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Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions

BBR Brazilian business review (Portuguese ed.), 2020-11, Vol.17 (64), p.669-685

COPYRIGHT 2020 Fucape Business School/ Brazilian Business Review ;COPYRIGHT 2020 Fucape Business School/ Brazilian Business Review ;2020. This work is published under https://creativecommons.org/licenses/by/4.0/ (the“License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;This work is licensed under a Creative Commons Attribution 4.0 International License. ;ISSN: 1808-2386 ;ISSN: 1807-734X ;EISSN: 1808-2386 ;EISSN: 1807-734X ;DOI: 10.15728/bbr.2020.17.6.4

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  • Title:
    Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions
  • Author: Azzari, Vitor ; Pelissari, Anderson
  • Subjects: brand awareness ; Brand equity ; Brand identity ; Brand image ; Brand loyalty ; Brand names ; Competition ; Competitive advantage ; Consumer behavior ; Consumers ; MANAGEMENT ; Market strategy ; Marketing ; Marketing research ; Mediation ; Perceptions ; purchase intention ; Smart phones ; Smartphones ; Surveys
  • Is Part Of: BBR Brazilian business review (Portuguese ed.), 2020-11, Vol.17 (64), p.669-685
  • Description: This paper aims to identify the antecedent role of brand awareness in other dimensions of consumer-based brand equity (CBBE) and its impact on purchase intention. It is a quantitative study based on a survey conducted with 622 smartphone users. The theoretical hypothesis test was performed by structural equation modeling (PLS-SEM) and ordinary least squares (OLS) regression to analyze the mediation effect. The results demonstrate that brand awareness does not directly impact purchase intention. This effect is only observed when it is mediated by the three dimensions of CBBE - perceived quality, brand associations, and brand loyalty. This investigation makes two major contributions. First, it demonstrates that knowing a brand is not enough to generate consumers' purchase intent. Second, it uses the mediating effect of the other dimensions of CBBE (associations, loyalty, and perceived quality) to demonstrate that brand awareness acts as a first step in building brand value for consumers.
  • Publisher: Vitória: Fucape Business School/ Brazilian Business Review
  • Language: English;Portuguese
  • Identifier: ISSN: 1808-2386
    ISSN: 1807-734X
    EISSN: 1808-2386
    EISSN: 1807-734X
    DOI: 10.15728/bbr.2020.17.6.4
  • Source: SciELO
    AUTh Library subscriptions: ProQuest Central
    Alma/SFX Local Collection
    DOAJ Directory of Open Access Journals
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