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What is Brand Awareness

Chapter 13
Exploring the Power of Electronic Word-of-Mouth in the Services Industry
The likelihood as to how aware a customer is about a brand, product, or service. It is how much a customer or prospect recalls or recollects about a particular company and its goods.
Published in Chapter:
The Role of the Electronic Word-of-Mouth in the Hotel Industry
Linda Gabbianelli (University of Urbino Carlo Bo, Italy) and Tonino Pencarelli (University of Urbino Carlo Bo, Italy)
Copyright: © 2020 |Pages: 23
DOI: 10.4018/978-1-5225-8575-6.ch013
Abstract
In the digital age, electronic word-of-mouth plays a role extremely important for the hospitality industry. Due to the intangibility of the tourism product, travelers need to seek information in order to reduce the perceived risk. They usually compare different options and search for accurate and reliable information to make choices, such as user-generated contents. Moreover, tourists pay much more attention to digital platforms that foster interaction and information exchange between users. This study aims to investigate, through an online questionnaire, the managerial behavior of 103 hotels of the province of Rimini towards the electronic word-of-mouth phenomenon. The findings highlight the proactive attitude of hotels towards the phenomenon, to increase the booking and to improve the service quality. The study conducted provides hints of originality because it filled some gaps emerging in the literature regarding the dealing with responses, the stimulation of generating comments, and the impact of online reviews on hotel performance.
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More Results
Chapter 619
Social Media and Business Practices
It is a measure of how identifiable the brand is for target customers.
Published in Chapter: Social Media and Business Practices; From: Encyclopedia of Information Science and Technology, Fourth Edition
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Chapter 2
How Close Are You to Your End Consumer?: Data-Driven Insights to Awesome Customer Experience
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Chapter 1
Employee-Based Brand Equity and Factors of Employee-Brand Association
Brand awareness is the existence of a brand name in the memory of customers.
Published in Chapter: Employee-Based Brand Equity and Factors of Employee-Brand Association; From: Antecedents and Outcomes of Employee-Based Brand Equity
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Chapter 13
Immersive Marketing on Metaverse: Development of Metrics for Performance Analysis and Security-Related Challenges
It is a measure of how well consumers can identify and recall a brand, its logo, products, or other distinctive elements associated with a brand.
Published in Chapter: Immersive Marketing on Metaverse: Development of Metrics for Performance Analysis and Security-Related Challenges; From: Confronting Security and Privacy Challenges in Digital Marketing
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Chapter 1
Smart Technology For Addressing Pandemic Disruption: Impact of Social Media Influencers on Brand Awareness During the Pandemic
The extent to which consumers are familiar with the qualities or image of a particular brand of goods or services.
Published in Chapter: Smart Technology For Addressing Pandemic Disruption: Impact of Social Media Influencers on Brand Awareness During the Pandemic; From: Using Information Technology Advancements to Adapt to Global Pandemics
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Chapter 1
Communicating and Building Destination Brands With New Media
Brand awareness refers to whether consumers can recall or recognise a brand, or simply whether consumers know about a brand. Two important aspects of brand awareness are brand recognition and recall.
Published in Chapter: Communicating and Building Destination Brands With New Media; From: Impact of New Media in Tourism
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Chapter 174
Usage of the Basic Facebook Features as Befitting Marketing Tools
Knowledge of a person up to any extent from minimum to the most about the details of any offering, for example, features, utility, source, cost, availability, etc. which creates an overall image about the offering that pops up in that person’s mind or memory, whenever the person may think of that kind of offering in general.
Published in Chapter: Usage of the Basic Facebook Features as Befitting Marketing Tools; From: Encyclopedia of Data Science and Machine Learning
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Chapter 12
Real-Time Marketing as a New Marketing Approach in the Digital Age: A Study on the Brands' Social Media Sharing in Turkey
Brand awareness is the level of consumer consciousness of a company. It measures a potential customer’s ability to not only recognize a brand image but to also associate it with a certain company’s product or service. Brand awareness is the probability that consumers are familiar with the life and availability of the product. It is the degree to which consumers precisely associate the brand with a specific product.
Published in Chapter: Real-Time Marketing as a New Marketing Approach in the Digital Age: A Study on the Brands' Social Media Sharing in Turkey; From: New Media and Visual Communication in Social Networks
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Chapter 4
Advergames and Children
The extent to which individuals are conscious about the particular product, brand, or service.
Published in Chapter: Advergames and Children; From: Application of Gaming in New Media Marketing
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Chapter 9
The Influence of Music on Online Advertising: The Case of YouTube
Consumers' ability to recognize a brand and their consequent ability to remember it spontaneously.
