Brand Awareness is a cognitive component of brand equity that refers to the extent to which consumers recognize and recall a brand within a particular product category, distinguishing it from competing brands through spontaneous or prompted memory retrieval.
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Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Kevin Lane Keller · Journal of Marketing · 1993 · 10.5K citations
Measuring Brand Equity Across Products and Markets
David A. Aaker · California Management Review · 1996 · 3.5K citations
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Griffith University
Brisbane, Australia
28 h-index
64 publications
6K citations
University of South Australia
Adelaide, Australia
24 h-index
67 publications
4.6K citations
University of Minnesota
Minneapolis, United States
24 h-index
45 publications
6.3K citations
Dartmouth College
Hanover, United States
22 h-index
28 publications
10.4K citations
University of Florida
Gainesville, United States
21 h-index
33 publications
4.6K citations
Pennsylvania State University
State College, United States
19 h-index
43 publications
4K citations
University of North Texas
Denton, United States
18 h-index
32 publications
1.9K citations
University of Tennessee at Knoxville
Knoxville, United States
18 h-index
29 publications
2.3K citations
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- Journal of Business Research
JBR · 208 publications · 30.8K citations
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- Journal of Marketing Research
97 publications · 21.9K citations
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- Journal of Consumer Research
JCR · 69 publications · 20.2K citations
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- Journal of Brand Management
160 publications · 11.6K citations
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- Journal of Retailing and Consumer Services
89 publications · 8.4K citations
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