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Brand Awareness Positively Influence Consumer Buying Behavior


Md. Afnan Hossain

(Senior Lecturer)

Department of Marketing & International Business

Submitted By
Saad Ahmed 24-10-2018
ID: 1510571030
Brand Awareness Positively Influence
Consumer Buying Behavior

Brand Awareness Positively Influence

Consumer Buying Behavior
Literature Review:
Brand Awareness: Brand awareness means recalling or recognizing a brand or identifying a brand
by consumers. (Rong Huang, 2014). When the consumer does not recall a brand or recognize a
brand that means he or she does not have the brand awareness about that particular brand.
Brand awareness speaks how familiar your intended interest group is with your brand and how
well they remember it. (YazdanparastAtefeh, 2016). Brand awareness is the primary
measurement of the brand knowledge scheme in consumer’s minds and it mirrors their ability to
recall the brand in different conditions like brand name will derive to mind and the comfort level
which it does so. (Keller, 1993).
Consumer Buying Behavior: Consumer buying behavior means the total amount of buyer's
attitudes, likings, preferences, and choices concerning about the consumer's behavior in the
market whenever purchasing a product or service. (Amin Ansary, 2018). Different types of
consumer have different attitudes, likings and preferences so every people’s buying behavior is
different in some extent.
Theoretical Framework: There are 2 kinds of consumer behavior occur. Cognitive oriented
consumer behavior and experience-oriented consumer behavior. buyers with cognitive oriented
are logical buyers while experience oriented buyers are emotionally attached to need and want
then they are revised by these 3 approaches; knowledge, attitude and action. (Sandra Maria
Correia Loureiro, 2018). Knowledge can be termed as the brand awareness which actually lead
or influence the consumer in buying the product.
AIDA is an abbreviation that tells what happens when a consumer engages with an
advertisement. Aida stands for Awareness or attention, interest, desire and action. Before any
kind of action or purchase decision occurs, awareness plays the fundamental approach. (Rawal,
2013). Brand awareness is a significant part in consumer decision making process because of a
major reason. First, consumer always try to think about a brand every time they want to make a
purchase. (Katja Hutter and Julia Hautz, 2013). Increasing brand awareness directly helps a brand
by creating a positive mindset in the mind of the consumer. As a result, in most of the cases,
Brand Awareness Positively Influence
Consumer Buying Behavior

consumers positive mindset about the relevant brand devoted themselves to make the purchase
decision. (Sandra Maria Correia Loureiro, 2018). Brand awareness can influence the choice about
the brand even where there is minimal association with the brand. (Bruno Schivinski, 2016) It has
showed that customers incline to adopt a decision theory to buy familiar and famous brands,
even if there are no other associations with the brand. (Jacoby, 1977). Particularly in low
involvement circumstances it has been verified that brand awareness is enough to influence the
choice of a brand, even if key attitudes are missing (Hsu, 2012). Experimental outcomes through
various regressions authenticated that brand awareness mainly affects brand equity among to
the consumers (Petros Parganas, 2015). Apart from that young customers get the knowledge and
awareness of the specific brand from the internet, traditional media platforms like tv, radio,
billboards. And They can clearly identify the specific brand in comparison to competing brands
and they can distinguish how it looks and its characteristics from the internet and all other
platforms of promotions. (Jumiati Sasmita, 2015). Brand awareness implicitly influenced
cognition, affection, and conation directly, and future purchase intentions directly.
Huang and Sarigollu (2012) resolved that brand awareness has a positive relationship with the
brand performance in the marketplace. It demonstrated that brand awareness can create impact
in consumers’ behavior in the marketplace, and generating to an improved brand performance.
It displays how brand awareness can make a positive influence in consumer’s decision-making
and inspire the purchase.

H1: From the above critical reviews, it can be said that brand awareness positively influence
consumers buying behavior.
Brand Awareness Positively Influence
Consumer Buying Behavior

Amin Ansary, N. M. (2018). Brand image and equity: the mediating role of brand equity drivers and
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Bruno Schivinski, D. D. (2016, jan 20). The effect of social media communication on consumer
perceptions of brands. Journal of marketing communication , Vol. 22(Issue: 2).

Hsu, K. (2012). The advertising effects of corporate social responsibility on corporate reputation and
brand equity: evidence from the life insurance industry in Taiwan. Journal of Business Ethics, Vol.
12, 170-210.

Huang, R. a. (2012). How brand awareness relates to market outcome, brand. Journal of Business
Research,, Vol. 65(1), pp 92-99.

Jacoby, J. S.-S. (1977). Information acquisition behavior in brand choice. Journal of Consumer Research,
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Jumiati Sasmita, N. M. (2015). Young consumers’ insights on brand equity: Effects of brand association,
brand loyalty, brand awareness, and brand image. International, 43(3), 276-292.

Katja Hutter and Julia Hautz, S. D. (2013). The impact of user interactions in social media on brand
awareness. Journal of Product & Brand Management, 22(5-6), 5. Retrieved from

Keller, K. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of
Marketing, Vol. 57(Issue: 1), pp.104.

Petros Parganas, C. A. (2015). You’ll never tweet alone’: Managing sports brands through social media.
Journal of Brand Management, Vol. 22(Issue: 7), 562-571.

Rawal, P. (2013, January-March). AIDA Marketing Communication Model: Stimulating a purchase. IRC’S
SCIENCES, Vol. 1(Issue: 1), 8.

Rong Huang, E. S. (2014, January). How Brand Awareness Relates to Market Outcome, Brand Equity, and
the Marketing Mix. Journal of Business Research, Vol. 65(Issue: 1), pp. 113-132.

Sandra Maria Correia Loureiro, H. R. (2018). The role of online brand community engagement on
positive or negative word of mouth. Cogent Business & Management, Vol. 5(Issue: 1), 1-24. doi:.

YazdanparastAtefeh, A. Y. (2016, Aug 6). Consumer based brand equity in the 21st century: an
examination of the role of social media marketing. Young Consumers, Vol. 17(Issue: 3), pp: 238-