Antecedents of Brand Salience and Their Influence on Purchasing Decisions

Abstract

Over the past two decades, scientific journals and dissertation works have generally concentrated on brand equity, especially in formulating further brand strategies. There needs to be more research on the antecedents of brand salience, which is the first block that should be built in a consumer-based brand equity pyramid model. More than brand knowledge is needed to build a strong brand in the long term, and good brand relationship support is needed. From the perspective of human memory, Brand Salience is formed because of memory and attention salience. Brand experience creates sensory stimulation in consumers' long-term memory, while Brand Trust makes the brand the first thing consumer’s think of when they need it. Referring to Brand Management (from the consumer approach, the relationship approach to the sensory approach), the author proposes a combination of dimensions of Brand Awareness, Brand Image, Brand Experience, and brand Trust, which are connected to the decision to purchase Artco wheelbarrows in Indonesia. Using the explanatory survey method and purposive sampling technique, this research was conducted in ten cities in Indonesia. This study offers a new concept in order to understand Brand Salience holistically. It will focus on the breadth and depth of the influence of Brand Awareness, Brand Image, Brand Experience and Brand Trust on Brand Salience in the minds of consumers, as well as testing Brand Salience as a mediator of consumer purchasing decisions.