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

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. Keywords: brand awareness; market outcome; brand equity; marketing mix components. Reference to this paper should be made as follows: Amiri, S. and Maroofi, F. (2016) 'The relationship between brand awareness, market outcome, brand equity, and the marketing mix', Int.