From Brand Awareness to Association: Exploring the Influence of Perceived Value and Mediating Role of Brand Image

Abstract

Important factors in forming brand associations include perceived value—the consumer's assessment of a brand's value—and brand awareness, which is the identification and recall of a brand. With an emphasis on the mediating function of brand image, this research examines the relationship between brand awareness, perceived value, and brand association. The study intends to fill a gap in the literature, especially about developing countries like Pakistan. Data was collected from 493 valid respondents for this study via face-to-face interviews at retail malls by using the questionnaire adapted from the literature. The results demonstrate that perceived value and brand awareness have a significant impact on brand association. It is also proven that brand image plays a mediating function, with brand awareness influencing brand association indirectly via brand image. The research concludes that to improve brand association among users of mobile phones, marketers in the telecom industry should give priority to raising brand awareness and perceived value. Efficient use of social media and information technology may increase brand awareness, and a strong brand image can strengthen the brand association, enhance market positioning, and maintain a competitive edge in the telecom industry of underdeveloped economies like Pakistan.