publication . Conference object . 2008

Direct and Indirect Effects of Marketing Effort on Brand Awareness and Brand Image.

Villarejo Ramos, Ángel Francisco; Rondán Cataluña, Francisco Javier; Sánchez Franco, Manuel Jesús;
Open Access English
  • Published: 01 Jan 2008
  • Country: Spain
Abstract
The marketing effort orientated to towards strengthening the brand means to increase the degree of knowledge of the brand name. In this paper we want to show the relationship between brand awareness and brand image. Starting out from a theoretical review, we set out a model of direct and indirect effects of the marketing effort-as the brand's antecedents-on brand awareness and brand image. Via the empirical support used, a questionnaire of a sample of consumers, we try to find out how the marketing efforts of companies affect its brands and how brand awareness level influences the associations linked to it and how they form its image.
Subjects
free text keywords: Brand Image, Brand Awareness, Direct and Indirect Effects, Measurement Model
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