Building strong brand image in the smartphone industry: the interplay of brand familiarity, brand awareness, and brand extension
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Published:
May 30, 2025
Keywords:
Brand Familiarity, Brand Awareness, Brand Extension, Brand Image
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Economy
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Abstract
This research examines the influence of brand familiarity, brand awareness, and brand extension on the overall perception of brand image. The study emphasizes the experiences and viewpoints of smartphone users across different brands to investigate how these three factors collectively shape a strong brand image in consumers' minds. This study employs a quantitative approach, utilizing primary data collected through online surveys. The sample comprises 160 respondents who are users of various smartphone brands in Cirebon, selected through a purposive convenience sampling method. The study applies the Structural Equation Modeling - Partial Least Square (SEM-PLS) technique to analyze the relationship between the examined variables. The findings reveal that brand familiarity and awareness significantly and positively impact brand image. Furthermore, brand extension also plays a crucial role in enhancing brand image. These findings confirm that these three variables are significant in shaping consumer perceptions of a brand. The practical implications of this study emphasize the importance of companies developing marketing strategies that are oriented towards increasing brand familiarity and awareness as well as the effectiveness of brand extension. By optimally managing these aspects, companies can build a strong and positive brand image, which ultimately contributes to increasing consumer trust and loyalty towards the smartphone products they offer
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Kamal, N. S. ., Agesta, T. . and Deduu, M. . (2025) “Building strong brand image in the smartphone industry: the interplay of brand familiarity, brand awareness, and brand extension”, Jurnal Mantik, 9(1), pp. 188-200. doi: 10.35335/mantik.v8i5.6187.
References
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Andjarwati, D. R. T. P., & Lestari, A. (2016). Pengaruh Strategi Brand Extension Terhadap Keputusan Pembelian Smartphone Acer Dengan Brand Image Sebagai Variabel Intervening (Studi Pada Pengunjung Wtc Dan Marina Plaza Di Surabaya). Jurnal Ilmu Manajemen (JIM), 4(2), 75–84. https://ejournal.unesa.ac.id/index.php/jim/article/view/17524
Barrios-Rubio, A. (2021). Radio, music and podcast in the consumption agenda of colombian adolescents and youth in the digital sonosphere. Communication and Society, 34(3), 31–46. https://doi.org/10.15581/003.34.3.31-46
Bergkvist, L., & Taylor, C. R. (2022). Reviving and Improving Brand Awareness As a Construct in Advertising Research. Journal of Advertising, 43(6), 1091–1109. https://doi.org/10.1080/00913367.2022.2039886
Bryman, A., & Bell, E. (2015). Business Research Methods. Oxford University Press. https://books.google.co.id/books/about/Business_Research_Methods.html?id=l7u6BwAAQBAJ&redir_esc=y
Burešová, J., & Vavrek, R. (2024). Incorporating new variables into a model of brand extension in fast fashion. Innovative Marketing, 20(2), 240–253. https://doi.org/10.21511/im.20(2).2024.20
Christino, J., Silva, T., Moura, L. R., & Fonseca, L. H. (2020). Antecedents and Consequents of Brand Love in the Smartphone Market: An Extended Study of the Impact of Switching Cost. Journal of Promotion Management, 26(3), 301–321. https://doi.org/10.1080/10496491.2019.1699630
CNNIndonesia. (2021). Terus Merugi, LG Tutup Bisnis Smartphone. https://www.cnnindonesia.com/teknologi/20210405121935-185-626043/terus-merugi-lg-tutup-bisnis-smartphone
