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

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