We study the effectiveness of brand awareness, distribution intensity, and their interaction effects on consumer heart share and market share. Data collected from both retailers and consumers in the consumer electronics shopping centers are used to test the conceptual framework. The empirical results show that consumer heart share is positively related to brand awareness. Market share is positively related to distribution intensity and brand awareness. In addition, the results also show that brand awareness can moderate the effects of distribution intensity on marketing outcomes. Managerial implications and future research avenues are also discussed.