A Study on Brand Awareness and Brand Association factors, and customers attitude with reference to Fab India in Ahmedabad City
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Published
Feb 17, 2024
Hrikrishan Chaurasiya
Belur O Baxi
Abstract
Brand awareness plays an important role in the fashion and apparel industry. Strong brand awareness leads to
brand associations, and this affects buying behavior. Brands can come to know about the customer association
with buying behavior. This descriptive research work is done with the objectives to identify the brand
awareness and association factors, and to explore the buyers’ attitude towards FAB India. It is a brand which
offers vast and diversified craft to customers and is well known for its enduring and comfortable clothing.
Researchers collected primary data from the sample size of Ahmedabad city. Various brand
communications aspects like the brand logo, tag line, advertisements, brand endorsers, variety and
range of the products offered are being considered to know Brand awareness of Fab India. Brand
association is the key for brand image. Fab India has made multi brand associations. An attempt
has been done to examine brand association factors for Fab India. Structured questionnaire was
prepared and used to measure buyers’ attitude towards Fab India. Total Data was analysis by using
PCA (Principal Component Analysis) for factor analysis and weighted Average Mean for
customers’ attitude. Researchers found seven factors of brand awareness named: Variety of
Collection, Tag Line, Product Range, Celebrity, Other Product Offered, Brand Endorsers, and
Gender serving, and four factors of brand association named: Brand Characters, Personality,
Product Image, Product Availability. Managerial implication of this research work may bring
positive changes in Brand awareness and association of Fab India and helpful to make further
strategies to associate with customers.
How to Cite
Hrikrishan Chaurasiya, & Belur O Baxi. (2024). A Study on Brand Awareness and Brand Association factors, and customers attitude with reference to Fab India in Ahmedabad City. SPAST Reports, 1(1). Retrieved from https://spast.org/ojspath/article/view/4777
Article Details
Keywords
Brand Awareness, Brand association, Buyers’ Attitude, Fab India
References
Aaker, D. A. (1991). Managing brand equity: Capitalizing
on the value of a brand name. New York: Free Press.
Aaker, D. A. (1996). Measuring brand equity across
products and markets. California management
review, 38(3).
Aobakwe Ledikwe (2020) Determinants of brand loyalty
in the apparel industry: A developing country
perspective, Cogent Business & Management, 7(1),
1787736
https://doi.org/10.1080/23311975.2020.1787736
Bettman, J. R. (1979). Information processing theory of
consumer choice. Addison-Wesley Pub. Co.,
https://doi.org/10.2307/1250155
Cheng‐Hsui Chen, A. (2001). Using free association to
examine the relationship between the characteristics
of brand associations and brand equity. Journal of
product & brand management, 10(7), 439-451.
Chovanová, H. H., Korshunov, A. I., & Babčanová, D.
(2015). Impact of brand on consumer behavior.
Procedia Economics and Finance, 34, 615-621.
Dewi, L. G. P. S., Oei, S. J., & Siagian, H. (2020), The
Effect of Brand Ambassador, Brand Image, and
Brand Awareness on Purchase Decision of Pantene
Shampoo in Surabaya, Indonesia (Doctoral
dissertation,
EDPSciences).https://doi.org/10.1051/shsconf/20207
601023
Dong, R., & Gleim, M. R. (2018). High or low: The
impact of brand logo location on consumers product
perceptions, Food Quality and Preference, 69, 28-
35.doi:
https://doi.org/10.1016/j.foodqual.2018.05.003
Esmaeilpour, F. (2015), "The role of functional and
symbolic brand associations on brand loyalty: A
study on luxury brands", Journal of Fashion
Marketing and Management, Vol. 19 No. 4, pp. 467-
484. https://doi.org/10.1108/JFMM-02-2015-0011
Fetscherin, M., Boulanger, M., Gonçalves Filho, C. and
Quiroga Souki, G. (2014), "The effect of product
category on consumer brand relationships", Journal of
Product & Brand Management, Vol. 23 No. 2, pp. 78-
89. https://doi.org/10.1108/JPBM-05-2013-0310
Fisher-Buttinger, C., & Vallaster, C. (2008)., Brand
ambassadors: Strategic diplomats or tactical
promoters? Marketing metaphors and
metamorphosis, 132-145.
