Relevant bibliographies by topics / Brand Recal

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Brand Recal'

Author: Grafiati
Published: 4 June 2021
Last updated: 14 February 2022

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Journal articles on the topic "Brand Recal"

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Boshoff, C., and C. Gerber. "Sponsorship recall and recognition: The case of the 2007 Cricket World Cup." South African Journal of Business Management 39, no. 2 (June 30, 2008): 1–8. http://dx.doi.org/10.4102/sajbm.v39i2.556.

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Millions of rands are spent on sponsorship in general every year, and on sports sponsorships in particular. Yet little is known about the effectiveness of this expenditure. In addition, sponsors are often not sure whether only their brands benefit from a sponsorship or whether competing brands in the same product category also benefit from their efforts.In this study an attempt is made to clarify these considerations by comparing both the brand recall and the brand recognition of companies (and brands) who sponsored the 2007 Cricket World Cup. To determine whether brand recall and brand recognition increased during a sponsorship campaign, a quasi-experimental study was conducted by means of a one-group pre-test-post-test design. The data were collected using a convenience sample of 131 undergraduate students.The results seem to suggest that both the brand recall and the brand recognition levels of the sponsors increased significantly (α = 0,05), but that neither the brand recall nor the brand recognition levels of non-sponsor brands increased. The results therefore show that sponsorship does in fact increase brand awareness, by significantly increasing unaided brand recall, as well as increasing brand recognition and that non-sponsoring companies and brands do not benefit indirectly from their competitors’ sponsorships in terms of brand recall and brand recognition.
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Alba, Joseph W., and Amitava Chattopadhyay. "Salience Effects in Brand Recall." Journal of Marketing Research 23, no. 4 (November 1986): 363–69. http://dx.doi.org/10.1177/002224378602300406.

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The effects of brand salience on brand recall were investigated in five experiments, each involving a different product category. The authors demonstrate that increasing the salience of a single brand can significantly impair unaided recall of competing brands. The effect was observable even in the early stages of the recall process.
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Abdellah-Kilani, Fatma, and Rihab Zorai. "Brand Origin Recall Accuracy (BORECA): a new measure of brand origin salience." International Marketing Review 36, no. 3 (May 13, 2019): 464–82. http://dx.doi.org/10.1108/imr-03-2018-0087.

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Purpose The purpose of this paper is to conceptualize and test a new concept named “Brand Origin RECall Accuracy” (BORECA) that assesses consumers’ ability to recall accurately the origins of brands they are aware of. It measures consumers’ brand awareness and brand origin (BO) awareness for a given product category. Design/methodology/approach Based on the accessibility–diagnosticity model and the limitations of the brand origin recognition accuracy concept, the authors propose and test the BORECA concept focusing on one product category (apparel) in an emerging country context, i.e. Tunisia (Mena). A sample of 374 respondents were surveyed on country-of-origin (COO)-category awareness, brand awareness, BO awareness and foreign vs local brand quality evaluation. Descriptive statistics, correlation indices, MANOVA and linear regression analysis were used in data analysis. Findings Results show a substantial BORECA score, i.e. highly accurate awareness of the origins of the recalled brands, affected by respondents’ age, gender and education level. The average BORECA score for local brands is higher than for foreign brands. The local BORECA score seems to positively correlate to respondents’ evaluation of local brand quality and negatively to foreign (dominant COO category) brands. Research limitations/implications Based on an aided recall task rather than simple recognition, BORECA provides a deeper assessment of brand awareness and BO awareness. The pressure induced by the task (knowledge test + retrieval effort) may cause anxiety bias that inhibits the recall of other brands and BOs. Practical implications Nationalistic and ethnocentric tendencies emerging in the findings point to some branding strategies for both local and foreign companies. Originality/value The paper provides a good indication of BO salience in an emerging economy. It seeks to explain the impact of the BORECA score for local brands on the perceived quality of both local and foreign brands.
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Magno, Francesca, Fabio Cassia, and Marta Ugolini. "Impact of voluntary product recalls on utilitarian and hedonic attitudes: Is it the same for all brands?" Australian Journal of Management 42, no. 1 (July 9, 2016): 161–74. http://dx.doi.org/10.1177/0312896215599812.

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The number of defective and unsafe products recalled from the market has increased dramatically in the last decade. While several studies have investigated consumer reaction to product recalls, the impact of such events on utilitarian versus hedonic attitudes towards the brand involved in the recall has not yet been assessed. Similarly, it is not clear whether brands with utilitarian positioning and brands with hedonic positioning are equally affected by recalls. Through an experiment based on a real-world stimulus from the laptop product category, this study shows that hedonic brands are more resistant to the negative effects of voluntary product recalls than are utilitarian brands. Furthermore, data show that brand familiarity mitigates the effect of the recall on utilitarian attitudes for both utilitarian and hedonic brands. Brand familiarity also positively moderates the impact of the recall on hedonic attitudes, but only for hedonic brands.
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Yoh, Eunah. "Model analysis of slogan attitude, brand attitude, and brand recall of retail brands." Research Journal of the Costume Culture 21, no. 3 (June 30, 2013): 338–47. http://dx.doi.org/10.7741/rjcc.2013.21.3.338.

