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February 26, 2026Iconic Research and Engineering Journals0 citationsOpen Access

Impact of Brand Awareness on Loyalty and Repeat Purchases in Young Consumers

Effect of Brand Awareness on Brand Loyalty and Repeat Purchases

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Authors

BSBhoomika SharmaAMAshlesha MandgePSPriyal Sood

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Overview

This research examines brand awareness's effect on loyalty and repeat purchases in young consumers, highlighting implications for marketing strategies.

Key Points

  • This study aims to explore how brand awareness influences brand loyalty and the behavior of repeat purchases among young consumers.
  • Used purposive sampling with 450 individuals aged 15 to 24
  • Collected data via structured questionnaires focusing on consumption patterns
  • Analyzed correlations and regressions to assess relationships between key variables
  • Moderately strong positive correlation (r = 0.59) between brand awareness and brand preference
  • Significant relationships found between overall satisfaction, taste, and repeat purchases (β = 0.274, p<0.05; β = 0.221, p<0.05)
  • Price sensitivity exhibited a moderate negative relation with repeat purchases (r = -0.230, p<0.05)
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Cite This Study

Sharma et al. (2026) studied this question.

synapsesocial.com/papers/699fe28895ddcd3a253e63e0https://doi.org/10.64388/irev9i8-1714235
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