| Brand equity is defined here as the advantage gained by a product that uses a specific brand name rather than an "unknown" brand name. At the consumer level, brand equity is postulated to be a reflection of two components, specifically, brand awareness and brand evaluation. Most research has focussed on brand evaluations--and little attention has been given to brand awareness. However, brand awareness is a necessary condition for choice by consumers and its role in brand equity deserves greater attention. The research reported here explores the nature of brand awareness and the factors that affect brand awareness.;Brand choice is modelled as having two stages. The first stage, brand evocation (awareness), is both necessary and sufficient for brand choice. The second stage, brand evaluation, is contingent on the brand evocation stage; that is, the evaluation of brands not evoked is irrelevant. Accordingly, attention is shifted from brand evaluation as the appropriate measure of brand equity to brand choice; a brand is said to have equity to the extent that it is "favoured" at choice. That is, brand equity reflects selective evocation and/or favorable evaluation (preference).;A model of consumer memory as an associative network is proposed with the brand forming the focal node, and the brand associates which are links between the brand and other nodes including attributes, benefits, attitudes, product category and situations. Memory is conceptualized as having a different role at each of the two stages in brand choice. While most research into brand equity has considered the accessibility of brand associates given the brand, the focus in this research will be the accessibility of the brand given the associates. That is, while brand-to-associate links underlie brand evaluation, associate-to-brand links are postulated to underlie brand awareness.;The dissertation research comprises three minor studies relating to the measurement of brand awareness, and one major study relating to the management of brand awareness. The first of the three minor studies determines the nature of "cues" (brand associates) used by consumers in the evocation of brands in consumption situations. The second and third studies examined two measures of brand awareness, one a recall measure and the other a response latency measure. The influence of the provision of associates of the brand as cues and how they affect the recall and response latency measure are examined.;The major study tests the proposition that brand awareness in the choice situation is facilitated to the extent that conditions in the response situation match those in the exposure situation. |
