The Centrality of Brand Awareness

Adiwijaya, Michael; McGuinness, Erin; Cary, John C; Herjanto, Halimin

doi:10.9744/ijbs.4.2.109-121

Cited by 3 publications

(5 citation statements)

References 43 publications

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“…For businesses, studying brand recognition is becoming increasingly important as a rise in brand equity could indicate a rise in the efficiency of marketing expenditures. The more cohesive and consistent a brand's manifestations are with the brand's original idea, the more the consumer will be able to grasp the brand's design (Adiwijaya et al, 2021).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Corporate Social Responsibility and Corporate Brand Awareness: An Interface in the Kingdom of Saudi Arabia

Khan,

Alakkas,

Khojah

et al. 2023

J. Professional Business Review

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Purpose: Corporate social responsibility (CSR) is defined as the continuing commitment by businesses to contribute to economic development while upholding ethical codes and improving the quality of life in the community and society at large. It broke down corporate social responsibility (CSR) into four parts: economic, legal, ethical, and charity. He did this so that CSR could become a real business practice. Design/Methodology/Approach: This study is undertaken on 548 sample customers residing in Saudi Arabia for investigating their viewpoints towards the CSR activities carried out by the companies for examining the relationship between Corporate Social Responsibility and Corporate Brand Awareness. The researchers adopted the Pearson’s Correlation, Simple Regression and Structural Equation Modeling techniques in order to measure the impact of CSR activities on Brand Awareness. Findings: The outcomes of the study revealed that there is a positive perception of customers towards CSR activities carried out by the companies and the results of structural equation modelling portray that Corporate Social Responsibility and Corporate Brand Awareness are positively associated. Thus, we can conclude that CSR activities conducted by the companies are the commendable initiatives since in this today’s era of sustainable environment customers are not only worried about the price and quality aspect of the products/services even they are more possessive regarding what the corporate houses are taking the necessary steps for the betterment of the society and the nation at large. Research, Practical & Social implications: The outcome of the study will throw new light on the impact of Corporate Social Responsibility on Corporate Brand Awareness and also facilitate future research endeavors on CSR. As a matter of fact, the CSR activities implemented by the companies offer a better brand recognition, resulting in greater brand awareness among customers and the society at large.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Corporate Social Responsibility and Corporate Brand Awareness: An Interface in the Kingdom of Saudi Arabia

Khan,

Alakkas,

Khojah

et al. 2023

J. Professional Business Review

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“…Companies and governments also need to consider Agropolitan marketing strategies. There is a significant relationship between product innovation with brand awareness and brand loyalty, as well as brand trust and brand loyalty (Adiwijaya et al, 2021). According to Kotler et al (2018), the promotion mix should find the right combination of these elements to achieve the company's goals.…”

Section: Agropolitan Marketing Strategiesmentioning

confidence: 99%

Agropolitan Tourism Village Strategies Based on SWOT Analysis

Nuraida,

Sugiharto,

Marjuka

2023

Petra IJBS

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Despite its rich potentials, agritourism in West Bandung regency has been stuck in the status quo and needs new ideas. The farmers are struggling on their own with minimal support from the government, the uniqueness of their local culture has never been exposed, and the infrastructure is poor. The concept of ‘agropolitan’ is one of the best possibilities to implement. The aim of this research is to create an agropolitan strategy that that is workable based on the analysis of strengths, weaknesses, opportunities, and threats (SWOT analysis). The research objects were 15 micro-scale community-based agritourism farmers and 5 agritourism MSMEs. This research used qualitative methodology with in-depth interviews and field observations. The research came up with a strategy that requires the materialization of the following items: Agropolitan promotion centers will prepare a central tourism information system, one stop shopping packages, parking lots, and tour transportation. Agropolitan stakeholders will need to improve service quality, increase collaboration and provide employment. Whereas the local governments will have to provide support for facilities, infrastructure, regulations, signage and gates. All this will be able to increase promotion and empower MSMEs. If implemented, this will be able to revitalize agritourism much better.