Foroudi, P. (2019). Influence of brand signature, brand
awareness, brand attitude, brand reputation on hotel
industry’s brand performance. International journal of
hospitality management, 76, 271-285.
Freling, T.H. and Forbes, L.P. (2005), "An empirical
analysis of the brand personality effect", Journal of
Product & Brand Management, Vol. 14 No. 7, pp.
404-413.
https://doi.org/10.1108/10610420510633350
Gupta, A., Garg, A., Farhan, F., Chandna, M., Jain, R., &
Kumar, S. (2021). Effect of brand image on consumer
buying behaviour. Available at SSRN
https://ssrn.com/abstract=3907928 or
http://dx.doi.org/10.2139/ssrn.3907928
Haque, M. S. S., Bappy, T. A., & Arifuzzaman, M.
(2018),The impact of brand awareness on customer
loyalty towards igloo ice cream: A study on dhaka
university students. International Journal of Science
and Business, 2(1), 1-21, ISSN 2520-4750 (Online) &
ISSN 2521-3040 (Print)
Janjaap Semeijn, Allard C.R. van Riel, A.Beatriz
Ambrosini (2004), Consumer evaluations of store
brands: effects of store image and product attributes,
Journal of Retailing and Consumer Services, Volume
11, Issue 4,Pages 247-258, ISSN 0969-6989,
https://doi.org/10.1016/S0969-6989(03)00051-1.
Jin, C., Yoon, M., & Lee, J. (2019). The influence of
brand color identity on brand association and loyalty.
Journal of Product & Brand Management.
Jin, C., Yoon, M., & Lee, J. (2019). The influence of
brand color identity on brand association and loyalty.
Journal of Product & Brand Management.
https://doi.org/10.1108/JPBM-09-2017-1587
Karim, A. (2019). The Effect of" Axis Hits Bonus"
Version Tagline Advertising and Ambassador Brand
Against Axis Cards Awareness.
Kaur H., & Kaur, K. (2019). Connecting the dots between
brand logo and brand image. Asia-Pacific Journal of
Business Administration. DOI 10.1108/APJBA-06-
2018-0101
Keller, K. L. (1993). ‘Conceptualizing, Measuring, and
Managing Consumer-Based Brand Equity’, Journal
of Marketing, 57, 1-22,
http://dx.doi.org/10.2307/1252054
"Kim, Y., Lee, J., & Lee, Y. (2008). Relationship between
brand personality and the personality of consumers,
and its application to corporate branding strategy.
Journal of Global Academy of Marketing Science,
http://dx.doi.org/10.1080/12297119.2008.9707516"
Koca, E., & Koc, F. (2016). A study of clothing
purchasing behavior by gender with respect to fashion
and brand awareness. European Scientific Journal,
12(7).
Kok, W., Ariesa, Y., Kelvin, K., Pratama, V., Kosasih, S.,
& Alianza, V. F. (2021), The Role of Brand
Ambassador, Event Marketing and Digital Marketing
on Purchase Decisions User Shopee. Budapest
International Research and Critics Institute-Journal
(BIRCI-Journal), 4(3), 4804-4814.
Krishnan, J. (2011). Lifestyle-A tool for understanding
buyer behavior. International Journal of Economics
and Management, 5(1), 283-298.
