Brand Awareness

Brand awareness is a fundamental concept in marketing that reflects the extent

to which consumers can recognize or recall a brand. It plays a crucial role in influencing
consumer preferences and purchasing decisions, making it a vital component of any
marketing strategy. Recent studies have extensively explored the dimensions of brand
awareness, providing insights that are particularly relevant for café shops aiming to
enhance their market presence and customer loyalty.

Zia et al. (2021) investigate the relationships between brand loyalty, brand
image, and brand equity, emphasizing the role of brand recognition as a mediator. Their
quantitative study involved 390 respondents and found that a positive brand image
significantly enhances brand awareness. The researchers argue that café shops should
prioritize building a strong brand image to improve consumer recognition. By effectively
communicating their unique values, café shops can increase customer satisfaction and
gain a competitive advantage in a crowded market.

The study suggests that café shops must consider not only the quality of their
products but also the impact of branding on their identity. This includes developing
distinctive logos, engaging in community marketing, and leveraging storytelling to
connect emotionally with customers. A well-established brand image can lead to higher
brand awareness, fostering customer loyalty and repeat business.

Despite these insights, gaps remain in understanding how specific branding

strategies influence customer engagement in low-involvement industries such as café
shops. Further research is needed to explore the effectiveness of various branding
techniques on customer recognition and interaction. Additionally, examining the
interplay between brand image and customer engagement metrics, such as social
media activity and word-of-mouth referrals, is essential for developing more effective
marketing strategies for café shops.

Meilani and Suryawan (2020) examine the coffee shop industry in Indonesia,
focusing on how brand awareness, brand image, and brand trust contribute to brand
loyalty. Their quantitative study involved 436 respondents and used statistical methods
for data analysis. The results show that brand awareness has a direct and positive
impact on brand loyalty, highlighting the importance of strong brand recognition in a
competitive market.

For café shops in Calinan Poblacion, this finding underscores the need for
effective branding strategies to increase visibility. By using various marketing channels
—such as social media, local events, and collaborations with influencers—café shops
can build brand awareness. As consumers become more familiar with a café’s brand,
they are more likely to choose it over competitors, leading to greater customer loyalty.

However, while this study provides valuable insights, it does not explore the
specific impact of social media campaigns on brand awareness and loyalty within café
shops, particularly in a localized context like Calinan Poblacion. This gap highlights the
need for further research to examine how tailored social media strategies can enhance
brand visibility and foster customer loyalty in this unique market. By addressing this gap,
this study aims to provide actionable recommendations for café owners to strengthen
their branding efforts in a competitive landscape.

Shafiq (2024) further examines the relationship between brand awareness,

perceived value, and brand association, highlighting the significant impact of brand
awareness on consumer perceptions. Conducted with 493 respondents through face-to-
face interviews, the study reveals that heightened brand awareness leads to stronger
brand associations, which are essential for building consumer trust and loyalty. It
emphasizes that for café shops, enhancing brand awareness can translate into
improved perceptions of value among customers.

The findings suggest that café shops can benefit from implementing targeted
marketing strategies that not only raise awareness but also emphasize the perceived
value of their offerings. This can involve showcasing the quality of ingredients,
promoting unique menu items, or highlighting sustainable practices. However, there is a
gap in understanding how these marketing strategies specifically impact customer
engagement and loyalty in the context of café shops, particularly in localized settings
like Calinan Poblacion.

The collective insights from the researcher study underscore the pivotal role of
brand awareness in driving consumer behavior and loyalty. Yet, there is a lack of
empirical research focusing on the direct relationship between social media marketing
efforts and customer engagement in café shops. For café shops in Calinan Poblacion,
developing a robust brand presence is essential for attracting and retaining customers
in a competitive market. This current research seeks to fill this gap by evaluating how
various social media strategies can enhance brand awareness and, consequently,
customer loyalty.

Implementing effective branding strategies, including leveraging social media

platforms for outreach, storytelling, and community engagement, can significantly
enhance brand awareness. Still, the existing studies do not sufficiently explore the
effectiveness of different platforms and content types tailored specifically for café shops.
As café shops invest in building their brand identity, understanding these nuances will
lead to better market positioning and overall business success.

In summary, while the researcher emphasizes the importance of brand

awareness for café shops, there remains a need to investigate how specific marketing
strategies and social media interactions influence customer behavior and loyalty. This
study aims to address these gaps, providing insights that will help café owners develop
more effective marketing strategies tailored to their target audience, ultimately leading
to stronger customer loyalty and long-term success in the competitive café industry.

