Review of literature on brand awareness

Of literature on brand awarenessuploaded by ssj_renukarelated interestsbrandconsumer behaviourcustomer satisfactioncorporate social responsibilitybehaviorrating and stats0. 1)document actionsdownloadshare or embed documentsharing optionsshare on facebook, opens a new windowshare on twitter, opens a new windowshare on linkedinshare by email, opens mail clientembeddescription: literature reviewview moreliterature reviewcopyright: attribution non-commercial (by-nc)download as docx, pdf, txt or read online from scribdflag for inappropriate contentreview of literaturereview of literature shows the previous studies carried out by the researcher in this field. The main objective of the study is to measure brand awareness of tnpl products among the people and the reviews are as follows: brand a traditional definition of a brand was: “the name associated with one or more items in the product line, that is used to identify the source of character of the item(s)” (kotler, 2000). The american marketing association (ama) definition of a brand is “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors” brand equity (rooney, 1995) defines brand equity as a set of assets and liabilities linked to a brand’s name and symbol that adds to or subtracts from the value provided by a product or service to a customer. However, many factors can be attributed to the value of the brand for example awareness, recall and recognition.

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Brand equity as a differentiating factor that can influence consumers’ response to brand’s marketing activities. In an attempt to define the relationship between customers and brands, the term brand equity in the marketing literature emerged there have been different perspectives or considering brand equity; the customer-based perspectives, the financial perspectives and combined perspectives. The first perspective of brand equity is from a financial market’s point of view where the asset value of a brand is appraised (farquhar, 1991). It is the consumers’ perception of the overall superiority of a product carrying that brand name when compared to other brands. A conceptual framework for measuring customer-based brand equity is developed by using the conceptualization of aaker’s five dimensions of brand equity five dimensions of brand equity: the proposed model.

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Framework for measuring customer-based brand equity aaker (1991) defines brand equity as the value that consumers associate with a include the following:     brand awareness renders the brand with a sense of familiarity. Brand recognition: it related to consumers’ ability to confirm prior exposure to that brand when given the brand a cue. The salience of a brand will decide if it is recalled at a key time in the purchasing process. Brand awareness aaker (1991) defines brand or name awareness as “the ability of a potential buyer to recognise or recall that a brand is a member of a certain product category. Brand awareness is vitally important for all brands but high brand awareness without an understanding of what sets one apart from the competition does one virtually no good.

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Brand awareness refers to the strength of a brand’s presence in the consumer’s mind. It may be extremely difficult to dislodge a brand that had achieved a dominant awareness level. Brand awareness is measured according to the different ways in which consumers remember a brand. Brand recall: brand recall relates to consumers’ aptitude to retrieve the brand from memory given the product category. Therefore it is important that a link between product class and brand is implicated because the scope of brand awareness is very wide.

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It requires that consumers can correctly discriminate the brand as having been previously seen or heard. It is a measure of the percentage of the target market that is aware of a brand name. It requires consumers to correctly generate the brand from memory when given a relevant cue. Brand knowledge and brand opinion can be used in part to enhance the measurement of brand recall. Performance is defined as a consumer’s judgment about a brand’s fault-free and long-lasting physical operation and flawlessness in the product’s physical t associations and organizational associations.

Of-mind brand: this is the brand name that first comes to mind when a consumer is presented with the name of a product classification. Distinctiveness is defined as the degree to which the consumer perceives that a brand is distinct from its competitors. Consumer choice of a brand depends on a perceived balance between the price of a product and all its utilities (lassar 1995). Social image is defined as the consumer’s perception of the esteem in which the consumer’s social group holds the brand. Perceived value value appeared in several brand equity models (feldwick 1996) define perceived value as the perceived brand utility relative to its costs.

A brand can have a price premium if it is perceived as being different from its competitors. Trustworthiness brand equity models (lassar 1995) regard trustworthiness of a product as an important attribute in assessing the strengths of a brand. Other marketing literatures (ries and trout 1985) also stress the importance of the distinctive character of brand positioning in contributing to the success of a brand. Differentiation/distinctiveness the marketing science institute (leuthesser 1988) states that the underlying determinants of consumer-based brand equity are that brands provide benefits to consumers by differentiating how much brands are giving back to society. Country of origin in the proposed framework referred to the brand’s country of origin.

Both branding and csr have become crucially important now that the organizations have recognized how these strategies can add or detract from their value (blumenthal and bergstrom 2003). Corporate social responsibility (csr) must be mentioned as another concept that is influencing the development of brands nowadays. Also states that less concern should be given to the place where brands manufacture their and kohli (1996) argue that brand country of origin must also be considered. And more to the place where people perceive the brand’s country of origin to be. He defines brand origin as “the ’s difficult to generalize attributes as they are specific to product categories (olson and jacoby 1972).

Behavioural loyalty is linked to consumer behaviour in the marketplace that can be indicated by number of repeated purchases or commitment to rebuy the brand as a primary choice. Price premium is defined as the amount a customer will pay for the brand in comparison with another brand offering.. Grembler and brown (1996) define brand loyalty as the attachment that a customer has to a brand and describe different levels of loyalty. A brand should be able to become the respondents’ first choices (cognitive loyalty) and is therefore purchased repeatedly (behavioural loyalty). Benefits and it may be high or low and positive or negative depending on the two brands involved in the comparison.

Using free association to examine the relationship between the characteristics of brand associations and brand equity”. The chain of effects from brand trust and brand effect to brand performance: the role of brand loyalty”. Dialogthis title now requires a credituse one of your book credits to continue reading from where you left off, or restart the t continuing to browse this site you agree to us using cookies as described in about cookies remove maintenance message to old article view ctover the past two decades, scholarly interest in employer branding has strongly increased. Simultaneously, however, employer branding research has developed into a fragmented field with heterogeneous interpretations of the employer branding concept and its scope, which has impeded further theoretical and empirical advancement. To strengthen the foundation for future work, this paper takes a brand equity perspective to review the extant literature and create an integrative model of employer branding.

Using an analytical approach, the authors identify 187 articles, which they integrate along different employer brand dimensions and branding strategies: (i) conceptual; (ii) employer knowledge dimensions; (iii) employer branding activities and strategies. On the basis of this review, the authors develop an employer branding value chain model and derive future research avenues as well as practical implications.