Kuncoro, W., & Windyasari, H. A. (2021), Consumer
Purchasing Decision Improvement Model through
Brand Image, Religiosity, Brand Ambassador and
Brand Awareness. International Business Research,
14(8), 1-42. ISSN 1913-9004 E-ISSN 1913-9012
"Low, G. S., & Lamb, C. W. (2000). The measurement
and dimensionality of brand associations. Journal of
Product and Brand Management, 9(6), 350-368.
http://dx.doi.org/10.1108/10610420010356966"
Mantonakis, A. (2012). A brief pause between a tagline
and brand increases brand name recognition and
preference. Applied cognitive psychology, 26(1), 61-
69, DOI: 10.1002/acp.1797
Milner, M. (2010). Is celebrity a new kind of status
system? Society, 47, 379-387. DOI 10.1007/s12115-
010-9347-x
Nagashima, A. (1977). A comparative" made in" product
image survey among Japanese businessmen. The
Journal of Marketing, 95-100.
Ningrat, S., & Yasa, N. K. (2019). The effect of
advertising and celebrity endorsement on purchase
intention with brand awareness as intervening
variable. American Journal of Humanities and Social
Sciences Research, 3(10), 221-231.
O'Cass, A., & Lim, K. (2002). The influence of brand
associations on brand preference and purchase
intention: An Asian perspective on brand
associations. Journal of International Consumer
Marketing, 14(2-3), 41-71.
Osak, D. J., & Pasharibu, Y. (2020). Pengaruh brand
ambassador dan tagline terhadap keputusan
pembelian online dengan mediasi brand awareness.
E-Jurnal Ekonomi Dan Bisnis Universitas Udayana,
9(4), 357-380.
Parameswaran, R., & Pisharodi, M. R. (1994). Facets of
country of origin image: An empirical assessment.
Journal of Advertising, 13, 43–56
Patra, S., & Datta, S. K. (2012). Celebrity Selection &
Role of Celebrities in creating Brand Awareness and
Brand Preference-A Literature Review. Journal of
Marketing & Communication, 8(2).
Perera, W. L. M. V., & Dissanayake, D. M. R. (2013).
The impact of brand awareness, brand association and
brand perceived quality on female consumers'
purchase decision of foreign makeup products (a
study on youth segment). International Conference on
Business & Information 2013 ISBN 978-955-4563-
17-9
Semeijn, J., Van Riel, A. C., & Ambrosini, A. B. (2004).
Consumer evaluations of store brands: effects of store
image and product attributes. Journal of retailing and
Consumer Services, 11(4), 247-
258.https://doi.org/10.1016/S0969-6989(03)00051-1
Shehzad, U., Ahmad, S., Iqbal, K., Nawaz, M., & Usman,
S. (2014). Influence of brand name on consumer
choice & decision. Journal of Business and
Management, 16(6), 72-76. e-ISSN: 2278-487X, p-
ISSN: 2319-7668
Tom, G., Clark, R., Elmer, L., Grech, E., Masetti Jr, J., &
Sandhar, H. (1992). The use of created versus
celebrity spokespersons in advertisements. Journal of
consumer Marketing, 9(4), 45-51.
Tsabitah, N., & Anggraeni, R. (2021). The Effect of
Brand Image, Brand Personality and Brand
Awareness on Purchase Intention of Local Fashion
Brand “This Is April”. KINERJA, 25(2), 234-250.
DOI: 10.24002/kinerja.v25i2.4701
Vriens, M., Chen, S., & Schomaker, J. (2019). The
evaluation of a brand association density metric.
Journal of Product & Brand Management, 28(1), 104-
116. https://doi.org/10.1108/JPBM-02-2018-1768
Wallace, 2001,Proving our value: Measuring package
design's return on investment", Design Management
Journal, Vol. 12, No. 3: 20-27.
Wang, C. L., Li, D., Barnes, B. R., & Ahn, J. (2012).
Country image, product image and consumer
purchase intention: Evidence from an emerging
economy. International Business Review, 21(6),
1041-1051.
Wang, F., & Hariandja, E. S. (2016, March),The
influence of brand ambassador on brand image and
consumer purchasing decision: A case of tous les
jours in Indonesia. In International Conference on
Entrepreneurship (IConEnt-2016). “How Innovation
could Improve the Performance and Productivity in
Entrepreneurship?” March 17, 2016. Universitas
Pelita Harapan, Tangerang – Indonesia, pg:292-306"
"Washburn, J. H., & Plank, R. E. (2002). Measuring brand
equity: An evaluation of a consumer-based-brand
equity scale. Journal of Marketing Theory and
Practice, 10, 46-61."
