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Effect of Brand Awareness on Brand Loyalty and Repeat Purchases
Subject area: Management and Commerce · Area of research: Marketing Psychology / Consumer Behavior
DOI: https://doi.org/10.64388/IREV9I8-1714235
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.
How to cite this paper
@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}
}