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TEM Journal. Volume 13, Issue 4, pages 3056-3067, ISSN 2217-8309, DOI: 10.18421/TEM134-40, November 2024.
3056 TEM Journal – Volume 13 / Number 4 / 2024.
Measures of Brand Awareness:
Bibliometric Analysis and Systematic Review
Campo Elías López-Rodríguez 1, Luis Gabriel Gutiérrez Bernal 2,
Luis Alberto Páramo Renza 2
1Universitaria Agustiniana, Bogotá, Colombia
2Fundación Universitaria del Área Andina, Bogotá, Colombia
Abstract – This research aims to identify the main
findings regarding the measures used to establish
brand awareness from the perspective of consumer
behavior. To achieve this, a quantitative bibliometric
study was conducted on articles published in Scopus,
using the Bibliometrix software, and a qualitative
systematic review was performed following the
PRISMA protocol parameters. The findings indicate
that the main metrics, unaided awareness, aided
awareness, perceived value, trust, and word of mouth
in particular, in virtual scenarios, virtual interactivity,
quality of information and market opinions stand out.
These measures are fundamental tools for
strengthening brand awareness management in
companies. Research on brand awareness has relied on
similar constructs for decades, without significant
conceptual or methodological innovations. Therefore, it
is necessary to revitalize brand awareness management
by incorporating perspectives adapted to the digital
environment, where new constructs related to brand
awareness in virtual contexts emerge, such as digital
interaction and the influence of user opinions—key
elements for the development of corporate brand
equity.
Keywords – Brand awareness, branding, brand
equity, systematic review, bibliometrics.
DOI: 10.18421/TEM134-40
https://doi.org/10.18421/TEM134-40
Corresponding author: Campo Elías López-Rodríguez,
Universitaria Agustiniana, Bogotá, Colombia
Email: campo.lopez@uniagustiniana.edu.co
Received: 27 May 2024.
Revised: 30 October 2024.
Accepted: 08 November 2024.
Published: 27 November 2024.
© 2024 Campo Elías López-Rodríguez, Luis
Gabriel Gutiérrez Bernal & Luis Alberto Páramo Renza;
published by UIKTEN. This work is licensed under the
Creative Commons Attribution-NonCommercial-NoDerivs
4.0 License.
The article is published with Open Access
at https://www.temjournal.com/
1. Introduction
Brand equity is one of the most essential strategic
branding activities in today's market-oriented
organizations and when the product is highly
recognized, trustworthy, and of the highest quality. It
solidifies within companies, establishing a strong
identity for the user [29], considering the importance
of trademark building in defining brand equity.
Consumers have greater awareness and
understanding of the brand by recognizing
positioned, favorable, and specific brand associations
in their memory [11]. From these associations arises
brand equity, and marketers manage it through
various components, among which brand awareness
plays a significant role.
Brand awareness is part of the theoretical model
established as the value of a brand proposed by
Aaker [1] and Keller [13]. In the first model, Aaker
states that brand equity comprises four constructs: i)
brand association, ii) perceived quality and iii) brand
awareness, while the brand equity derives from the
constructs of brand image and brand awareness.
Brand identification by the market, brand recall,
and brand attitude all shape brand awareness [14] in
line with Keller [11], who states that trademark
recognizability and recall shape brand awareness.
Acknowledgement is understood as the customer's
capability to corroborate their previous contact to the
trademark, likewise recall is the recovery without
needing the help of the brand within their memory.
Aaker [1] acknowledges that consumers can recall
and recognize the brand through various elements
such as logos, isotypes, trade names, colors, and
designs, otherwise known as brand awareness. These
aspects contribute to establishing an identity, clear
goal towards the brand value promise, which the
organization and its integral structure must adopt for
the benefit of consumers and its interested parties
[15].Considering that the objective of a brand is to
gain notoriety and differentiation within the market,
brand awareness makes a representative contribution
to this strategic objective of branding since this
construct allows the measurement of its level of
recall [20].
