Effect of Brand Awareness on Brand Loyalty and Repeat Purchases

References

[1] Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value ofa brand name. Free Press.

[2] Ali, H. (2019). Building repurchase intention and purchase decision: Brand awareness and brand loyalty analysis (Case study private label product in Alfamidi Tangerang). International Journal ofBusiness andManagement Invention, 8(3), 20–30.

[3] Chaudhuri, 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.

[4] Chen, S. (2024). The impact of brand awareness on purchase intention. International Journal ofMarketing Research, 66(1), 15–27.

[5] Chierici, R., Del Bosco, B., Mazzucchelli, A., & Chiacchierini, C. (2019). Enhancing brand awareness, reputation and loyalty: The role of social media. International Journal of Business andManagement, 14(1), 231–241.

[6] Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal ofthe Academy ofMarketing Science, 22(2), 99–113.

[7] Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198.

[8] Festinger, L. (1957). A theory ofcognitive dissonance. Stanford University Press.

[9] Heckman, M. A., Sherry, K., & Gonzalez de Mejia, E. (2010). Energy drinks: An assessment oftheir market size, consumer demographics, ingredient profile, functionality, and regulations in the United States. Comprehensive Reviews in Food Science andFood Safety, 9(3), 303–317.

[10] Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal ofConsumer Research, 17(2), 141–148.

[11] Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer behavior (6th ed.). South-Western Cengage Learning.

[12] James, W. (1890). Theprinciples of psychology (Vol. 1). Henry Holt.

[13] Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal ofMarketing, 57(1), 1–22.

[14] Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3rd ed.). Pearson Education.

[15] Khan, S., Rahman, S., & Fatima, A. (2016). The impact of brand loyalty on consumer buying behavior. InternationalJournal ofBusiness andManagement, 11 (12), 224–230.

[16] Kotler, P. (1997). Marketing management: Analysis, planning, implementation, and control (9th ed.). Prentice Hall.

[17] Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education. Lewis, E. St. Elmo. (1899). Financial advertising. The Burroughs Company.

[18] Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal ofBusiness Research, 48(1), 5–15.

[19] Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370–396.

[20] Maslow, A. H. (1954). Motivation andpersonality. Harper & Row.

[21] Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A., & Okumus, F. (2018). Attracting tourists to visit green hotels -The role of consumer innovativeness, environmental concerns and green image. Journal ofHospitality and Tourism Technology, 9(1), 50–69.

[22] Nowak, D., & Jasionowski, A. (2015). Analysis of consumption of energy drinks among Polish adolescents. International Journal ofEnvironmental Research and Public Health, 12(7), 7910–7921.

[23] Oliver, R. L. (2010). Satisfaction: A behavioral perspective on the consumer (2nd ed.). Routledge.

[24] Raj, I. K., Kumar, T. M., & Babuji, M. (2024). A survey investigation on the impact ofa product's brand image on repeat purchases. Journal of Consumer Psychology and Marketing, 12(1), 45–58.

[25] Razak, N., Themba, O. S., & Sjahruddin, H. (2019). Brand awareness as predictors of repurchase intention: Brand attitude as a moderator. International Journal ofScientific and Technology Research, 8(11), 3374–3381.

[26] Rua, O. L. (2022). The impact of product differentiation and brand awareness on consumer choice. European Journal ofMarketing and Economics, 5(2), 18–33.

[27] Saleem, S., Rahman, S. U., & Omar, R. M. (2015). Measuring customer-based beverage brand equity: Investigating the relationship between perceived quality, brand awareness, brand image, and brand loyalty. InternationalJournal ofMarketingStudies, 7(1), 66–77.

[28] Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Education.

[29] Solomon, M. R. (2018). Consumer behavior: Buying, having, and being (12th ed.). Pearson Education.

[30] Tajfel, H., & Turner, J. C. (1986). The social identity theory ofintergroup behavior. In S. Worchel & W. G. Austin (Eds.), Psychology ofintergroup relations (pp. 7–24). Nelson-Hall.

[31] Tam, L., Wood, W., & Ji, M. F. (2024). Brand loyalty is not habitual: Distinguishing repeated purchase from affective commitment. Journal ofConsumer Psychology, 34(2), 198–211.

[32] Zhang, Y. (2020). The impact ofbrand image on consumer behavior: A literature review. Open Journal ofBusiness andManagement, 8(1), 51–65.

@article{1714235,
      author = {Bhoomika Sharma, Ashlesha Mandge, Priyal Sood, Asmi Aggarwal},
      title = {Effect of Brand Awareness on Brand Loyalty and Repeat Purchases},
      journal = {Iconic Research And Engineering Journals},
      year = {2026},
      volume = {9},
      number = {8},
      pages = {1232-1245},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1714235.pdf},
      abstract = {The purpose of this study is to examine the effect ofbrand awareness on brand loyalty and repeat purchase behavior taking the sample size as individuals aged between 15 to 24 keeping energy drinks as the subject for the study.Including psychological frameworks such  as  the AIDA model, Maslow’s Hierarchy of Needs, Social Identity Theory and Cognitive  Dissonance  Theory,  this  research  studies  how  consumer  awareness  and customer  satisfaction affect brand preference and  habitual  buying behaviour. In  this research paper, the method of purposive sampling was used to survey and collect data from 450 participants by using a structured questionnaire, collecting demographic data, analyzing  the  patterns  of consumption  and study the perceptual  evaluations using  a four-point  Likert  scale  of  measurement.  The  study  used  tools  of  correlation  and regression for analyses to deeply understand the relationship between the key variables which includes brand awareness, satisfaction, taste, price perception and usage frequency. Results  showed  a  moderately  strong  positive  correlation  (r  =  0.59)  between brand awareness   and   brand   preference   and  some   important  relations   between  overall satisfaction,  taste  and  repeat purchases  (β  =  0.274, p<0.05  and  β  =  0.221, p<0.05, respectively).  The  findings also  showed that while  price  sensitivity had  a moderate negative relation with repeat purchases(r=-0.230, p<0.05) it was not the strongest factor affecting repeat consumption. The study further explains that emotional and perceptual factors, especially satisfaction and familiarity, play a crucial role in developing brand loyalty   and   repeated   purchasing.   These   insights   also   provide   several   practical implications for marketers who want to enhance brand equity in competitive, fast-moving consumer goods sectors. This study contributes to a broader understanding of consumer behavior by explaining the psychological factors that affect  brand preference and repeat buying behavior among the young or adult consumers.},
      keywords = {Brand  Awareness,  Brand  Loyalty,  Repeat  Purchase,  Consumer  Behavior, Energy Drinks, Satisfaction, AIDA Model, Purposive Sampling.},
      month = {February},
      doi = {https://doi.org/10.64388/IREV9I8-1714235}
  }