Relationship between brand awareness strategy and word-of-mouth communication in the fast-food business
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Marco Agustín Arbulú Ballesteros 
, María de los Ángeles Guzmán Valle , César Augusto Guzmán Valle , William Teófilo Castro Muñoz , Stephanie Virginia Ruiz Chacón , Hugo Daniel García Juárez , Pablo Valentino Aguilar Chávez , Eduardo Ygnacio Arraya Celis
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
The present study aimed to clarify the relationship between brand awareness and word-of-mouth (WOM) communication in the fast-food sector, Lambayeque Region, 2023. By adopting a quantitative approach, statistical tools were utilized to measure variables and address hypotheses and objectives. The study was correlational in nature, as it demonstrated the relationship between brand awareness and WOM communication. It was also applied in scope, disseminating learning based on the research that will assist the studied area. Furthermore, this study employed a nonexperimental, cross-sectional design because the variables were only analyzed in the workplace environment at a single point in time and were not manipulated. According to the results, it is evident that consumers will easily recall their favorite brands, provided these brands meet their expectations and are deemed significant, and the information on social networks is updated, detailed, useful, and valuable (Rubalcava de León et al., 2019). Moreover, they are likely to recommend them if they recognize and have a positive valuation of the brand, sharing favorable information about it on their social networks and with their peers (Luo et al., 2019). The study concludes that virtual interactivity and the quality of information are linked to the generation of brand awareness, which in turn was shown to be a predictor of electronic WOM (eWOM).
Keywords: Marketing, Food, Media, Brand Awareness, Word-of-Mouth, Social Networks, E-Commerce, Fast Food
Authors’ individual contribution: Conceptualization — M.d.l.Á.G.V. and E.Y.A.C.; Methodology — M.A.A.B. and H.D.G.J.; Software — M.A.A.B. and H.D.G.J.; Validation — M.A.A.B. and H.D.G.J.; Formal Analysis — C.A.G.V. and P.V.A.C.; Investigation — M.d.l.Á.G.V. and P.V.A.C.; Data Curation — C.A.G.V. and E.Y.A.C.; Writing — Original Draft — C.A.G.V. and S.V.R.C.; Writing — Review & Editing — W.T.C.M. and E.Y.A.C.; Visualization — W.T.C.M. and S.V.R.C.; Supervision — W.T.C.M. and S.V.R.C.
Declaration of conflicting interests: The Authors declare that there is no conflict of interest.
JEL Classification: D83, L83, L81, M31, O33
Received: 06.05.2024
Revised: 26.08.2024; 10.03.2025
Accepted: 31.03.2025
Published online: 02.04.2025
How to cite this paper: Arbulú Ballesteros, M. A., Guzmán Valle, M. d. l. Á., Guzmán Valle, C. A., Castro Muñoz, W. T., Ruiz Chacón, S. V., García Juárez, H. D., Aguilar Chávez, P. V., & Arraya Celis, E. Y. (2025). Relationship between brand awareness strategy and word-of-mouth communication in the fast-food business. Corporate & Business Strategy Review, 6(2), 30–39. https://doi.org/10.22495/cbsrv6i2art3
