Investigating the effect of brand awareness and brand image on purchase behavior of customers

The purpose of this paper is to develop a comprehensive model that combines brand awareness and brand image perspectives oncurrent and future purchases. These researchers used structural equation modeling to test the significance of the overall model and the specified paths. Findings indicate that current purchases are affected by directly by brand awareness and indirectly by brand image. In contrast, future purchases are not affected by either dimension of brand knowledge directly. The present study did not examine feedback effects and only included consumer categories, no individual differences variables. As such, these researchers recommend that future research examine feedback effects and include additional consumer categories, B2B categories and individual-differences variables such as variety seeking and innovativeness. Brand managers spend considerable resources on measuring brand awareness and brand image. This is a cross-paradigm paper and it is the first that combines two separate broad-based perspectives on brands in a simple comprehensive model for researchers and brand managers.