Disentangling the dynamics of brand awareness: sources and effects on brand equity and market performance

This study explores the various sources of brand awareness and their differential impacts on brand equity and market performance. The primary objective of this research is to disentangle those sources of brand awareness (advertising, and non-advertising awareness) and examine how each type influence...

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Detalles Bibliográficos
Autores: Sánchez Herrera, Joaquín, Pintado Blanco, Teresa
Tipo de recurso: artículo
Fecha de publicación:2024
País:España
Institución:Universidad Complutense de Madrid (UCM)
Repositorio:Docta Complutense
Idioma:inglés
OAI Identifier:oai:docta.ucm.es:20.500.14352/108987
Acceso en línea:https://hdl.handle.net/20.500.14352/108987
Access Level:acceso abierto
Palabra clave:658.8
659.1
Advertising awareness
Advertising effects
Brand equity
Brand awareness
State-space moodels
Market ocutcome
Publicidad
Marketing
5311.01 Publicidad
5311.05 Marketing (Comercialización)
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oai_identifier_str oai:docta.ucm.es:20.500.14352/108987
network_acronym_str ES
network_name_str España
repository_id_str
spelling Disentangling the dynamics of brand awareness: sources and effects on brand equity and market performanceSánchez Herrera, JoaquínPintado Blanco, Teresa658.8659.1Advertising awarenessAdvertising effectsBrand equityBrand awarenessState-space moodelsMarket ocutcomePublicidadMarketing5311.01 Publicidad5311.05 Marketing (Comercialización)This study explores the various sources of brand awareness and their differential impacts on brand equity and market performance. The primary objective of this research is to disentangle those sources of brand awareness (advertising, and non-advertising awareness) and examine how each type influences brand equity building, and sales outcomes. Despite the recognized importance of brand awareness in marketing literature, there is a lack of comprehensive studies that differentiate between its various types and their specific effects. This research addresses this gap by providing a nuanced understanding of how different sources of brand awareness contribute to brand equity and market performance. The study employs a three step modeling approach, combining an adstock function, a state-space specification, and a mediation model to estimate the relationships between brand awareness, brand equity, and sales. The results indicate that advertising-generated brand awareness has a direct impact on brand equity, while other sources of brand awareness have no effect. Additionally, brand equity mediates the relationship between brand awareness and sales. This research fills a critical gap in the literature by providing a detailed analysis of the distinct roles played by different sources of brand awareness. It clarifies the debate between "strong theory" and "weak theory" of advertising by demonstrating that both theories can coexist, with advertising not only reinforcing consumer behavior but also building brand equity. The findings have important implications for marketing managers. By understanding the differential impacts of various types of brand awareness, managers can more effectively allocate resources to different marketing activities. For instance, investing in advertising can enhance both brand equity and sales, while leveraging distribution and word-of-mouth strategies can support these efforts by reinforcing brand recognition and loyalty.Universidad Complutense de Madrid20242024-10-1420242024-10-14journal articlehttp://purl.org/coar/resource_type/c_6501AMhttp://purl.org/coar/version/c_ab4af688f83e57aainfo:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/20.500.14352/108987reponame:Docta Complutenseinstname:Universidad Complutense de Madrid (UCM)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:docta.ucm.es:20.500.14352/1089872026-06-02T12:44:21Z
dc.title.none.fl_str_mv Disentangling the dynamics of brand awareness: sources and effects on brand equity and market performance
title Disentangling the dynamics of brand awareness: sources and effects on brand equity and market performance
spellingShingle Disentangling the dynamics of brand awareness: sources and effects on brand equity and market performance
Sánchez Herrera, Joaquín
658.8
659.1
Advertising awareness
Advertising effects
Brand equity
Brand awareness
State-space moodels
Market ocutcome
Publicidad
Marketing
5311.01 Publicidad
5311.05 Marketing (Comercialización)
title_short Disentangling the dynamics of brand awareness: sources and effects on brand equity and market performance
title_full Disentangling the dynamics of brand awareness: sources and effects on brand equity and market performance
title_fullStr Disentangling the dynamics of brand awareness: sources and effects on brand equity and market performance
title_full_unstemmed Disentangling the dynamics of brand awareness: sources and effects on brand equity and market performance
title_sort Disentangling the dynamics of brand awareness: sources and effects on brand equity and market performance
dc.creator.none.fl_str_mv Sánchez Herrera, Joaquín
Pintado Blanco, Teresa
author Sánchez Herrera, Joaquín
author_facet Sánchez Herrera, Joaquín
Pintado Blanco, Teresa
author_role author
author2 Pintado Blanco, Teresa
author2_role author
dc.contributor.none.fl_str_mv Universidad Complutense de Madrid
dc.subject.none.fl_str_mv 658.8
659.1
Advertising awareness
Advertising effects
Brand equity
Brand awareness
State-space moodels
Market ocutcome
Publicidad
Marketing
5311.01 Publicidad
5311.05 Marketing (Comercialización)
topic 658.8
659.1
Advertising awareness
Advertising effects
Brand equity
Brand awareness
State-space moodels
Market ocutcome
Publicidad
Marketing
5311.01 Publicidad
5311.05 Marketing (Comercialización)
description This study explores the various sources of brand awareness and their differential impacts on brand equity and market performance. The primary objective of this research is to disentangle those sources of brand awareness (advertising, and non-advertising awareness) and examine how each type influences brand equity building, and sales outcomes. Despite the recognized importance of brand awareness in marketing literature, there is a lack of comprehensive studies that differentiate between its various types and their specific effects. This research addresses this gap by providing a nuanced understanding of how different sources of brand awareness contribute to brand equity and market performance. The study employs a three step modeling approach, combining an adstock function, a state-space specification, and a mediation model to estimate the relationships between brand awareness, brand equity, and sales. The results indicate that advertising-generated brand awareness has a direct impact on brand equity, while other sources of brand awareness have no effect. Additionally, brand equity mediates the relationship between brand awareness and sales. This research fills a critical gap in the literature by providing a detailed analysis of the distinct roles played by different sources of brand awareness. It clarifies the debate between "strong theory" and "weak theory" of advertising by demonstrating that both theories can coexist, with advertising not only reinforcing consumer behavior but also building brand equity. The findings have important implications for marketing managers. By understanding the differential impacts of various types of brand awareness, managers can more effectively allocate resources to different marketing activities. For instance, investing in advertising can enhance both brand equity and sales, while leveraging distribution and word-of-mouth strategies can support these efforts by reinforcing brand recognition and loyalty.
publishDate 2024
dc.date.none.fl_str_mv 2024
2024-10-14
2024
2024-10-14
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
AM
http://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.14352/108987
url https://hdl.handle.net/20.500.14352/108987
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Docta Complutense
instname:Universidad Complutense de Madrid (UCM)
instname_str Universidad Complutense de Madrid (UCM)
reponame_str Docta Complutense
collection Docta Complutense
repository.name.fl_str_mv
repository.mail.fl_str_mv
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