A Model of Brand Awareness and Performance: The Role of Logos

Document Type

Conference Proceeding

Conference Track

Marketing Management/ Strategy/ Branding

Publication Date



This conceptual paper develops a model that determines whether: (1) brand/logo awareness; (2) prior shopping experience of consumers with retailer; (3) consumer sentiments of logos, and (4) consumer shopping intentions significantly and positively associated with the performance of top 100 US retailers. The performance measurements include retailer revenues, profits, number of stores, number of employees, sales per employee, and earnings per share. Brand awareness based on logo is measured by determining which of the top 100 US retailer logos are recalled by the respondents correctly without any aid. The significance and implications of this study are discussed.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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