In fact, many researchers (e.g., Keller, 1993) have suggested that brand awareness influences brand image. A few researchers (e.g., Padilla and Watson), however, claim that brand image may influence brand awareness. I would like to know if we can conceptually explain the effect of brand image on brand awareness.
For your knowledge, I have attached both Keller's and Padilla and Watson's papers.
Yes ,you can conceptually explain the effect of brand associations (image) on brand awareness.Ross, Russell and Bang (2008), view Identification and Internalization as antecedents to sports team brand awareness. With identification being the ease with which brands come to the minds of the customers/prospective customers and internalization being the depth of the psychological connections that customers/prospective customers have with brands.
In that regard ,brand image can strengthen or weaken the emotional connections that customers have with a brand
I also published and article entitled ‘Unpacking The Integrative Conceptual Framework For Assessing Perceived Brand Equity In Professional Sports Teams’, which is also available on my researchgate page. The framework shows that the consumers may develop negative or positive brand perceptions as a result of the actions or attitudes of individuals or organizations they admire or respect towards a brand .Positive attitudes and actions by the “significant others” towards a brand may influence the consumers to develop favourable brand associations. This may avail more brand information to the consumers and increase the levels of brand awareness. However, negative attitudes, actions by the “significant others” towards a brand may influence the consumers to develop unfavourable brand associations. Since these actions or attitudes are not controlled by the brand makers , wrong or inaccurate information and impressions can also cascade to the consumers, with negative consequences on brand awareness.
You can also refer to the Service Branding Model by Berry (2000) .It will help you to further explore the relationship
There are entire textbooks on this subject. See the attached link for one widely used text.
https://www.amazon.com/Advertising-Integrated-Promotion-Thomas-OGuinn/dp/0538473320
i think manbe this journal you can refer.
Jing, Z., Pitsaphol, C. & Shabbir, R. 2014, "THE INFLUENCE OF BRAND AWARENESS, BRAND IMAGE AND PERCEIVED QUALITY ON BRAND LOYALTY: A CASE STUDY OF OPPO BRAND IN THAILAND", Interdisciplinary Journal of Contemporary Research In Business, vol. 5, no. 12, pp. 10.
Hi Amin.
I wrote mi doctoral thesis about this kind of topics, you can take a look, searching my Name: Reneé Ortiz Ramos in google.
Have a nice day.
Oh Yes Brand awareness is inextricably linked to brand image as explicated in extant literature in the Marketing field.
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