Brand Awareness

Topics: Clothing, Consciousness, Adolescence, Fashion, Brand / Pages: 8 (1883 words) / Published: Apr 5th, 2011
Introduction

Brand awareness means the extent to which a brand associated with a particular product is documented by potential and existing customers either positively or negatively. Creation of brand awareness is the primary goal of advertising at the beginning of any product's life cycle in target markets. In fact, brand awareness has influence on buying behavior of a buyer. All of these calculations are, at best, approximations. A more complete understanding of the brand can occur if multiple measures are used. Now days the brand awareness among the teenagers became increasing at a very fast speed. The main purpose behind this is the change in taste and preference of consumers. Nowadays the teenagers want to be more fashionable they have to look different among their group so the purchase clothes of latest fashion and top brands. Wearing branded clothes are also improve status so it is another major reason to prefer branded clothes. Product placements in entertainment media are increasing, particularly in content targeted to adolescents. This marketing communication tactic is examined in the context of media socialization and individual differences in brand consciousness. The relative influence of commercial media (TV, radio, movies, online) and perceived peer and parent brand consciousness on teenagers brand consciousness is assessed, as well as differences in how low and high brand-conscious teenagers view product placements. Awareness, liking and perceived effects of product placements on self and others (third-person perception) were measured. Results of hierarchical multiple regression analyses show that movies and perceived parent and peer brand consciousness were positively related to teenagers brand consciousness. Those teenagers considered to be highly brand-conscious were also those who were most aware of and favorable towards product placements. All teenagers demonstrated third-person perception of media effects in that they considered

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