Effect of Student’s Brand Awareness on Brand Image and Brand Trust: Selçuk University, Economic and Administrative Science Faculty Example

Increasing competition in today s global market correspondingly increasing the number of products raise difficulties in separating the seproducts from eachother. As a result, from the marketing perspective, brandin gactivities have been started sothatthevalue of the products can be displayed and differentiated from eachother. The brand is one of the mostimportant value components that separatesthe products of an organization from competitorsand helps products to be recognized. With this value that makes a difference for the product and the organization, the brand carries the product to a stronger position and help stoincrease the success of all functions of the organization. Inorderfor a brandto be positioned as a strongbrand, the brand must be recognized by the customers, that is, the customers must be aware of the brand. Since the customer is aware of the brand they will trust the brandover time, and brandawarenessandtrustwillmake a significantcontributiontothebrand sstrongimage. Thepurpose of thisresearch is toidentifytheeffect of brandawareness on brandimage, andbrandtrust as empirically. Inthisstudy, theeffect of brandawareness on brand image and brand trust was measured with a survey participated by university studentsand 18 shampoobrandwaschosenwhichexists in Turkey s market, placeads, preferredbyconsumersfrequentlyandeasytoaccess. Foranalyzingthedataexploratoryfactoranalysis, confirmatoryfactoranalysis, andstructuralequationmodelingmethodswereused. As a result of theanalyzesconductedwithinthescope of theresearch, it is determinedthatbrandawarenessandbrandimagehave a positiveeffect on brandtrust. Besides, it is observedthatbrandawarenessdoes not have a directeffect on brandimage.