THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’ BUYING DECISION AND PERCEIVED RISK ASSESSMENT
Brand awareness, as one of the fundamental dimensions of brand equity, isoften considered to be a prerequisite of consumers’ buying decision, as itrepresents the main factor for including a brand in the consideration set.Brand awareness can also influence consumers’ perceived risk assessmentand thei...
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| Format: | Article |
| Language: | English |
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Universitaria Press Craiova
2009-01-01
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| Series: | Management & Marketing |
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| Online Access: | http://www.mnmk.ro/documents/2009/10_Moisescu_FFF.pdf |