Purchase
Secondly, companies invest in creating brand awareness because it also plays a vital role in purchase decision made by the consumer. It is the truth of life that whatever brand the customer is more aware of, the more likely that brand will be purchased (Gustafson & Chabot, 2007).
As mentioned earlier, brand awareness for low-involvement commodity goods is more important as consumers often decide their purchases from their memory. According to a survey, when brand awareness was measured, the top ten brands came out in the low-involvement categories like soaps and detergents and brands with sinking sales invest exceedingly in brand awareness (Daye & Vanauken, 2009).
However, purchasing a product requires more than just brand awareness. The brand should also be positively associated with and customers must have deep emotions regarding the brand for a purchase to occur (Daye & Vanauken, 2009). Otherwise, a brand performing poorly will also have brand awareness but the feelings will be negative.
购买
其次，公司投资创建的品牌意识，因为它在购买决策的消费者也起着至关重要的作用。它是生命的真理，无论品牌客户更清楚，更可能的是，品牌将购买的（古斯塔夫森&德，2007）。
如前所述，低介入商品品牌意识的消费者往往决定他们的购买他们的记忆更重要。据一项调查显示，当品牌知名度的测定，十大品牌出现在低涉入的类别像肥皂和洗涤剂和品牌销售品牌意识非常沉投资（大冶和vanauken，2009）。
然而，购买的产品，需要的不仅仅是品牌意识。品牌也应该积极与客户必须在购买发生品牌有深深的情感（大冶和vanauken，2009）。否则，表现不佳也有品牌意识，但感情会负品牌。
