2.2.5.3 Brand Awareness
Keller (1993) defined brand awareness as a length to which company’s brand and products are identified by potential customers and members of society in general. Author continued, that brand awareness can be related to the elements of brand identities in customer’s mind and that it reflects knowledge and recognition of the brand under numerous varied situations. Many researchers have stated that brand awareness is carrying strategic significances, as those largely contribute to the conclusion of brand equity and customers’ buying behaviour. Fur-thermore, Baker et al (1986) said that high brand awareness leads to higher levels of sales and bigger customer base. Brown and Hoyer (1990) strengthened the study of brand awareness …show more content…
Aaker (1992) test-ed this thesis in practice, as 3 jars (containing peanut butter) were placed in front of partici-pants (who could taste it too) and 73% of people have selected the branded product over oth-ers even the other two were of better quality. Sanyal and Datta (2011) have investigated rela-tion between brand equity and COO, their findings actually proved that certain connection between COO and brand awareness exists, as country of origin have impact on brand strength and awareness especially when the brand is introduced in new country. Shanin et al (2012) explained that many countries are known for their expertise in specific industries, and as cus-tomers are aware of that they may select those brand whose origin country has this expertise. Researchers backed their claim by saying that countries with that expertise image are seen as originator of quality brands. Therefore, authors assume that COO effect allows the brands to separate themselves from their competition during brand recognition …show more content…
Zeithaml (1988) defined perceived quality as people’s perception of superiority and quality of brand’s offered services and products. Takali et al (2012) explained that perceived quality invoke to all benefits and characteristics that lead to construction of a brand and product perception in the memory of individual. Aaker (1991) described that perceived quality creates valued for customers, there-fore it separates “brand from competitive brand”. Shahin et al (2012) argued that perceived quality is main dimension of consumer-based brand equity, as it differentiates brand from its competitors by presenting enhanced value. Few researchers found that perceived quality lev-els vary according to brands origin (Pappu et al, 2006; Han an Terparstra, 1988). This thesis was supported by Yasin et al (2007) hinted positive relationship, which indicates that custom-er view countries with positive image as more advanced and for this reason brand which orig-inates from there should reassure high quality and be reliable. Lee and Lee (2011) have found that customer perceptions of brands product’s quality decreases when brands country of origin changes from advanced country with a higher technological progress to a less-developed country with inferior technological advancement. In their study Khachaturian and Morganosky (1990) studied
Keller (1993) defined brand awareness as a length to which company’s brand and products are identified by potential customers and members of society in general. Author continued, that brand awareness can be related to the elements of brand identities in customer’s mind and that it reflects knowledge and recognition of the brand under numerous varied situations. Many researchers have stated that brand awareness is carrying strategic significances, as those largely contribute to the conclusion of brand equity and customers’ buying behaviour. Fur-thermore, Baker et al (1986) said that high brand awareness leads to higher levels of sales and bigger customer base. Brown and Hoyer (1990) strengthened the study of brand awareness …show more content…
Aaker (1992) test-ed this thesis in practice, as 3 jars (containing peanut butter) were placed in front of partici-pants (who could taste it too) and 73% of people have selected the branded product over oth-ers even the other two were of better quality. Sanyal and Datta (2011) have investigated rela-tion between brand equity and COO, their findings actually proved that certain connection between COO and brand awareness exists, as country of origin have impact on brand strength and awareness especially when the brand is introduced in new country. Shanin et al (2012) explained that many countries are known for their expertise in specific industries, and as cus-tomers are aware of that they may select those brand whose origin country has this expertise. Researchers backed their claim by saying that countries with that expertise image are seen as originator of quality brands. Therefore, authors assume that COO effect allows the brands to separate themselves from their competition during brand recognition …show more content…
Zeithaml (1988) defined perceived quality as people’s perception of superiority and quality of brand’s offered services and products. Takali et al (2012) explained that perceived quality invoke to all benefits and characteristics that lead to construction of a brand and product perception in the memory of individual. Aaker (1991) described that perceived quality creates valued for customers, there-fore it separates “brand from competitive brand”. Shahin et al (2012) argued that perceived quality is main dimension of consumer-based brand equity, as it differentiates brand from its competitors by presenting enhanced value. Few researchers found that perceived quality lev-els vary according to brands origin (Pappu et al, 2006; Han an Terparstra, 1988). This thesis was supported by Yasin et al (2007) hinted positive relationship, which indicates that custom-er view countries with positive image as more advanced and for this reason brand which orig-inates from there should reassure high quality and be reliable. Lee and Lee (2011) have found that customer perceptions of brands product’s quality decreases when brands country of origin changes from advanced country with a higher technological progress to a less-developed country with inferior technological advancement. In their study Khachaturian and Morganosky (1990) studied