TEM Journal. Volume 13, Issue 4, pages 3056-3067, ISSN 2217-8309, DOI: 10.18421/TEM134-40, November 2024.
TEM Journal – Volume 13 / Number 4 / 2024. 3057
Supiyandi et al. [28] state that, with brand
awareness, its value would be more substantial and
more present because brand recognition is
fundamental in making decisions associated with
consumption, particularly for the availability and
preference in various product categories [12].
While it is true that research processes have been
conducted to reinforce brand awareness within the
scenario of consumer psychology [21] it is pertinent
to identify the different alternatives that have been
used for this purpose, to recognize its components
and generate an approach different determinant for
its adequate consolidation. Therefore, this research
aims to provide the tracking questions below:
- RQ1: What has been the evolution in the
generation of scientific articles related to brand
awareness?
- RQ2: Which are the most relevant authors in
brand awareness research globally?
- RQ3: What are the most important articles in
terms of number of citations?
- RQ4: Which journals have the highest rate of
production in brand awareness?
- RQ5: In which country is the largest number of
scientific products, citations and collaborative work
on branded knowledge concentrated?
- RQ6: What are the concepts that emerge from
scientific products related to brand awareness?
- RQ7: What are the main alternatives for
measuring brand awareness in the consumer behavior
scenario?
This research responds to the need to recognize
the fundamental aspects of brand awareness as a
construct of brand value, being a fundamental
component for branding in its purpose of identifying
consumer behavior from the state of the art, which
will allow the establishment of appropriate lines of
research for the generation of scientific knowledge in
marketing. These questions will be addressed
through a systematic and bibliometric review, using
techniques previously structured in relevant scientific
studies [18] and others recently associated with brand
equity.
2. Methodology Section
To conduct the bibliometric analysis, and after
processing the dataset in Scopus, a total of 2311
documents from 1942 were obtained; however, the
strategy of filtering by year of publication was
applied, selecting documents published from 1990 to
2023, choosing this period due to the scientific
consolidation of market orientation by organizations
from an empirical perspective [27].
To conduct the bibliometric analysis, all
document types excluding retractions as well
editorial notes, short surveys, and note reviews were
included, generating a total of 2261 documents for
the analysis.
All identified areas of knowledge to grasp the
theoretical framework and empirical foundation of
brand awareness within academic contexts are
emphasized. A statistical analysis was performed in
January 2024 using the Bibliometrix tool [4].
Additionally, the VOSviewer software, a graphical
user interface (GUI) tool known for its strong
visualization capabilities [30] was utilized to support
this study.
Searching procedure in this database is
represented from the following syntax: TI-TLE-
ABS-KEY ( "brand awareness" ) AND ( EXCLUDE
( PUBYEAR , 1989 ) OR EXCLUDE ( PUBYEAR ,
1984 ) OR EXCLUDE ( PUBYEAR , 1983 ) OR
EXCLUDE ( PUBYEAR , 1977 ) OR EXCLUDE (
PUBYEAR , 1974 ) OR EXCLUDE ( PUBYEAR ,
1971 ) OR EXCLUDE ( PUBYEAR , 1969 ) OR
EXCLUDE ( PUBYEAR , 1968 ) OR EXCLUDE (
PUBYEAR , 1966 ) OR EXCLUDE ( PUBYEAR ,
1944 ) OR EXCLUDE ( PUBYEAR , 1942 ) AND (
EXCLUDE ( DOCTYPE , "no" ) OR EXCLUDE (
DOCTYPE , "sh" ) OR EXCLUDE ( DOCTYPE ,
"tb" ) OR EXCLUDE ( DOCTYPE , "ed" ) ).