Social Media’s Role in Brand Awareness

This literature review examines various studies that explore how social media
campaigns can influence brand awareness indicators, specifically focusing on café
shops in Calinan Poblacion. By evaluating these findings, the current study aims to
develop a comprehensive understanding of the relationship between social media
strategies and brand awareness, highlighting the importance of effective marketing in a
competitive landscape.

Azadan et al. (2024) explore the evolving landscape of marketing, particularly

through the lens of social media platforms like TikTok. Their study aims to assess the
effectiveness of TikTok in enhancing brand visibility among users, given its rapid rise in
popularity. While TikTok offers significant potential for brand exposure, its effectiveness
in increasing brand awareness has not been thoroughly investigated. The quantitative
study includes three primary objectives: to identify the effects of Mobile Application
Values, Information Quality, System Quality, and Influencer Trust on brand awareness;
to assess the relationship between brand awareness and Word of Mouth; and to
analyze how brand awareness affects purchase intention. This multifaceted approach
allows for a deeper understanding of the variables influencing brand awareness in the
context of social media marketing.

The results of their study indicate that factors such as Mobile Application Value,
System Quality, and Influencer Trust significantly influence brand awareness on TikTok.
However, Information Quality did not exhibit a substantial effect on brand awareness.
This finding underscores the importance of user experience and trust in social media
interactions. For café shops in Calinan, understanding the dynamics of these factors
can help tailor social media campaigns to enhance brand visibility. By prioritizing user
experience and engaging influencers who resonate with the target audience, café shops
can leverage TikTok and similar platforms to cultivate brand awareness effectively.
 Moreover, the emphasis on influencer marketing to enhance brand awareness
reveals a significant research gap in understanding how different influencer types—such
as macro vs. micro-influencers—affect brand perception and consumer engagement
specifically in the café industry. This gap aligns with the research objectives to evaluate
the relationship between social media campaigns and brand awareness indicators,
including recognition and recall among café shop consumers.

Their findings suggest that consumers are more likely to engage with brands
endorsed by trusted influencers, leading to increased visibility and positive brand
associations. This is particularly relevant for café shops aiming to differentiate
themselves in a competitive market. Collaborating with local influencers or micro-
influencers who have a genuine connection with the community can foster trust and
authenticity in marketing efforts. The study aims to investigate how these partnerships
can specifically drive brand awareness and influence purchase intentions for café shops
in Calinan Poblacion.

Overall, while the researchers contribute to a deeper understanding of TikTok’s

potential as a branding tool, further research is needed to explore optimal strategies for
café shops to effectively utilize influencer partnerships and enhance brand awareness
within their local markets.

Sukidy and Amadi (2024) examined the influence of social media marketing
activities on brand awareness, brand image, and brand loyalty in the beauty clinic
industry. Their research highlights the essential role social media plays in shaping
consumer perceptions and establishing a brand’s presence in a competitive market.
Using a quantitative approach with 160 respondents from beauty clinics, the study
utilized Structural Equation Modeling (SEM) to analyze the relationships between the
identified variables. The results indicated that social media marketing activities
positively influence brand awareness, brand image, and brand loyalty, reinforcing the
notion that effective marketing strategies can significantly enhance consumer
engagement and brand perception.

One critical finding of the authors’ research is the direct relationship between
brand awareness and brand loyalty, suggesting that higher brand awareness correlates
with a stronger brand image, which in turn fosters brand loyalty. However, the
application of these insights specifically within the café industry remains underexplored.
For café shops in Calinan, understanding how to effectively establish a strong online
presence and engage customers through tailored social media marketing strategies is
crucial. While the study underscores the importance of enhancing brand awareness
through targeted campaigns, there is a gap in exploring how these dynamics specifically
manifest in the café sector.

Furthermore, Sukidy and Amadi emphasized the significance of consistent

branding across social media platforms. This consistency aids brand recognition and
recall, yet it is unclear how cohesive branding strategies can be effectively implemented
in the café industry. The current research aims to address this gap by investigating how
café shops in Calinan can leverage social media campaigns to foster lasting customer
relationships and enhance brand loyalty.

Mochamad et al. (2023) expanded the conversation by measuring the impact of

digital marketing on brand awareness across various social media platforms, including
YouTube, Facebook, Instagram, and Twitter. Their study utilized a quantitative
methodology with primary and secondary data to assess how social media influences
brand awareness in private universities in Indonesia. The researchers found that digital
marketing efforts collectively influenced brand awareness significantly,
emphasizing the importance of a comprehensive digital marketing strategy.