Published in Chapter: The Influence of Music on Online Advertising: The Case of YouTube; From: Implementing Automation Initiatives in Companies to Create Better-Connected Experiences
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Chapter 7
Case Study of Branded Content in the Automotive Industry: Road Song Citroën DS3 With Singer Leiva
Refers to whether consumers can recall or recognize a brand, or simply whether consumers know about a brand.
Published in Chapter: Case Study of Branded Content in the Automotive Industry: Road Song Citroën DS3 With Singer Leiva; From: Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
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Chapter 16
The Role of Websites in Business Internationalization: A Closer Look at Objectives and Strategies
It measures the familiarity and acknowledgement of a brand by its customers and prospects, helping to determine the percentage of the market that knows the brand and associates it with its products.
Published in Chapter: The Role of Websites in Business Internationalization: A Closer Look at Objectives and Strategies; From: Handbook of Research on Smart Management for Digital Transformation
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Chapter 2
Branding Through Online Social Networks: Impacts on Export Markets
Customers' awareness of the features or image of a specific brand of goods or services.
Published in Chapter: Branding Through Online Social Networks: Impacts on Export Markets; From: Multidisciplinary Perspectives on Cross-Border Trade and Business
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Chapter 133
Marketing Decisions with Reference Price Effect
Brand awareness is the extent to which a brand is known by potential consumers, and is correctly associated with a particular product.
Published in Chapter: Marketing Decisions with Reference Price Effect; From: Encyclopedia of Business Analytics and Optimization
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Chapter 1
The Role of Festivals in Destination Branding
Individuals are aware of the existence of a brand and prefer that brand more.
Published in Chapter: The Role of Festivals in Destination Branding; From: Managing Festivals for Destination Marketing and Branding
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Chapter 13
Communication During a Pandemic: An Analysis Through the Lenses of Brand Management Strategy
It measures customer's ability to recognize a brand and associate it with a specific company, product, or service.
Published in Chapter: Communication During a Pandemic: An Analysis Through the Lenses of Brand Management Strategy; From: Digital Services in Crisis, Disaster, and Emergency Situations
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Chapter 15
Deconstructing the Role of Consumer Engagement Within Social Media
Brand awareness is when consumers are familiar with a specific brand and its offerings and can distinguish it from its competition. It is the level of recognition and recall that consumers have when exposed to the brand's name, logo, or other brand elements. Brand awareness is at the core of marketing strategies as it helps establish a brand's market presence, as well as differentiate it from competitors.
Published in Chapter: Deconstructing the Role of Consumer Engagement Within Social Media; From: Management and Marketing for Improved Retail Competitiveness and Performance
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Chapter 9
Influencer Marketing in the Digital Ecosystem
In the context of digital marketing, awareness refers to the level of recognition that customers have of a brand, product, or service. Companies can build brand awareness through various marketing strategies, such as advertising, sponsorships, social media marketing, and public relations.
Published in Chapter: Influencer Marketing in the Digital Ecosystem; From: Influencer Marketing Applications Within the Metaverse
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Chapter 151
Social Media Brand Management
Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product.
Published in Chapter: Social Media Brand Management; From: Encyclopedia of E-Commerce Development, Implementation, and Management
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Chapter 8
An Exploration of the Factors Affecting Brand Association
Brand awareness is defined as ‘‘information stored in the consumer’s memory related to the product or services which they use to differentiate the chosen brand from the other brands.
Published in Chapter: An Exploration of the Factors Affecting Brand Association; From: Antecedents and Outcomes of Employee-Based Brand Equity
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Chapter 9
Purpose-Driven Marketing Wars: Dishwashing Detergent Brands' Purpose-Driven Marketing Campaigns in Turkey
Remembering, recalling, and defining the existence of a brand in the minds of consumers.
Published in Chapter: Purpose-Driven Marketing Wars: Dishwashing Detergent Brands' Purpose-Driven Marketing Campaigns in Turkey; From: Cases on Digital Strategies and Management Issues in Modern Organizations
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Chapter 4
Comparing Private Label Brand Equity Dimensions of the Same Store: Their Relationships, Similarities, and Differences
The level of consumer familiarity and knowledge of a brand that ranges from unawareness to top-of-mind awareness.
Published in Chapter: Comparing Private Label Brand Equity Dimensions of the Same Store: Their Relationships, Similarities, and Differences; From: Improving Marketing Strategies for Private Label Products
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