The Impact of Branding Strategy on Brand Awareness and Purchase Intention: A Literature Review

Branding strategies have evolved as a strategic framework for ensuring brand awareness among consumers. Many practitioners and academics have focused on examining the relationship between branding strategies, brand awareness and consumer purchase intentions. Although brand awareness is found to be the driving force behind purchase intentions, few studies suggested that purchase intentions are predicted by consumer attitude. Therefore, consumer attitude has been examined in this study as a variable that supplements the relationship between brand awareness and consumer purchase intentions through a series of stages as defined in the AIDA (Awareness, Interest, Desire and Action) model, which has further been interpreted as AI(A)D(P)A model for this study. The additional A and P presents the attitude and purchase intentions which substitute the interest and desire respectively. Grounded in the theoretical analysis, this study analysed the impact of branding strategies on brand awareness and purchase intention within the luxury garments industry of Pakistani by specifically targeting youth. The recommendations for future studies have also been presented in this study.