Abstract
Combining survey data with real-market data, this research investigates brand awareness, which relates to consumer behaviors and welfare, from three perspectives. First, it examines the relation between brand awareness and market outcome. Second, it explores the relation between brand awareness and brand equity. Finally, it investigates the effects of marketing mix elements on brand awareness. Findings reveal consumer’s brand usage experience contributes to brand awareness, implying that 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.
Keywords
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsNotes
- 1.
The authors thank a referee for providing suggestions for the theory background for discussion.
- 2.
The authors thank an anonymous referee who offered this suggestion.
References
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York, N.Y.: The Free Press.
Ailawadi, K. L., Lehmann, D. R., & Neslin, S. A. (2003). Revenue premium as an outcome measure of brand equity. Journal of Marketing, 67(4), 1–17.
Angel, F. V. R., & Manuel, J. S. F. (2005). The impact of marketing communication and price promotion on brand equity. Journal of Brand Management, 12(6), 431–444.
Baldauf, A., Cravens, K. S., & Binder, G. (2003). Performance consequences of brand equity management: Evidence from orgnizations in the value chain. Journal of Product & Brand Management, 12(4), 220–236.
Batra, R., Lehmann, D. R., Burke, J., & Pae, J. (1995). When does advertising have an impact—A study of tracking data. Journal of Advertising Research, 35(5), 19–32.
Bello, D. C., & Holbrook, M. B. (1995). Does an absence of brand equity generalize across product classes. Journal of Business Research, 34(2), 125–131.
Darke, P. R., & Chung, C. M. Y. (2005). Effects of pricing and promotion on consumer perceptions: It depends on how you frame it. Journal of Retailing, 81(1), 35–47.
Ehrenberg, A. S. C. (1974). Repetitive advertising and the consumer. Journal of Advertising Research, 14(2), 25–34.
Esch, F.-R., Moll, T., Schmitt, B., Elger, C. E., Neuhaus, C., & Weber, B. (2012). Brands on the brain: Do consumers use declarative information or experienced emotions to evaluate brands. Journal of Consumer Psychology, 22(1), 75–85.
Farnum, N. R., & Stanton, L. W. (1989). Quantitative forecasting methods. Boston: PWS-KENT Publishing Co.
Ferraro, R., Bettman, J. R., & Chartrand, T. L. (2009). The power of strangers: The effect of incidental consumer brand encounters on brand choice. Journal of Consumer Research, 35(5), 729–741.
Gil, R. B., Andres, E. F., & Salinas, E. M. (2007). Family as a source of consumer-based brand equity. Journal of Product & Brand Management, 16(3), 188–199.
Holbrook, M. B. (1992). Product quality, attributes, and brand name as determinants of price: The case of consumer electronics. Marketing Letters, 3(1), 71–83.
Homburg, C., Klarmann, M., & Schmitt, J. (2010). Brand awareness in business markets: When is it related to firm performance? International Journal of Research in Marketing, 27(3), 201–212.
Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat purchase product. Journal of Consumer Research, 17, 141–148.
Jung, J., & Sung, E. (2008). Consumer-based brand equity comparisons among Americans and South Koreans in the USA and South Koreans in Korea. Journal of Fashion Marketing and Management, 12(1), 24–35.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10(2), 14.
Keller, K. L. (2008). Strategic branding management: Building, measuring, and managing brand equity (3rd ed.). Upper Saddle River: Prentice Hall.
Keller, K. L., & Lehmann, D. R. (2003). How do brands create value? Marketing Management, May/June, 26–31.
Kim, H.-J. (2012). The dimensionality of fashion-brand experience: Aligning consumer-based brand equity approach. Journal of Fashion Marketing and Management, 6(4), 418–441.
Kim, H.-B., & Kim, W. G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tourism Management, 26, 549–560.
Kim, W. G., & Kum, H.-B. (2004). Measuring customer-based restaurant brand equity: Investigating the relationship between brand equity and firms’ performance. Cornell Hotel and Restaurant Adminstration Quarterly, May (45(2)), 115–131.
