The effect of brand awareness from the price perception perspective on the purchase intention of consumers

In the research, it is questioned when the conditional effects of brand awareness on perceived value and purchase intention occur under the moderation of price mavenism. From the point of view of signal theory, the research is based on the evaluation of the consumers' reactions to these signals, with the expectation that they will react to the signals they encounter, such as price promotion, price frame, brand awareness in the case of incomplete information. In the literature, the effect of brand awareness on consumers' individual choice decisions and the relationship between promotional offers offered to consumers and price perceptions of consumers have not been adequately examined. The originality of the research is due to the fact that perceived value, which is among the variables that increase the effectiveness of the discount frame on price promotions in the marketing literature, is handled on the basis of signal theory and its role in the relationship between brand awareness and purchase intention is associated with price mavenism. The research consists of three pre-tests to determine the advertisement scenario to be presented to the participants and two separate stages. The research consists of three pre-tests to determine the advertisement scenario to be presented to the participants, and then two separate stages to test the conceptual model. The hypotheses of the research were tested with the IBM SPSS 22 program PROCESS macro using the data obtained from 543 students consisting of Akdeniz University students. The findings obtained as a result of the analyzes support the idea that price mavenism has a moderator role in the relations between brand awareness and purchase intention, brand awareness and perceived value and that price mavenism also moderates the indirect effect of brand awareness on purchase intentions through perceived value. The interaction of brand awareness and price mavenism has a conditional effect on different levels of price expertise (low, medium, and high). The conditional indirect effect of brand awareness on purchase intention is positive at low price mavenism. Determining the effects of consumers' price and value perceptions depending on the frame of price promotion on the relationship between brand awareness and consumers' purchase intentions is of great importance in terms of understanding the effects of behavioral pricing efforts and tactics that psychologically examine consumers' reactions to prices.