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Eunah Yoh. "Model analysis of slogan attitude, brand attitude, and brand recall of retail brands." Research Journal of the Costume Culture 21, no. 3 (June 2013): 338–47. http://dx.doi.org/10.29049/rjcc.2013.21.3.338.

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Vashisht, Devika, HFO Surindar Mohan, and Abhishek Chauhan. "In-game advertising: the role of newness congruence and interactivity." Spanish Journal of Marketing - ESIC 24, no. 2 (April 19, 2020): 213–30. http://dx.doi.org/10.1108/sjme-02-2019-0012.

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Purpose This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories. Design/methodology/approach A 2 (newness: congruent or incongruent) × 2 (game interactivity: high or low) between-subjects measures design was conducted. A total of 224 undergraduate management students participated in the study. A 2 × 2 between-subjects measures multivariate analysis of variance was used to test the hypotheses. Findings Findings show that incongruent-newness results in higher brand recall but less favorable brand attitude. Under incongruent-newness condition, high interactivity results in higher brand recall. However, under congruent-newness condition, both high- and low-interactivity conditions result in similar brand recall. Under congruent-newness condition, high interactivity results in more favorable brand attitude, whereas under incongruent-newness condition, both high- and low-interactivity conditions result in similar brand attitude. Practical implications Developing high brand recall rates and attitudes are the prime goals of advertisers for selecting a medium to promote their brands. This experimental study adds to the knowledge of online media advertising, especially in-game advertising (IGA) as a media-strategy to advertise brands taking newness and game-interactivity factors into consideration. Originality/value From the perspectives of attention, cognitive elaboration, engagement and transportation of experience, this study adds to the literature of IGA by examining the impact of newness and game interactivity.
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Vashisht, Devika. "How gamers process in-game brand placements under different game-involvement conditions." Management Research Review 40, no. 4 (April 18, 2017): 471–90. http://dx.doi.org/10.1108/mrr-07-2015-0163.

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Purpose The purpose of this study is to enhance the knowledge about advertising effects of brand placements in games on players’ brand recall and attitude. More specifically, this study examines the varying effects of brand prominence on gamers’ brand recall and brand attitude under varied game-involvement and need for cognition (NFC) conditions from attention and elaboration perspectives in the context of in-game advertising (IGA). Design/methodology/approach A 2 (brand prominence: prominent or subtle) × 2 (game-involvement: high or low) × 2 (NFC: high or low) between-subject measures design was used. Moreover, 240 student gamers participated in the study. A between-subjects measure multivariate analysis of variance was used to test the hypotheses. Findings The results revealed that for a game with prominent brand placement, low game-involvement resulted in greater brand recall than high game-involvement condition. Furthermore, for a game with prominent brand placement, high game-involvement condition resulted in more favorable brand attitude than low game-involvement condition. For a game with subtle brand placement, no differences in brand recall rates as well as brand attitudes were found between the high and the low game-involvement conditions. Likewise, for a game with prominent brand placement under low game-involvement condition, high NFC players reported higher brand recall rates and less favorable brand attitudes than the low NFC players. On the other hand, for a game with subtle brand placement under high-game-involvement condition, no differences in brand recall rates as well as brand attitudes were found between the high and the low NFC players. Research limitations/implications The process of experimentation used in this study to collect responses was susceptible to some limitations. However, this research adds to advertising literature from a non-traditional advertising viewpoint, predominantly in the context of IGA. This study enlightens the role of brand prominence and its boundary conditions to create customers’ brand memory and brand attitude. Likewise, this investigation adds to the marketing knowledge on how to embed and position the brands effectively in digital games taking into account the specific physiognomies of each game and individual traits of gamers. Practical implications This study provides a clear understanding of how marketers can design and develop effective games with a purpose to increase and improve customers’ awareness and attitudes toward the advertised brands by embedding brands in games. The experimental findings suggest the advertising practitioners and game designers to think for a right mix of game-specific factors, that is brand prominence, and individual and situational factors, that is game-involvement and NFC, while creating games to have a stoutest positive advergaming effect on players’ brand recall and brand attitude. Originality/value This study adds to the literature of non-traditional advertising media, specifically to the context of IGA, by investigating the impact of brand prominence, game-involvement and gamers’ NFC on their brand recall and attitude. From the attention and elaboration perspectives, this study is the first attempt to understand how brand prominence and its boundary conditions, that is game-involvement and NFC, impact players’ brand recall and brand attitude.
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Bakhtavoryan, Rafael, Oral Capps, and Victoria Salin. "The Impact of Food Safety Incidents Across Brands: The Case of the Peter Pan Peanut Butter Recall." Journal of Agricultural and Applied Economics 46, no. 4 (November 2014): 559–73. http://dx.doi.org/10.1017/s1074070800029102.

