Brand awareness effects on consumer purchase behavior.docVIP

 PAGE \* MERGEFORMAT 23 Brand awareness effects on consumer purchase behavior Abstract: a conceptual model to explore the relationship between brand knowledge and brand purchase behavior of current and future consumer purchasing behavior. The results show that brand awareness (including brand awareness and brand image) directly affect the consumer’s current purchasing behavior, but does not directly affect the future buying behavior; brand awareness through brand relationship (including brand satisfaction, brand trust, and emotional) impact of future buying behavior of consumers, and from product quality, service concept, brand image and consumer experience are brought countermeasures. Keywords:: brand awareness; brand relationship; brand affect; consumer behavior Abstract: The purpose of this paper is to develop a model and show how brand knowledge and relationships affect current and future purchases. It is found that current purchases are affected by brand image and brand awareness directly, but future purchases are not affected directly; brand knowledge affects future purchases via brand relationship including brand satisfaction, brand trust and brand attachment. Thus, it puts forward countermeasures from the aspects of products quality, service concept, brand image as well as consumption feeling. Keywords:: brand awareness, brand relationship, brand attachment, consumption behaviour Field of study at home and abroad, the brand is a burgeoning topic. Brand management strategy is to establish evergreen brand, with these brands can be extended to different product categories and market access success (Aaker, 1996). Brand researchers have been Brand conducted in-depth study on how brands influence consumer behavior. Earlier studies have Aaker and Keller’s brand equity model of consumer-based brand equity model, focuses on their understanding of a number of brand knowledge consumers (such as brand awareness, brand image and brand person