Deng, Q. (Claire), & Messinger, P. R. (2022). Dimensions of brand-extension fit. International Journal of Research in Marketing, 39(3), 764–787. https://doi.org/10.1016/j.ijresmar.2021.09.013
F.Hair.JR., J., C.Black, W., J.Babbin, B., & E.Anderson, R. (2011). Multivatiate Data Analysis. In Pearson Prentce Hall (7th Editio). Pearson Prentce Hall. https://doi.org/10.3390/polym12123016
Fajarwati, D., & Haliza, T. N. (2024). Social Media Marketing Activities and Their Effect on Brand Loyalty Among Generations. 6(3), 606–615. https://journal.uinmataram.ac.id/index.php/jed/article/view/11170
Forbes. (2021). LG Shutting Down Smartphone Business After Years Of Losses. https://www.forbes.com/sites/siladityaray/2021/04/05/after-years-of-losses-lg-is-shutting-down-its-smartphone-business/
Ge, F., & Ge, J. (2023). Research on Brand Image Marketing Strategy - From Brand Awareness to Brand Loyalty . Journal of Global Humanities and Social Sciences, 4(04), 161–165. https://doi.org/10.61360/bonighss232014120802
Ghozali, I. (2013). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 21Update PLS Regresi. Badan Penerbit Universitas Diponegoro. https://www.researchgate.net/publication/289671928_Aplikasi_Analisis_Multivariate_Dengan_Program_IBM_SPSS_21_Update_PLS_Regresi#full-text
Ghozali, I. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23. Badan Penerbit Universitas Diponegoro. https://www.researchgate.net/publication/301199668_Aplikasi_Analisis_Multivariete_SPSS_23
Gluhovi?, N. (2020). Influence of country of origin image on brand equity of consumers in Bosnia and Herzegovina: The case of smartphone market. Anali Ekonomskog Fakulteta u Subotici, 56(43), 15–29. https://doi.org/10.5937/aneksub2001015g
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing Management. Pearson Education Company. https://books.google.co.id/books?id=_-2hDwAAQBAJ&printsec=frontcover&hl=id#v=onepage&q&f=false
Koubaa, Y. (2008). Country of origin, brand image perception, and brand image structure. Asia Pacific Journal of Marketing and Logistics, 20(2), 139–155. https://doi.org/10.1108/13555850810864524
Li, G., & Sun, X. (2022). The Impact of Green Brand Crises on Green Brand Trust: An Empirical Study. Sustainability (Switzerland), 14(2). https://doi.org/10.3390/su14020611
Lo Presti, L., Maggiore, G., & Marino, V. (2021). The role of the chatbot on customer purchase intention: towards digital relational sales. Italian Journal of Marketing, 2021(3), 165–188. https://doi.org/10.1007/s43039-021-00029-6
M. Guliyev, S. (2023). the Impact of Brand Perception and Brand Image on Consumer Purchasing Behavior in Azerbaijan. Science, Education and Innovations in the Context of Modern Problems, 6(1), 137–144. https://doi.org/10.56334/sei/6.1.5
Martínez, E., & De Chernatony, L. (2004). The effect of brand extension strategies upon brand image. Journal of Consumer Marketing, 21(1), 39–50. https://doi.org/10.1108/07363760410513950
Parris, D. L., & Guzmán, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product and Brand Management, 32(2), 191–234. https://doi.org/10.1108/JPBM-06-2021-3528
Peng, C., Bijmolt, T. H. A., Völckner, F., & Zhao, H. (2023). A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit. Journal of Marketing, 87(6), 906–927. https://doi.org/10.1177/00222429231164654
Pontes, N., & Pontes, V. (2021). Spillover effects of competitive rivalry on brand extensions. Journal of Brand Management. https://doi.org/10.1057/s41262-021-00234-w
Purnasalam, D. L., & Suryani, E. (2025). Financial Inclusion and Financial Technology in SMEs: Investigating the Mediating Role of Risk Perception on Business Performance. Journal of Enterprise and Development (JED), 7(1). https://journal.uinmataram.ac.id/index.php/jed/article/view/12524