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The effect of negative publicity on consumer demand for brands is examined in the context of recall of a peanut butter brand as a result of pathogen contamination. The recall was associated with negative impacts for the implicated brand and positive effects on the leading competitor brand. Consumers responded to the foodborne illness outbreak within three weeks. The case demonstrates that consumer response is an incentive for companies to prevent safety lapses and that the problems of one brand do not necessarily harm rivals within the category.
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Venkatasubramany Iyer, Kavitha, and Anupam Siddhartha. "Brand placement in Web Series: Assessing consumer attitudes in India." Innovative Marketing 17, no. 2 (April 28, 2021): 33–44. http://dx.doi.org/10.21511/im.17(2).2021.04.

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Reports indicate that 49% of adults in India spend at least 2-3 hours consuming OTT media, rather than watching conventional television. With such changes in the way the general population is exposed to content, brands have also been adapting to the new patterns that this study investigates. This study was conducted to assess consumers’ attitudes and acceptance towards brand placement in the novel media format of web series based on the Technology Acceptance Model (TAM). This study, based on a survey of 278 individuals from Urban India settings, was conducted using a self-report questionnaire adapted from F Davis’s Perceived Usefulness, Perceived Ease of Use and User Acceptance of TAM questionnaire (1989). The study supports TAM and recognizes that the frequency of viewing Web Series directly relates to brand recall (R = 0.57, p < .001). Product/brand placement yields brand awareness for unknown or unpopular brands and provide evidence for higher engagement with the placement when the audiences have pre-existing positive attitudes towards the brand (t (277) = 27.11, p = .01). This study also confirms that TAM as a relevant model can be applied to understand how regularity and duration of viewing affect attitudes towards brands and their placement in Web Series. Brand placement in Web Series is perceived as useful and largely determines brand name recall. Thus, marketers should strategically consider using brand placement in Web Series as a part of their marketing communication plan, especially as this media with other related forms of advertisement are important for brands to keep up with the industry’s communication challenges.
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Dissertations / Theses on the topic "Brand Recal"

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Falsarella, Carla Regina Borges Matias. "O endossamento de celebridades na propaganda sob a ótica do Neuromarketing: um estudo sobre a influência de uma celebridade no processo de atenção visual." Universidade de São Paulo, 2016. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-03052016-112316/.

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O presente estudo buscou entender a influência da utilização da celebridade Gisele Bundchen em anúncios de propaganda no comportamento do consumidor por meio de uma das técnicas de Neuromarketing: o eye tracking. Sendo assim, esta pesquisa objetivou analisar se é realmente importante a presença da celebridade em propagandas de anúncio impresso analisada sob o ponto de vista do Neuromarketing por meio da análise da atenção visual ao estímulo \'celebridade\'. Para a verificação dos objetivos, das hipóteses e da proposição advindas destes objetivos, foi empregada uma metodologia em que se buscou avaliar a atenção visual dos consumidores acerca do estímulo \'celebridade\' em relação aos demais estímulos presentes nos anúncios impressos como a logomarca, nome ou símbolo que representa a marca; o produto; e outras pessoas não famosas. Essa avaliação foi realizada por meio da técnica de Neuromarketing que utiliza o equipamento de eye tracking. Assim, os participantes foram divididos em três grupos (um que avaliou os anúncios das seis marcas com a celebridade; o outro que avaliou os anúncios destas mesmas marcas com a presença de pessoas não famosas e um último grupo que avaliou os anúncios das marcas sem a presença de pessoas). No final do foi aplicado um questionário para confirmação de alguns dados e para análise em relação à lembrança da marca. Os resultados, no geral, demonstraram que, de alguma forma, os participantes prestaram atenção na celebridade considerada na pesquisa (o que foi evidenciado, principalmente, pelos mapas de calor apresentados). Quando as celebridades foram comparadas às pessoas não famosas, em alguns casos (com a confirmação de algumas hipóteses), foi evidenciada a importância da presença da celebridade; porém, em outros casos, houve mais destaque para a presença da pessoa não famosa. Na pesquisa ficou evidente, também, que a presença de pessoas (sendo elas celebridade ou não) pode atrapalhar no processo de atenção para a marca e o produto e que, quando não se utilizou pessoas, houve mais atenção dos participantes para estes outros estímulos.
This study intend to understand the influence of the use of celebrity Gisele Bundchen in advertising announcements on consumer behavior through one of Neuromarketing techniques: the eye tracking. Thus, this study aimed to analyze whether it is really important the presence of the celebrity in print ad advertisements analyzed from the point of view of Neuromarketing through analysis of visual attention to the stimulus \'celebrity\'. For the verification of goals, hypotheses and proposal arising from these, we used a methodology in which it sought to evaluate the visual attention of consumers about the stimulus \'celebrity\' in relation to other stimulis presents in print ads as the logo, name or symbol is the mark; the product; and non-famous people. This was accomplished by Neuromarketing technique which uses eye tracking device. The participants were divided into three groups (who evaluated the ads of six brands with celebrity, the other evaluating the ads these same brands with the presence of non-famous people and a last group that evaluated the announcements of the marks without the presence of people). At the end was applied a questionnaire to confirm some data and analysis regarding the brand recall. The results in general show, somehow, that the participants paid attencion to celebrity considered in the survey (which was evidenced mainly by heatmaps shown). When celebrities were compared to non-famous people, in some cases (with the confirmation of some hypotheses), the importance of the presence of celebrity was evident, however, in other cases, there was more emphasis on the presence of non-famous person. It was evident, too, that in the search, somehow, the presence of people (celebrity or not) can disrupt the process of attention to the brand and the product and that when not used people, there was more attention from participants to these stimuli.
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Luke, Brittany D. "Brand Recall of Advertisements on Twitch.tv." Thesis, University of Louisiana at Lafayette, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=10813253.

