IDEAS home Printed from https://ideas.repec.org/a/vrs/organi/v57y2024i4p392-400n1006.html
   My bibliography  Save this article

The Effect of Brand Association and Brand Image on the Brand Awareness of Lithuanian Companies of Digital Products

Author

Listed:
  • Šakytė-Statnickė Gita

    (Klaipėdos valstybinė kolegija, Higher Education Institution, Klaipėda, Lithuania)

Abstract

Purpose Brand awareness enables brand recognition in different market conditions, which is very important for companies selling digital products or providing digital services. Purpose of this paper is to determine the effect of brand association and brand image on the brand awareness of Lithuanian companies of digital products. These factors are important and have an impact on brand awareness, but their impact on the brand awareness of digital products in particular has not been investigated. Methods A questionnaire was conducted to a sample of 403 consumers who buy and use digital products in Lithuania. The Multiple Linear Regression (MLR) model was created and a statistically significant direct positive impact of brand association and brand image on brand awareness of companies of digital products was determined. Results The empirical research of the effect of brand association and brand image on the brand awareness of Lithuanian companies of digital products revealed a statistically significant direct positive impact of brand association and brand image on brand awareness of companies of digital products. The strongest direct positive impact of brand image on brand awareness than brand association. Conclusion The findings of research provide valuable insights into the crucial role played by brand association and brand image in building brand awareness for companies of digital products.

Suggested Citation

  • Šakytė-Statnickė Gita, 2024. "The Effect of Brand Association and Brand Image on the Brand Awareness of Lithuanian Companies of Digital Products," Organizacija, Sciendo, vol. 57(4), pages 392-400.
    • Handle: RePEc:vrs:organi:v:57:y:2024:i:4:p:392-400:n:1006
    DOI: 10.2478/orga-2024-0028
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/orga-2024-0028
    Download Restriction: no
    File URL: https://libkey.io/10.2478/orga-2024-0028?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.
    2. C. Marques & R.V. Da Silva & N.S. Davcik & R.T. Faria, 2020. "The Role of Brand Equity in a New Rebranding Strategy of a Private Label Brand," Post-Print hal-04457134, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Elif Idemen & Ayse Banu Elmadag & Mehmet Okan, 2021. "A qualitative approach to designer as a product cue: proposed conceptual model of consumers perceptions and attitudes," Review of Managerial Science, Springer, vol. 15(5), pages 1281-1309, July.
    2. Dr. Lady & Andrean Kie, 2020. "Effects of Social Media on Purchase Intention and Brand Equity of Marketplace Sites in Indonesia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 4(6), pages 423-426, June.
    3. Feng Xu & Wenxia Niu & Shuaishuai Li & Yuli Bai, 2020. "The Mechanism of Word-of-Mouth for Tourist Destinations in Crisis," SAGE Open, , vol. 10(2), pages 21582440209, May.
    4. Abdullah Uslu & Gözde Seval Ergün, 2021. "The Moderator Effect of the Perception of Value Co-Creation on the Relationship between Hotel Brand Equity and WOM," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 14(2), pages 149-164.
    5. Luis J. Callarisa-Fiol & Miguel Ángel Moliner-Tena & Rosa Rodríguez-Artola & Javier Sánchez-García, 2023. "Entrepreneurship innovation using social robots in tourism: a social listening study," Review of Managerial Science, Springer, vol. 17(8), pages 2945-2971, November.
    6. Ethan, Amelia, 2023. "The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan," OSF Preprints 4dv2s, Center for Open Science.
    7. Quang Bach Tran & Quoc Hoi Le & Hoai Nam Nguyen & Dieu Linh Tran & Thi Thuy Quynh Nguyen & Thi Thanh Thuy Tran, 2021. "The Impact of Brand Equity on Employee’s Opportunistic Behavior: A Case Study on Enterprises in Vietnam," JRFM, MDPI, vol. 14(4), pages 1-12, April.
    8. Mobin Fatma & Imran Khan, 2024. "Brand authenticity and consumers’ willingness to pay a premium price (WPP): The mediating role of brand identification," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 469-481, September.
    9. Ling Peng & Ifraz Adeel & Arslan Ayub & Zeeshan Rasool, 2024. "Investigating the Roles of Word of Mouth and Brand Image Between Social Media Marketing Activities and Brand Equity," SAGE Open, , vol. 14(1), pages 21582440231, January.
    10. Qiuxue Luo & Mayuree Suacamram, 2022. "Product Innovation and National Image of Chinese Products in the Eyes of Thai People," SAGE Open, , vol. 12(1), pages 21582440221, March.
    11. Marion Garaus & Elisabeth Wolfsteiner, 2023. "Media multitasking, advertising appeal, and gender effects," Review of Managerial Science, Springer, vol. 17(2), pages 539-567, February.
    12. Kara, Karahan & Yalçın, Galip Cihan & Akagün Ergin, Elif & Simic, Vladimir & Pamucar, Dragan, 2024. "A neutrosophic WENSLO-ARLON model for measuring sustainable brand equity performance," Socio-Economic Planning Sciences, Elsevier, vol. 94(C).
    13. Chunlin Yuan & Shuman Wang & Yue Liu, 2023. "AI service impacts on brand image and customer equity: empirical evidence from China," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 61-76, January.
    14. Pankaj Tiwari, 2023. "Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks," Public Organization Review, Springer, vol. 23(1), pages 59-78, March.
    15. Friederike Paetz, 2021. "Recommendations for Sustainable Brand Personalities: An Empirical Study," Sustainability, MDPI, vol. 13(9), pages 1-18, April.
    16. Salman Hussain & Jibran Khan & Asadullah Lakho & Abdul Saleem, 2022. "Implementation of Theory of Planned Behavior to Understand Brand love and Its Outcomes," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(4), pages 152-137, December.
    17. Arooj Rashid & Louise Spry & Christopher Pich, 2024. "A proposed brand architecture model for UK fashion brands," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 516-528, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:organi:v:57:y:2024:i:4:p:392-400:n:1006. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.