IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY

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-base...

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Detalhes bibliográficos
Autores: Medrano García, María Luisa, Pérez-Bustamante Yábar, Diana C.
Formato: artículo
Fecha de publicación:2023
País:España
Recursos:Universidad Rey Juan Carlos
Repositorio:BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
OAI Identifier:oai:burjcdigital.urjc.es:10115/30370
Acesso em linha:https://hdl.handle.net/10115/30370
Access Level:acceso embargado
Palavra-chave:Brand awareness
consumer loyalty
brand loyalty
brand management.
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spelling IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTYMedrano García, María LuisaPérez-Bustamante Yábar, Diana C.Brand awarenessconsumer loyaltybrand loyaltybrand management.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.Scientific Journal of Applied Social and Clinical Science202420242023info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10115/30370reponame:BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlosinstname:Universidad Rey Juan CarlosInglésAttribution-NonCommercial-NoDerivs 4.0 Internationalhttps://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/embargoedAccessoai:burjcdigital.urjc.es:10115/303702026-06-24T12:48:17Z
dc.title.none.fl_str_mv IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY
title IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY
spellingShingle IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY
Medrano García, María Luisa
Brand awareness
consumer loyalty
brand loyalty
brand management.
title_short IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY
title_full IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY
title_fullStr IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY
title_full_unstemmed IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY
title_sort IMPACT OF BRAND AWARENESS ON CONSUMER LOYALTY
dc.creator.none.fl_str_mv Medrano García, María Luisa
Pérez-Bustamante Yábar, Diana C.
author Medrano García, María Luisa
author_facet Medrano García, María Luisa
Pérez-Bustamante Yábar, Diana C.
author_role author
author2 Pérez-Bustamante Yábar, Diana C.
author2_role author
dc.subject.none.fl_str_mv Brand awareness
consumer loyalty
brand loyalty
brand management.
topic Brand awareness
consumer loyalty
brand loyalty
brand management.
description 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.
publishDate 2023
dc.date.none.fl_str_mv 2023
2024
2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/10115/30370
url https://hdl.handle.net/10115/30370
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv Attribution-NonCommercial-NoDerivs 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/embargoedAccess
rights_invalid_str_mv Attribution-NonCommercial-NoDerivs 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Scientific Journal of Applied Social and Clinical Science
publisher.none.fl_str_mv Scientific Journal of Applied Social and Clinical Science
dc.source.none.fl_str_mv reponame:BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
instname:Universidad Rey Juan Carlos
instname_str Universidad Rey Juan Carlos
reponame_str BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
collection BURJC-Digital. Repositorio Institucional de la Universidad Rey Juan Carlos
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,812429

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