IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY

Abstract

Brand awareness is a marketing construct that may influence consumers to purchase a brand and to become more likely to continue buying a brand. This paper explores the relationship between brand awareness and consumer brand loyalty. Brand awareness is a key, but often neglected, aspect of brand-based brand management. This paper reviews brand awareness measures in the context of global brand management. Numerous studies have shown that strong brand awareness is critical to increase the probability of consumer to recall the brand and purchase it.