Weissmann, M. A., & Hock, R. L. T. (2022) Making
Sustainable Consumption Decisions: The Effects of
Product Availability on Product Purchase Intention,
Journal of Global Marketing, 35:4, 269-284, DOI:
10.1080/08911762.2021.1983686
Widjaja, Y. G. (2019). Effect of Brand Awareness, Brand
Association, Perceived Quality and Brand Loyalty on
Purchasing Decision: Case Study on ACE Hardware
Indonesia Consumers. International Journal of
Advanced Engineering, Management and Science,
5(9), 542-548.
Wijaya, B. S. (2013). Dimensions of brand image: A
conceptual review from the perspective of brand
communication. European Journal of Business and
Management, 5(31).
on the value of a brand name. New York: Free Press.
Aaker, D. A. (1996). Measuring brand equity across
products and markets. California management
review, 38(3).
Aobakwe Ledikwe (2020) Determinants of brand loyalty
in the apparel industry: A developing country
perspective, Cogent Business & Management, 7(1),
1787736
https://doi.org/10.1080/23311975.2020.1787736
Bettman, J. R. (1979). Information processing theory of
consumer choice. Addison-Wesley Pub. Co.,
https://doi.org/10.2307/1250155
Cheng‐Hsui Chen, A. (2001). Using free association to
examine the relationship between the characteristics
of brand associations and brand equity. Journal of
product & brand management, 10(7), 439-451.
Chovanová, H. H., Korshunov, A. I., & Babčanová, D.
(2015). Impact of brand on consumer behavior.
Procedia Economics and Finance, 34, 615-621.
Dewi, L. G. P. S., Oei, S. J., & Siagian, H. (2020), The
Effect of Brand Ambassador, Brand Image, and
Brand Awareness on Purchase Decision of Pantene
Shampoo in Surabaya, Indonesia (Doctoral
dissertation,
EDPSciences).https://doi.org/10.1051/shsconf/20207
601023
Dong, R., & Gleim, M. R. (2018). High or low: The
impact of brand logo location on consumers product
perceptions, Food Quality and Preference, 69, 28-
35.doi:
https://doi.org/10.1016/j.foodqual.2018.05.003
Esmaeilpour, F. (2015), "The role of functional and
symbolic brand associations on brand loyalty: A
study on luxury brands", Journal of Fashion
Marketing and Management, Vol. 19 No. 4, pp. 467-
484. https://doi.org/10.1108/JFMM-02-2015-0011
Fetscherin, M., Boulanger, M., Gonçalves Filho, C. and
Quiroga Souki, G. (2014), "The effect of product
category on consumer brand relationships", Journal of
Product & Brand Management, Vol. 23 No. 2, pp. 78-
89. https://doi.org/10.1108/JPBM-05-2013-0310
Fisher-Buttinger, C., & Vallaster, C. (2008)., Brand
ambassadors: Strategic diplomats or tactical
promoters? Marketing metaphors and
metamorphosis, 132-145.
Foroudi, P. (2019). Influence of brand signature, brand
awareness, brand attitude, brand reputation on hotel
industry’s brand performance. International journal of
hospitality management, 76, 271-285.
Freling, T.H. and Forbes, L.P. (2005), "An empirical
analysis of the brand personality effect", Journal of
Product & Brand Management, Vol. 14 No. 7, pp.
404-413.
https://doi.org/10.1108/10610420510633350
Gupta, A., Garg, A., Farhan, F., Chandna, M., Jain, R., &
Kumar, S. (2021). Effect of brand image on consumer
buying behaviour. Available at SSRN
https://ssrn.com/abstract=3907928 or
http://dx.doi.org/10.2139/ssrn.3907928
Haque, M. S. S., Bappy, T. A., & Arifuzzaman, M.
