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The Importance Of Brand Awareness

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Brand awareness is the way consumers connect the brand with the specific product that they intend to possess. As per Aaker (1991), brand awareness is the capacity of potential buyer to recognize that a brand is a member of a certain product category. Aaker (1991) suggested a few levels of brand awareness, going from mere recognition of the brand to dominance, which alludes to the condition where the brand included is the main brand recalled by a consumer. Brand awareness is identified as people’s perception regarding a brand and incorporates all prescriptive and descriptive elements pertaining to a brand (Li, 2004). In fact, Aaker (1992) concludes that brand awareness is the source of value creation for consumers. Without awareness it is impossible to produce added value for consumers and for brand through the fulfillment of basic needs. Moreover, a brand with strong brand awareness implied that it has good reputation in the market and is simply acceptable (Gustafson & Chabot, 2007).
Besides, brand awareness is associated to the strength of brand in the minds of consumers, thus gives values to firm which firms can utilize in the future to attract and promote products or services to …show more content…

Hoyer and Brown (1990) have discovered the connection between purchase decision and brand awareness. Brand awareness can be an indication of quality and commitment, giving customers a chance to get familiar with a brand and helping them consider it at the moment of purchase (Aaker, 1991). A popular brand will more likely be recognized and differentiated from competitions and will have higher purchase intention than brand with low awareness (Aaker, 1991; Dodds et al., 1991; Percy and Rossiter, 1992). Brand awareness is also critical in affecting consumer perceived risk and consumers’ level of assurance about their own buying

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