Investigating the Effect of Brand Awareness and Brand Image on Purchase Behavior of Customers
Journal Title: International Journal of Research in Social Sciences - Year 2012, Vol 2, Issue 2
Abstract
The purpose of this paper is to develop a comprehensive model that combines brand awareness and brand image perspectives on current and future purchases. These researchers used structural equation modeling to test the significance of the overall model and the specified paths. Findings indicate that current purchases are affected by directly by brand awareness and indirectly by brand image. In contrast, future purchases are not affected by either dimension of brand knowledge directly. The present study did not examine feedback effects and only included consumer categories, no individual differences variables. As such, these researchers recommend that future research examine feedback effects and include additional consumer categories, B2B categories and individual-differences variables such as variety seeking and innovativeness. Brand managers spend considerable resources on measuring brand awareness and brand image. This is a cross-paradigm paper and it is the first that combines two separate broad-based perspectives on brands in a simple comprehensive model for researchers and brand managers.
Authors and Affiliations
Aylar Zeynalzade
Keywords
Related Articles
- EP ID EP19786
- DOI -
- Views 336
- Downloads 19
Sustainability and Accessibility of Digital Resource Management Initiatives for Engineering College Libraries in Karnataka - A Futuristic Study
In the present digital age the digital content plays an important role in sustainability and accessibility of digital resources. To get the better and ease the accessibility the library professionals should enhance the...
Women Empowerment through SHG - Bank Linkage Programmes – A Study Of HyderabadKarnataka Region with Special Emphasis on Ballari District
The self-help group program which began as a women‟s empowerment programme in the year of 1980‟s and this module had started in 1992, NABARD scheme are investing a small number of SHGs linked with the banks. Over 73.18...
A STUDY ON PROBLEMS FACED BY CUSTOM BROKERS IN CONCOR - WITH SPECIAL REFERENCE TO COIMBATORE
Customs Brokers are licensed by the Commissioner of Customs that has jurisdiction over the area where the applicant intends to carry out their business in India and are governed by the Customs Brokers Licensing Regulat...
Problem Based Learning (PBL): An Innovative Approach towards Teaching and Learning Process
Our education system is changing tremendously causing the replacement of traditional strategies of education in which students are the passive listeners and their only effort is to acknowledge, memorize and reproduce t...
Tablighi Jamaat : Ideological Structure
Among the various and great Islamic movements, Tablighi Jamaat has emerged arguably the most widely followed movement in the Islamic world. Emerging from the social , economic and religious conditions of the Mewat regi...