会计与营销

The Impact of Brand Awareness on the Consumers’ Purchase Intention

Abstract

Zarlish Shahid, Tehmeena Hussain and Fareeha Zafar

This paper presents a review about the impact of brand equity and brand awareness on the purchasing intentions of the consumers. The purpose of the paper is to elaborate the relation between the awareness of a brand and the intention of consumer of buying that brand. This has been done by going through different literature and articles by different authors. It will help the readers to come across the work done by various well known authors at one place and hence will help to know how knowing a brand well will affect the consumer in making decision about buying a product.