The relationship between brand awareness and purchase intention: A meta-analysis study

Abstract

This study aimed to determine the relationship between brand awareness and purchase intention through meta-analysis. The scope of the study was limited to the data set of studies conducted in Turkey. For this purpose, relevant studies were accessed using the National Thesis Centre (Türkiye), Kafkas University Database, and Google Scholar search engine. Twelve studies, seven theses and five articles, were deemed appropriate for inclusion in the analyses. CMA 4.0 (Comprehensive Meta-Analysis 4.0) program was used for the analyses in the study. In the analyses, it was determined that there was a heterogeneous distribution and there was no publication bias. As a result of the analyses, it was determined that the effect size (according to Pearson r) between brand awareness and purchase intention was 0.627 (in the fixed effect model) and 0.610 (in the random effect model). Therefore, according to the data obtained from the studies included in the meta-analysis, it was revealed that brand awareness positively affects purchase intention.

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ISSN: 2148-2586
bmij (2023) 11 (3):1121-1129
doi: https://doi.org/10.15295/bmij.v11i3.2288
© 2023 The Author(s).
This article was prepared in line with research and publication ethics and scanned for plagiarism by using iThenticate.
Research Article
The relationship between brand awareness and purchase
intention: A meta-analysis study
Marka farkındalığı ve satın alma niyeti arasındaki ilişki: Bir meta-
analiz çalışması
Yağmur Kerse1
1
Asst. Prof., Kafkas University, Kars,
Turkey, yagmurtarhan@hotmail.com
ORCID: 0000-0002-6773-1153
Submitted: 1/08/2023
Revised: 1/09/2023
Accepted: 10/09/2023
Online Published: 25/09/2023
Citation: Kerse, Y. The relationship
between brand awareness and purchase
intention: A meta-analysis study, bmij
(2023) 11 (3): 1121-1129, doi:
https://doi.org/10.15295/bmij.v11i.2288
Abstract
This study aimed to determine the relationship between brand awareness and purchase intention
through meta-analysis. The scope of the study was limited to the data set of studies conducted in
Turkey. For this purpose, relevant studies were accessed using the National Thesis Centre (Türkiye),
Kafkas University Database, and Google Scholar search engine. Twelve studies, seven theses and five
articles, were deemed appropriate for inclusion in the analyses. CMA 4.0 (Comprehensive Meta-
Analysis 4.0) program was used for the analyses in the study. In the analyses, it was determined that
there was a heterogeneous distribution and there was no publication bias. As a result of the analyses,
it was determined that the effect size (according to Pearson r) between brand awareness and purchase
intention was 0.627 (in the fixed effect model) and 0.610 (in the random effect model). Therefore,
according to the data obtained from the studies included in the meta-analysis, it was revealed that
brand awareness positively affects purchase intention.
Keywords: Brand Awareness, Purchase Intention, Meta-Analysis
Jel Codes: M30, M31, M39
Öz
Bu çalışmada marka farkındalığı ve satın alma niyeti arasındaki ilişkinin meta analiz yoluyla
belirlenmesi amaçlanmıştır. Araştırma kapsamı Türkiye’de yapılmış çalışmalara ait veri seti ile
sınırlandırılmıştır. Bu amaçla Ulusal Tez Merkezi, Kafkas Üniversitesi Veri Tabanı ve Google
Akademik arama motoru kullanılarak ilgili çalışmalara ulaşılmıştır. Araştırmaya 7’si tez, 5’i makale
olmak üzere toplam 12 çalışma dahil edilmiştir. Analizler için CMA 4.0 (Comprehensive Meta
Analysis 4.0) programı kullanılmıştır. Yapılan analizlerde heterojen bir dağılımın sergilendiği ve
yayın yanlılığının bulunmadığı tespit edilmiştir. Bunun yanında marka farkındalığı ile satın alma
niyeti arasındaki etki büyüklüğünün (Pearson r’ye göre) fixed etki modelinde 0,627; random etki
modelinde ise 0,610 olduğu belirlenmiştir. Dolayısıyla meta analize dahil edilen çalışma
bulgularından elde edilen bulgulara göre marka farkındalığının satın alma niyetini pozitif yönde
etkilediği ortaya konulmuştur.
