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This study analyzes customers brand recall and its elements including brand awareness, brand association, and brand recognition. The purpose of this research is to identify the impact of brand recall on customer purchase intention. In this research we also identify the relationship between the dependent and independent variables. This is the primary research and data has been collected through questionnaire and for analysis purpose SPSS software has been used. In this study samples of 400 respondents has been collected and tested the reliability of the model.The result of the study indicates that Brand recognition and association have a positive impact on the customers purchase intention. Customers mostly buy and prefer those products which they recognize and have some positive association or link with that brands.
The purposes of this study are to explore the effects among brand awareness, perceived quality, brand loyalty and customer purchase intention and the mediating effect of perceived quality and brand loyalty on brand awareness and purchase intention. The samples are collected from an online survey and the research adopts the Eviews software to examine and analyze the hypotheses. The results are that the relations between brand awareness, perceived quality, and brand loyalty have a significant and positive effect on purchase intention. Perceived quality has a positive and strong effect on brand loyalty. Brand awareness has also a positive and strong effect on purchase intention. The study suggests that mobile phone manufacturers must build a brand and promote it through advertising and marketing and sales promotion to create the brand awareness. When brand awareness is high, its brand loyalty will also increase. Consumers will evaluate perceived quality of a product upon their purchase experience.
Doctoral Thesis / Dissertation from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, Maharshi Dyanand Saraswati University, Ajmer (Department of Management Studies), course: Marketing, language: English, abstract: Brand awareness is a rudimentary level of brand knowledge and recognition which result into complex cognitive process called favorable consumer behavior for marketers. Brand awareness is the potential capacity that a consumer has of recognizing or recalling the name of the brand as an offer of a certain category of product. Brand awareness is a dimension of brand equity that affects the decisions of the consumer both at the affective level and the behavior level. Presumably, marketers expect that brand awareness will keep the brand in the consumer’s evoked set while consumer decides about the brand for consumption. Brand awareness favors the creation of brand image.
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This thesis investigated the moderating role of brand equity on the relationship between product category and purchase likelihood in a no recall and product recall context. The study measured the purchase likelihood of a sample of undergraduate students at the University of Guelph for branded food products through an ANOVA analysis. The results from this study indicate that there is a significant relationship between brand equity and product category in influencing purchase intention in a product recall, but the result is not significantly different from no recall scenario. In other words, a high equity brand in a hedonic product category has a higher purchase likelihood than a utilitarian product category. Similarly, a low equity brand in a utilitarian product category has a higher purchase likelihood than a hedonic product category. However, a product recall does not lead to a lower purchase intention compared to a no recall condition.
Are the 'classical' rules of brand management obsolete? These rules were created over 50 years ago in the United States under very different market conditions and realities. Since then, textbooks and current thinking have been replete with the same simplistic models of branding, which are looking incresingly out of date.