Analysing brand awareness as a driver for determining brand value: a study in telecommunications service marketing

Abstract 
Consumer-centric services companies demonstrate brand attributes and build brand image to a certain brand quality through effective brand communications to develop brand awareness among consumers. This study has been conducted with 272 consumers using telecommunication services in Mexico City. It has been conducted in two phases - development of scale, and analysis of data. The scale indicated as 'BASInd', based on critical examination of five research studies conducted between 2011-2018 was developed generically for this study. The study aims at analysing the role of brand awareness as a driver to determine brand value through brand communication, brand attributes, brand quality, and brand image. The study reveals that effective brand awareness helps in developing brand value among consumers. Brand advertisements and inter-personal communications imparted by service promotors not only enhance brand awareness among consumers, but also help them in making appropriate buying decisions.