Anahtar Kelimeler: Marka Farkındalığı, Satın Alma Niyeti, Meta-Analiz
JEL Kodları: M30, M31, M39

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Introduction
In today's conditions, consumers, who have to make numerous daily decisions, also have to cope with
a huge information overload. This situation creates a mental strain for consumers. In order to cope with
this mental strain, consumers develop several shortcuts and rules of practice when making decisions.
One of these rules of practice, brands, is the rule of practice that consumers use the most in the
contemporary market. Because brands facilitate many purchasing decisions and provide assurance
(Hutter, Hautz, Dennhardt & Füller, 2013), it is not enough for the producers of goods/services to have
a good brand alone. In addition to being a good brand, consumers should also recognise this brand. In
other words, consumers must also be aware of it (brand awareness).
Brand awareness is the place of a brand in the consumer's mind compared to competing brands and
plays a very important role in the purchasing process (Aktepe & Baş, 2008). Because consumers prefer
to buy the brand they know (Shahid, Hussain & Zafar, 2017). In other words, consumers buy the
products of certain brands whose quality has been tested and has met their expectations. The reason
behind this situation is that consumers have difficulty trying something new. Therefore, branded and
quality-tested products are preferred by consumers (Maria, Pusriadi, Hakim & Darma, 2019). Various
studies have revealed that consumers prefer brands with a strong place in the consumer mind at the
purchasing stage (Aktepe & Baş, 2008).
This study determined the relationship between brand awareness and purchase intention through meta-
analysis. Meta-analysis is an objective and effective method used to summarize and make sense of the
extensive and comprehensive literature by using the data set of individual studies previously conducted
on the subject to be examined (Aksoy Kürü, 2021). Thanks to meta-analysis, which means "analysis of
analyses" (Üstün & Eryılmaz, 2014), the validity of individual studies with similar findings is
strengthened, and more reliable findings are obtained by combining the findings of small sample
studies (Akgöz, Ercan & Kan, 2004). In this context, this study aims to obtain a more reliable result by
determining the strength of the relationship between brand awareness and purchase intention through
meta-analysis. This study included the studies whose data were collected in Turkey in the analysis. As
a result of the literature review, no study examining the relationship between these two concepts with
meta-analysis was found in Turkey. The study is thought to contribute to the literature in this respect
because it deals with the relationship between brand awareness and purchase intention. In other words,
the study's contribution is to examine this relationship, which is addressed holistically in different
studies with different sectors and samples through meta-analysis.
Brand awareness is seen as one of the stepping stones of the purchasing process, and a high level of
awareness increases the likelihood of purchasing a product or service. For this reason, it is thought that
a holistic examination of the relationship between brand awareness, which helps businesses to provide
long-term sustainable competitive advantage (Foroudi, 2019), and purchase intention will shed light on
both managers and researchers working on this subject. In the study, firstly, the concepts of brand
awareness and purchase intention are explained. Then, studies dealing with the relationship between
the concepts are mentioned. In the method section of the study, the purpose and data of the study are
explained. After the findings are presented, some suggestions for businesses and future studies are
presented.
Conceptual framework
Kotler (1997) defines a brand as a name, logo, sign, and label distinguishing a product or service from
competitors (Tariq, Abbas, Abrar & Iqbal, 2017). However, the brand is now a concept that creates a
certain meaning and emotion in individuals beyond names, logos, and signs and creates a mark in their
minds and hearts. Therefore, a brand is a relationship involving trust (Wijaya, 2013).
Brand awareness is explained as the ability of a potential consumer to recognize and recall that a brand
belongs to a certain product category (Aaker, 2009). Brand recognition and brand recall are
subcomponents of brand awareness. Brand recognition refers to the ability of consumers to confirm
their previous encounters with the brand when the "brand" is given as a cue. On the other hand, brand
recall is consumers' ability to remember the brand when "product category" is given as a cue (Wang &
Yang, 2010).
Aaker (2009) states that brand awareness is a four-stage process. Accordingly, while the consumer is
unaware of the brand in the first stage, they recognize it in the second stage. The third stage is the stage
where the consumer remembers the brand. In the last stage, the brand becomes the first brand that
comes to mind in the consumer's mind. Therefore, brand awareness is formed.