For the systematic review, the concept of "brand
awareness" was explored on the basis of the
PRISMA statement, that underpins the development
of this type of literature review [22], collecting
documentary information in the month of January
2024 in the Scopus database from this search
strategy: TITLE ( "brand awareness" ) AND (
LIMIT-TO ( PUBYEAR , 2023 ) OR LIMIT-TO (
PUBYEAR , 2022 ) OR LIMIT-TO ( PUBYEAR ,
2021 ) OR LIMIT-TO ( PUBYEAR , 2020 ) OR
LIMIT-TO ( PUBYEAR , 2019 ) OR LIMIT-TO (
PUBYEAR , 2018 ) OR LIMIT-TO ( PUBYEAR ,
2017 ) ) AND ( LIMIT-TO ( DOCTYPE , "ar" ) OR
LIMIT-TO ( DOCTYPE , "cp" ) OR LIMIT-TO (
DOCTYPE , "ch" ) OR LIMIT-TO ( DOCTYPE ,
"re" ) ) AND ( LIMIT-TO ( SUBHOME , "BUSI" )
OR LIMIT-TO ( SUBHOME , "ENGI" ) OR LIM-
IT-TO ( SUBHOME , "COMP" ) OR LIMIT-TO (
SUBHOME , "SOCI" ) OR LIMIT-TO ( SUB-
HOME , "ECON" ) OR LIMIT-TO ( SUBAREA ,
"DECI" ) OR LIMIT-TO ( SUBAREA , "ARTS" )
OR LIMIT-TO ( SUBAREA , "PSYC" ) OR LIMIT-
TO ( SUBAREA , "NEUR") ).
In this exercise, 126 documents from the
qualitative systematic review were obtained.
TEM Journal. Volume 13, Issue 4, pages 3056-3067, ISSN 2217-8309, DOI: 10.18421/TEM134-40, November 2024.
3058 TEM Journal – Volume 13 / Number 4 / 2024.
The inclusion criteria incorporated the following,
studies in which the concept of "brand awareness" is
present in the title, documents related to areas:
Business, Management and Accounting, Social
Sciences, Economics, Econometrics and Finance,
Psychology, Engineering, Computer Science,
Decision Sciences, Arts and Humanities and
Neuroscience; studies developed between 2017 and
2023, particularly articles, proceeding, book
chapters, books, and reviews, excluding retractions,
editorial notes, short surveys, and reviews of notes.
On the other hand, the main exclusion criteria
included the following: studies that presented
incomplete information within the database records,
papers published before 2017, studies that did not
describe alternatives or determinants for measuring
brand awareness, and branding, marketing,
advertising, digital and consumer studies that did not
relate to brand awareness measurement. The
document screening according to PRISMA is shown
in Figure 1.
Figure 1. Document screening according to PRISMA
3. Results
The following results present the bibliometric
indicators, which provide a holistic and global
perspective on the scientific production associated
with brand awareness, particularly the evolution in
the generation of scientific documents, authors,
documents, countries, and journals with the highest
representation, concluding with the bibliometric
conceptual structure. Following this, the qualitative
systematic review presents the different alternatives
for measuring brand recognition in the context of
consumer behavior. The results are presented below.
3.1. Bibliometric Analysis
To identify the evolutionary progression of
scientific articles related to brand awareness to date
by providing an answer to RQ1, highlight that in the
bibliometric analysis, the registry of 2261 documents
between 1992 and 2023, 1752 articles, 16 books, 132
book chapters, 278 conference papers, 9 conference
reviews, and 84 reviews.
A total of 4150 authors were found through the
bibliographic review, 301 of whom generated articles
individually, and a total of 3849 authors published
documents, obtaining a document per author index of
0.446 and an average of 2.24 authors per document, a
co-authors-to-article ratio of 2.67, and collaboration
index of 2.56. Notably, the average number of
references found per published document is 17.59,
and the number of citations per year of these
documents is 1,938.
Figure 2 describes the yearly production of the
documents for the period 1992 to 2023. It shows the
poor production of the subject in the 1990s, a slight
increase and stability from 2000 to 2008; however,
from 2009 to date, an increase of these documents
has been detected, which shows the rising interest in
brand awareness as a research topic in the fields of
marketing, branding, and consumer behavior.
Responding to RQ2, the most representative
authors in brand awareness research at a global level
are listed in Figure 3.
