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| Autor principal: | |
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| Format: | Recurso digital |
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| Publicat: |
Zenodo
2025
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| Accés en línia: | https://doi.org/10.5281/zenodo.16933410 |
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- <p>The primary objective of the research is to meticulously identify and delineate the fundamental features<br>that constitute brand awareness. The nature of this study is rooted in a theoretical and conceptual<br>framework, aiming to provide a comprehensive understanding of the subject matter. Through an<br>exhaustive examination of a multitude of scholarly articles, we have synthesized a cohesive and insightful<br>review. These articles have been meticulously selected for their exceptional quality and reliability. The<br>overarching goal of this research is to amalgamate and synthesize the various perspectives and discoveries<br>pertaining to brand awareness put forth by previous scholars and researchers. Readers of this scholarly<br>article will be equipped with a substantial amount of information and insights on the complex<br>phenomenon of brand awareness. Within the contents of this article, a detailed exploration is conducted on<br>the pivotal role and profound significance that brand awareness holds in the realm of marketing and<br>consumer behavior. Consequently, this research endeavor contributes to the existing body of knowledge<br>by shedding light on how brand awareness exerts a substantial influence on consumer decision-making<br>processes and purchase intentions. </p>