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Brand awareness is a prerequisite for the consumer to create unique associations and pictures of the
brand. For a brand to be included in the basket created by the consumer for purchase, a certain brand
awareness must first be created. Because brand awareness provides familiarity and affinity with the
brand (Ceritoğlu, 2019), this familiarity and affinity enable consumers to recognize a brand in a product
category and make a purchase decision. Therefore, it can be said that brand awareness has an important
role in purchase intention (Chi, Yeh & Yang, 2009). Because brands with low brand awareness and
unrecognized brands are unlikely to be purchased by consumers (Avcılar, 2008).
Purchase intention means thinking and planning to purchase a good or service. It can also be expressed
as a consumer's desire to purchase a particular product or brand (Shahid et al., 2017). The effect of brand
awareness in creating this desire has been demonstrated in studies conducted in Turkey and the
international literature (Tariq et al., 2017; Maria et al., 2019; Rahmi, Ilyas, Tamsah & Munir, 2022). For
example, Üngör (2023) used data from customers using electronic marketplaces and found that brand
awareness positively affects purchase intention. In his study with consumers in Istanbul, Qaderi (2022)
determined that brand awareness positively affects purchase behaviour. Bahçekapılı (2019) suggested
that there is a positive relationship between brand awareness and purchase intention in his study on
customers purchasing smartphones. Yurdakul and Şener (2021) conducted a study with data obtained
from university students and found that the relationship between brand awareness and purchase
intention is positive. Onurlubaş (2018) obtained data from people who use white goods, and Karaca,
Sönmez Karapınar & Ata (2022) collected data from people who buy or book holidays online. In their
studies, these researchers found that purchase intention increased with increasing brand awareness.
Since the relationship between brand awareness and purchase intention is also addressed in this study,
other studies showing the relationship between variables are included in the following section
(method).
Method
Purpose and data of the study
This study aimed to determine the relationship between brand awareness and purchase intention, and
a meta-analysis method was used for this purpose. The findings obtained from the studies available in
the literature were considered in the study. Correlation coefficients (effect size) and sample sizes were
used in the study findings, and more holistic and reliable findings were tried to be obtained from the
findings of the studies in the literature.
Studies conducted in Turkey were considered for the research data in the study. In this direction, theses
and articles examining the relationship between brand awareness and purchase intention were
identified. The Turkey National Thesis Centre, Kafkas University Database (Subscriber databases such
as Ebsco, SOBIAD, etc.), and Google Academic search engine were used for this determination. In July
2023, a search was made using the keywords "brand awareness", "marka farkındalığı" and "marka
bilinirliği", and then the studies on purchase intention were selected. In this direction, thesis studies
containing the word "brand awareness" were searched through the National Thesis Centre web page,
and 114 thesis studies were determined. Then, 61 results were obtained for "marka farkındalığı", and 55
results were obtained for "marka bilinirliği". In addition, the Kafkas University Database was searched
with the word "marka farkındalığı", and 1,444 results were observed. In the same database, 711 results
were found in the search with the word "marka bilinirliği". Finally, Google Scholar was searched, and
3,050 results were obtained for "marka farkındalığı" and 2,290 results were obtained for "marka
bilinirliği". In these studies, the studies including the concept of "purchase intention" were identified.
Then, the studies were analysed according to the following inclusion criteria:
1. The studies must have been in Turkish or English in Turkey.
2. The studies should be a thesis or article.
3. The studies should address the relationship between brand awareness and purchase intention.
4. The concept of "purchase intention" should be analysed in the studies. For example, studies examining
variables such as brand awareness and purchase behaviour or brand awareness and purchase
preference should not be considered.
5. In the studies, correlation coefficients between these two concepts or R2 value should be given in
simple regression analysis findings.
6. Sample sizes should also be given in the studies.

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7. The studies' relationships between the concepts should be analysed as one-dimensional. Even if they
are considered multidimensional, holistic relationships for variables (such as general brand awareness)
should also be given.
Considering the above criteria, seven theses and five articles were suitable for the analysis. Studies
examining the relationship between brand awareness-purchase behaviour, preference, and decision
were excluded from the evaluation. In addition, studies in which correlation coefficients could not be
reached were also excluded. Although correlation coefficients were found in some studies (e.g., Öz,
2022), they were not included in the analysis due to their experimental design. In the final case, the
studies included in the analysis are in Table 1 below.
