How brand awareness relates to market outcome, brand equity, and the marketing mix |
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Authors: | Rong Huang,Emine Sarigö llü |
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Affiliation: | a Marketing, School of International Business Administration, Shanghai University of Finance and Economics, 777 Guoding Road, Shanghai 200433, Chinab Faculty of Management, McGill University, 1001 Sherbrooke St. West, Montreal, Quebec, Canada H3A 1G5 |
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Abstract: | Combining survey data with real-market data, this research investigates brand awareness from three perspectives. This study examines the relation between brand awareness and market outcome and explores the relation between brand awareness and brand equity. The study also investigates the effects of marketing mix elements on brand awareness. Results reveal consumers' brand usage experiences contribute to brand awareness, implying experience precedes awareness in some contexts. The results also confirm positive association between brand awareness and brand equity. Lastly, the current work demonstrates the importance of distribution and price promotion in building brand awareness in a consumer-packaged goods category. |
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Keywords: | Brand awareness Market outcome Brand equity Marketing mix elements |
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