Brand Awareness & Loyalty

20 Nov

Fast food restaurants are now available in shopping malls, airports, schools and universities, petrol stations as well as in hospital cafeterias. The ones that offer quality, varied menus, modern and comfortable ambience, and highly efficient catering services will successfully create consumers awareness.

Take McDonald’s: capitalizing on brand recognition, it is known for selling consistent, simple, low-priced American food, and serves 52 million people every day. Consequently, McDonald’s is one of the most recognizable brands in the world. The introduction of the clown Ronald McDonald in 1963 marked the beginning of McDonald’s instilling brand loyalty in customers.

Below is a conceptual framework of customer loyalty; three main variables contribute to a significant positive influence on customers’ loyalty: product quality, customer satisfaction and brand trust (necessary for any long-term relationship):

Brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds some strong, favorable, and unique brand association memory. We can therefore present the following conceptual framework:

Brand association is the most important variable that affects brand loyalty; brand awareness affect brand loyalty via brand associations.


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