Table 1: Studies Included in the Analysis
Author(s) Study Title
Sample
(N)
Correlation
Coefficient (r)
Thesis
Atasever,
2020
The relationship among sub-culture identity, brand image, brand
awareness and purchase intention in the event sponsorship context
(Etkinlik sponsorluğu bağlamında alt kültür kimliği, marka imajı,
marka farkındalığı ve satın alma niyeti)
174
0,533
Thesis
Bahçekapılı,
2019
Marka bilinirliğinin tüketici satın alma niyeti üzerindeki etkisinde satış
elemanının özelliklerinin aracı rolü: Akıllı telefon kullanıcıları üzerine
bir araştırma (The mediating effect of salesperson characteristics on the
effect of brand awareness on purchase intention: A research on
smartphone users)
320
0,586
Thesis
Başarır,
2019
Marka farkındalığı ile satın alma niyeti arasındaki ilişki bağlamında
televizyon dizilerinde ürün yerleştirme (Product placement in tv series
in the context of the relation between brand awareness and purchase
intention)
396
0,759
Thesis
Bayrak,
2020
Sponsorlukların marka bilinirliğine ve satın alma kararına etkisi:
Üniversite öğrencileri üzerinde bir uygulama (The effect of
sponsorships on brand awareness and purchasing decision: A practice
on university students)
549
0,667
Thesis
Kamal,
2018
The role of social media on brand awareness and purchase intention
(Marka bilinciliği ve satın alma girişinde sosyal medya'nın rolü)
291
0,760
Thesis
Tekin, 2018
Marka bilinirliğinin satın alma niyeti üzerine etkisinde sosyal
medyanın aracılık rolü (The mediating role of social media on the
effects of brand awareness on purchase intention)
403
0,365
Thesis
Yamak,
2022
Hareketli ve ışıklı açık hava reklam ünitelerinin, marka farkındalığı,
marka tercihi ve satın alma niyetine etkisi üzerine bir araştırma
(Motion and light outdoor advertising units, brand awareness, brand
preference and intention to buy a research on its effect)
238
0,687
Article
Karaca et
al., 2022
Çevrimiçi deneyimin tatil satın alma niyeti üzerindeki etkisinde marka
farkındalığı ve marka çağrışımının rolü (The role of brand awareness
and brand association in the impact of the online experience on holiday
purchase intention)
343
0,691
Article
Onurlubaş,
2018
Marka değeri boyutlarının marka bağlılığı ve satın alma niyeti üzerine
etkisi: X marka beyaz eşya kullanıcıları üzerine bir uygulama (The
effect of brand value dimensions on brand loyalty and purchase
intention: An application on X brand white appliances users)
384
0,626
Article
Onurlubaş
& Öztürk,
2020
Hazır giyim sektöründe marka değeri boyutlarının satın alma niyeti
üzerine etkisi (The effect of brand value dimensions on purchasing
intent in ready-made clothing sector)
851
0,764
Article
Yapraklı &
Kara, 2015
Marka değeri bileşenlerinin müşteri temelli ölçümlenmesi:
Kahramanmaraş dondurma sektörüne yönelik bir uygulama
(Customer-based appraise of brand value components an application
towards Kahramanmaraş ice cream sector)
400
0,178
Article
Yurdakul &
Şener, 2021
Amaca yönelik pazarlama ve sponsorluk faaliyetleriyle desteklenen
marka değerinin tüketicilerin satın alma niyeti üzerine etkisi (The
effect of brand value supported by cause-oriented marketing and
sponsorship activities on the purpose intention of the consumers)
339
0,421
Analysing the data
The CMA 4.0 (Comprehensive Meta-Analysis 4.0) program analysed the research data. For this, firstly,
coding was made on the Microsoft Excel page for author(s), study name, correlation coefficient, and
sample. Then, the coding was checked by an independent person. These data, whose control was
completed, were entered into the program and analysed. In the analysis, Fisher's z values were used
instead of correlation values, taking into account the recommendations of the researchers (Şen &
Yıldırım, 2020). The analysis findings are given in Table 2 (correlation values) and Table 3 (Fisher's z
values). According to Table 3, it is seen that the effect of brand awareness on purchase intention varies
between 0.180 and 1.006 in terms of Fisher's z and has positive values. In addition, it is observed that

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the general effect is 0.737 according to the fixed effect model and 0.709 according to the random effect
model.
