Brand Awareness And Customer Purchase

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1. Brand awareness and customer purchase intention.
Ability of customer to organize and recall a brand is known as brand awareness (Aaker, 1996). The importance of brand awareness in the mind of the customers can be evaluated at various stages e.g. recognition, recall, top of mind, brand dominance (they only call that particular brand), brand knowledge (what brand means to you) (Aaker, 1996). When customers watch a manufactured goods set, they can evoke a product name completely, and brand acknowledgment signify customers also has capability to recognize a brand when it is prompt.
According to Keller (1993), brand awareness plays an essential role in customer purchase intention for the following reasons. To begin with, it is necessary for customers to think of the brand when thinking about the product category. Raising brand awareness increases the possibility that the brand will be a member of the consideration set (Baker et al, 1986 and Nedungadi, 1990), few brands receive serious consideration for purchase. Moreover, brand awareness could influence purchase intention about brands in the consideration set, even if there is no important other brand associations. For instance, customers have been shown to choose a decision rule to purchase only familiar, well-established brands (Jacoby, Syzabilo, and Busato-Schan 1997; Roselius 1971). In the low involvement purchase process, a minimum level of brand awareness may be enough for product selection, even lack of a well-formed attitude
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