Rai, B., Dahal, R. K., & Ghimire, B. (2023). Factors Affecting Consumer Behavior in Smartphone Purchases in Nepal. Innovative Marketing, 19(3), 74–84. https://doi.org/10.21511/IM.19(3).2023.07
Srivastava, M., & Kamdar, R. M. (2009). Brand Image Formation as a Function of Involvement and Familiarity. Paradigm, 13(1), 84–90. https://doi.org/10.1177/0971890720090111
Uloma Stella Nwabekee, Oluwatosin Yetunde Abdul-Azeez, Edith Ebele Agu, & Tochukwu Ignatius Ijomah. (2024). Brand management and market expansion in emerging economies: A comparative analysis. International Journal of Management & Entrepreneurship Research, 6(9), 2913–2939. https://doi.org/10.51594/ijmer.v6i9.1531
van Berlo, Z. M. C., van Reijmersdal, E. A., & Rozendaal, E. (2020). Adolescents and handheld advertising: The roles of brand familiarity and smartphone attachment in the processing of mobile advergames. Journal of Consumer Behaviour, 19(5), 438–449. https://doi.org/10.1002/cb.1822
Welsa, H., Kurniawan, I. S., & Ma’aruf, F. I. (2022). Pengaruh Brand Awareness Terhadap Customer Loyalty Dengan Brand Image dan Relationship Quality Sebagai Variabel Intervening (Studi Kasus Konsumen Penjualan Sangkar Burung Ebod Jaya). Jurnal MANAJERIAL, 21(1), 83–94. https://doi.org/10.17509/manajerial.v21i1.46886
Whang, J. Bin, Song, J. H., Choi, B., & Lee, J. H. (2021). The effect of Augmented Reality on purchase intention of beauty products: The roles of consumers’ control. Journal of Business Research, 133(November 2019), 275–284. https://doi.org/10.1016/j.jbusres.2021.04.057
Wulandari, A. G., Harningtias, F., & Fatimah, S. E. (2024). Effectiveness Of Digital Marketing To Increase Purchase Interest Of Cirebon City Cafe Visitors. 42, 1–9. https://doi.org/10.31435/rsglobal
Yazid, Y., & Kawiryan, H. (2023). How to improve brand image: The role of customer attitude, brand familiarity, brand awareness, and brand extension. Asian Management and Business Review, 3(2), 199–209. https://doi.org/10.20885/ambr.vol3.iss2.art7
Yu, Z., Klongthong, W., Thavorn, J., & Ngamkroeckjoti, C. (2021). Understanding rural Chinese consumers’ behavior: A stimulus–organism–response (S-O-R) perspective on Huawei’s brand loyalty in China. Cogent Business and Management, 8(1), 1–20. https://doi.org/10.1080/23311975.2021.1880679
Yunpeng, S., & Khan, Y. A. (2021). Understanding the effect of online brand experience on customer satisfaction in China: a mediating role of brand familiarity. Current Psychology, 42(5), 3888–3903. https://doi.org/10.1007/s12144-021-01706-7
Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A. M., Hasani, V. V., & Paientko, T. (2024). The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence and Planning, August. https://doi.org/10.1108/MIP-06-2023-0248
Zhu, H., Kim, M., & Choi, Y. K. (2021). Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity. International Journal of Advertising, 41(5), 948–969. https://doi.org/10.1080/02650487.2021.1966963
Aljumah, A. I., Nuseir, M. T., & El Refae, G. A. (2023). Examining the effect of social media interaction, E-WOM, and public relations: Assessing the mediating role of brand awareness. International Journal of Data and Network Science, 7(1), 467–476. https://doi.org/10.5267/j.ijdns.2022.8.012
Andjarwati, D. R. T. P., & Lestari, A. (2016). Pengaruh Strategi Brand Extension Terhadap Keputusan Pembelian Smartphone Acer Dengan Brand Image Sebagai Variabel Intervening (Studi Pada Pengunjung Wtc Dan Marina Plaza Di Surabaya). Jurnal Ilmu Manajemen (JIM), 4(2), 75–84. https://ejournal.unesa.ac.id/index.php/jim/article/view/17524
Barrios-Rubio, A. (2021). Radio, music and podcast in the consumption agenda of colombian adolescents and youth in the digital sonosphere. Communication and Society, 34(3), 31–46. https://doi.org/10.15581/003.34.3.31-46
Bergkvist, L., & Taylor, C. R. (2022). Reviving and Improving Brand Awareness As a Construct in Advertising Research. Journal of Advertising, 43(6), 1091–1109. https://doi.org/10.1080/00913367.2022.2039886
