Impact of Brand Awareness on Brand Quality

Recently, the increasing level of buyer consciousness has made buyers select their well renowned and favorable brands. Therefore, if enterprises desire to beat their competitors, they have to make buyers love to buy their goods and brands. Macdonald and Sharp (2000) mention that even though buyers familiarize and are willing to buy products, brand perception is still a significant component to leverage buy decision. When consumers want to purchase products, and a brand title can arrive to their minds at one time, it reflects that products have higher brand awareness. Consumers’ buy conclusion can be leveraged if products have higher brand perception (Dodos, Monroe, & Grewal, 1991; Grewal, Monroe & Krishnan, 1998). This interprets why products with higher brand perception will have higher market share and better value evaluation. In supplement, while buyers choose products, they care about perceived value and brand awareness. Perceived value can assist buyers to have a personal judgment on overall product value that make products contain a salient differentiation and become a selective brand in consumers’ minds (Aaker, 1991). Besides, enterprises have to construct up brand loyalty. Some investigations propose that the cost to appeal a new customer is more than five times of sustaining commitment clients (Reichheld and Sasser, 1990; Barsky, 1994). That is, the higher the brand commitment, the less cost enterprises to pay.

Representing one of the most significant components accepted to interpret buyer brand alternatives, it is no shock that the notion of brand commitment has aroused a tremendous concern amidst academics as well as practitioners inside the area of trading and buyer behavior. Firms with large assemblies of trusted clients have been shown to have large market portions, and market share, in turn, has been shown to be affiliated with higher rates of come back on buying into (Buzzell et al., 1975; Raj, 1985; Reichheld and Sasser, 1990). Dick and Basu (1994) propose that brand commitment good turns affirmative worth of mouth and larger opposition amidst trusted clients to comparable strategies. Obviously such outcome boosts marketers to construct and sustain brand commitment amidst customers. When striving for such goals, data on components working out the creation of brand commitment amidst clients becomes a significant matter.



Advertising REPEAT PURCHASE publicity



The impact of brand awareness is very significant to brand loyalty. If we don’t mention the dimension of brand awareness to brand loyalty we cannot judge them properly. The problem occurs when if the consumer has not the brand awareness about the product but buyer is still loyal to the brand.


The objective is to study the association between brand awareness on brand loyalty a case study of FMCGS in Karachi.


Brand awareness

What is the effect of brand awareness on brand loyalty?

Why are you purchasing this brand have ever heard about it?


The purpose of this study is to find out the relationship between brand awareness on brand loyalty. We conduct this research on Karachi base because the previous research has made a great contribution on this research. In current research the contribution will be make a great impact on brand loyalty and brand awareness. The study on this subject has great usefulness because after this research we have to come know that which product has brand awareness and brand loyalty.


In this research the target audience is of Karachi which they are using FMCGS product. It caters the requirement of the research the customer also know that after the filling the questioner that which they brand prefer the most.


This study will be covering two different brands focusing on FMCG industry.


The study can be expanded in much area for instance the previous research has been conducted in packaged milk industry now we are focusing on FMCGS in Karachi. This research can be conducted in most part of Pakistan but limitation of budget is the major part of the research.

Basic Assumptions:

The assumption of this study that the respondents are very well aware of FMCGS products

Definition of the Key Words

BRAND AWARENESS: is a marketing concept that measures consumers’ knowledge of a brand’s existence.

CONSUMER/BRAND LOYALTY: in marketing, consists of a consumer’s commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated




The perception of Branding holds great significance since many years; it is the explanation to distinguish the goods and services from one to another. Customer’s simple understanding of brand is to relate and consider with simple information processing about products purchasing and being positive about the brand to construct their trust with time (Logo Design works, 2007).

