Companies’ dedication to build a strong and competitive brand in the perspective of consumers has become one of the key priority factors in the organizational environment (Christodoulides, Cadogan, & Veloutsou, 2015). This is due to the important role of the brand in consumer decision making (Aaker, 1996), which makes brand management necessary to bring better performance to organizations and develop advantages over their competitors (Boicu, Cruz, & Karamanos, 2015). The relevance of brand studies has brought the interest of the academic and professional community in the discussions about its value from the consumer’s perspective. The so-called consumer-based brand equity (CBBE) has been studied and is defined as the set of assets that brand name and symbol hold in relation to a product (Keller, 1993; Aaker, 1996).

Due to the complexity and subjectivity surrounding the perception of brand equity, developing a CBBE conceptualization and measurement, with its formative dimensions and expected outcomes, is a challenging task (Christodoulides et al., 2015). Over the years, different dimensions of CBBE were identified and discussed (Christodoulides & Chernatony, 2010; Veloutsou & Guzman, 2017). Among the multiplicity of conceptualizations developed over the years, Aaker’s model (1996) is highlighted as the most adopted one (Vieira, Sincorá, Pelissari, & Carneiro, 2018). This author has identified that brand equity is comprised of brand loyalty, perceived quality, brand awareness and brand associations. Through these dimensions, brand equity would be able to deliver greater value to the company through increased prices and margins, competitive advantage, and greater consumer buying intent (Aaker, 1996).

However, as a multidimensional construct, it is important to analyze the effects and impacts of each of the dimensions of brand equity and how they relate to each other (Su, 2016). Among the dimensions, brand awareness can be considered the most neglected and the one with greatest possibility of discussion and divergence of opinions (Romaniuk, Wight, & Faulkner, 2017). This construct is conceptualized as the degree to which consumers are aware that a brand is part of a product category (Assael & Day, 1968). Previous studies argued that brand awareness has a positive and direct impact on purchase intention (Keller, 1993; Wu & Ho, 2014; Akkucuk & Esmaeili, 2016). However, the emergence and growth of new brands in the recent years may show that simply being aware of the brand does not indicate a positive or negative perception. This might only be the first step towards generating attitudes and behaviors regarding the brand (Su, 2016).

Therefore, brand awareness itself might not be enough to increase the consumers’ purchase intent towards unknown brands. On the other hand, this construct may allow other positive consumer relationships with the brand to appear, such as perceived quality, brand loyalty, and brand associations (Grewal et al., 1998; Pappu, & Quester, 2016; Foroudi et al., 2018) and thus generate the purchase intention. Therefore, this study aimed to analyze the antecedent role of brand awareness in the other dimensions of consumer-based brand equity and its impact on consumer purchase intention.

For this purpose, we chose to study smartphone brands. This choice is justified by the fact that this product is one of the most used today by the world population (Statista, 2019a). In addition, smartphones have an increasing importance in the global market and may have different characteristics, presenting a medium replacement cycle and low, medium, or high cost depending on product specifications. (Kim, Chun, & Lee, 2014; Jyothsna, Mahalakshmi, & Sandeep, 2016). It is noteworthy that among the top 10 brands in the world, six are linked to the technology segment and four develop smartphones (Interbrand, 2019).

In order to fulfill the objective, we conducted a survey with 622 smartphone users. The data was analyzed using structural equation modeling (PLS-SEM) and ordinary least squares (OLS) regression by Macro Process. The results provide evidence showing that brand awareness exerts a predecessor role on other brand equity dimensions: brand loyalty, brand associations, and perceived quality. In turn, these dimensions mediate the relationship between brand awareness and purchase intention.

This study is relevant due to the divergent discussions concerning the relationship between the dimensions of CBBE. Over the years, it is common to identify previous research that allocates these four dimensions of CBBE linearly and independently by each other in consumer behavior (Cobb-Walgren, Ruble, & Donthu, 1995; Hanzaee & Asadollahi, 2012). However, there are still open spaces for discussion about the role of these dimensions and their relationships (Severi & Ling, 2013). Moreover, it is intended to contribute to the business community by bringing a new perspective of brand awareness and showing that this variable can be used as a precursor of others to build a strong brand value from the consumer’s perspective.

CBBE can be defined as the set of assets linked to the brand name and symbol that generates value for a product/service delivered to the consumer (Aaker, 1996), or as the differential effect of brand awareness on consumer response to brand marketing strategies (Keller, 1993). According to Aaker (1996), brand equity is a multidimensional construct composed of four dimensions, namely: brand awareness, perceived quality, brand associations, and brand loyalty.

In previous studies, CBBE indicated to have an important role for consumer’s buying decision-making process, especially in the stages of searching for information and evaluating the alternatives (Jung & Shen, 2011; Calvo-Porral et al., 2015; Akkucuk & Esmaeili, 2016; Sharma et al., 2015). Brands with greater value decrease consumers’ time and research cost, therefore, reducing the effort to make a good product choice and the risk (Aaker, 1996). Jyothsna, et al. (2016) suggest that brand equity plays an important role in shaping consumer buying intent, and it makes consumers have the brand as one of their first buying options. Calvo-Porral et al. (2015) suggest the need for managers to consider each of the dimensions of CBBE when developing the marketing strategies of organizations. On the other hand, if CBBE is considered a multidimensional concept (Aaker, 1996), it is necessary to analyze each of its dimensions described below.

