Brand awareness
This topic currently groups 2 published articles across 2 issues.
The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brands in South Africa
Richard Chinomona • Eugine Tafadzwa Maziriri
Volume 12 Issue 1 · 05 Oct 2017
This study assessed the influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention among male consumers of cosmetic brands in South Africa.…
Mall equity measurement based on brand equity conceptualization
M. Hakan Altintas • F. Bahar Isin • Serkan Kilic • Hans Ruediger Kaufmann
Volume 05 Issue 2 · 24 Feb 2012
The main purpose of this paper is to determine whether brand awareness, brand association, brand service quality and brand loyalty factors can be taken as the elements of mall equity elements in a second order context.…