While the findings highlight specific platforms, such as Facebook and Twitter, as
having strong positive impacts on brand awareness, there is a need for more context-
specific analysis concerning café shops. The current study will evaluate which platforms
are most effective for promoting brand awareness among café shops in Calinan,
seeking to fill the gap in understanding how platform-specific strategies can enhance
local brand visibility.

Additionally, Mochamad et al. emphasized user engagement’s role in shaping

brand awareness on social media, finding that interactive content can significantly
enhance consumer engagement and brand recognition. However, the implications of
this finding for café shops remain unclear. This research will investigate how various
forms of engagement, such as polls, contests, and user-generated content, can
influence brand awareness indicators in the café industry, providing actionable
recommendations for café owners.

Kiki (2024) investigated the effects of social media marketing on brand image,
brand awareness, and perceived quality in the skincare industry. The study, which
surveyed 105 active skincare users on Instagram, indicated that social media marketing
significantly influences brand image and awareness, ultimately increasing purchase
intention. While the findings provide valuable insights into consumer perceptions in
niche markets like skincare, similar investigations in the café sector are limited. The
current research will explore whether the patterns of influence observed in Kiki’s study
exist within the café industry, examining how social media marketing strategies can
enhance brand awareness and perceived quality among local consumers.

Furthermore, Kiki emphasized the importance of understanding the target

audience’s unique preferences when crafting social media marketing campaigns. This
aspect remains underexplored in the context of café shops in Calinan. The present
study aims to evaluate how café owners can optimize their social media marketing
strategies to align with local consumer expectations, reflecting community values and
preferences.

Ni and Luh (2023) conducted a qualitative descriptive study exploring how

marketing divisions build customer brand awareness, focusing on the relationship
between brand recognition, recall, and consumer purchasing decisions. Their findings
highlighted brand awareness as foundational to creating brand equity. Yet, the specific
strategies that café shops can implement to enhance recognition and recall in a highly
competitive market remain largely unaddressed.

The current study will examine the diverse marketing strategies employed by
café shops in Calinan, emphasizing the need for consistent branding to enhance brand
recognition and recall. By understanding how to effectively communicate their brand
identity across various social media platforms, café shops can attract and retain
customers in a crowded marketplace.

In summary, the current research focuses on café shops in Calinan Poblacion,

aiming to understand how social media campaigns can enhance brand awareness for
local businesses. By examining platform-specific strategies, user engagement, and
influencer partnerships, the study seeks to provide practical recommendations for café
owners. Ultimately, the findings aim to fill the gaps identified in existing literature and
support café shops in building a strong and recognizable brand presence in a
competitive market.

Zia, A., Younus, S., Mirza, F., GIFT Business School, University of the Punjab,
Jhelum Campus, & The Melliuem University and College, Queenberry Campus
Gujranwala. (2021). Investigating the Impact of Brand Image and Brand
Loyalty on Brand Equity: the Mediating Role of Brand Awareness.
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https://www.ijicc.net/images/Vol_15/Iss_2/15273_Zia_2021_E1_R.pdf

Meilani, I. B. M. P. B. Y. F. C. P., & Suryawan, R. R. M. I. N. (2020). The

Influence of Brand Awareness, Brand Image, and Brand Trust on Brand
Loyalty. Jurnal Manajemen, 24(3), 412. https://doi.org/10.24912/jm.v24i3.676

Shafiq, Amar. (2024). From Brand Awareness to Association: Exploring the

Influence of Perceived Value and Mediating Role of Brand Image. 2. 52-65.
10.5281/zenodo.13199617.

Azadan, Nur & Indıran, Logaıswarı & Nair, Saranya. (2024). The Effectiveness
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Sukidy, Beatrice & Achmadi, Hendra. (2024). THE EFFECT OF SOCIAL MEDIA
MARKETING ACTIVITIES ON BRAND LOYALTY WITH BRAND IMAGE AND
BRAND AWARENESS AS MEDIATION VARIABLES AT XYZ BEAUTY CLINIC IN
JAKARTA. The International Journal of Medical Science and Health Research.
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Malik, Mochamad & Nur Hasanah, Eneng & Gumilar, Eka. (2023). Social
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Oktavia, Kiki. (2024). Social Media Marketing, Brand Image, Brand

Awareness, Perceived Quality And Purchase Intention In Skincare Product
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10.37641/jimkes.v12i5.2780.

Pastini, Ni & Tri Lilasari, Luh. (2023). Building customer's brand awareness
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