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TEM Journal – Volume 13 / Number 4 / 2024. 3059
Among them are Yichuan Wang, a researcher in
digital marketing and consumer affairs at the
University of Sheffield; James Zhang, an instructor at
the University of Georgia who focuses on branding
in the sports sector; Tulay Girard, who is a Professor
of Marketing at Pennsylvania State University, and
Fevzi Okumus, professor at the University of Central
Florida, focusing his research efforts on strategic
management in the tourism sector.
In response to RQ3, the studies that have reached
the most significant results are established according
to their number of citations and are shown in Table 1.
The following research stands out: "An
Examination of Selected Marketing Mix Elements
and Brand Equity", Yoo et al. (2000) with a total of
1513 citations, a paper that examines the relations
between certain aspects of the marketing mix and the
creation of brand equity. The next study, "Consumer-
based Brand Equity: Improving the Measurement.
Empirical Evidence" [23], which records 465
citations and in which the authors aim to improve the
outcome of the consumer-based brand equity
assessment using non-discriminant indicators in the
measurement scales. Finally, the article "Building
Brand Equity through Corporate Social Marketing"
[10], which has 455 citations, describes six ways in
which corporate social marketing programmers
strengthen branding in organizations.
Figure 2. Annual document production
Figure 3. Authors with the highest scientific productivity
Table 1. Most cited documents
Author
Title of document
Total citations
TC per year
[31]
An examination of selected marketing mix elements
and brand equity.
1513 65,8
[23]
Consumer-based Brand Equity: Improving the
Measurement. Empirical Evidence.
465 25,8
[10]
Building brand equity through corporate social
marketing.
455 21,7
[9]
Are brands forever? How brand knowledge and
relationships affect current and future purchases.
405 23,8
[14]
The relationship between brand equity and firms’
performance in luxury hotels and chain restaurants.
338 18,8
2 2 3 1 8 6 2
12 12 9
22 19 19
35
24 28 37 45
56 65 72 77
93
112
124
146
128
182
237
191
223
242
0
50
100
150
200
250
300
1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 20 05 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 20 20 2021 2022 2023
Number of documents
Year
9
8
7
6 6 6 6
5 5
2.4 2.6 2.3 1.5 1.9
4.2
2.1
3.3
0.8
0
1
2
3
4
5
6
7
8
9
10
Wang Y Zhang J Girard T Okumus F Pinar M Sharma R Wang H Baena V Berchialla P
Number of documents
Authors
Documents Documents fractionalized
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3060 TEM Journal – Volume 13 / Number 4 / 2024.
As for the journals with the highest production on
brand knowledge, listed in Figure 4 and in response
to RQ4, Advances in Marketing Science:
Proceedings of The Academy of Marketing Science
stands out with 50 published documents, with a
significant growth in its participation since 2014;
however, its impact from the h, g and m indexes is
not representative.
Following this Proceeding are the Journal of
Product and Brand Management (36 papers), the
Journal of Business Research (20 papers), and the
British Food Journal and Marketing Intelligence and
Planning (18 papers), being journals of high global
prestige in the field of branding and management, as
shown in Table 2.
Table 2. H, G and M indexes of leading journals
Journal h_index g_index m_index Total citations
Journal of Product and Brand
Management
19 36 1,12 1976
Journal of Business Research 13 20 0,57 1724
Marketing Intelligence and
Planning
11 18 0,69 656
Journal of Consumer Marketing 11 15 0,52 989
Journal of Product & Brand
Management
11 15 0,41 1234
Journal of Marketing
Communications
10 13 0,42 249
European Journal of Marketing 10 12 0,56 732
British Food Journal 9 14 0,38 201
Figure 4. Top 20 journals by number of documents
In response to RQ5, the top five countries in terms
of citation levels are the United States (7012
citations), China (1997 citations), Australia (1556
citations), Korea (1487 citations) and Spain (1417
citations). It is pertinent to highlight the prominence
of the United States and China in studies on branding
and brand awareness.
