The Impact of Brand Awareness on Purchase Intention

Shuwen Chen

doi:10.54097/88gfk880

Authors

Shuwen Chen

DOI:

https://doi.org/10.54097/88gfk880

Keywords:

Brand Awareness, Purchase Intention, WordofMouth (WOM).

Abstract

The degree of brand awareness (BA) exerts a strong impact on the behavior and choices made by consumers. To comprehensively understand how brand awareness influences decision making on the part of consumers, this detailed review assesses the effect that awareness has on a person's intention to purchase. A large number of studies were analysed by this paper to explore the relationship between these two aspects in great detail. The results confirms that BA is significantly related with purchase intention(PI). The association implies that the higher degree of brand awareness, the more are consumers who would consider whether to buy a company's products or services. Additional variables, such as product quality, individual specifications, and customer happiness with past purchases, impact this relation between BA and intention to buy. Findings from this research highlight the significance of brand awareness and its ability to influence purchasing decisions. Getting a high degree of public recognition for their brand is something businesses should pay particularly close attention to if they hope that purchases will actually be made by consumers. However, with proper investment in marketing strategy, organisations can effectively affect the customer decisionmaking process and raise brand awareness. Also, the effectiveness of brand awareness at affecting purchase intentions can be further improved by focusing marketing efforts on certain age groups.In summary, this study points out the great importance of brand consciousness for what it contributes to customers 'purchase intentions. It gives marketers what they need to inculcate customer loyalty and design effective brand strategies.

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