(2018),The impact of brand awareness on customer
loyalty towards igloo ice cream: A study on dhaka
university students. International Journal of Science
and Business, 2(1), 1-21, ISSN 2520-4750 (Online) &
ISSN 2521-3040 (Print)
Janjaap Semeijn, Allard C.R. van Riel, A.Beatriz
Ambrosini (2004), Consumer evaluations of store
brands: effects of store image and product attributes,
Journal of Retailing and Consumer Services, Volume
11, Issue 4,Pages 247-258, ISSN 0969-6989,
https://doi.org/10.1016/S0969-6989(03)00051-1.
Jin, C., Yoon, M., & Lee, J. (2019). The influence of
brand color identity on brand association and loyalty.
Journal of Product & Brand Management.
Jin, C., Yoon, M., & Lee, J. (2019). The influence of
brand color identity on brand association and loyalty.
Journal of Product & Brand Management.
https://doi.org/10.1108/JPBM-09-2017-1587
Karim, A. (2019). The Effect of" Axis Hits Bonus"
Version Tagline Advertising and Ambassador Brand
Against Axis Cards Awareness.
Kaur H., & Kaur, K. (2019). Connecting the dots between
brand logo and brand image. Asia-Pacific Journal of
Business Administration. DOI 10.1108/APJBA-06-
2018-0101
Keller, K. L. (1993). ‘Conceptualizing, Measuring, and
Managing Consumer-Based Brand Equity’, Journal
of Marketing, 57, 1-22,
http://dx.doi.org/10.2307/1252054
"Kim, Y., Lee, J., & Lee, Y. (2008). Relationship between
brand personality and the personality of consumers,
and its application to corporate branding strategy.
Journal of Global Academy of Marketing Science,
http://dx.doi.org/10.1080/12297119.2008.9707516"
Koca, E., & Koc, F. (2016). A study of clothing
purchasing behavior by gender with respect to fashion
and brand awareness. European Scientific Journal,
12(7).
Kok, W., Ariesa, Y., Kelvin, K., Pratama, V., Kosasih, S.,
& Alianza, V. F. (2021), The Role of Brand
Ambassador, Event Marketing and Digital Marketing
on Purchase Decisions User Shopee. Budapest
International Research and Critics Institute-Journal
(BIRCI-Journal), 4(3), 4804-4814.
Krishnan, J. (2011). Lifestyle-A tool for understanding
buyer behavior. International Journal of Economics
and Management, 5(1), 283-298.
Kuncoro, W., & Windyasari, H. A. (2021), Consumer
Purchasing Decision Improvement Model through
Brand Image, Religiosity, Brand Ambassador and
Brand Awareness. International Business Research,
14(8), 1-42. ISSN 1913-9004 E-ISSN 1913-9012
"Low, G. S., & Lamb, C. W. (2000). The measurement
and dimensionality of brand associations. Journal of
Product and Brand Management, 9(6), 350-368.
http://dx.doi.org/10.1108/10610420010356966"
Mantonakis, A. (2012). A brief pause between a tagline
and brand increases brand name recognition and
preference. Applied cognitive psychology, 26(1), 61-
69, DOI: 10.1002/acp.1797
Milner, M. (2010). Is celebrity a new kind of status
system? Society, 47, 379-387. DOI 10.1007/s12115-
010-9347-x
Nagashima, A. (1977). A comparative" made in" product
image survey among Japanese businessmen. The
Journal of Marketing, 95-100.
Ningrat, S., & Yasa, N. K. (2019). The effect of
advertising and celebrity endorsement on purchase
intention with brand awareness as intervening
variable. American Journal of Humanities and Social
Sciences Research, 3(10), 221-231.
O'Cass, A., & Lim, K. (2002). The influence of brand
associations on brand preference and purchase
intention: An Asian perspective on brand
associations. Journal of International Consumer
Marketing, 14(2-3), 41-71.