Kim, H.-B., Kim, W. G., & An, J. A. (2003). The effect of consumer-based brand equity on firms’ finance performance. The Journal of Consumer Marketing, 20(4/5), 335–351.
Krasnikov, A., Mishra, S., & Orozco, D. (2009). Evaluating the financial impact of branding using trademarks: A framework and empirical evidence. Journal of Marketing, 73(November), 154–166.
Krishnan, H. S., & Chakravarti, D. (1993). Varieties of brand memory induced by advertising: Determinants, measures, and relationships. In D. A. A. A. L. Biel (Ed.), Brand equity and advertising: Advertising’s role in building strong brands (pp. 212–231). Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
MacDonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: Making for a common, repeat purchase product: A replication. Journal of Business Research, 48, 5–15.
Mowen, J. C., & Minor, M. S. (2001). Consumer behavior: A framework. Upper Saddle River, NJ: Prentice Hall.
Nord, W. R., & Peter, J. P. (1980). A behavior modification perspective on marketing. Journal of Marketing, 44(Spring), 36–47.
Olshavsky, R. W., & Granbois, D. H. (1979). Consumer decision making—Fact or fiction? Journal of Consumer Research, 6(September), 93–100.
Rossiter, J. R., & Percy, L. (1987). Advertising and promotion management. New York: McGraw-Hill Book Company.
Silverman, S. N., Sprott, D. E., & Pascal, V. J. (1999). Relating consumer-based sources of brand equity to market outcomes. Advances in Consumer Research, 26, 352–358.
Smith, D. C., & Park, C. W. (1992). The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research, 29(3), 296–313.
Srinivasan, S., Vanhuele, M., & Pauwels, K. (2008). Do mindset metrics explain brand sales? Marketing Science Institute.
Tellis, G. J., & Wernerfelt, B. (1987). Competitive price and quality under asymmetric information. Marketing Science, 6(3), 240–253.
Tolba, A. H., & Hassan, S. S. (2009). Linking Customer-based brand equity with brand market performance. Journal of Product & Brand Management, 18(5), 356–366.
Webster, F., Malter, A., & Ganesan, S. (2003). Can marketing regain its seat at the table?
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and erand equity. Journal of The Academy of Marketing Science, 28(2), 195–211.
Acknowledgment
This research was supported by funds from McGill Institute of Marketing and by the 211 Project (phase III) of Shanghai University of Finance and Economics. Send correspondence to Rong Huang, Marketing, School of International Business Administration, Shanghai University of Finance and Economics, 777 Guoding Road, Shanghai, China, 200433. Tel: 86-21-6590-4699, Fax 86-21-6511-2354 (email: email.huangrong@gmail.com). Emine Sarigöllü, Faculty of Management, McGill University, 1001 Sherbrooke St. West, Montreal, Quebec, Canada, H3A 1G5. Tel: (514) 398-4662, Fax: (514) 398-3876 (e-mail: emine.sarigollu@mcgill.ca). The authors thank Demetrios Vakratsas (Faculty of Management, McGill University), Georges Zaccour (HEC Montréal), George Alex Whitmore (Faculty of Management, McGill University) and Yoshio Takane (Department of Psychology, McGill University) for their insightful comments and constructive suggestions.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2014 Springer Science+Business Media New York
About this chapter
Cite this chapter
Huang, R., Sarigöllü, E. (2014). How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix. In: Choi, TM. (eds) Fashion Branding and Consumer Behaviors. International Series on Consumer Science. Springer, New York, NY. https://doi.org/10.1007/978-1-4939-0277-4_8
Download citation
DOI: https://doi.org/10.1007/978-1-4939-0277-4_8
Published:
Publisher Name: Springer, New York, NY
Print ISBN: 978-1-4939-0276-7
Online ISBN: 978-1-4939-0277-4
eBook Packages: Behavioral ScienceBehavioral Science and Psychology (R0)