Concepedia

Concept

brand awareness

Parents

16.9K

Publications

1.4M

Citations

23.9K

Authors

4.8K

Institutions

About

Brand awareness is a fundamental construct in marketing and consumer behavior research, defined as the extent to which consumers can recognize and recall a brand under different conditions. It investigates the cognitive accessibility of a brand in the consumer's memory, examining dimensions such as aided recognition and unaided recall. Its significance lies in its foundational role in the consumer decision process, serving as a prerequisite for brand consideration, influencing purchase likelihood, and acting as a key metric for evaluating marketing communication effectiveness and overall brand equity.

Top Authors

Rankings shown are based on concept H-Index.

LD

University of Birmingham

KL

Dartmouth College

EK

Yonsei University

CV

University of Glasgow

DA

University of California, Berkeley

Top Institutions

Rankings shown are based on concept H-Index.

Griffith University

Brisbane, Australia

Monash University

Melbourne, Australia

University of Minnesota

Minneapolis, United States

University of Florida

Gainesville, United States