These countries have a business culture in which
branding is a critical element of business strategy, as
their industrial park invests in building and
promoting their brands to create value and build trust
in the market.
10
11
11
11
12
12
12
13
13
15
15
15
15
16
17
18
18
20
36
50
010 20 30 40 50 60
Advances in Intelligent Systems and Computing
Young Consumers
Indian Journal of Marketing
Asia Pacific Journal of Marketing and Logistics
Journal of Promotion Management
International Marketing Review
European Journal of Marketing
Journal of Marketing Communications
Journal of Brand Management
Journal of Product & Brand Management
Journal of Fashion Marketing and Management
Journal of Consumer Marketing
ACM International Conference Proceeding Series
Strategic Direction
Sustainability (Switzerland)
Marketing Intelligence and Planning
British Food Journal
Journal of Business Research
Journal of Product and Brand Management
Proceedings Developments in Marketing Science
Number of documents
Journal
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Table 3. Top 10 document production and levels of international co-cooperation SCP and MCP by country.
Top Country Documents SCP
MCP
1 USA 721 619
102
2 China 219 174
45
3 India 151 116
35
4 Korea 84 78
6
5 Australia 64 53
11
6 United Kingdom 54 42
12
7 Malaysia 50 36
14
8 Iran 39 32
7
9 Indonesia 38 34
4
10 Spain 36 35
1
Recognizing the co-occurrence of keywords
among the authors analyzed in the bibliometric study
is essential for addressing RQ6 and uncovering
emerging concepts in scientific output related to
brand awareness. This co-occurrence is illustrated in
Figure 5. The purpose of this methodology is
relevant because it allows for the identification of
thematic relationships between published papers and
the main research topics associated with brand
awareness, as well as collaboration between authors
since the emerging research areas help to visualize
the current areas of interest in this field of branding.
Initially the central theme of the bibliometric
analysis, such as brand awareness, is set out in red,
together with advertising, brands, consumers, and
sponsorships, emphasizing the relationship of this
issue to brand’s stakeholder communication
processes. This theme represents the prominence of
the brand in the consumer's mind, which allows a
brand to be recognized and memorable in the
marketplace [7].
Another cluster (blue) highlights the topic of
brand image, consumer-based brand equity, brand
awareness, value perception, and trademark
orientation, making this cluster the one representing
brand equity for the consumer.
The brand image represents perceptions about the
brand and reflects an association in the consumer's
memory [11]; therefore, this topic not only focuses
on the construction of a symbol for communication
activities with stakeholders but becomes a tactical
asset that leverages brand equity, associating
enduring brand values in the enduring memories of
consumers.
A third cluster (brown) visualizes three relevant
topics: brand associations, perceived quality, and
brand fidelity, these being fundamental aspects
within the Aaker's [2] brand equity. Another cluster
(purple) focuses on purchase intent, social media,
Facebook, E-WOM, and viral marketing. This
grouping encompasses the digital environment, social
networks, and E-commerce [26].
Lastly, the cluster (yellow) brings together the
term’s consumer fidelity, brand awareness, trust,
trademark evaluation, and brand personality,
determining as a main characteristic of this group the
relationship and alignment of consumers with brands.
Brand loyalty comprises psychological elements of
evaluation and decision-making that consolidate
attitudes and emotions associated with brands,
generating effective and repetitive purchase
behaviors.
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3062 TEM Journal – Volume 13 / Number 4 / 2024.
Figure 5. Co-occurrence of authors' keywords.
Likewise, it is relevant to identify the importance
of these keywords at a temporal level, an analysis
visualized in Figure 6, which shows that in the early
years of the 2012s, the trends of keywords in
research processes were oriented towards brands,
advertising, consumers, financial management, and
marketing of health services, among others; topics
that identify the interest of researchers towards
managerial and strategic aspects.
