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.
Inhaltsverzeichnis (Table of Contents)
- Chapter 1: Introduction
- 1.1 Introduction and Background
- 1.2 Research Problem Discussion
- 1.3 Purpose
- 1.4 Limitations of research
- 1.5 Research Objectives
- 1.6 Outline of Research
- Chapter 2: Review of Literature
- 2.1 Consumer Behaviour
- 2.2 Brand
- 2.3 Other factors influencing buying behavior
- Chapter 3: Research Methodology
- 3.1 Research Approach Selection
- 3.2 Research Philosophy
- 3.3 Data Collection
- 3.4 Reliability & Validity in the thesis
- 3.5 Research Model on the Basis of Review of Literature
- 3.6 Empirical Method
- Chapter 4: Analysis & Interpretation of Data
- 4.1 Background to the Data Analysis & Interpretation
- 4.2 Statistical Tests Using SPSS Software
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This doctoral thesis aims to analytically study the perspectives of brand awareness and its impact on consumer buying behavior. The research seeks to provide managerial insights for organizational decision-making. The study employs a mixed-methods approach, combining qualitative and quantitative data to achieve its objectives.
- Brand awareness and its various dimensions.
- The influence of brand awareness on consumer buying behavior.
- Factors influencing consumer buying behavior beyond brand awareness (e.g., price, quality, loyalty).
- Development of a research model connecting brand awareness to consumer behavior.
- Managerial implications derived from the research findings.
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1: Introduction: This chapter lays the groundwork for the entire thesis. It establishes the background of the research, clearly defining the research problem, purpose, limitations, and objectives. The chapter also provides a detailed outline of the research methodology and the structure of the subsequent chapters. The historical context of branding is explored, tracing its evolution from ancient civilizations to its modern conceptualization in marketing literature. This historical overview sets the stage for the subsequent review of literature and empirical analysis.
Chapter 2: Review of Literature: This chapter presents a comprehensive review of existing literature on consumer behavior, brand management, and the factors influencing buying decisions. It delves into various theoretical perspectives on brands, brand equity, and brand awareness. The chapter critically analyzes past research on brand loyalty, quality perception, price sensitivity, social influences, advertising, and other relevant factors, providing a detailed contextualization of the research topic within the broader field of marketing. The chapter also explores the evolution of brand management as a field of study.
Chapter 3: Research Methodology: This chapter details the research approach, philosophy, and methodology employed in the study. It meticulously outlines the data collection process, including both primary and secondary data sources. The chapter addresses the crucial aspects of reliability and validity, ensuring the rigor and trustworthiness of the research. A specific research model is presented, developed based on the thorough literature review, and the empirical methods used are explained, including the research design, ethical considerations, sampling techniques, and the questionnaire design. The chapter justifies the chosen approach and methodologies.
Chapter 4: Analysis & Interpretation of Data: This chapter presents a detailed analysis and interpretation of the data collected through the research. It explains the statistical techniques utilized, particularly the use of SPSS software for data analysis. The chapter focuses on interpreting the findings in relation to the research objectives and the established research model, providing a thorough examination of the relationship between brand awareness and consumer buying behavior. It explains the data analysis process step by step.
Schlüsselwörter (Keywords)
Brand awareness, consumer buying behavior, brand management, marketing, research methodology, empirical research, qualitative data, quantitative data, SPSS, consumer behavior, brand equity, brand loyalty.
Frequently Asked Questions: Doctoral Thesis on Brand Awareness and Consumer Buying Behavior
What is the overall topic of this doctoral thesis?
This doctoral thesis analytically studies the perspectives of brand awareness and its impact on consumer buying behavior. It aims to provide managerial insights for organizational decision-making using a mixed-methods approach (qualitative and quantitative data).
What are the key themes explored in the thesis?
The key themes include various dimensions of brand awareness, the influence of brand awareness on consumer buying behavior, other factors influencing buying behavior (price, quality, loyalty), development of a research model connecting brand awareness to consumer behavior, and managerial implications derived from the research findings.
What chapters are included in the thesis, and what do they cover?
The thesis includes four chapters: Chapter 1 (Introduction) lays the groundwork, defining the research problem, purpose, limitations, and objectives. Chapter 2 (Review of Literature) comprehensively reviews existing literature on consumer behavior and brand management. Chapter 3 (Research Methodology) details the research approach, philosophy, and methodology, including data collection and reliability/validity. Chapter 4 (Analysis & Interpretation of Data) presents a detailed analysis and interpretation of the collected data using SPSS software.
What research methodology is used?
The thesis employs a mixed-methods approach, combining qualitative and quantitative data to achieve its objectives. Specific methodologies are detailed in Chapter 3, including the research design, ethical considerations, sampling techniques, and questionnaire design. The chapter also addresses reliability and validity concerns.
What software is used for data analysis?
The thesis utilizes SPSS software for data analysis, as detailed in Chapter 4.
What are the key findings or expected outcomes of this research?
The research aims to establish the relationship between brand awareness and consumer buying behavior. It intends to provide a research model connecting these two factors and derive managerial implications based on the findings.
What are the limitations of the research?
The limitations of the research are clearly defined in Chapter 1.
What are the keywords associated with this thesis?
Brand awareness, consumer buying behavior, brand management, marketing, research methodology, empirical research, qualitative data, quantitative data, SPSS, consumer behavior, brand equity, brand loyalty.
Where can I find more detail on specific aspects of the research?
The detailed information on each chapter, including the objectives, methodologies, and findings, is provided in the respective chapter summaries within the thesis preview.
- Quote paper
- Pradeep Kautish (Author), 2010, 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, Munich, GRIN Verlag, https://www.grin.com/document/183448