Branding is a method that is utilized by the enterprises to utilize trading schemes to enhance their merchandise or service likeness in order that it is more gladly recollected by the customer. Branding assists the goods or service to make a favorable influence on the goal customers while the branding notions assist in explaining the guidelines that should be pursued throughout the branding process. (


Brand equity is primarily constructed by laying a base of brand perception – finally forming affirmative brand images – and is finally maximized by high grades of brand commitment, (Strategic Marketing and Research Techniques, 1992-2008):

The significance of brand equity comprises of many advantages for businesses that own brands. Brand equity has positive association with brand loyalty. More accurately, brand equity raises the likelihood of brand selection, premier to customer’s commitment to an exact brand (Pitta & Katsanis, 1995).


Brand perception entails the proficiency of a buyer can identify and recall a brand in distinct positions (Aaker, 1996). Brand perception comprises of brand recall and brand recognition. Brand recall entails when buyers glimpse a product class, they can recall a brand title precisely, and brand acknowledgement entails buyers has proficiency to recognize a brand when there is a brand cue. That is, buyers can notify a brand rightly if they ever glimpsed or learned it. Moreover, Hoeffler & Keller (2002) show that brand perception can be differentiated from deepness and width. Depth entails how to make buyers to recall or recognize brand effortlessly, and breadth expresses infers when buyers buy goods, a brand title will arrive to their minds at once. If goods own brand deepness and brand breadth at the identical time, consumers will believe of a exact brand when they desire to purchase a product. That is, the goods have higher brand awareness. Moreover, emblem title is the most significant component in brand perception (Davis, Golicic & Marquardt, 2008). As an outcome, brand perception will sway buy conclusion through brand association, and when a product owns an affirmative brand likeness, it will assist in trading undertakings (Keller¹1993). A brand title boasts a brand that can assist buyers to recognize service providers and to forecast service outcomes (Herbig & Milewicz, 1993; Janiszewski & Van Osselaer, 2000; Turley & Moore, 1995). Brand perception performances a significant function on buy aim because buyers are inclined to purchase well renowned and well known products (Keller, 1993; Macdonald & Sharp, 2000). Brand perception can assist buyers to identify a brand from a goods class and make buy conclusion (Percy & Rossiter, 1992). Brand perception has a large influence on assortments and can be former concern groundwork in a goods class (Hoyer & Brown, 1990). Brand perception also acts as a critical component in the buyer buy aim, and certain brands will build up in consumers’ brain to influence buyer buy decision. Products with a high grade of brand perception will obtain higher consumer preferences because it has higher market share and value evaluation (Dodds et al., 1991; Grewal et al., 1998).

Organizations can develop a brand perception by, foremost having a very broad sales groundwork, and secondly becoming skilled at functioning out-of-doors the usual newspapers passages (Aaker, 1996). Brand perception is assessed as asserted by the distinct modes in which buyers recall a brand, which may encompass brand acknowledgement, brand recall, peak of the brain brand and superior brand (Aaker, 1996).

* Brand recognition: It associated to consumers’ proficiency to affirm former exposure to that brand when granted the brand a cue. It needs that buyers can rightly distinguish the brand as having been before glimpsed or heard.

* Brand recall: Brand recall concerns to consumers’ aptitude to get the brand from recollection granted the product class, the desires fulfilled by the class or a buy or usage position as a cue. It requires consumers to rightly develop the brand from recollection when granted a applicable cue.

* Top-of-mind brand: This is the brand title that first arrives to brain when a buyer is offered with the name of a merchandise classification.

* Dominant Brand: The supreme perception grade is brand title dominance, where in a recall task; most consumers can only supply the title of a lone brand. Therefore the dispute opposite the marketers is to construct perception and occurrence both economically and efficiently (Aaker, 1996).

The Importance of brand awareness in brand choice

Taking Aaker’s (1991) study on brand perception enlightens this idea of brand equity’s integral part that is brand awareness. As his investigations had deeply enclosed petite facets of this theme to clarify its reason of being there and why it has been so significant and in detail profiting more insights by the associations which are investing many in the brand share and its worth which is initiated from the initiation issue of conveying perception to the buyers about the brand in the market until its test, adoption and re-purchase to the commitment facet which has been enclosed thoroughly. Brand perception as into farther elaboration is the capability of buyers to identify or recall a brand, and there is a linkage between the brand and the merchandise class, but the connection does not have to be strong. Brand awareness is a method from where the brand is just renowned to a grade when the buyers have put the brand on a higher rank; the emblem has become the “top of mind” (Aaker, 1991).

