Link Between Brand Awareness and Consumer Behavior

This research proposal discusses the link between brand awareness and its influence on consumer behavior, focusing on the use of social media as a marketing tool. The aim is to determine the relationship between brand awareness and the conviction to make purchases, and to recommend measures for improving marketing efficiency and customer relationships.

Running head: PROFESSIONAL PROJECT
Professional Project
Name of student
Name of University
Author note

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Table of Contents
Introduction................................................................................................................................3
Research aim..........................................................................................................................3
Research Objectives...............................................................................................................3
Research questions.................................................................................................................4
Literature Review.......................................................................................................................4
Impact of brand awareness on influencing consumer behavior.............................................4
Social media acting as a marketing tool to increase brand awareness...................................5
Research methodology...............................................................................................................6
Research philosophy...............................................................................................................6
Research design......................................................................................................................7
Data collection........................................................................................................................7
Analysis of data......................................................................................................................8
Values and ethics....................................................................................................................8
Timeline.....................................................................................................................................8
Reference..................................................................................................................................10

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Introduction
The research proposal is prepared to discuss about the link between brand awareness
and the influence to make purchases, which is critical for the success of any business in terms
of profit level attained and competitive advantage in business. To focus on enhancing brand
image and awareness, the small sized businesses have used the social media platforms for the
purpose of communicating the brand messages and information to a large number of people,
furthermore aim at reaching out to more audiences and influence their purchasing intentions
and behaviours too (Suki & Sasmita, 2013). Therefore, it is clear that there is a good
relationship between the brand awareness and conviction to purchase, which has been
possible with the help of involving social networking websites for reaching a mass group of
people, furthermore present positive messages about the brand and act as a great marketing
approach to strengthen the relationship between the business and its customers too (Tiago &
Veríssimo, 2014).
Research aim
The aim of the research is to determine the relationship between the awareness of a
brand and the conviction to make purchases, which can result in gaining profit in business for
the small businesses
Research Objectives
 To identify the relationship between brand awareness and the influence on consumer
buying behaviours to make purchases from a business
 To evaluate various approaches to marketing undertaken by the organisation to
enhance the brand image and awareness among the customers

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 To assess the probable impact of engaging social media platforms by the small
businesses for increasing the awareness of the brand and influence consumer buying
behaviours
 To recommend necessary measures for improving the marketing efficiency and foster
betterment of relationship between the business and its customers
Research questions
What is the relationship between the awareness of a brand and how it impacts the consumer
buying behaviours of the small businesses?
How can the various marketing approaches contribute to the enhancement of brand image
and awareness, thereby, influence the buying behaviours of individuals largely?
Does the involvement of social media platforms in small businesses increase the scopes for
presenting a better brand image and create awareness among the customers?
What are the most suitable measures recommended for the purpose of improving the
marketing effectiveness, furthermore establish a good relation between the business and its
clients?
Literature Review
Impact of brand awareness on influencing consumer behavior
According to Wang et al, (2016) brand awareness facilitates decision making in terms
of purchasing. Kazmi & Rashidi, (2015), states that when people are aware of a brand and
checks all the hype about the brand it automatically influences the decision of the customer to
buy and associate themselves with the brand. No matter how good the product of a brand is or
no matter how distinctive the features are of the product in comparison to different brands in
the market, if people do not know or be aware of the brand they are likely to purchase

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something else instead of that. NUGRAHA & SETYANTO, (2018), states being aware of a
brand gives people a sense of trust which influence the consumer to buy the product or
service. According to Pansari & Kumar, (2017), brand awareness often paves way for repeat
purchases and helps in gaining customer loyalty. Phua & Kim, (2018) states, the logos and
the advertisements of the brand often helps in creating brand awareness and this often
influences consumers to buy the product.
Social media acting as a marketing tool to increase brand awareness
Social media these days is not just for entertainment purpose but is being widely used
for business purposes. Social media has become a game changer in the field of marketing and
in recent times has become the most effective way of promoting and creating brand
awareness amongst people. According to Agnihotri et al, (2016), in the age of digitalization
where internet is available to almost everyone in the world, most people are on social media
which has led many businesses to resort to social media for activities like brand awareness
and promotion. Social media has provided a huge platform to many organizations to make
people aware of the brand in very less time to large number of audience. Tsimonis &
Dimitriadis, (2014) opines that social media has helped organizations making a direct
relationship with their customers which has helped organizations in directly marketing their
products to their target audience. Leonardi, (2014) states social media has helped in
facilitating a two way communication process between the organizations and the customers
where they are able to receive feedback and understand the current trends which have helped
the buying behavior. Paquette, (2013) opines marketing over social media is cost efficient
and reaches to higher amount of people that has helped in creating brand awareness. Ashley
& Tuten, (2015) states that creative content by organizations on social media platform has
helped in creating brand awareness and has helped brands getting more popularity. Barhorst
et al, (2019) opines organizations partnering up with influencers of social media have helped

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in boosting up their brand and promote their brand on a higher level almost like word of
mouth but on the digital platform. There is no need of target audience as the audience finds
their own content on social media. According to Barreda et al, (2015) states positive reviews
on social media about a certain brand helps in creating brand awareness especially amongst
people who were unaware about it before. The use of social media has given the
organizations gives the freedom to market their brands the way they want without any
restrictions like providing small details that has attracted customers and has often resulted in
the customers buy the products from their brand.
Research methodology
The research methodology is one of the most important chapters of a dissertation,
which can help in the assessment of various methods of research along with the sampling
techniques and design followed to conduct the research effectively. The organisation of the
project is based on the research methods, which could also assist the researcher to gain in-
depth knowledge of the data and information acquired, furthermore, ensure deriving positive
outcomes from the research (O’Hern & Rindfleisch, 2017).
Research philosophy
There are different types of philosophies of research including the positivism, post
positivism and interpretivism, which are responsible for understanding the ways and
approaches to acquire information and knowledge about a specific situation or occurrence,
furthermore, ensure that the data and information collected are properly analysed. The
research philosophy could be done with the help of evaluating the source, nature of research
and also the information acquisition procedures. The research could use the positivism
research philosophy for improving the scope of observations, furthermore, ensure descriptive
study of the research with the validation of existing theories and concepts (Hughes &

