-ABSTRACT-
The effect of top-of-mind brand awareness on purchase
Hong, Jae Wook, Ph.D.
Assistant Professor Dept. of Business Administration University of Inchon
The purpose of this research was to investigate the effect of top-of-mind brand awareness (TOMAb) on purchase behavior. Consumer Profile Research data were used for analysis. Study results showed that the degree of agreement between TOMAb and the brand purchased mostly by consumers was influenced by the number of brands competing in the market and market concentration. However, the effect of number of brands competing was proven to be originated by the market concentration. The agreement was identified to be different depending on the market share of a brand as well. Although the rank of market share was also influential on the agreement, its effect was not of its own, but was turned out to be derived from the market share. Product usage rate was found to have little impact on the agreement in most products except a few.
다음 페이지로