1. Brand Awareness on Consumer Purchase Intention
... of a specific brand when they want to buy a product. That is, the product has higher brand awareness. Moreover, brand name is the most important element in brand awareness (Davis, Golicic & Marquardt, 2008). As a consequence, brand awareness will affect purchase decision through brand association, and when a product owns a positive brand image, it will help in marketing activities (Keller, 1993). A brand name offers ... ...
- Word Count: 2522
- Approx Pages: 10
- Has Bibliography
- Grade Level: Undergraduate