Measures of Brand Awareness: Bibliometric Analysis and Systematic Review

Abstract

This research aims to identify the main findings regarding the measures used to establish brand awareness from the perspective of consumer behavior. To achieve this, a quantitative bibliometric study was conducted on articles published in Scopus, using the Bibliometrix software, and a qualitative systematic review was performed following the PRISMA protocol parameters. The findings indicate that the main metrics, unaided awareness, aided awareness, perceived value, trust, and word of mouth in particular, in virtual scenarios, virtual interactivity, quality of information and market opinions stand out. These measures are fundamental tools for strengthening brand awareness management in companies. Research on brand awareness has relied on similar constructs for decades, without significant conceptual or methodological innovations. Therefore, it is necessary to revitalize brand awareness management by incorporating perspectives adapted to the digital environment, where new constructs related to brand awareness in virtual contexts emerge, such as digital interaction and the influence of user opinions—key elements for the development of corporate brand equity.