How Brand Awareness Relates to Market Outcome, Brand Equity and the Marketing Mix

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Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty (2017, background): “…brand recall or brand recognition (Aaker, 1991) and exerts a positive effect on consumer decision making (Hoyer and Brown, 1990; Macdonald and Sharp, 2000), brand image (Esch et al., 2006; Jara and Cliquet, 2012) and brand market outcomes such as sales and market share (Huang and Sarigöllü, 2012).”
IMC antecedents and the consequences of planned brand identity in higher education (2017, background): “Brand awareness refers to whether consumers can recall or recognise a brand, or simply whether consumers know about a brand (Huang and Sarigollu, 2012; Keller, 2008; Yoo and Donthu, 2001).”
The impact of corporate reputation on brand attitude and purchase intention (2016, background): “…results are consistent with the prior research, which found that brand awareness intensely affects the consumer decision-making process (Huang and Sarigöllü 2012; MacDonald and Sharp 2000) and that perceived quality significantly influences consumers’ attitudes and purchase intentions (Pappu…”