalty. The study is also to identify the brand existence of Batik Banten through analyzing its strengths, weaknesses, opportunity and threat. The 203 respondents were the batik lovers in Tangerang and their data were collected by using survey method. The Regression Analysis wasused in this study with the aim to prove the hypothesis of the influence of variables Brand Awareness (X1), Brand Association (X2), Perceived Quality (X3), Brand Loyalty, and Uniqueness (X4) that are partially or jointly against Consumer Loyalty (Y). Results of regression calculation show that the value of Adjusted R Square is 0.211. This shows that only by 21.1%, Consumer Loyalty in the purchase of the Batik Bantenis affected by variations of the four independent variables, namely Brand Awareness (X1) , Brand Association (X2) , Perceived Quality (X3) , Brand Loyalty (X4) and Uniqueness (X5). The remaining 79,1% was influenced by other variables which are not examined in the research. The study also provides a contribution to the better strategy implementation to Batik Banten owner and local government to increase the brand equity of Batik Banten towards consumers’ loyalty. and skilled labors in order to attract more FDI inflows into Cambodia.

SNS를 통한 정보 노출이 브랜드 인지 및 구전행동에 미치는 영향 : 소수의 법칙과 고착성 법칙, 상황의 힘 역할을 중심으로

본 연구는 SNS를 통한 마케팅커뮤니케이션으로 신규브랜드의 인지도 구축이 가능할 것인가에 대한 것으로, 실무에 사용되는 티핑포인트 개념을 근거로 하였다. 연구결과를 통해 다음과 같은 시사점을 제시한다. 첫째, SNS를 통해 노출되는 제품이나 브랜드 정보에 대한 소비자들의 반응은 대중성이 있는 제품보다는 소수의 사용자들끼리 정보를 주고받는 비대중성 제품에 호응도가 더 높았다. 둘째, SNS를 통한 정보노출 및 커뮤니케이션의 특징은 정보수용자의 상황적 관여가 메시지 노출의 기회와 메시지에 대한 인게이지먼트를 조절한다. 셋째, SNS를 통해 노출된 브랜드 및 제품 정보에 대한 소비자들의 구전의도는 브랜드 인지도나 구매의도보다 높았는데, 이는 SNS가 구전확장의 채널로서 효과적이라는 방증이다. 본 연구결과는 시장진입에 어려움을 겪고 있는 개인 및 중소상인들이 광고 및 마케팅 활동을 효율적으로 전개할 수 있는 근거로 활용하기를 제안한다.

프랜차이즈 햄버거전문점의 브랜드자산과 행동의도와의 관계에서 국내외 브랜드의 조절효과 검증 연구

본 연구는 프랜차이즈 햄버거전문점의 브랜드자산과 행동의도와의 관계에서 국내외 브랜드의 조절효과를 연구하고자 한다. 따라서 다음과 같은 연구 과제를 두었다. 첫째, 햄버거전문점에서의 브랜드자산 요인을 분석한다. 둘째, 브랜드자산이 행동의도에 미치는 영향을 연구한다. 셋째, 국내외 브랜드가 브랜드자산과 행동의도와의 관계에서 조절역할을 확인한다. 본 연구를 위한 모집단은 '80년대부터 지속적으로 브랜드자산을 형성해온 롯데리아, 버거킹, KFC, 맥도널드를 이용해 본 충청지역 대학생을 대상으로, 300부를 배포하여 최종적으로 253부를 분석 자료로 사용하였다. 연구결과는 첫째, 햄버거전문점의 브랜드자산 요인은 브랜드 인지, 브랜드 이미지, 브랜드 충성도의 3요인으로 분석되었다. 둘째, 브랜드 충성도, 브랜드 이미지, 브랜드 인지의 순으로 행동의도에 유의한 정(+)의 영향을 미쳤다. 셋째, 브랜드자산이 행동의도에 미치는 영향관계에서 국내외 브랜드는 조절작용을 수행하였다. 본 논문은 대형 업체 4곳으로 국한된 표본의 한계점을 지녔기에, 다양한 업체를 연구 대상으로 확대할 경우 의미 있는 결과를 기대할 수 있다. This study aimed to research the moderating effects of local & global brand on the relationship between brand equity and behavioral intention in franchised hamburger restaurant. This study intended (1) to analyze the factors of brand equity in franchised hamburger restaurant, (2) to research the effect of brand equity on behavioral intention, (3) to research the moderating effects of local & global brand on the relationship between brand equity and behavioral intention. Data were collected from undergraduates who visited the nationwide hamburger restaurants by face-to-face interview. The questionnaire was distributed of the 300 copies and used 253 in the analysis. The results of this study revealed that (1) the factors of the brand equity were brand awareness, brand image and brand loyalty, (2) brand loyalty, image and awareness had significant influence on behavioral intention in order, (3) the effect of brand awareness on behavioral intention was significant influence by moderating effect of local & global brand.

PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN AMDK MEREK AQUA (STUDI PADA MASYARAKAT DI KOTA BANDUNG)

This study examines the effect of brand awareness on purchase decisions Aqua brand of bottled water in the community in the city of Bandung. This study aimed to measure the level of brand awareness in the community Aqua in Bandung, analysis of consumer purchasing decisions Aqua, and the influence of brand awareness in this study using a top of mind dimension, brand recall, brand recognition, and consumption on consumer purchasing decisions Aqua. This type of research used in this study was a descriptive study using quantitative methods. The population in this study is a community in the city of Bandung with samples taken 100 respondents. Collecting data in this study using a questionnaire distributed to respondents using incidental sampling technique. These results indicate that the level of brand awareness is at its Aqua brand top of mind and included into the category of high and Aqua brand of bottled water purchasing decisions are in high positions. Based on a simple regression test results indicate the brand awareness influence on purchase decisions Aqua brand of bottled water by 70.1%. While based on the coefficient of determination variable brand awareness can influence purchasing decisions by 46.2%.

Pengaruh kesadaran merek dan diskon harga terhadap niat pembelian dengan mediasi citra Restoran Seafood New Javana di Surabaya

The purpose of this research was to examine The Effect of Brand Awareness and Price Discount on Purchase Intention as mediated by the image of Seafood Restaurant New Javana in Surabaya. The data were collected by means of questionnaire for getting the response from the respondents on the 76 people. Sampling method is the Accidental Sampling conducted by questionnaire that is spread in a Restaurant Seafood New Java-na. Analysis technique used to test the relation of independent variables, mediating vari-able, and dependent variable is the Path Analysis with SPSS software for 16 Windows. This research shows that brand awareness and price discounts are significant and simul-taneous partial influence on the image of the restaurant. Brand awareness and purchase intent affect significantly, either directly or with the mediated image of the restaurant. Discount price does not affect significantly purchase intention. However, the discount price does not affect significantly purchase intent. But, the discount price can affect pur-chase intent significantly mediated the image of the restaurant.

The Influence of Brand Awareness on Brand Trust Through Brand Image

The purpose of this study was to determine 1) relationship influences brand awareness on brand trust, 2) relationship influences brand awareness on brand image, 3) influence of brand image on brand trust. The study was conducted on islamic product brands in City of Malang, East Java. Used accidental sampling, total sample of 100 respondent. SEM analysis technique using PLS. The results showed that brand awareness brand effect on trust, brand awareness effect on brand image, and brand image affect to brand trust.

PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KARTU TELEPON SELULER THREE ALWAYS ON DI RW 007 PONDOK CABE ILIR – PAMULANG

Purchasing decision is a decision as an act of ownership of two or more alternative choices. Many factors can influence the purchasing decisions of consumers to a product, such as brand awareness, perceived quality, brand associations and consumen loyalty. This study was conducted to analyze the effect of brand awareness, percceived quality, brand associations and brand loyalty on purchase decisions of celular card Three Always On. Population in this study were residents in the neighborhood RW 007 Pondok Cabe Ilir – Pamulang using celular card Three Always On. Samples taken 80 respondents. Sampling technique in this study was done by using purposive sampling. Is the primary data type. Methods of data collection using questionnaires. The analysis technique used is multiple regression. Results of analysis using SPSS Version 21.Results showed simultaneously and partially brand awareness, perceived quality, brand associations, and brand loyalty positive and significant impact on purchasing decisions. Therefore, suggested in management company should continue to perform the management, development, and improvement of the various dimensions of brand equity, either by using the media campaign strategy, product innovation, and quality of service. Because today many various kinds of brandmobile phone cards issued by competing companies both domestic or international.

Moderating Effect of Brand Awareness on Country of Origion and Brand Equity: A Study of DG- Khan & Jampur Consumer’s

The current study aims to investigate the relationship between country of origin and brand equity by incorporating moderating factor as brand awareness. The data is collected from consumers markets by using questionnaire. Thus, the study revealed significant relationship among country of origin and brand equity. Thus, brand awareness as moderator is also found significant between country of origin and brand equity.