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Qamarina & Zuraidah (2022)

RQ3: Do online campaigns help to improve brand awareness of Clayniq products?
1.4 Research Objective

This study listed three main objectives:
RO1: To identify the relationships of brand characteristic, advertising, and sales promotion with brand awareness of Clayniq
products.

RO2: To identify the most important factors that influence brand awareness of Clayniq products.
RO3: To examine whether online campaigns can help to improve brand awareness of Clayniq products.

2.0 LITERATURE REVIEW
2.1 Brand Awareness
Brand awareness refers to a potential customer's ability to identify or recall a brand in their brains, which helps them in
connecting products with brands (Aaker, 1991). According to Aswad (2016), brand awareness refers to a customer's
understanding of a brand and their ability to recognize and recall it from memory. Customers' familiarity or difficulty in
recognizing brands is measured by brand awareness. The most fundamental level of brand knowledge is brand awareness,
which requires at the very least the recognition of a brand's name or a structure based on specific information. Brand awareness
is an indicator that shows how familiar or difficult it is for customers to acknowledge a brand. Although customers continue
to familiarize themselves in order to acquire a product, brand awareness is still a vital aspect in influencing purchasing decisions
(Macdonald and Sharp, 2000). When a customer is ready to make a purchase, he or she will consider the brand. When a
customer is well-informed about a brand, they have more purchase options and are more likely to make sensible decisions. A
company's most important goal is to build a strong brand, as it affects not only short-term sales but also long-term profitability.
Brand characteristics, advertising, and sales promotion all help to increase customer awareness of a brand.

Successful brand awareness means that the company is well-known and easily identifiable. Brand awareness is one of the
important elements that set the product apart from similar products and their competitors. When customers are thinking about
buying a product and a brand element comes to mind, it means the product has a lot of brand awareness. As a result, more
brand awareness can lead to more customer purchases and familiarity with the brand. While a consumer's behaviour toward a
brand represents their perception of it, a collection of collective memories and beliefs also has an impact on a brand's trust and
reputation in terms of the trustworthiness that customers attribute to it. A brand can be trusted if it delivers the benefits that
fulfil the expectation of the customers.

2.2 Hypothesis Development
2.2.1 Brand Characteristic
The primary concepts and fundamentals that define the brand's identity are known as brand characteristics. They are a set of
characteristics that are identified as the brand's physical, differentiating, and personality features, like those of an individual.
In a competitive industry, a unique brand image or character will help a brand stand out and reduce other competitors' unique
strength. The same product can appeal to a wider audience by addressing unique features. Brand characteristics must be reliable
since they contribute to the creation of customer belief towards a brand. When a brand is trusted, it may strengthen its belief
in its customers which is allowing it to maintain high-quality standards (Keller 2013. Thus, the brand characteristics that can
appeal to and attract the most customers will influence brand awareness. Based on the explanation above, the researcher
hypothesis:

H1: There is a significant relationship between brand characteristic and brand awareness
2.2.2 Advertising
Advertising is one of the oldest tactics, most widely used especially in business, and the most important promotional tool in
marketing. (De Pelsmacker, Geuens & Bergh, 2007, p. 192). Its goal is to communicate and educate people about the product
while also developing a good image and incentives to buy it. (Filipovic & Kostic-Stankovic, 2014; Salai & Grubor, 2011).
Furthermore, advertising is used to create a long-lasting brand image for a product or to achieve quick sales. According to
Kotler (2003), any paid method of non-personal presentation and promotion of ideas, products, and services, as well as the
related purchase price, is referred to as advertising. Advertising includes multiple repeats of promotional messages which are
allowing customers to compare messages from different competitors. Advertising can improve a product's perceived value,
meaning that customers believe the product being actively advertised has considerable value which can potentially influence
their awareness of that product. One of the benefits of advertising is its ability to reach out to a large group of customers and
it can also be focused on smaller customers which is more precisely a targeted customer segment, depending on the media
utilized and the goals to be achieved. (Domazet, 2012). Advertising is recognised with a higher position than the other
marketing components in the marketing integrated communication model, as customers are notified of new products through
advertising. An effective advertisement also aids the company in raising brand awareness. Furthermore, advertising reduces
the boundaries between customer and the business (Blech, 2001; Lopez et al, 2002). Advertisements have a huge impact on

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