Searched over 200M research papers for "brand awareness"
10 papers analyzed
These studies suggest that brand awareness is a crucial factor in consumer choice, brand equity, market performance, and advertising effectiveness, influenced by various market and buyer characteristics, and enhanced by virtual interactivity and quality in online social networks.
20 papers analyzed
Brand awareness is a critical concept in marketing and consumer behavior, representing the extent to which consumers recognize and recall a brand. It plays a significant role in influencing consumer decision-making processes and is a key component of brand equity. This synthesis explores the various dimensions, effects, and strategies related to brand awareness as discussed in multiple research papers.
Dominant Choice Heuristic:
Impact on Consumer Decision-Making:
Role in Advertising and Market Performance:
Theoretical Models and Measurement:
Influence of Market and Buyer Characteristics:
Online Social Networks (OSNs):
Brand Awareness in Specific Sectors:
Advertising Effectiveness:
Brand awareness is a fundamental aspect of marketing that significantly influences consumer behavior and market performance. It acts as a dominant choice heuristic, accelerates decision-making, and is crucial for effective advertising strategies. Various theoretical models aid in understanding and measuring brand awareness, while factors like market characteristics and online interactivity further shape its impact. Overall, building and maintaining brand awareness is essential for achieving competitive advantage and long-term success in both consumer and business markets.
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