Table 2: Forest Plot Obtained with Fixed and Random Effect Model (Correlation)
Model
Study Name
Statistics for each study
Correlation
Lower limit
Upper limit
Z-Value
p-Value
Atasever, 2020
0,533
0,417
0,632
7,772
0,000
Bahçekapılı, 2019 0,586 0,509 0,654 11,957 0,000
Başarır, 2019
0,759
0,714
0,798
19,702
0,000
Bayrak, 2020
0,667
0,618
0,711
18,818
0,000
Kamal, 2018
0,760
0,707
0,805
16,906
0,000
Tekin, 2018
0,365
0,277
0,447
7,653
0,000
Yamak, 2022
0,687
0,613
0,749
12,911
0,000
Karaca et al., 2022
0,691
0,631
0,743
15,671
0,000
Onurlubaş, 2018
0,626
0,561
0,683
14,343
0,000
Onurlubaş & Öztürk, 2020
0,764
0,735
0,791
29,288
0,000
Yapraklı & Kara, 2015
0,178
0,081
0,271
3,585
0,000
Yurdakul & Şener, 2021
0,421
0,329
0,505
8,229
0,000
Fixed
0,627
0,609
0,644
50,242
0,000
Random
0,610
0,502
0,700
8,844
0,000
Table 3: Forest Plot Obtained with Fixed and Random Effect Model (Fisher’s Z)
Model
Study Name
Statistics for each study
Fisher’s Z
Standard
error
Variance Lower limit Upper limit Z-Value p-Value
Atasever, 2020
0,594
0,076
0,006
0,444
0,744
7,772
0,000
Bahçekapılı, 2019
0,672
0,056
0,003
0,561
0,782
11,957
0,000
Başarır, 2019
0,994
0,050
0,003
0,895
1,093
19,702
0,000
Bayrak, 2020
0,805
0,043
0,002
0,721
0,889
18,818
0,000
Kamal, 2018
0,996
0,059
0,003
0,881
1,112
16,906
0,000
Tekin, 2018
0,383
0,050
0,003
0,285
0,481
7,653
0,000
Yamak, 2022
0,842
0,065
0,004
0,714
0,970
12,911
0,000
Karaca et al., 2022
0,850
0,054
0,003
0,744
0,956
15,671
0,000
Onurlubaş, 2018
0,735
0,051
0,003
0,634
0,835
14,343
0,000
Onurlubaş & Öztürk, 2020
1,006
0,034
0,001
0,938
1,073
29,288
0,000
Yapraklı & Kara, 2015
0,180
0,050
0,003
0,082
0,278
3,585
0,000
Yurdakul & Şener, 2021
0,449
0,055
0,003
0,342
0,556
8,229
0,000
Fixed
0,737
0,015
0,000
0,708
0,765
50,242
0,000
Random
0,709
0,080
0,006
0,552
0,866
8,844
0,000
Before evaluating the relationships in the study, the heterogeneity and publication bias of the studies
included in the analysis were checked. Q value, p-value and I2 value were examined for heterogeneity
(Table 4). As seen in Table 4, the Q value is 322,172, and the Df value is 11. The Q value should be greater
than that for heterogeneity at a 95% significance level and 11 degrees of freedom in the χ2 table. The Q
value in the study (322,172) was observed to be greater than the critical χ2 value (19,675;
https://www.medcalc.org/manual/chi-square-table.php). In addition, the p-value (0.000), another
criterion for heterogeneity, was less than 0.05. Finally, the I2 value was examined and found to be 96.586.
Since this value is higher than 75% (Borenstein, Hedges, Higgins & Rothstein, 2013), it is concluded that
there is a high level of heterogeneity.
The funnel plot (Figure 1), Classic fail-safe N values, and Begg and Mazumdar rank correlation values
were examined to determine any publication bias in the studies included in the analyses. The funnel
plot (Figure 1) determined that the studies were symmetrically distributed around the combined
(average) effect size and in the upper region of the graph as it should be. In the Classic fail-safe N test,
the N value was 7234. This value means that 7234 studies must be found for the p-value to be greater
than 0.05. The fact that it is very unlikely to reach this number of studies (i.e., too many studies are
required) indicates no publication bias. Finally, Kendall's tau p-value in the Begg and Mazumdar rank
correlation test was examined to detect bias. Since this value (0.316) was greater than 0.05, it was found
that there was no publication bias.