Brand associations: an important ingredient of brand perception which occurs when the consumer thinks about a brand and develops some type of association linked to the memory that one has about it (Michel & Donthu, 2014). These associations may include product attributes, lifestyle, personality, or symbols (Yoo & Donthu, 2001). It is a type of mechanism that helps the consumer to remember the brand faster. Thus, the greater the experience with the brand, the greater the strength of the associations (Aaker, 1996).

Brand awareness: can be defined as the strength that the brand has in the consumer’s mind (Aaker, 1996). Brand awareness involves two main elements: recall and recognition (Keller & Lehmann, 2006). It is possible to make an analogy of this concept with advertising posters. If consumers’ minds had multiple posters, each one referring to a brand, awareness would be based on the size of the posters. Thus, the larger the poster, the greater the awareness of that brand. Therefore, it refers to the consumer’s ability to remember the brand as part of a certain product category (Huang & Sarigölü, 2014; Da Costa, Patriotra, & Angelo, 2017).

Perceived quality: it is defined as the consumer’s knowledge of the overall quality or superiority of a brand when comparing it with others (Aaker, 1996). This construct is considered high or low according to the intangible perception of the consumer (Yoo & Donthu, 2001). For Desai, Kalra and Murthi (2008), perceived quality refers to the consumer’s knowledge about what he/she sees and feels when looking and/or touching a product of a certain brand.

Brand loyalty: is one of CBBE’s main assets. It is the measure of the link between the consumer and the brand, and the likelihood that the customer may change brands when the brand undergoes a price or product change (Aaker, 1996). This dimension is also defined as a positive consumer behavioral or emotional response to a brand (Pedeliento et al., 2016).

Several new brands in market are emerging and competing equally with already established brands (Pullig, Simmons, & Netemeyer, 2006). In this situation, consumers’ knowledge and awareness regarding the existence of the brand in a product category is not always a strong enough reason to directly affect purchase intention (Burnett & Hutton, 2007). This may also be linked to technological advancement and high variations of prices and tools depending on the product model being offered. Therefore, it leads the consumer to pay more attention to these attributes than whether the brand is known or not (Wu & Ho, 2014).

H1: There is no direct positive relationship between brand awareness and purchase intention.

On the other hand, the fact that the brand is known opens a range of opportunities for consumers to develop positive behaviors and attitudes, like the other dimensions of CBBE: quality perception, brand associations, and brand loyalty (Grewal et al., 1998; Pappu, & Quester, 2016; Foroudi et al., 2018).

When consumers are more aware of a brand, they are more confident and able to become loyal to that brand, whereas brands with a low level of awareness may find it harder to penetrate the market (Keller, 1993). Brand recognition is seen as a precursor to brand loyalty (Keller, 1993; Pappu, & Quester, 2016). Authors who developed empirical studies indicated a positive relationship between brand awareness and brand loyalty in different industries, as cosmetics (Chinomona & Maziriri, 2017), hospitality (Xu, Li, & Zhou, 2015), and smartphones (Jing, Pitsaphol, & Shabbir, 2014).

H2a: There is a positive relationship between brand awareness and brand loyalty.

In turn, increased brand loyalty makes consumers more likely to buy the products, as well as it creates the ability to repurchase and increase positive word-of-mouth (Foroudi et al., 2018). In addition, they also create the possibility of increasing sales volume, attracting new consumers, and providing commercial leverage through distribution channels, which opt for the security of brands that have loyal customers (Ranjbariyan, Shahin, & Jafari, 2012). Other empirical studies have also validated the positive impact of brand loyalty on consumer purchase intent, stating that loyal buyers tend to refer the brand to others and continue to buy the branded products even if the price is higher than competitors (Porral et al., 2015; Kim & Kim, 2005; Akkucuk & Esmaeili, 2016).

H2b: There is a positive relationship between brand loyalty and purchase intention.

If consumers have heard of a brand at some point, and have had even indirect experiences with it, the possibilities of generating brand associations emerge (Chan, Boksem & Smidts, 2018). Thus, after consumers are aware of the brand, some images and perceptions about the brand can rise in consumers’ mind (Tariq, Abbas, Abrar, & Iqbal, 2017). According to Shafiri (2014), brand awareness has a direct link with cognitive thinking and cognition, that can be considered dimensions of brand associations. Pitta & Katsanis (1995) argue that brand awareness allows brand and product associations to be built and incorporated into consumer memory. Following this, there is evidence of the connection between awareness and brand associations in which the former precedes the latter (Keller, 1993; Dew & Kwon, 2010; Foroudi et al., 2018).

H3a: There is a positive relationship between brand awareness and brand associations.