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“…Hence, price consciousness is about value conscious customers who seek low price brand of product; and at the same time securing emotional comfort and satisfaction (Alford & Biswas, 2002). Dholakia (2001) explained that risk perception entails personal subjective belief about the potential consequences of a purchase decision and brand awareness which extend the awareness of consumers of a brand name (Romaniuk et al, 2017;Adiwijaya et al, 2021). Lastly, the familiarity of a brand is associated with the level of experience customers acquire in using the goods (Brakus et al, 2009), influencing brand choice behaviour, especially the often purchased retail items.…”

Section: The Determinants Of Brand Choice Behaviourmentioning

confidence: 99%

“…Aaker (1991) describes the brand name as a file folder in which all brand-related associations can be placed. Thus, brand awareness precedes brand associations because consumers can be aware without holding a strong set of brand associations in memory (Christodoulides & de Chernatony, 2010;Adiwijaya et al, 2021), but they cannot hold a strong set of brand associations without being first aware of the brand. Because it is the first foothold, brand awareness is considered a particularly important metric for new brands, whereas brand knowledge and brand opinion become relevant for well-established brands (Çifci et al, 2016).…”

Section: Brand Awareness and Retail Brand Choice Behaviormentioning

confidence: 99%

“…Brand awareness refers to a consumer's brand recall or brand recognition (Aaker, 1991;Adiwijaya et al, 2021) and exerts a positive effect on consumer decision-making (Macdonald and Sharp, 2000), brand image (Jara & Cliquet, 2012), and brand market outcomes such as sales and market share (Huang & Sarigöllü, 2012). Despite its relevance, only a few researchers have investigated the link between brand personality and brand awareness (Su & Tong, 2015).…”

Section: Brand Awareness and Retail Brand Choice Behaviormentioning

confidence: 99%

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Extant Corpus on Retail Brand Choice Behavior and Multifactor Modelling on its Impact on Malaysia's Retail Stores

Arujunen

Kheng²,

Bhaumik³

2022

ijbs

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This study proposed to close the ostensible research gap by examining the impacts of price sensitivity, risk perception, brand awareness, brand experience/brand familiarity, and consumer purchase behaviors on the retail brand choice behavior in Malaysia's retail stores. Moreover, the analysis method will be pivoted to the Smart PLS path modeling technique, which is much more robust and precise. Therefore, this study's proposed research framework was underpinned by Ajzen's Theory of Planned Behavioural and Prospect Theory as well as identifying the most significant factors impacting the retail brand choice behavior in Malaysia's retail stores. The empirical outcomes of this study provide a useful reference in teaching and research for students and faculties who do research or are concerned about retail brand choice behavior issues. In addition, it provides practical guidelines to assist local Malaysian brand retail chain store top management to consider and use the research output in this study to further strengthen their brand management vis-à-vis foreign retail stores in Malaysia. The SEM-PLS results showed that the direct effect of relationships between price consciousness, brand awareness, brand familiarity, risk perception, and consumer purchase behavior was significant and had statistical support for brand choice behavior in Malaysia. As for the moderating effects, consumer purchase behavior as moderator on the relationship between brand awareness, brand familiarity, and consumer brand choice behavior has been statistically established. However, statistical support could not be proved on the moderating effect of consumer purchase behavior on the relationship between price consciousness and risk perception with consumer brand choice behavior in Malaysia's retail stores. The limitations of the study and suggestions for future research were also discussed.

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The Centrality of Brand Awareness

Cited by 3 publications

References 43 publications

Corporate Social Responsibility and Corporate Brand Awareness: An Interface in the Kingdom of Saudi Arabia

Corporate Social Responsibility and Corporate Brand Awareness: An Interface in the Kingdom of Saudi Arabia

Agropolitan Tourism Village Strategies Based on SWOT Analysis

Extant Corpus on Retail Brand Choice Behavior and Multifactor Modelling on its Impact on Malaysia's Retail Stores

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