IDEAS home Printed from https://ideas.repec.org/a/ids/ijmabs/v2y2016i1p68-84.html
   My bibliography  Save this article

The relationship between brand awareness, market outcome, brand equity, and the marketing mix

Author

Listed:
  • Somayeh Amiri
  • Fakhraddin Maroofi

Abstract

Combining survey knowledge with real market knowledge, this analysis investigates brand awareness from three views. This study investigates the relation between brand awareness and market outcome and explores the relation between brand awareness and brand equity. The study additionally investigates the results of promoting combine components on brand awareness. Results indicated consumers' brand usage experiences contribute to brand awareness, implying expertise precedes awareness in some contexts. The results additionally ensure positive association between brand awareness and brand equity. Lastly, the present work demonstrates the importance of distribution and price promotion in building brand awareness in a very consumer-packaged goods category.

Suggested Citation

  • Somayeh Amiri & Fakhraddin Maroofi, 2016. "The relationship between brand awareness, market outcome, brand equity, and the marketing mix," International Journal of Markets and Business Systems, Inderscience Enterprises Ltd, vol. 2(1), pages 68-84.
    • Handle: RePEc:ids:ijmabs:v:2:y:2016:i:1:p:68-84
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=78108
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijmabs:v:2:y:2016:i:1:p:68-84. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=440 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.