Brand Awareness and Consumer/Brand Loyalty

Finally, brand perception sways buyer commitment and decision-making by leveraging the formation and strength of brand associations in the brand likeness conceived through the distinct data adhered to the brand in memory. Based on these and other attitudes of distinct authors on brand perception and its significance to the business in turns of profiting market share through emblem commitment by buyers powerful insights and associations which is caused by the perception of emblem through distinct types signifies its study absolutely crucial study on the emblems in competition. In perform companies’ use aided and unaided perception, likeness and branding trading study investigations to determine the span to which buyers are well renowned and affirmative attitudes about their goods or services. In much commerce, businesses with the largest perception grades furthermore command the biggest market share. Keeping in brain the significance accorded to the notion of “Brand Awareness” by diverse authors and practitioners, its study significances are well established (Market Research Worldwide, 2009). Awareness grades, assesses if buyers understand about and are well renowned with a business, organization, product, or service. Unaided perception is the stage to which consumers’ believe of a business or merchandise on a top-of-mind basis. For demonstration, when you believe of businesses that supply these classes of goods, which first arrive to mind? (Market Street Research, 2004).

Aided perception on the other hand is the stage to which buyers who understand about a business or merchandise are familiar with that business or product. For demonstration a inquiry inquired could be, How well renowned are you with this product? Would you state you are very well renowned, rather well renowned, or not familiar? (Market Street Research, 2004). Focusing the relevance of brand perception that is associated to the power of the emblem node or find in memory, as echoed by consumers’ proficiency to recognize the emblem under distinct situation (Rossiter and Percy 1987). In other phrases, how well does the brand persona, assist their function. In specific, emblem title perception associated to the prospect that a emblem title will arrive to brain and the ease with which it does so. Brand perception comprises of emblem acknowledgement and recall performance. Brand acknowledgement is associated to consumers’ proficiency to affirm former exposure to the brand when granted the title as a cue. Brand recall concerns to consumers, proficiency to get the emblem when granted the merchandise class, the desires fulfilled by the class, or some other kind of search or a cue (Dolak, 2003). The cause for revising emblem perception the significant function it performances in buyer conclusion making/perceived value/ buyer commitment for three foremost reasons.

First, it is significant that buyers believe of the emblem when they believe about the merchandise category. Raising brand perception rises the prospect that the emblem will be a constituent of the concern set (Baker et al., 1986; Nedungadi, 1990), which are the fistful of emblems that obtain grave concern for purchase. Second, emblem perception can sway seen worth and conclusions about emblems in the concern set, even if there are vitally no other emblem associations.

For example, buyers respond powerfully and conclude to purchase only well renowned, well-established emblems (Jacoby, Syzabillo, & Schach, 1977; Roselius, 1971).

In reduced engagement conclusion backgrounds, a smallest grade of emblem perception may be adequate for merchandise choice, even in the nonattendance of a well-formed mind-set (Betteman & Park 1980; Hoyer & Brown 1990; Park & Lessig, 1981). Using elaboration prospect form (Petty & Cacioppo, 1986) propose that buyers may groundwork choices

on emblem perception concerns when they have reduced engagement, which could outcome from either a need of consumer motivation or need of buyer ability. A emblem with high perception and with positively distinguishing associations will have a high supplemented worth for buyers (Riezebos, 2003).

