Browsing Journal Articles by Subject "Brand awareness, brand image, brand recall/recognition, brand advertisement, buying behavior, Tier one insurance companies, Small and medium enterprises."
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Influence of Brand Awareness on Buying Behavior of Insurance Consumers in Kenya
(Journal of Management and Business Administration, 2021-06)Brand awareness measures the accessibility of the brand in memory and is measured through brand recall/brand recognition. In the context of a given specific product category, brand awareness counts up to be a key determining ...