The relationship between brand awareness, brand loyalty, advertisement and customer purchase decision among property purchasers in Malaysia: a conceptual analysis

Abstract

Branding is the main strategic instrument in differentiating competitive products. With many competitors in the market, organizations need to develop strong brand as an effective defensive mechanism in order to win over their competitors. In the modern days, branding is vital to all industries including property industry. Strategic communication via advertisement could assist in building a brand for an organization. Leading brands would have to instil an unforgettable brand position into their customers’ minds by using innovative advertisements. Hence, this research intends to study how brand equity and advertisement could help property developers to understand their customers’ purchase decision towards their products. The conceptual framework of this study used Aaker’s brand equity model to guide the research. This theory provides an in depth explanation of brand equity and it is suitable in stages of marketing to improve customer loyalty and customer purchase decision. Most of the time, it is used to differentiate an organization from the others. This research provides useful insights to the property developers on how brand equity and advertisement could make their brand well known to the public and positively influence their customers’ purchase decision.