The Role of Brand Awareness

Rossiter and Percy (1987) recount brand perception as being absolutely crucial for the communications process to happen as it precedes all other steps in the process. Without brand awareness occurring, no other connection consequences can occur. For a buyer to purchase a brand they must first be made cognizant of it. Brand mind-set will not be formed, and aim to purchase will not occur unless emblem perception has appeared (Rossiter & Percy 1987; Rossiter et al. 1991). In recollection idea, brand perception is positioned as a crucial first step in construction the “bundle” of associations which are adhered to the brand in recollection (Stokes 1985). The brand is conceptualized as a node in recollection which permits other data about the brand to be “anchored” to it (Aaker 1991b). The conceptualization of a mesh of brand associations in memory with the brand as a centered centre has been put ahead by numerous other ones (eg. Keller 1993; Holden 1993; Holden & Lutz 1992). Brand Awareness in Decision Making The overhead two functions of brand perception should be well renowned to trading managers. The role of brand perception in conclusion idea is likely less well known.

Brand perception and the concern set Brand perception has been hypothesized to play a vital function in working out the consideration set: the little set of brands which a buyer devotes grave vigilance when producing a purchase (Howard & Sheth 1969; Narayana & Markin 1975). The composition of this little set of brands which are advised throughout decision-making is important. A brand that is not considered will not be selected (Baker et al. 1986), and farther, the likelihood of the brand being chosen is a function of the number of other brands in the concern set, for example, the probability of a brands being chosen from 1, 2, 3, or 4 emblems, declines quickly from 1.0 to 0.5, 0.33, and 0.25 respectively.

In a position where the buyer is cognizant of several brands which fit the relevant

criteria, he or she is improbable to consume much effort in searching out data on unfamiliar

brands. A brand that has some grade of brand perception is far more probable to be considered, and thus selected, than brand which the buyer is ignorant of. Additionally, the strength of perception of the brand inside the concern set can furthermore be significant. Wilson (1981 cited in Woodside & Wilson 1985) verified the significance of top-of-mind perception in a study which discovered that the higher the place of the brand in the consumer’s brain assessed by unaided recall, the higher the buy aim and the higher the relation buy of the

brand. In another study, rises in brand perception were shown to boost the probability

of alternative even without any accompanying change in mind-set or insights (Nedungadi 1990).

Furthermore sway conclusions about brands inside the concern set (Hoyer & Brown 1990; Keller 1993). Consumers may provide work a heuristic (decision rule) to purchase only familiar, well-established brands (Roselius 1971; Jacoby et al. 1977, both cited in Keller 1993). Consumers manage not habitually spend a large deal of time producing buy decisions. In a study of pre-purchase seek for laundry dust, Hoyer (1984) discovered that the median number of packages analyzed in-store was 1.2 before a assortment was made. Dickson and Sawyer (1986) discovered that for buys for example coffee, toothpaste and margarine, the buyer took an average 12 seconds from the time of first looking at the ledge to the time they put the piece in their trolley. In numerous situations buyers trial to minimize the charges of conclusion producing in periods of time expended, and cognitive effort, by using straightforward directions of thumb, for example ‘buy the brand I’ve heard of’. This is especially probable to happen in reduced engagement positions where a minimum level of brand perception may be adequate for alternative (Hoyer & Brown 1990; Mackay 1990). In such positions, the buyer may need the motivation or the proficiency to referee between brands (Petty & Cacioppo 1986).

Brand perception enhances perceived quality

A farther way brand perception may sway alternative inside the concern set is by influencing

perceived quality. In a buyer alternative study by Hoyer and Brown (1990) over 70% of

consumers chosen a renowned brand of peanut dairy disperse from amidst a alternative of three, even though another brand was ‘objectively’ better value (as very resolute by unseeing flavor tests), and even though they had neither acquired or utilized the brand before. This outcome is even more surprising considering the topics were granted the opening to flavor all of the brands. Just being a known emblem spectacularly influenced their evaluation of the brand. Intuitively, this makes sense: a buyer may rationalize that if they have learned of a brand the business should be expending a fair addition on advertising. If it is expending many on advocating, then the business should be reasonably money-making which entails that other buyers should be buying the merchandise and they must be persuaded sufficient with its presentation, thus the merchandise should be of reasonable quality. Stokes (1985) discovered that for a reduced engagement merchandise (rice) familiarity had a greater magnitude of result on the value insight of a emblem than either cost or packaging. And further, that familiarity had a important result on buy aim while cost and package design did not.

