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How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix

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Fashion Branding and Consumer Behaviors

Part of the book series: International Series on Consumer Science ((ISCS))

Abstract

Combining survey data with real-market data, this research investigates brand awareness, which relates to consumer behaviors and welfare, from three perspectives. First, it examines the relation between brand awareness and market outcome. Second, it explores the relation between brand awareness and brand equity. Finally, it investigates the effects of marketing mix elements on brand awareness. Findings reveal consumer’s brand usage experience contributes to brand awareness, implying that experience precedes awareness in some contexts. The results also confirm positive association between brand awareness and brand equity. Lastly, the current work demonstrates the importance of distribution and price promotion in building brand awareness in a consumer-packaged goods category.

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Notes

  1. 1.

    The authors thank a referee for providing suggestions for the theory background for discussion.

  2. 2.

    The authors thank an anonymous referee who offered this suggestion.

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Acknowledgment

This research was supported by funds from McGill Institute of Marketing and by the 211 Project (phase III) of Shanghai University of Finance and Economics. Send correspondence to Rong Huang, Marketing, School of International Business Administration, Shanghai University of Finance and Economics, 777 Guoding Road, Shanghai, China, 200433. Tel: 86-21-6590-4699, Fax 86-21-6511-2354 (email: email.huangrong@gmail.com). Emine Sarigöllü, Faculty of Management, McGill University, 1001 Sherbrooke St. West, Montreal, Quebec, Canada, H3A 1G5. Tel: (514) 398-4662, Fax: (514) 398-3876 (e-mail: emine.sarigollu@mcgill.ca). The authors thank Demetrios Vakratsas (Faculty of Management, McGill University), Georges Zaccour (HEC Montréal), George Alex Whitmore (Faculty of Management, McGill University) and Yoshio Takane (Department of Psychology, McGill University) for their insightful comments and constructive suggestions.

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Authors and Affiliations

  1. School of International Business Administration, Shanghai University of Finance and Economics, 777 Guoding Road, 200433, Shanghai, China

    Dr. Rong Huang

  2. Faculty of Management, McGill University, 1001 Sherbrooke St. West, Montreal, QC, H3A1G5, Canada

    Dr. Emine Sarigöllü

Authors
  1. Dr. Rong Huang
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  2. Dr. Emine Sarigöllü
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Corresponding author

Correspondence to Rong Huang .

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Editors and Affiliations

  1. Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong SAR

    Tsan-Ming Choi

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Huang, R., Sarigöllü, E. (2014). How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix. In: Choi, TM. (eds) Fashion Branding and Consumer Behaviors. International Series on Consumer Science. Springer, New York, NY. https://doi.org/10.1007/978-1-4939-0277-4_8

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