The relationship between brand awareness and purchase intention: A meta-analysis study

Abstract

This study aimed to determine the relationship between brand awareness and purchase intention through meta-analysis. The scope of the study was limited to the data set of studies conducted in Turkey. For this purpose, relevant studies were accessed using the National Thesis Centre (Türkiye), Kafkas University Database, and Google Scholar search engine. Twelve studies, seven theses and five articles, were deemed appropriate for inclusion in the analyses. CMA 4.0 (Comprehensive Meta-Analysis 4.0) program was used for the analyses in the study. In the analyses, it was determined that there was a heterogeneous distribution and there was no publication bias. As a result of the analyses, it was determined that the effect size (according to Pearson r) between brand awareness and purchase intention was 0.627 (in the fixed effect model) and 0.610 (in the random effect model). Therefore, according to the data obtained from the studies included in the meta-analysis, it was revealed that brand awareness positively affects purchase intention.