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Sharrock, 2016). Considering the importance of this kind of philosophy, which draws
information based on the sensory experiences, logical reasoning is possible, which also help
in acquiring secondary information, furthermore, can ensure the effectiveness of selecting
positivism research philosophy while conducting the research in an appropriate manner.
Research design
The research design allows for identifying the structure followed to present the initial
research with the help of theoretical data and information. Considering the fact that the
research do not include any primary data, only secondary data and information are acquired,
which is necessary for gaining in-depth research information based on several observations
made. The existing ideas, theories and concepts are assessed to develop the initial framework,
which can also enhance the scope for conducting the research in the future as well with the
help of exploratory data whereas the explanatory research design allows for determining the
cause as well as effect of the research. The descriptive research design could assist the
researcher to evaluate the various concepts of marketing and consumer behaviour and even
focus on the link between variables, which could fill the missing gaps in research too
(Nassaji, 2015). This kind of research design focuses more on the ‘what' and ‘how' concepts
rather than ‘why' concept, which is quite certain and predictable, when compared to the other
research designs. Thus, the descriptive research design is favourable for conducting the
research accurately.
Data collection
As it is not a primary research, the data and information have been collected from the
secondary sources of data such as various journals, articles, documents, newspapers and
websites containing information and data about the relation between brand awareness and
consumer behaviour. The various journals, articles and websites containing information about
the topic are checked for authenticity to ensure that the information derived is accurate and

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effective for deriving the best possible outcomes after completion of the research (Anyan,
2013). The Government data and information are collected too while the management of
interviews with the managers of the organisation could be beneficial for drawing qualitative
data and information, which could be related to the secondary data and information acquired.
Analysis of data
The analysis of secondary data would be possible with the use of thematic analysis
and also with the help of case study analysis procedure. During the analysis of secondary
data, a particular theme will be identified, which could assist the researcher to understand
whether it is qualitative or quantitative, furthermore maintain accuracy all throughout.
Values and ethics
None of the participants were forced to take part in the research and all the research
materials and sources of data were erased after the completion of research so as to prevent
unauthorised access to the data. This might even affect the authenticity of the research,
furthermore result in copyright and even hinder the successful accomplishment of the
research (Suki & Sasmita, 2015). To ensure drawing the right information and data, the
individuals who participated in the research also were informed about the research topic and
scope for research in the future as well.
Timeline
Main activities/ stages Month
12.7.19
Month
31.7.19
Month
20.8.19
Month
15.9.19
Month
30.9.19
Month
15.9.19
Selection of topic 
Collecting data from 

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secondary sources
Constructing the research
layout

Literature review   
Development of research Plan  
Selection of Appropriate
Research Techniques
 
Secondary data collection  
Analysis & Interpretation of
Data which are collected
 
Conclusion 
Development of Draft 
Final Work submission 

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Reference
Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172-180.
Anyan, F. (2013). The influence of power shifts in data collection and analysis stages: A
focus on qualitative research interview. The Qualitative Report, 18(18), 1-9.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing,
32(1), 15-27.
Barhorst, J. B., McLean, G., Brooks, J., & Wilson, A. (2019, June). Everyday micro-
influencers and their impact on corporate brand reputation. In 21st ICIG Symposium.
Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Generating brand awareness
in online social networks. Computers in human behavior, 50, 600-609.
Hughes, J. A., & Sharrock, W. W. (2016). The philosophy of social research. Routledge.
Kazmi, S. Q., & Rashidi, Z. (2015). Effects of Brand Extension Strategies on Consumer
Buying Decisions. Asian Journal of Business and Management (ISSN: 2321-2802),
3(04).
Leonardi, P. M. (2014). Social media, knowledge sharing, and innovation: Toward a theory
of communication visibility. Information systems research, 25(4), 796-816.
Nassaji, H. (2015). Qualitative and descriptive research: Data type versus data analysis.
NUGRAHA, A., & SETYANTO, R. P. (2018). The Effects of Vlogger Credibility as
Marketing Media on Brand Awareness to Customer Purchase Intention. Journal of
research in management, 1(2).
O’Hern, M. S., & Rindfleisch, A. (2017). Customer co-creation: a typology and research
agenda. In Review of marketing research (pp. 108-130). Routledge.

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Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and
consequences. Journal of the Academy of Marketing Science, 45(3), 294-311.
Paquette, H. (2013). Social media as a marketing tool: a literature review.
Phua, J., & Kim, J. J. (2018). Starring in your own Snapchat advertisement: Influence of self-
brand congruity, self-referencing and perceived humor on brand attitude and purchase
intention of advertised brands. Telematics and Informatics, 35(5), 1524-1533.
Suki, J. S. N. M., & Sasmita, J. (2015). Young consumers’ insights on brand equity: Effects
of brand association, brand loyalty, brand awareness, and brand image. International
Journal of Retail & Distribution Management, 43(3), 276-292.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media:
Why bother?. Business horizons, 57(6), 703-708.
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing
Intelligence & Planning, 32(3), 328-344.
Wang, Y., Hsiao, S. H., Yang, Z., & Hajli, N. (2016). The impact of sellers' social influence
on the co-creation of innovation with customers and brand awareness in online
communities. Industrial Marketing Management, 54, 56-70.