Consumers’ Brand Recognition and Its Effects in Books Publishing Market

In marketing, it is an established fact that brand recognition plays a critical role in determining consumers' intention to purchase publications. This research aims to study what are the major factors affecting brand recognition among different publications. Also, the quantitative methods of one-way ANOVA and regression analysis are used to investigate the possible difference in brand recognition between hardcopies and e-books. Findings of the research include: there is no significant difference in the major factors affecting brand recognition among publications; high brand awareness and brand loyalty would contribute to the purchasing intention for publications. Moreover, the quality of brand awareness would contribute significantly to reduce the level of perceived risks regarding publications prices. This in turn would increase consumers purchasing intention for both hardcopies and e-books.