Title: The relationship between brand awareness, market outcome, brand equity, and the marketing mix

Authors: Somayeh Amiri; Fakhraddin Maroofi

Addresses: Department of Business Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran ' Department of Management, University of Kurdistan, Sanandaj, Iran

Abstract: Combining survey knowledge with real market knowledge, this analysis investigates brand awareness from three views. This study investigates the relation between brand awareness and market outcome and explores the relation between brand awareness and brand equity. The study additionally investigates the results of promoting combine components on brand awareness. Results indicated consumers' brand usage experiences contribute to brand awareness, implying expertise precedes awareness in some contexts. The results additionally ensure positive association between brand awareness and brand equity. Lastly, the present work demonstrates the importance of distribution and price promotion in building brand awareness in a very consumer-packaged goods category.

Keywords: brand awareness; market outcomes; brand equity; marketing mix components; consumer experience; consumer brand usage; distribution; price promotion; consumer-packaged goods.

DOI: 10.1504/IJMABS.2016.078108

International Journal of Markets and Business Systems, 2016 Vol.2 No.1, pp.68 - 84

Received: 14 Jan 2016
Accepted: 30 Jan 2016

Published online: 02 Aug 2016 *

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