Resumo

OMORUYI, O  e  CHINOMONA, E. Evaluating the effects of brand advertising, brand element and brand awareness on purchasing intention. JCMAN [online]. 2019, vol.16, n.1, pp.422-449. ISSN 1815-7440.  http://dx.doi.org/10.35683/jcm19012.0021.

To compete successfully with strong brand names and customer loyalty, organisations need to establish brand awareness and brand element strategy that integrates with the overall business strategy. The purpose of this article is to determine the effects of brand advertising, brand element and brand awareness on consumers' brand purchasing intention. Designing and maintaining profitable brand quality names that satisfy customers' requirements, as well as continuous maximisation of customer intention to purchase the brand is the ultimate goal of any organisation. In achieving this goal, both researchers and organisations have focused on brand advertising and brand element for achieving customer purchase intention of the brand. However, brand advertising and brand element may not be enough to determine sufficient and satisfactory customer loyalty and customer intention to purchase a specific product continuously, without the customer being aware of the specific brand name. This article uses a quantitative cross-sectional survey design to describe the purchase intention of the brand by consumers in the Gauteng province of South Africa and its relationship with three selected determinants, namely brand advertising, brand awareness and brand element. Smart PLS 3 software was used to test the associations among the three hypotheses. The article validates that there is a significant and positive relationship between brand advertising, brand awareness, brand element, and consumers' brand purchase intention. The article authenticates that factors such as brand advertising, brand awareness, and brand element are necessary in stimulating purchase intention of the brand by consumers in the Gauteng province of South Africa. The article further validates that purchase intention of the brand is high when the brand advertising, brand awareness, and brand element are good. The positive relationship between the three proposed hypotheses validates that brand advertising, brand element and brand awareness is an instrumental strategy to stimulate customer purchase intention of the brand. The article is built on a novel direction towards research based on consumer purchase intention of the brand by opening up a discussion on the importance of brand advertising, brand element and brand awareness on purchase intention of the brand in South Africa.

Palavras-chave : Brand advertising; brand awareness; brand element; purchase intention of the brand; South Africa and Theory of planned behaviour.

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