In turn, brand associations may have a significant impact on consumer buying behavior (French & Smith, 2013), since associations generate value in different ways, such as helping to process and find information, establishing brand differentiation and positioning, and creating positive feelings about the brand (Dew & Kwon, 2010; Jyothsna et al., 2016). Paço, Rodrigues, and Rodrigues (2015) argue that some specific positive dimensions of brand association, as utility and affect, impact the consumer purchase intention.

H3b: There is a positive relationship between brand associations and purchase intention.

Regarding perceived quality, previous studies argue that consumers prefer to buy products from familiar and known brands , as they believe that the products will have higher quality, thus having lower risk in their purchase (Desai, Kalra & Murthi, 2008; Das, 2015; Calvo-Porral & Lévy-Mangin, 2017). Authors have tested the relationship between perceived quality and brand awareness in different contexts and identified that consumer perception of the brand improves as he/she already has some familiarity with it (Grewal et al., 1998; Chi, Yeh, & Yang, 2009; Severi & Ling, 2013).

H4a: There is a positive relationship between brand awareness and perceived quality.

Quality perception enables consumers to reduce their uncertainty in decision making. The fact that one brand has higher quality than others makes the purchase risk lower and it increases the expectation of satisfaction when using the product (Calvo-Porral & Lévy-Mangin, 2017). In addition, perceived quality also allows organizations to make use of premium pricing, that is, they apply a higher price in relation to the market without having a disadvantage in competing with competitors (Kim & Kim, 2005). Also, higher perception of quality is related to a positive effect on brand value (Wang, 2017). Thus, it might improve consumers purchase intention (Petrick, 2004).

H4b: There is a positive relationship between perceived quality and purchase intention.

Figure 1 shows the conceptual model developed based on the hypotheses presented. The following chapters present the methods and analysis to validate the model.

Figure 1. Source: Authors’own elaboration

Understanding consumer behavior for a given product and brand represents a complex task that involves different variables. This study investigated the antecedent role of brand awareness in the other dimensions of CBBE and its impact on consumer purchase intention. The findings suggest that brand awareness does not directly impact purchase intention. On the other hand, the relation between these variables is indirectly mediated by CBBE dimensions: perceived quality, loyalty, and brand associations.

The findings demonstrate that there is a direct and significant relationship between CBBE dimensions (perceived quality, loyalty, and associations) and purchase intention, which resembles previous studies (Ranjbariyan et al., 2012; Calvo-Porral et al., 2015; Kim & Kim, 2005; Jyothsna et al., 2016; Calvo-Porral & Lévy-Mangin, 2017). On the other hand, the fact that brand awareness does not directly impact purchase intent differs from previous studies that demonstrated a direct positive relationship (Keller, 1993; Wu & Ho, 2014; Akkucuk & Esmaeili, 2016).

These findings may be connected to the fact that brand awareness is only the first step towards consumer perception of other aspects (Su, 2016). Thus, the fact that a brand is more famous and well-known to people may not be a strong enough reason to influence the decision-making of technology products such as smartphones, which are characterized by high price and tool variation (Wu & Ho, 2014). In addition, the increased use of online medias to search information and reviews about brands and products, makes a shorter distance between less and better-known brands (Kudeshia & Kumar, 2017).

On the other hand, brand awareness has an indirect impact on purchase intent, being mediated by perceived quality, brand associations and brand loyalty. Some brand equity models (e.g. Cobb-Walgren et al., 1995; Hanzaee & Asadollahi, 2012) present the dimensions in a linearly and independently way, neglecting the relationship between these dimensions. The rationale behind the antecedent role of brand awareness is clear. The fact that a brand starts to be recognized by the consumer opens a range of possibilities such as the creation of brand associations, perception of quality, and loyalty (Pappu, & Quester, 2016; Foroudi et al., 2018) and it can increase his willingness to buy a product of this brand.

Studies, such as Yoo and Donthu (2001), argue that brand awareness and associations should be combined according to their results. However, both variables have different concepts and different consumer behaviors emerge. Brand awareness acts as a variable that enables consumers to have associations with a brand, which would not be possible without this prior knowledge and familiarity (Foroudi et al., 2018).

In addition, the results also demonstrated a positive relationship between awareness and perceived quality, which is aligned with some previous studies (Grewal et al., 1998; Chi, Yeh, & Yang, 2009; Severi & Ling, 2013). This fact demonstrates that familiar and well-known brands generate a perception of quality in the consumers, who, in turn, choose to buy products of these brands because they believe they will have a lower risk associated with the purchase. The mediation role of brand loyalty is also aligned with previous studies (Keller, 1993; Pappu & Quester, 2016). Brand awareness can contribute to greater market penetration and enable the generation of consumer loyalty.

Given the above, it is understood that brand awareness can still be considered a relevant variable for brand management, even it does not have a direct relationship with purchase intention. Furthermore, the antecedent role of brand awareness in the other dimensions of brand equity demonstrated in this paper, can generate discussions about previously developed models (e.g. Hanzaee & Asadollahi, 2012) that adapt this variable in the same position as the others.