Brand perception should be a significant aim of the trading communications efforts of a firm

as it has several significant functions. It is broadly accepted that without brand awareness happening, emblem mind-set and emblem likeness will not be formed. However, equally important but less broadly identified is the significance of emblem perception as a heuristic which can sway addition in the concern set, and in numerous positions may be adequate by itself to determine alternative from the concern set ie., emblem perception can work out not only entry to the concern set, but can furthermore work out which emblem is selected from the consideration


Aaker (1991a, b) contends powerfully the case for emblem construction and sustaining emblem equity; he cites emblem title perception as one of four foremost emblem assets which add worth to the product or service and/or its customers. Investments in emblem equity and in specific emblem awareness can lead to sustainable comparable benefits and therefore to long period value. Brand awareness can add worth by 1. Putting the emblem in the consumer’s brain,

Portraying as a barricade to application to new un established emblems (Stokes 1985),

Comforting the clientele of the organization’s commitment and merchandise value, and 4. Supplying leverage in the circulation channels (intermediaries are clients too, and are just as doubtful as buyers are of unknown products) (Aaker 1992). However, there is adversity in illustrating the worth of assets for example emblem perception to managers. Aaker (1991a) deplores the difficulty is that, foremost, tremendous force lives for organizations and their emblems to illustrate short-term earnings results. Brand managers are often granted a one to three year time horizon and little inducement to make strategic emblem building investments. And secondly, illustrating the long-run worth of emblem construction is “exceptionally difficult” (Hogarth 1980, Aaker 1991a). Even managers whose assertion that they are concerned with the emblem construction undertakings of their firm, find adversity in profiting support and resources for these activities.

In the lightweight of Aaker’s outcome, a study by Kelly (1991) is very interesting. Kelly conveyed out a series of meetings with Australian trading managers. Many of the managers he

interviewed “maintained that their advocating was administered in the direction of construction the longer term effects of favourable emblem likeness and powerful emblem loyalty”. Other managers were cited as saying that they “were not looking for short-term results” but that advocating presents them with the opening “for business branding and likeness construction which is very much oriented to the longer term” (Kelly 1991 p.5.). In other phrases, these managers asserted the long-term goals of brand-building and emblem likeness to be of larger concern to them than short-term objectives for example sales. However this study was founded on consideration with managers, and might conspicuously bear from managers saying what they sensed they should manage, other than what they really manage, particularly when conversing to a trading academic.

Rossiter and Percy (1987) assertion that the adversity lies in that there are two kinds of brand

awareness: emblem acknowledgement and emblem recall, and which of these happens will count on the choice situation. Brand perception does not inevitably need recall of the emblem name. The consumer may recognize a emblem by its position (“the shop on the corner”) or its wrapping or shape (“the hexagonal container for Heinz tomato sauce”). Furthermore, emblem recall may not be necessary for purchase; meager acknowledgement of the emblem in the shop, “Hey that’s the new banana flavored milk” may be adequate for buy to occur. Lynch and Srull (1982) characterized these different alternative positions as stimulus-based (where all the applicable emblem and attribute information is bodily present), memory-based (where all applicable data should be recalled from memory) and mixed-choice (where some of the data is bodily present,

and some should be recalled from memory). Obviously, emblem acknowledgement happens in stimulus based situations, and recall happens in memory-based situations. Both kinds of awareness would happen in mixed-choice situations*.

* Alba, Hutchinson and Lynch (1991) contend that a untainted stimulus-based alternative position does not happen in the real world. They assertion that even in a shopping centre, which intuitively would be a stimulus-based choice The target of this study was to work out the grade of comprehending of emblem awareness amongst trading practitioners, and their use of it as a assess of their marketing effectiveness.