Bryman, A., & Bell, E. (2015). Business Research Methods. Oxford University Press. https://books.google.co.id/books/about/Business_Research_Methods.html?id=l7u6BwAAQBAJ&redir_esc=y
Burešová, J., & Vavrek, R. (2024). Incorporating new variables into a model of brand extension in fast fashion. Innovative Marketing, 20(2), 240–253. https://doi.org/10.21511/im.20(2).2024.20
Christino, J., Silva, T., Moura, L. R., & Fonseca, L. H. (2020). Antecedents and Consequents of Brand Love in the Smartphone Market: An Extended Study of the Impact of Switching Cost. Journal of Promotion Management, 26(3), 301–321. https://doi.org/10.1080/10496491.2019.1699630
CNNIndonesia. (2021). Terus Merugi, LG Tutup Bisnis Smartphone. https://www.cnnindonesia.com/teknologi/20210405121935-185-626043/terus-merugi-lg-tutup-bisnis-smartphone
Deng, Q. (Claire), & Messinger, P. R. (2022). Dimensions of brand-extension fit. International Journal of Research in Marketing, 39(3), 764–787. https://doi.org/10.1016/j.ijresmar.2021.09.013
F.Hair.JR., J., C.Black, W., J.Babbin, B., & E.Anderson, R. (2011). Multivatiate Data Analysis. In Pearson Prentce Hall (7th Editio). Pearson Prentce Hall. https://doi.org/10.3390/polym12123016
Fajarwati, D., & Haliza, T. N. (2024). Social Media Marketing Activities and Their Effect on Brand Loyalty Among Generations. 6(3), 606–615. https://journal.uinmataram.ac.id/index.php/jed/article/view/11170
Forbes. (2021). LG Shutting Down Smartphone Business After Years Of Losses. https://www.forbes.com/sites/siladityaray/2021/04/05/after-years-of-losses-lg-is-shutting-down-its-smartphone-business/
Ge, F., & Ge, J. (2023). Research on Brand Image Marketing Strategy - From Brand Awareness to Brand Loyalty . Journal of Global Humanities and Social Sciences, 4(04), 161–165. https://doi.org/10.61360/bonighss232014120802
Ghozali, I. (2013). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 21Update PLS Regresi. Badan Penerbit Universitas Diponegoro. https://www.researchgate.net/publication/289671928_Aplikasi_Analisis_Multivariate_Dengan_Program_IBM_SPSS_21_Update_PLS_Regresi#full-text
Ghozali, I. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23. Badan Penerbit Universitas Diponegoro. https://www.researchgate.net/publication/301199668_Aplikasi_Analisis_Multivariete_SPSS_23
Gluhovi?, N. (2020). Influence of country of origin image on brand equity of consumers in Bosnia and Herzegovina: The case of smartphone market. Anali Ekonomskog Fakulteta u Subotici, 56(43), 15–29. https://doi.org/10.5937/aneksub2001015g
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing Management. Pearson Education Company. https://books.google.co.id/books?id=_-2hDwAAQBAJ&printsec=frontcover&hl=id#v=onepage&q&f=false
Koubaa, Y. (2008). Country of origin, brand image perception, and brand image structure. Asia Pacific Journal of Marketing and Logistics, 20(2), 139–155. https://doi.org/10.1108/13555850810864524
Li, G., & Sun, X. (2022). The Impact of Green Brand Crises on Green Brand Trust: An Empirical Study. Sustainability (Switzerland), 14(2). https://doi.org/10.3390/su14020611
Lo Presti, L., Maggiore, G., & Marino, V. (2021). The role of the chatbot on customer purchase intention: towards digital relational sales. Italian Journal of Marketing, 2021(3), 165–188. https://doi.org/10.1007/s43039-021-00029-6
M. Guliyev, S. (2023). the Impact of Brand Perception and Brand Image on Consumer Purchasing Behavior in Azerbaijan. Science, Education and Innovations in the Context of Modern Problems, 6(1), 137–144. https://doi.org/10.56334/sei/6.1.5
Martínez, E., & De Chernatony, L. (2004). The effect of brand extension strategies upon brand image. Journal of Consumer Marketing, 21(1), 39–50. https://doi.org/10.1108/07363760410513950
