How brand awareness relates to market outcome, brand equity, and the marketing mix

doi:10.1016/j.jbusres.2011.02.003

CORC > 上海财经大学 > 上海财经大学

	How brand awareness relates to market outcome, brand equity, and the marketing mix
	Huang, Rong 1; Sarigoellue, Ernine 2
刊名	JOURNAL OF BUSINESS RESEARCH
	2012-01
卷号	65 期号:1 页码:92-99
关键词	Brand awareness Market outcome Brand equity Marketing mix elements
ISSN号	0148-2963
DOI	10.1016/j.jbusres.2011.02.003
英文摘要	Combining survey data with real-market data, this research investigates brand awareness from three perspectives. This study examines the relation between brand awareness and market outcome and explores the relation between brand awareness and brand equity. The study also investigates the effects of marketing mix elements on brand awareness. Results reveal consumers' brand usage experiences contribute to brand awareness, implying 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. (C) 2011 Elsevier Inc. All rights reserved.
WOS研究方向	Business & Economics
语种	英语
出版者	ELSEVIER SCIENCE INC
WOS记录号	WOS:000298066400013
内容类型	期刊论文
源URL	[http://10.2.47.112/handle/2XS4QKH4/2204]
专题	上海财经大学
通讯作者	Huang, Rong
作者单位	1.Shanghai Univ Finance & Econ, Sch Int Business Adm, Shanghai 200433, Peoples R China; 2.McGill Univ, Fac Management, Montreal, PQ H3A 1G5, Canada
推荐引用方式 GB/T 7714	Huang, Rong,Sarigoellue, Ernine. How brand awareness relates to market outcome, brand equity, and the marketing mix[J]. JOURNAL OF BUSINESS RESEARCH,2012,65(1):92-99.
APA	Huang, Rong,&Sarigoellue, Ernine.(2012).How brand awareness relates to market outcome, brand equity, and the marketing mix.JOURNAL OF BUSINESS RESEARCH,65(1),92-99.
MLA	Huang, Rong,et al."How brand awareness relates to market outcome, brand equity, and the marketing mix".JOURNAL OF BUSINESS RESEARCH 65.1(2012):92-99.