A.M.D Raya Qahtan Ahmed College of Mass Communication / University of Baghdad.
Email: dr.rayaq.ahmed@comc.uobaghdad.edu.iq
A.M.D Huda Adil Taha College of Mass Communication / University of Baghdad.
Email: drhudaadil@comc.uobaghdad.edu.iq

Abstract:

The consumer's intention to purchase a product has emerged as a crucial factor contributing to the substantial increase in annual revenue, thereby improving the overall performance of the organisation. The researchers must place significant emphasis on this aspect. The current study aims to examine the impact of consumer brand awareness, consumer needs awareness, and consumer rights awareness on consumer purchase intention within the manufacturing industry in Iraq. This article additionally investigates the moderating impact of product labels on consumer brand awareness, consumer awareness of needs, consumer awareness of rights, and consumer purchase intention within the manufacturing industry in Iraq. The primary data was collected by the researchers through the use of survey questionnaires administered to the respondents. The researchers utilised the SPSS-AMOS software to examine the relationship between the constructs of the study. The results revealed a significant positive correlation between consumer brand awareness, consumer awareness of needs, consumer rights awareness, and consumer purchase intention within the manufacturing industry in Iraq. The results of the study also demonstrated a significant moderating effect of the product label on consumer brand awareness, consumer consciousness of needs, consumer rights awareness, and consumer purchase intention within the manufacturing industry in Iraq. The study guides policymakers in formulating policies aimed at enhancing consumer purchase intention through a focus on effective consumer brand awareness, awareness of consumer needs, and awareness of consumer rights.

Keywords:Consumer brand awareness, consciousness of consumer needs, product label, consumer rights awareness, consumer purchase intentio.