Parris, D. L., & Guzmán, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product and Brand Management, 32(2), 191–234. https://doi.org/10.1108/JPBM-06-2021-3528
Peng, C., Bijmolt, T. H. A., Völckner, F., & Zhao, H. (2023). A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit. Journal of Marketing, 87(6), 906–927. https://doi.org/10.1177/00222429231164654
Pontes, N., & Pontes, V. (2021). Spillover effects of competitive rivalry on brand extensions. Journal of Brand Management. https://doi.org/10.1057/s41262-021-00234-w
Purnasalam, D. L., & Suryani, E. (2025). Financial Inclusion and Financial Technology in SMEs: Investigating the Mediating Role of Risk Perception on Business Performance. Journal of Enterprise and Development (JED), 7(1). https://journal.uinmataram.ac.id/index.php/jed/article/view/12524
Rai, B., Dahal, R. K., & Ghimire, B. (2023). Factors Affecting Consumer Behavior in Smartphone Purchases in Nepal. Innovative Marketing, 19(3), 74–84. https://doi.org/10.21511/IM.19(3).2023.07
Srivastava, M., & Kamdar, R. M. (2009). Brand Image Formation as a Function of Involvement and Familiarity. Paradigm, 13(1), 84–90. https://doi.org/10.1177/0971890720090111
Uloma Stella Nwabekee, Oluwatosin Yetunde Abdul-Azeez, Edith Ebele Agu, & Tochukwu Ignatius Ijomah. (2024). Brand management and market expansion in emerging economies: A comparative analysis. International Journal of Management & Entrepreneurship Research, 6(9), 2913–2939. https://doi.org/10.51594/ijmer.v6i9.1531
van Berlo, Z. M. C., van Reijmersdal, E. A., & Rozendaal, E. (2020). Adolescents and handheld advertising: The roles of brand familiarity and smartphone attachment in the processing of mobile advergames. Journal of Consumer Behaviour, 19(5), 438–449. https://doi.org/10.1002/cb.1822
Welsa, H., Kurniawan, I. S., & Ma’aruf, F. I. (2022). Pengaruh Brand Awareness Terhadap Customer Loyalty Dengan Brand Image dan Relationship Quality Sebagai Variabel Intervening (Studi Kasus Konsumen Penjualan Sangkar Burung Ebod Jaya). Jurnal MANAJERIAL, 21(1), 83–94. https://doi.org/10.17509/manajerial.v21i1.46886
Whang, J. Bin, Song, J. H., Choi, B., & Lee, J. H. (2021). The effect of Augmented Reality on purchase intention of beauty products: The roles of consumers’ control. Journal of Business Research, 133(November 2019), 275–284. https://doi.org/10.1016/j.jbusres.2021.04.057
Wulandari, A. G., Harningtias, F., & Fatimah, S. E. (2024). Effectiveness Of Digital Marketing To Increase Purchase Interest Of Cirebon City Cafe Visitors. 42, 1–9. https://doi.org/10.31435/rsglobal
Yazid, Y., & Kawiryan, H. (2023). How to improve brand image: The role of customer attitude, brand familiarity, brand awareness, and brand extension. Asian Management and Business Review, 3(2), 199–209. https://doi.org/10.20885/ambr.vol3.iss2.art7
Yu, Z., Klongthong, W., Thavorn, J., & Ngamkroeckjoti, C. (2021). Understanding rural Chinese consumers’ behavior: A stimulus–organism–response (S-O-R) perspective on Huawei’s brand loyalty in China. Cogent Business and Management, 8(1), 1–20. https://doi.org/10.1080/23311975.2021.1880679
Yunpeng, S., & Khan, Y. A. (2021). Understanding the effect of online brand experience on customer satisfaction in China: a mediating role of brand familiarity. Current Psychology, 42(5), 3888–3903. https://doi.org/10.1007/s12144-021-01706-7
Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A. M., Hasani, V. V., & Paientko, T. (2024). The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence and Planning, August. https://doi.org/10.1108/MIP-06-2023-0248
Zhu, H., Kim, M., & Choi, Y. K. (2021). Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity. International Journal of Advertising, 41(5), 948–969. https://doi.org/10.1080/02650487.2021.1966963
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