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Figure 1: Funnel Plot Indicating Bias
After determining that there was no heterogeneity and publication bias in the study, the effect findings
(in terms of Fisher z) for the studies examined in Table 2 were converted into Pearson r value as
suggested by the researchers (Şen & Yıldırım, 2020). The findings obtained are given in Table 4. In this
process, lower-upper limit values were also calculated and converted. The code =FISHERTERS(...) was
written for this conversion on the Microsoft Excel page.
Table 4: Findings for Heterogeneity and Effect Size
%95 CI
Model Number
studies
Effect
size
(Pearson)
S.E. Z p Lower
limit
Upper
limit
Q Df(Q) p I2
Fixed 12 0,627 0,015 50,242 0,000 0,609 0,644 322,172 11 0,000 96,586
Random 12 0,610 0,080 8,844 0,000 0,502 0,699
According to the findings obtained from the studies included in the meta-analysis in Table 4, the effect
size (according to Pearson r) between brand awareness and purchase intention is 0.627 in the fixed effect
model and 0.610 in the random effect model. Therefore, brand awareness positively affects purchase
intention. That is, it plays a role in people's purchase intention.
Discussion and conclusion
In this study, the findings of the studies on the relationship between brand awareness and purchase
intention in Turkey were combined and reinterpreted by the meta-analysis method. Within the scope
of the study, "brand awareness", "marka farkındalığı" and "marka bilinirliği" keywords were searched
through the National Thesis Centre, Kafkas University Database, and Google Scholar search engine.
Afterwards, the studies, including the purchase intention variable, were identified in the results. The
identified studies were re-examined according to the selection criteria, and it was seen that 12 studies,
7 of which were theses and 5 of which were articles, could be included in the study. It was observed
that the studies were conducted by obtaining data from smartphone users, online holiday buyers,
television viewers and customers from many different sectors, such as ready-to-wear clothing, white
goods, ice cream, home textiles, and decoration. A total of 4688 data were used in the studies used in
the meta-analysis.
Before examining the relationships between the concepts in the study, it was determined that the studies
included in the analysis exhibited a heterogeneous distribution and that there was no publication bias.

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As a result of the subsequent analyses, it was determined that the effect size (according to Pearson r)
between brand awareness and purchase intention was 0.627 in the fixed effect model and 0.610 in the
random effect model. In other words, in support of other studies in the literature (Tariq et al., 2017;
Maria et al., 2019; Bahçekapılı, 2019; Karaca et al., 2022; Üngör, 2023), it was observed that brand
awareness affects consumers' intention to purchase a product. In addition, it was determined that the
level of this relationship between brand awareness and purchase intention (effect size) is moderate
(0.627 and 0.610).
Today's consumers must choose among numerous brands when purchasing goods and services. While
making this choice, they tend to turn to brands they know or are familiar with. Therefore, products with
high brand awareness have a better place in the market and contribute to the company's profit (Shahid
et al., 2017). For this reason, businesses can be recommended to be more visible on social media and
engage in sponsorship activities to increase brand awareness. For example, companies can cooperate
with social media phenomena to increase brand awareness. In addition, they can sponsor
environmental and social projects to attract the attention of consumers who are now more sensitive to
environmental and social issues.
This study includes a holistic view of the relationship between brand awareness and purchase intention.
Through meta-analysis, the findings of the studies in Turkey have been combined, and a contribution
to the literature has been made by presenting a general and reliable result. However, there are
limitations of the study, such as the fact that the research was conducted only in correlation with the
studies conducted in Turkey and that there were no determinations regarding the mediator and
moderator variables in the relationship between the concepts. It may be recommended to consider these
limitations in future studies and conduct a meta-analysis study, including studies in the international
literature. In addition, even if brand awareness plays an important role in purchase intention, there is
no guarantee that it will turn into purchasing behaviour. In other words, brand awareness is only one
step in the purchasing process. Therefore, studies on purchase behaviour and intention (purchase) can
be examined in future studies.
Peer-review:
Externally peer-reviewed
Conflict of interests:
The author has no conflict of interest to declare.
Grant Support:
The author declared that this study has received no financial support.
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