The role of brand awareness on brand image, perceived quality and effect on risk in create brand trust
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Published
Jan 12, 2017
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Abstract
Brands mediate the meeting of business and consumers. This is the first step in getting that brand awareness is the first step that occurs when the same judgment. Businesses are trying to be positive in this first step. It must have tool for positive judgment of brand awareness for create a strong brand value. In this study, brand trust which quality and effect on risk and this effect to creating it in occurring consumer perceived will be explaining information generated by the brand awareness and brand image. For this purpose, a theoretical model was created. The study will be discussed and hypotheses sample set of smart phones, the scale will be used to cover all aspects are dealt with.
Keywords: brand awareness, brand image, perceived quality, perceived risk, brand trust.
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References
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Delgado-Ballester, E., Munuera-Aleman, J.L., (2001). Development and Validation of A Brand Trust Scale. International Journal of Market Research, 45(1), 1238-1258.
Dobni D., & Zinkhan, G.M., (1990) In Search of Brand Image: a Foundation Analysis", in NA - Advances in Consumer Research Volume 17, eds. Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, Provo, UT : Association for Consumer Research, 110-119.
Dowling, G.R., & Staelin, R., (1994). A Model of Perceived Risk and Intended Risk Handling. Journal of Consumer Research, Vol: 21 (June), 119-134.
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Hsieh, M-H., Lindridge, A., (2005). Universal Appeals with Local Specifications. Journal of Product & Brand Management, Vol:14, Issue:1, p. 14-28.
Jacoby, J., & Kaplan, L.B., (1972). The Components of Perceived Risk. Proceedings of the Third Annual Conference of the Association for Consumer Research, p. 382-393.
Kanıbir, H., Nart, S., (2009). Investigating the Drivers of Choice Behavior: Corporate Image, Perceived Risk and Trust Interactions Through Reputation Management. Journal of Global Strategic Management, 3(1), 121-134.
Keegan, W. J., Green, M. C., (2005). Global Marketing, 4th ed., New Jersey, Upper Sadler River, p. 330.
Keller K.L., (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Kotler, P., (1991). Marketing Management: Analysis, Planning, Implementation and Control. Prentice-Hall, New York, p. 442.
Koubaa, Y., (2008). Country of Origin, Brand Image Perception, and Brand Image Structure. Journal of Marketing and Logistics, 20(2), 139-155.
Lassar, W., Mittal, B., & Sharma, A., (1995). Measuring Customer-Based Brand Equity. The Journal of Consumer Marketing, 12(4), 11-19.
Malhotra, N. K. (2010). Marketing Research an Applied Orientation. Prentice Hall, New Jersey, p. 381.
Mitchell, V.W., (1999). A Role For Consumer Risk Perceptions in Grocery Retailing. British Food Journal, 100, No:4, p. 171-183.
Parasuraman, A., (1998). Reflections on Gaining Competitive Advantage Through Customer Value. Journal of the Academy of Marketing Science, 25(2), 154-161.
Parasuraman, A., Zeithaml, V.A., & Berry, L.L., (1985). A Conceptual Model of Service Quality For Future Research. Journal of Marketing, 49, 41-50.
Pennanen, K., Taina K., Paakki, M.K. ,Trust, (2008). Risk, Privacy, and Security in e-Commerce, Trust and New Technologies. Marketing and Management on the Internet and Mobile Media. Edward Elgar, UK, 108-123.
Percy L., & Rossiter J.R., (1992). A Model of Brand Awareness and Brand Attitude Advertising Strategies. Psychology and Marketing, 9(4), 263-274.
Ping, R., Jr, (2004). On Assuring Valid Measures for Theoretical Models Using Survey Data. Journal of Business Research, 57, 125-141
Reast, J.D., (2003). The Role of Brand Trust within Related and Unrelated Brand Extension Activities: A Consumer Perspective. Published PhD Thesis, Leeds University.
Rubio N.,Oubina J.,Villasenor N., (2014). Brand Awareness–Brand Quality Inference and Consumer’s Risk Perception in Store Brands of Food Products. Food Quality and Preference, 32, 289-298.
Aaker, D.A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press.
Anderson, J.C., & Gerbing, D. W., (1998). An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment. Journal of Marketing Research, Vol.25, No.2, p.186-192.
Bignea, J.E., Sanchez, M.I., & Sanchez, J., (2001). Tourism Image, Evaluation Variables and After Purchase Behaviour: Inter-Relationship. Tourism Management, 22, 607-616.
