Exploring the relationship between brand consumer awareness on brand performance by the mediating role of customer satisfaction in online retailing

With the development of digital tools, business on online platforms is increasing day by day and many people are shopping from online retailers, especially since the pandemic, online shopping has become very popular. In the meantime, the customer's correct knowledge of the brand and the product he buys can change his attitude towards the brand in a positive direction and improve the performance of the brand and ultimately increase his trust. In this research, we examined the positive relationship between the customer's awareness of the brand and his attitude towards the brand, which ultimately leads to the relationship with customer satisfaction and improving the performance of the brand. This research was conducted on two online clothing retail stores. A standard and online questionnaire was used for data collection and Smart Plus software was used for data analysis. The analyzes show that the questionnaire has validity and reliability and brand awareness has a positive and significant relationship with brand attitude, which by maintaining a positive relationship in customer satisfaction, has a positive relationship with brand performance, so that brand awareness and If the product is more, loyalty and repurchase will increase.

Keywords:

Brand Awareness , Brand attitude , Consumer satisfaction , Brand performance , Loyalty , Repurchase