In the middle of this period, topics associated
with brand awareness were highlighted, consumer-
based brand equity, brand communication,
marketing, brand loyalty, perception of value, gender
and consumer studies, co-branding, and brand
preferences, aspects that highlight the importance
and prominence of consumers in the building of
trademark equity.
In the final part of this decade, issues with a relevant
digital focus for integrated communication between
organizations and their stakeholders stand out. These
include digital marketing, social media, user
experience, social networks, influencer marketing,
digital behavior and aptitude, and voice-to-voice in
digital consumer scenarios.
Figure 6. Temporal co-occurrence of keywords
TEM Journal. Volume 13, Issue 4, pages 3056-3067, ISSN 2217-8309, DOI: 10.18421/TEM134-40, November 2024.
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The development of the bibliographic linkage
allows for a holistic understanding of the literature on
a given topic, particularly from this exercise on the
topic of brand awareness in the last decade, which
makes it possible to recognize the orientation of the
most recent contributions to the thematic scenario
studied.
Figure 7 determines the bibliographic linkage
analysis of bibliometric authors, in which the nodes
symbolize the authors and their leading publications,
and the links between them represent the biblio-
graphic linkages, identifying four clusters.
Figure 7. Analysis of the bibliographic linkage of authors
The first cluster, in green, consists of documents
conceptualizing brand equity [12] from its
development [11], its evolution, and its main
dimensions [2]. In this way, this cluster could be
called the "foundation of brand equity." In the second
cluster, in blue, there are documents associated with
market information and brand equity for logistical
operations [8], company image as brand equity, and
brand synthesis as a multidimensionality of its
knowledge [13], which gives the possibility to call
this cluster as "brand equity and brand image."
The papers in the third cluster, with purple color,
support research associated with employer branding
[19] and measuring the value of the partnership with
the creation of brand value, which allows to identify
this cluster as "destination branding."
A fourth cluster, in red, has an essential
relationship with the first one since it also highlights
processes of conceptualization, development and
measurement of brand equity [1]; however, authors
such as Donald Lehmann appear, who delved into
research on psychrometric processes associated with
the perception of brand equity for consumers [17],
the evaluation of long-term brand contexts and the
consolidation of brand equity at the corporate level
[13].
Another representative author is Valarie Zeithaml,
who has consolidated the perception of high-quality
as a fundamental factor of trademark equity in
studies focused on the proposal of scales to measure
consumers' perception of service quality, as well as
on the performance effects of the high-quality service
[32].
By determining such a cluster as "brand equity for
strategy," its significance in this context can be
established.
3.2. Systematic Literature Review
The systematic review provides an answer to RQ7
and identifies structural equation models for
hypothesis testing as the primary methodologies for
the development of empirical exercises related to
brand awareness [6], [5] some of them based on
partial least squares [33], and others that combine
this structural process including exploratory and
confirmatory factor analysis [3] are the principal
methodologies for the development of empirical
exercises.
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Michel [21] highlights that, at the psychological
level, most awareness measurement procedures face
the problem of coordination, focusing on the
difficulty of knowing whether a measurement
procedure measures what it intends to measure;
however, at the commercial level, brand awareness
has some measurement propositions, such as Top of
Mind measurement, supported knowledge, perceived
value, consumer recall, and memory.
Table 4 lists the objectives, methods and
alternatives or determinants for measuring brand
awareness, based on the 10 documents selected from
the implementation of the PRISMA methodology
shown in Figure 1.
Table 4. Systematic literature review matrix
Authors Objective Method
Determinants for measuring brand
awareness
[33]
Determine how advertising affects
consumer purchasing behavior,
based on brand awareness and
perceived quality.
Partial least squares structural
equation modelling PLS-SEM
was applied to verify the
proposed hypotheses.
Brand awareness is measured on the basis of
the concepts of thickness and depth. The
former expresses the ease with which a brand
name appears in the consumer's mind. The
second shows how quickly the consumer
identifies and remembers a brand.
[5]
Provide guidelines for measuring
brand awareness and specific
recommendations for future
researchers to include this concept
in advertising effectiveness
studies.
