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
    ---><---

    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.

    We have no bibliographic references for this item. You can help adding them by using 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.