THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’ BUYING DECISION AND PERCEIVED RISK ASSESSMENT
Brand awareness, as one of the fundamental dimensions of brand equity, isoften considered to be a prerequisite of consumers’ buying decision, as itrepresents the main factor for including a brand in the consideration set.Brand awareness can also influence consumers’ perceived risk assessmentand thei...
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| Format: | Article |
| Language: | English |
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Universitaria Press Craiova
2009-01-01
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| Series: | Management & Marketing |
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| Online Access: | http://www.mnmk.ro/documents/2009/10_Moisescu_FFF.pdf |
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| _version_ | 1850246301744103424 |
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| author | Ovidiu MOISESCU |
| author_facet | Ovidiu MOISESCU |
| author_sort | Ovidiu MOISESCU |
| collection | DOAJ |
| description | Brand awareness, as one of the fundamental dimensions of brand equity, isoften considered to be a prerequisite of consumers’ buying decision, as itrepresents the main factor for including a brand in the consideration set.Brand awareness can also influence consumers’ perceived risk assessmentand their confidence in the purchase decision, due to familiarity with thebrand and its characteristics. On the other hand, brand awareness can bedepicted into at least two facets – unaided (brand recall) and aided (brandrecognition) – each of the two facets having its more or less effectiveinfluence on buying decision and perceived risk assessment. This paper triesto reveal, on one hand, the importance of unaided brand awareness when itcomes to consumers’ buying decision and, on the other hand, the importanceof aided brand awareness when assessing the perceived risk associated withthe purchase. The analysis is conducted in a comparative manner,considering the case of durable versus non-durable products, and with focuson urban Romanian consumers. |
| format | Article |
| id | doaj-art-0e9fe7367d0c4cec8f2bcbf0bd63d04e |
| institution | OA Journals |
| issn | 1841-2416 |
| language | English |
| publishDate | 2009-01-01 |
| publisher | Universitaria Press Craiova |
| record_format | Article |
| series | Management & Marketing |
| spelling | doaj-art-0e9fe7367d0c4cec8f2bcbf0bd63d04e2025-08-20T01:59:13ZengUniversitaria Press CraiovaManagement & Marketing1841-24162009-01-0171103110THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’ BUYING DECISION AND PERCEIVED RISK ASSESSMENTOvidiu MOISESCUBrand awareness, as one of the fundamental dimensions of brand equity, isoften considered to be a prerequisite of consumers’ buying decision, as itrepresents the main factor for including a brand in the consideration set.Brand awareness can also influence consumers’ perceived risk assessmentand their confidence in the purchase decision, due to familiarity with thebrand and its characteristics. On the other hand, brand awareness can bedepicted into at least two facets – unaided (brand recall) and aided (brandrecognition) – each of the two facets having its more or less effectiveinfluence on buying decision and perceived risk assessment. This paper triesto reveal, on one hand, the importance of unaided brand awareness when itcomes to consumers’ buying decision and, on the other hand, the importanceof aided brand awareness when assessing the perceived risk associated withthe purchase. The analysis is conducted in a comparative manner,considering the case of durable versus non-durable products, and with focuson urban Romanian consumers.http://www.mnmk.ro/documents/2009/10_Moisescu_FFF.pdfbrand aided and unaided awarenessbrand choiceperceived risk |
| spellingShingle | Ovidiu MOISESCU THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’ BUYING DECISION AND PERCEIVED RISK ASSESSMENT Management & Marketing brand aided and unaided awareness brand choice perceived risk |
| title | THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’ BUYING DECISION AND PERCEIVED RISK ASSESSMENT |
| title_full | THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’ BUYING DECISION AND PERCEIVED RISK ASSESSMENT |
| title_fullStr | THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’ BUYING DECISION AND PERCEIVED RISK ASSESSMENT |
| title_full_unstemmed | THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’ BUYING DECISION AND PERCEIVED RISK ASSESSMENT |
| title_short | THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’ BUYING DECISION AND PERCEIVED RISK ASSESSMENT |
| title_sort | importance of brand awareness in consumers buying decision and perceived risk assessment |
| topic | brand aided and unaided awareness brand choice perceived risk |
| url | http://www.mnmk.ro/documents/2009/10_Moisescu_FFF.pdf |
| work_keys_str_mv | AT ovidiumoisescu theimportanceofbrandawarenessinconsumersbuyingdecisionandperceivedriskassessment AT ovidiumoisescu importanceofbrandawarenessinconsumersbuyingdecisionandperceivedriskassessment |