Systematic review of the
literature to determine a new
definition of the concept of
brand awareness.
Brand awareness is usually measured from
elements associated with the product category,
through a brand identifier such as its isotype,
logo and product packaging.
[28]
To test the importance of the
influence of Shopee brand equity
on consumers' purchasing
decisions in Indonesia.
A quantitative approach with
linear regression analysis is
developed to identify the
causal relationship between the
variables using SPSS as the
statistical analysis software.
Brand awareness can be measured in two
dimensions: brand recognition as the market's
ability to identify brands among various
alternatives; and brand recall, which is the
market's ability to activate brands in its
memory through the recognition of offers.
[16]
Demonstrate the relationships
between B2C and C2C value co-
creation constructs, mediated by
brand awareness.
Data analysis using partial
least squares structural
equation modelling (PLS-
SEM).
Brand awareness can be measured through
customer perceptions of brand recognition,
recall, top of mind awareness and brand
dominance.
[29]
To identify the effect of customer-
based brand equity on customer
loyalty based on the mediating
role of satisfaction.
Hypothesis testing from
structural equation modelling
(SEM) using LISREL 8.80.
Brand awareness is measured by consumer
recognition, recall, top-of-mind awareness,
knowledge dominance and brand recall
performance, as well as attitude towards
brands.
[26]
Identify the determinants of brand
awareness and the impact it has on
word-of-mouth communication.
Development of structural
equations with data obtained
from a survey of 208 social
network users in Mexico.
Three determinants for measuring brand
awareness on social media are online
interactivity, quality of information, and
positive or negative opinions about a product
and its brand.
[24]
To identify the factors affecting
brand awareness in the
employment agency sector in
Lithuania.
A normality test of the
questionnaire data was
performed from a Spearman
correlation analysis and a
single-factor analysis of
dispersion was performed
using ANOVA and the t-test.
The development of brand awareness in the
service sector emphasizes two dimensions: 1)
the brand dimension introduced by the
company, which is examined by means of the
company name and its advertising strategies.
2) The company name can reduce the risk for
consumers when purchasing the service.
[3]
Investigate the role of interactive
digital channels such as social
media and e-mail marketing in
creating brand awareness.
Structural equation modelling
including exploratory factor
analysis, confirmatory factor
analysis and the conditional
process technique.
Three factors are proposed to measure brand
awareness, the most important of which are
perceived value, trust and word of mouth.
[6]
To assess the influence of brand
awareness on loyalty and
repurchase intention among male
consumers of cosmetics brands.
SPSS and Smart PLS software
were used for data analysis,
particularly for structural
equation modelling (SEM).
Brand awareness has the dimensions of brand
awareness, recall potential, information, and
ideas about the product.
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4. Discussion
The analysis of brand awareness has consolidated
the development of studies from different scenarios,
among those that stand out are advertising [24], hotel
and tourism sector and gastronomy [14], e-commerce
[28] and social media [25]. In each of these, brand
awareness as a relevant element for building brand
equity plays a prominent role [2].
From the development of this bibliometric study,
and in response to RQ1, since 2010 there has been a
representative growth in the scientific production
associated with brand awareness, becoming a topic of
interest for Yichuan Wang, researcher at the
University of Sheffield, James Zhang, professor at
the University of Georgia, Tulay Girard who is
Professor of Marketing of Pennsylvania State
University, and Fevzi Okumus, professor at the
University of Central Florida, who have made
significant contributions to the global scientific body
of brand awareness (RQ2). The studies by Hoeffler et
al. [10], Pappu et al. [23], and Yoo et al. [31],
focusing on consumer-based brand equity marketing
analyses for the consolidation of corporate social
marketing, are so far from the papers that have
achieved the highest impact according to their
number of citations (RQ3).
