THE EFFECT OF BRAND AWARENESS ON CONSUMERS' REPURCHASE INTENTION - A STUDY OF STREAMING MEDIA

ABSTRACT

[...]few researchers systematically integrate five variables brand awareness, engagement, customer satisfaction, brand loyalty, and repurchase intention as the framework for the overall study. The brand can raise brand awareness through effective media channels such as advertising, television, and mobile phones, which can help ensure product quality and prestige, reducing the risk of purchasing low-quality products (Sasmita & Suki, 2015;Dab-bous & Barakat, 2020). Researchers identified factors that may influence brand loyalty brand attachment, brand love, brand connection, brand identity, and brand trust (Park et al., 2010;Atul-kar, 2020) and brand name, brand awareness, product and service quality, and pricing are also affected to brand loyalty (Lau et al., 2006;Foroudi, 2019). Creating stable relationships with customers and encouraging their lifetime loyalty is essential for establishing brand loyalty among customers with their comprehensive understanding and trust of the brand name, brand awareness, product, price, and service quality (Seines, 1998;Malik et al., 2013;Rather & Camilleri, 2019).