Osak, D. J., & Pasharibu, Y. (2020). Pengaruh brand
ambassador dan tagline terhadap keputusan
pembelian online dengan mediasi brand awareness.
E-Jurnal Ekonomi Dan Bisnis Universitas Udayana,
9(4), 357-380.
Parameswaran, R., & Pisharodi, M. R. (1994). Facets of
country of origin image: An empirical assessment.
Journal of Advertising, 13, 43–56
Patra, S., & Datta, S. K. (2012). Celebrity Selection &
Role of Celebrities in creating Brand Awareness and
Brand Preference-A Literature Review. Journal of
Marketing & Communication, 8(2).
Perera, W. L. M. V., & Dissanayake, D. M. R. (2013).
The impact of brand awareness, brand association and
brand perceived quality on female consumers'
purchase decision of foreign makeup products (a
study on youth segment). International Conference on
Business & Information 2013 ISBN 978-955-4563-
17-9
Semeijn, J., Van Riel, A. C., & Ambrosini, A. B. (2004).
Consumer evaluations of store brands: effects of store
image and product attributes. Journal of retailing and
Consumer Services, 11(4), 247-
258.https://doi.org/10.1016/S0969-6989(03)00051-1
Shehzad, U., Ahmad, S., Iqbal, K., Nawaz, M., & Usman,
S. (2014). Influence of brand name on consumer
choice & decision. Journal of Business and
Management, 16(6), 72-76. e-ISSN: 2278-487X, p-
ISSN: 2319-7668
Tom, G., Clark, R., Elmer, L., Grech, E., Masetti Jr, J., &
Sandhar, H. (1992). The use of created versus
celebrity spokespersons in advertisements. Journal of
consumer Marketing, 9(4), 45-51.
Tsabitah, N., & Anggraeni, R. (2021). The Effect of
Brand Image, Brand Personality and Brand
Awareness on Purchase Intention of Local Fashion
Brand “This Is April”. KINERJA, 25(2), 234-250.
DOI: 10.24002/kinerja.v25i2.4701
Vriens, M., Chen, S., & Schomaker, J. (2019). The
evaluation of a brand association density metric.
Journal of Product & Brand Management, 28(1), 104-
116. https://doi.org/10.1108/JPBM-02-2018-1768
Wallace, 2001,Proving our value: Measuring package
design's return on investment", Design Management
Journal, Vol. 12, No. 3: 20-27.
Wang, C. L., Li, D., Barnes, B. R., & Ahn, J. (2012).
Country image, product image and consumer
purchase intention: Evidence from an emerging
economy. International Business Review, 21(6),
1041-1051.
Wang, F., & Hariandja, E. S. (2016, March),The
influence of brand ambassador on brand image and
consumer purchasing decision: A case of tous les
jours in Indonesia. In International Conference on
Entrepreneurship (IConEnt-2016). “How Innovation
could Improve the Performance and Productivity in
Entrepreneurship?” March 17, 2016. Universitas
Pelita Harapan, Tangerang – Indonesia, pg:292-306"
"Washburn, J. H., & Plank, R. E. (2002). Measuring brand
equity: An evaluation of a consumer-based-brand
equity scale. Journal of Marketing Theory and
Practice, 10, 46-61."
Weissmann, M. A., & Hock, R. L. T. (2022) Making
Sustainable Consumption Decisions: The Effects of
Product Availability on Product Purchase Intention,
Journal of Global Marketing, 35:4, 269-284, DOI:
10.1080/08911762.2021.1983686
Widjaja, Y. G. (2019). Effect of Brand Awareness, Brand
Association, Perceived Quality and Brand Loyalty on
Purchasing Decision: Case Study on ACE Hardware
Indonesia Consumers. International Journal of
Advanced Engineering, Management and Science,
5(9), 542-548.
Wijaya, B. S. (2013). Dimensions of brand image: A
conceptual review from the perspective of brand
communication. European Journal of Business and
Management, 5(31).
Section
PAMIR One (Preprints)