Concerning RQ4, the Journal of Product and
Brand Management, Journal of Business Research,
British Food Journal, Marketing Intelligence and
Planning, Sustainability (Switzerland), European
Journal of Marketing, Journal of Brand Management,
and Journal of Product & Brand Management are the
journals that have the highest production around
brand awareness, presenting a significant level of
citation. It is worth noting that the proceeding
Advances in Marketing Science: Proceedings of The
Academy of Marketing Science shows a significant
growth in its participation since 2014, although its
impact from the h, g, and m indexes are not
representative.
In the qualitative systematic review, determined
that the primary research objectives aim to identify
the influence of brand recognition on consumer’s
purchasing behavior. This influence also leads to the
consolidation of brand equity in advertising
industries, the creation of value in B2C and C2C
commercial scenarios, the hotel sector, and
employment agencies. Additionally, it is observed in
the strategic management of branding
communications in social networks and e-mail
marketing. Methodologically, researchers frequently
employ quantitative approaches in studies with
correlational and explanatory scopes.
Surveys are frequently utilized as the main
method for gathering information, and researchers
analyze the data using partial least squares structural
equation models created in PLS-SEM, LISREL 8.80,
and Smart PLS.
These models allow for hypothesis testing.
Additionally, researchers often utilize linear
regression analysis to identify causal relationships
between variables. Normality tests are conducted
using Spearman correlation analysis, and single-
factor dispersion analysis is performed using
ANOVA, the t-test, and confirmatory factor analysis
(CFA).
5. Conclusion
Identifying different alternatives or determinants
for measuring brand awareness presents a
representative scarcity of scientific literature; hence,
in the systematic review results, only 10 effective
documents were obtained, resulting from applying
the inclusion and exclusion criteria. Therefore,
among the components that consolidate brand equity,
brand awareness has significant possibilities to
discuss its nature and application as a strategic
marketing and branding activity.
Numerous studies have demonstrated that brand
recognition can directly influence a consumer's
purchasing decision; however, the emerging
exposure of multiple brands in the markets and
different consumer categories, supports the fact that
brand awareness, also understood as brand
knowledge, is not an indicator that strongly and
ultimately determines the effective increase in
demand for the products of these.
Therefore, recommending conducting empirical
efforts to temporally measure brand equity in
consumers; meaning, the measurements should not
be taken immediately after exposure to advertising
stimuli. This approach prevents short-term memory
from disguising proper brand awareness. In addition,
studies should be carried out in different consumer
categories, such as low-involvement products.
In the development of the study, the leading
alternatives for measuring brand awareness in the
scenario of consumer behavior were indentified. This
identification will enable organizations with a critical
market orientation in different productive sectors to
consolidate branding as a value-generating activity at
a strategic level.
6. Limitations and Future Directions
Regarding the limitations identified during the
research process, the exclusive reliance on the
Scopus dataset has been particularly notable in the
bibliometric analysis and systematic review, making
it difficult to identify other documents related to
brand awareness; hence the recommendation to use
Web of Science (WoS) in the development of future
studies, practices that make it possible to reduce
search bias, particularly in the qualitative systematic
review.
TEM Journal. Volume 13, Issue 4, pages 3056-3067, ISSN 2217-8309, DOI: 10.18421/TEM134-40, November 2024.
3066 TEM Journal – Volume 13 / Number 4 / 2024.
It is pertinent to highlight that although WoS and
Scopus bring together the journals with the most
significant scientific impact, there are documents
associated with branding, marketing, and consumer
behavior published in academic periodicals that are
not present in these databanks, so they were not
considered in this bibliometric analysis and
systematic review. For this reason, invite the
scientific community to use other databases that
allow rigorous publications to be retrieved, such as
Google Scholar.
Likewise, there is a recommendation
forgenerating experimental and longitudinal studies,
which allow, in the same sample, to identify their
perception of brand awareness in the long term and
not limit themselves to the transversal perception
based on verbal report exclusively, possibly
influenced by the media, as well as other stimuli that
would prevent an accurate approximation to this
construct of brand equity.
Acknowledgements
The authors are grateful to the Universitaria
Agustiniana and the Fundación Universitaria del Área
Andina for supporting this research project.
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