The effect of selected marketing mix elements on brand awareness & associations

Abstract

This study examines the relationship between selected marketing mix elements and their impact on brand awareness and associations in relation to the lnternational Student Identity Card. The conceptual framework. is based on the effects which store image, distribution intensity, advertising spending and price promotions have on brand awareness and associations. The empirical data has been gathered using a quantitative questionnaire. The results show that store image, distribution intensity and advertising spending influence positively brand awareness and associations while price promotions have no effect on brand awareness and associations.