How Brand Awareness Relates to Market Outcome, Brand Equity and the Marketing Mix

41 Pages Posted: 13 Feb 2013

See all articles by Rong Huang

Rong Huang

Saint Anselm College

Emine Sarigollu

McGill University

Date Written: 2012

Abstract

Combining survey data with real-market data, this research investigates brand awareness from three perspectives. Firstly, this study examines the relation between brand awareness and market outcome. Secondly, it explores the relation between brand awareness and brand equity. Thirdly, the study also investigates the effects of marketing mix elements on brand awareness. The results reveal that consumers’ 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: brand awareness, market outcome, brand equity, marketing mix elements

JEL Classification: M31, C42

Suggested Citation

Huang, Rong and Sarigollu, Emine, How Brand Awareness Relates to Market Outcome, Brand Equity and the Marketing Mix (2012). Journal of Business Research, Vol. 65, No. 1, pp. 92-99, 2012, Available at SSRN: https://ssrn.com/abstract=2216933

Rong Huang

Saint Anselm College ( email )

100 Saint Anselm Drive
Manchester, NH New Hampshire 03102
United States

Emine Sarigollu (Contact Author)

McGill University ( email )

1001 Sherbrooke St. W
Montreal, Quebec H3A 1G5
Canada

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