From Perception to Loyalty: The Mediating Role of Brand Awareness in Consumer Behavior

Haroon Ahmad Chughtai; Amna Mushtaq; Danish Mushtaq; Alia Zahra

Authors

Haroon Ahmad Chughtai Lecturer, Department of Business Administration, NFC Institute of Engineering & Technology, Multan-Pakistan. Author
Amna Mushtaq Lecturer, Department of Sociology, The Women University, Multan-Pakistan. Author
Danish Mushtaq Lecturer, Department of Business Administration, NFC Institute of Engineering & Technology, Multan-Pakistan. Author
Alia Zahra Department of Sociology, The Women University, Multan-Pakistan. Author

Keywords:

Perceived Value, Brand Awareness, Brand Loyalty, Purchase Intensions, Punjab, Pakistan.

Abstract

This study explores the mediating role of Brand Awareness (BA) in the relationships between Perceived Value (PV) and two key consumer behaviors: Purchase Intention (PI) and Brand Loyalty (BL), using a sample of 318 consumers from Punjab. The research utilizes SMART PLS (Partial Least Squares Structural Equation Modeling) to test the hypotheses. The findings suggest that Brand Awareness significantly mediates the effect of Perceived Value on both Purchase Intention and Brand Loyalty. Specifically, higher perceived value leads to increased brand awareness, which in turn enhances purchase intentions and fosters brand loyalty. The study emphasizes the importance of brand awareness as a critical mediator in consumer decision-making processes. These results offer valuable insights for marketers aiming to improve both immediate sales and long-term customer retention by enhancing perceived value and building stronger brand awareness.

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Author Biographies

Haroon Ahmad Chughtai, Lecturer, Department of Business Administration, NFC Institute of Engineering & Technology, Multan-Pakistan.

Lecturer, Department of Business Administration, NFC Institute of Engineering & Technology, Multan-Pakistan.
Amna Mushtaq, Lecturer, Department of Sociology, The Women University, Multan-Pakistan.

Lecturer, Department of Sociology, The Women University, Multan-Pakistan.
Danish Mushtaq, Lecturer, Department of Business Administration, NFC Institute of Engineering & Technology, Multan-Pakistan.

Lecturer, Department of Business Administration, NFC Institute of Engineering & Technology, Multan-Pakistan.
Alia Zahra, Department of Sociology, The Women University, Multan-Pakistan.

Department of Sociology, The Women University, Multan-Pakistan.

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