Bird, M., Channon, C., & Ehrenberg A.S.C., (1970). Brand Image and Brand Usage. Journal of Marketing Research, Vol:7 (August), p. 307-314.
Bishop, M., (1971). Good Usage, Bad Usage, and Usage, The American Heritage Dictionary of the English Language. William Morris, Ed. (Boston: American Heritage Publishing Co., Inc. and Houghton Mifflin Company), 22-24.
Chadhuri, A., & Holbrook, M.B., (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
Cox, F.D., Rich, U.S., (1964). Perceived Risk and Consumer Decision Making-The Case of Telephone Shopping. Journal of Marketing Research, 1, 4-32.
Delgado-Ballester, E., Munuera-Aleman, J.L., (2001). Development and Validation of A Brand Trust Scale. International Journal of Market Research, 45(1), 1238-1258.
Dobni D., & Zinkhan, G.M., (1990) In Search of Brand Image: a Foundation Analysis", in NA - Advances in Consumer Research Volume 17, eds. Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, Provo, UT : Association for Consumer Research, 110-119.
Dowling, G.R., & Staelin, R., (1994). A Model of Perceived Risk and Intended Risk Handling. Journal of Consumer Research, Vol: 21 (June), 119-134.
Gaski J.F., & Nevin J.R., (1985). The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel. Journal Marketing Research, 22(2), 130-142.
Hair, Joseph F.; Wolfinbarger, Mary F.; Ortinau, David, J.; Bush, Robert, P., (2010). Essentials of Marketing Research. McGraw-Hill Irwin, 30.
Hoyer W.D., & Brown S.P., (1990). Effects of Brand Awareness on Choice for a Common, Repeat-Purchase. Product Journal of Consumer Research, 17(2), 141-148.
Hsieh, M-H., Lindridge, A., (2005). Universal Appeals with Local Specifications. Journal of Product & Brand Management, Vol:14, Issue:1, p. 14-28.
Jacoby, J., & Kaplan, L.B., (1972). The Components of Perceived Risk. Proceedings of the Third Annual Conference of the Association for Consumer Research, p. 382-393.
Kanıbir, H., Nart, S., (2009). Investigating the Drivers of Choice Behavior: Corporate Image, Perceived Risk and Trust Interactions Through Reputation Management. Journal of Global Strategic Management, 3(1), 121-134.
Keegan, W. J., Green, M. C., (2005). Global Marketing, 4th ed., New Jersey, Upper Sadler River, p. 330.
Keller K.L., (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Kotler, P., (1991). Marketing Management: Analysis, Planning, Implementation and Control. Prentice-Hall, New York, p. 442.
Koubaa, Y., (2008). Country of Origin, Brand Image Perception, and Brand Image Structure. Journal of Marketing and Logistics, 20(2), 139-155.
Lassar, W., Mittal, B., & Sharma, A., (1995). Measuring Customer-Based Brand Equity. The Journal of Consumer Marketing, 12(4), 11-19.
Malhotra, N. K. (2010). Marketing Research an Applied Orientation. Prentice Hall, New Jersey, p. 381.
Mitchell, V.W., (1999). A Role For Consumer Risk Perceptions in Grocery Retailing. British Food Journal, 100, No:4, p. 171-183.
Parasuraman, A., (1998). Reflections on Gaining Competitive Advantage Through Customer Value. Journal of the Academy of Marketing Science, 25(2), 154-161.
Parasuraman, A., Zeithaml, V.A., & Berry, L.L., (1985). A Conceptual Model of Service Quality For Future Research. Journal of Marketing, 49, 41-50.
Pennanen, K., Taina K., Paakki, M.K. ,Trust, (2008). Risk, Privacy, and Security in e-Commerce, Trust and New Technologies. Marketing and Management on the Internet and Mobile Media. Edward Elgar, UK, 108-123.
Percy L., & Rossiter J.R., (1992). A Model of Brand Awareness and Brand Attitude Advertising Strategies. Psychology and Marketing, 9(4), 263-274.
Ping, R., Jr, (2004). On Assuring Valid Measures for Theoretical Models Using Survey Data. Journal of Business Research, 57, 125-141
Reast, J.D., (2003). The Role of Brand Trust within Related and Unrelated Brand Extension Activities: A Consumer Perspective. Published PhD Thesis, Leeds University.
Rubio N.,Oubina J.,Villasenor N., (2014). Brand Awareness–Brand Quality Inference and Consumer’s Risk Perception in Store Brands of Food Products. Food Quality and Preference, 32, 289-298.