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Why I Buy What I Buy? The Dynamics of Brand Awareness on Consumers' Choice

Ojo James Olanipekun (Mountain Top University, Nigeria)
Saidi Adedeji Adelekan (Dominican University, Nigeria)

Entrepreneurship and Post-Pandemic Future

ISBN: 978-1-80117-903-4, eISBN: 978-1-80117-902-7

Publication date: 3 March 2022


Most aspects of brand loyalty rely heavily on brand awareness. However, the information processing of brand awareness in customers, which is significant in buying decisions or customers' feedback experiences, is still unknown in the available literature. This study investigates how dynamic brands awareness affect customers in buying what they buy and how they buy them. The current study's entire goal is to comprehend the phenomenon of customer preferences and choices in the Nigerian context. The study asserts that there is a need to provide critical information that will improve customers' hypotheses testing in making a choice and preferences in creating brand awareness. It is necessary for brand builders and marketers to achieve and maintain the ultimate level of awareness through great gift items, pricing tactics, sales promotion, and sponsorship of programmes and events creatively and consistently. Meaningful customer relationship management programmes and activities must be established to constantly improve brand awareness.



Olanipekun, O.J. and Adelekan, S.A. (2022), "Why I Buy What I Buy? The Dynamics of Brand Awareness on Consumers' Choice", Eniola, A.A. (Ed.) Entrepreneurship and Post-Pandemic Future, Emerald Publishing Limited, Leeds, pp. 73-86.



Emerald Publishing Limited

Copyright © 2022 Ojo James Olanipekun and Saidi Adedeji Adelekan. Published under exclusive licence by Emerald Publishing Limited