The Strategic Role of Brand Awareness in Shaping Consumer Purchase Decisions

DOI

10.2991/978-94-6239-811-5_49How to use a DOI?

Keywords

Brand awareness; brand equity; consumer behavior; digital marketing; purchase decision

Abstract

This study looks at how brand awareness strategically shapes consumer purchase decisions in a marketplace that is now crowded and heavily digital. As competing products increasingly look alike in price and features, brand awareness becomes the mental starting point of the buying journey: a brand that consumers simply do not remember rarely gets considered, no matter how strong the product actually is. Using a qualitative literature review, this study pulls together findings from a range of credible international and Indonesian journals to build a conceptual framework showing that marketing communication builds brand awareness, brand awareness in turn drives purchase decisions, and awareness itself acts as the bridge connecting marketing communication to the final buying choice. The findings show that brand awareness rarely works on its own. It combines with brand image, perceived quality, and a favorable consumer attitude to lower the buyer’s sense of risk and make an otherwise overwhelming decision easier, especially in digital markets where people are bombarded daily with competing brand messages. Evidence from Indonesian cases in bottled water, e-commerce, specialty coffee, and beauty shows that brands with consistently strong awareness enjoy a real edge in conversion, even when price and product features are roughly the same as competitors’. The study concludes that brand awareness is not a short term promotional success but rather a long term strategic asset. Companies should invest in a long term consistent brand communication strategy using both online and traditional media to ensure a long lasting position in the minds of consumers.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yogi Saputra
AU  - Heny Welsa
AU  - Muinah Fadhilah
PY  - 2026
DA  - 2026/10/29
TI  - The Strategic Role of Brand Awareness in Shaping Consumer Purchase Decisions
BT  - Proceedings of the International Conference on Business, Economic, and Social Sustainability (ICOBES 2026)
PB  - Atlantis Press
SP  - 627
EP  - 636
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-811-5_49
DO  - 10.2991/978-94-6239-811-5_49
ID  - Saputra2026
ER  -