Brand knowledge and the influence on Tween's consumer behavior



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The importance of brand knowledge in the consumer’s memory is significant, because it influences what comes to mind when a consumer thinks about a brand. Overall, high levels of brand awareness and positive brand image increase consumer loyalty and competitive advantage (Keller, 1993). Brand sensory (Lindstrom, 2008) and brand loyalty (Aaker, 1991) are also directly related to brand knowledge. For this research study, the focus was on tween consumers. An average tween in the U.S., Australia and the United Kingdom sees between 20,000-40,000 commercials a year (Lindstrom, 2004). They are bombarded with advertisements by marketers’ everyday. With all of the clutter, how do marketers convey the brand knowledge to tweens that is crucial to creating brand loyalty and the success of a brand? This study sought (1) to determine the level of the informants’ knowledge of brands, (2) to determine whether brand knowledge has an influence on tweens, (3) to determine what types of brand knowledge are influential to tweens, and (4) to establish what influences brand loyalty in tweens. Through using data from focus groups conducted there were five major findings. The findings included (1)vparents greatly affect their tween’s consumer behavior, (2) it is very important for a brand to create a brand sensory experience and strong associations, (3) the role that the length of exposure plays in creating brand loyalty, (4) the associations tweens made to a brand were discussed more in the focus group than actual brand name, and (5) informants were most attracted to fun advertisements.



Brand knowledge, Tweens, Consumer behavior