The Effect of Brand Association and Brand Image on the Brand Awareness of Lithuanian Companies of Digital Products

Abstract

Brand awareness enables brand recognition in different market conditions, which is very important for companies selling digital products or providing digital services. Purpose of this paper is to determine the effect of brand association and brand image on the brand awareness of Lithuanian companies of digital products. These factors are important and have an impact on brand awareness, but their impact on the brand awareness of digital products in particular has not been investigated.

Keywords

• brand awareness
• brand association
• brand image
• digital products