Subhani, Dr.Muhammad Imtiaz (2009) investigate the association between brand awareness and brand loyalty in packaged milk industry. To conduct this research, primary data was collected in the form of ‘questionnaires-survey’ as the research tool from users knowing and using packaged milk brands in Karachi. The total of 80 questionnaires with cover letters having handy instructions attached was hand delivered to the respondents. The variables are brand awareness and brand loyalty they also break the variables such as brand loyalty into passive loyal, fence sitter, committed. The statistical techniques is used is chi square distribution. The result shows that there is no relationship between brand awareness and brand loyalty. It is suggested that brand awareness and consumer/brand loyalty shows that in the milk packaged industry brand awareness is not playing a significant role to impact a commodity product such as milk to make a repeated purchase.

Wayne brown (1990) investigate the awareness between the common repeat purchase product. The variables are selected are awareness, quality, and number of brand sampled, choice of quality brand these are independent variable. The dependent are choice tactics. The hypothesis is tested with the experimental procedure. Following each trial subject answers different type of diagnostic question. The statistical technique in this research is two way anova. The result shows that difference in choice criteria between awareness condition and no awareness condition subjects to the final choice. A significantly higher portion of the awareness continued to report. It’s suggested based on their decision awareness after trying other brands its importance in brand choice


Arjun Chaudhuri investigates on two dimension brand loyalty, purchase loyalty and attitudinal loyalty, 2010. Data collection a sample of 146 products was randomly selected from the Standard Industrial Classification (SIC) manual (1987) The authors compile an aggregate data set for 107 brands from three separate surveys o f consumers and brand manager .The variables are linking variables in the chain of effects from brand trust and brand affects to brand performance (market share and relative price).the statistical technique Path analysis (LISREL 8.14) was used for testing the model and hypotheses shown in Figure 1. In this path analysis, the multiple indicators were summed together for each construct. It is suggested brand trust, brand affect, and brand loyalty are also relevant constructs in the relationship marketing literature, which considers trust and commitment or loyalty to be “key mediating variables.

Cathy job investigates (2010) brand equity has emerged as one of the most critical areas for marketing management in the 1990s. The data for both studies were collected from users of the respective product or service category. Respondents were drawn on a voluntary basis from graduate and undergraduate business courses at a nontraditional commuter campus, where the average age of students is 27, and the vast majority work either full- or part-time. Students who expressed in-frequent or no usage was asked not to participate in the project. The variables involving consumer perceptions (e.g., awareness, brand associations, perceived quality) and that involving consumer behavior (e.g., brand loyalty, will of advertising all 1992 ingress to pay a high price).the technique is used is conjoint analysis and regression analysis. The result shows that We expected brand name to have greater feature importance for services than for products, given the intangible, abstract nature of services and the fact. It’s suggested that the results of this study are largely in accord with our theoretical expectations.

M. BIRD, C. CHANNON, and A. S. C. EHRENBERG investigate the proportion of people who express an attitude about a given brand generally depends on how recently they have used the brand. The variables are positive attitude and negative attitude among the usage of the brand.

The technique used for brand image and brand usage coefficient of correlation. The result shows that These numerical coefficients of the two equations were not obtained simply from the data for Attitude A and Brand X (otherwise the fit would be perfect).it suggests that The data on which these conclusions are based are for the leading half-dozen or so brands in the seven product-fields listed under.

Hsin Kuang Chi, Nanhua University, Taiwan investigates the Impact of among brand awareness, perceived quality, brand loyalty and customer purchase intention and mediating effects of perceived quality and brand loyalty on brand awareness and purchase intention. The variable is brand awareness and brand loyalty they are sub divided in to sub variable also. The technique is used to measure these variable regression analysis and its also that cellular phone manufacturers ought to build a brand and promote its brand awareness through sales promotion, advertising, and other marketing activities.

Torben Hansen This article aims to measure relative attitude as a latent two-dimensional second-order factor and to investigate the relationship between relative attitudes and repeat purchasing. The variables used in this are repeat purchase and recommended to others. The statistical technique is used (simultaneous linear regression) its suggest that

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