An Analysis Study of Improving Brand Awareness and Its Impact on Consumer Behavior Via Media in North Cyprus (A Case Study of Fast Food Restaurants)
Asaad Ali Karam, Serdar Saydam

Abstract
The brand awareness has turned into an important variable that impacts customer's perceptions of a brand. Achievement in brand management arises from understanding and overseeing brand image and loyalty correctly to create strong characteristics that will impact consumers when making on their decisions.This thesis concentrates on the importance of these dimensions (brand awareness, brand loyalty, brand image and consumer behavior) of customer built brand equity in light of consumer's perceptions of a brand. This is focused around the assumption that all these dimensions of customer based-brand image and loyalty will have impact on consumer's perceptions of brand. However, this study aims to discover which among these three dimensions (brand image, brand loyalty and consumer behavior) seem to have the slightest brand equity in restaurants and to find out whether customer based-brand equity differ between fast food with respect to each characteristic of brand awareness, brand image, consumer behaviorand brand loyalty. Brand awareness was treated with independently from different dimensions because of the difference in scale, and moreover media and sorts of media affecting on consumer behavior. An organized survey was constructed to provide answers to research question. In this study, one hundred and fifteen questionnaires, on facilities available in the society, and technology were distributed. The research studied four dimensions of consumer's based-brand equity specifically brand awareness, brand image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty seems to have the minimum brand equity rating by consumers than alternate dimensions. Although, the dimension seem to have impact on consumer perceptions of brand. This paper likewise provides a solution to brand awareness via media store sellers which may help the sellers to promote their products in light of consumer behavior.

Full Text: PDF