An Analytical Study on Perspectives of Brand Awareness and Its Impact upon Consumer Buying Behavior with a View to Facilitate Managerial Decision Making in Organizations

Name: An Analytical Study on Perspectives of Brand Awareness and Its Impact upon Consumer Buying Behavior with a View to Facilitate Managerial Decision Making in Organizations
Brand: GRIN Verlag
SKU: 9783656079750-V
Price: 6.79 EUR
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By Pradeep Kautish

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Description

Doctoral Thesis / Dissertation from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, Maharshi Dyanand Saraswati University, Ajmer (Department of Management Studies), course: Marketing, language: English, abstract: Brand awareness is a rudimentary level of brand knowledge and recognition which result into complex cognitive process called favorable consumer behavior for marketers. Brand awareness is the potential capacity that a consumer has of recognizing or recalling the name of the brand as an offer of a certain category of product. Brand awareness is a dimension of brand equity that affects the decisions of the consumer both at the affective level and the behavior level. Presumably, marketers expect that brand awareness will keep the brand in the consumer¿s evoked set while consumer decides about the brand for consumption. Brand awareness favors the creation of brand image.

Product details

Binding:: Paperback
Edition:: 2
Number of Pages:: 344
Release Date:: 2011-12-22
Publication Date:: 2011-12-22
Publisher:: GRIN Verlag
Languages:: Original: English
ISBN10:: 3656079757
ISBN13:: 9783656079750
Weight:: 500 g
Height:: 148 cm
Width:: 210 cm
Thickness:: 24 cm

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