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Twitch.tv is a new phenomenon in the world of gaming and online entertainment. Advertising professionals could use Twitch.tv as a new outlet to advertise brands to their audiences. To further understand brand recall of advertisements on Twitch.tv, this thesis examined different variables such as game experience, ad placement, and ad familiarity. The Limited Capacity Model of Motivated Mediated Message Processing (LC4MP) relates to effects on viewer recall of brands in advertisements seen on Twitch.tv, as it is ultimately a new form a television and this model can help understand how its messages are processed (Lang, 2000). A 2x2 factorial design was used to determine interactions between brand familiarity and advertisement placement as well as their effects on brand recall. Game experience was used as a covariate to determine if this variable further made a difference in brand recall of advertisements on Twitch.tv.

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Bengtsson, Therese, and Daniel Håkansson. "Real-time marketing effects on brand in social media." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28628.

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Purpose: The purpose of this research is to investigate whether RTM-advertising is a more effective and attractive way of creating social media content compared to traditional social media marketing, and if so, provide insights on what makes it successful. The objective is also to get a greater understanding if such real-time marketing may affect the consumers’ perception of a brand due to the lack of time to consider the content of the marketing message. Further we wish to research if and what kind of impact events have on the real-time marketing effectiveness. Lastly we provide recommendations on how to, according to us, best practice RTM-advertising on social media today. Theoretical framework: The theoretical framework consists of the essentials of brand equity and the importance of having a strong brand, as well as the emerging of a digital marketing platform and how it affect how companies perform marketing activities today. Further the theoretical framework covers the basic of social media and development of RTM. Considering RTM being a new phenomenon, previous scientific theories on the subjects are limited. Method: The research is based on a triangulation, a combination of both qualitative and quantitative research methods. This was made to get a broad perspective on the subject with viewpoints from both experts and consumers. The qualitative part consisted of five interviews with experts in the field of marketing as well as online observations of real-time marketing activities. The quantitative part consisted of a survey with 296 responses. Conclusions: The conclusions made in this research is that RTM is an effective and attractive way of creating social media marketing if made according to the following guidelines: 1) Build content on up-to-date news, so called newsjacking, 2) Be selective on what events to work on to make sure they are in alignment with your brand personality, 3) Use weather related happenings to build real-time content that is relevant and geographically on target, and 4) Interact with other brands and start a two way conversation. However, advertising in real-time may jeopardize how the brand is perceived by its consumers, since it may 1) Confuse the consumers, a luxury brand may for example come off as too mainstream, 2) Be misunderstood, considering the lack of time to plan and reconsider, and 3) Have the brand come out as Page 3 of 76 unauthentic, if the real-time content fail to reach high engagement, making it look dull and unattractive. Lastly, events have shown to have an impact on the effectiveness of the real-time advertisement, since 1) It provides brand with a short-cut to creating content that people are talking about, 2) Events are easy to plan beforehand, and 3) Events often open up to unpredicted happenings that consumers want to talk about, creating a so called opportunistic real-time opportunity.
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Fayemi, Temitayo. "COLLEGE STUDENTS' RECALL OF AND ATTITUDES TOWARD BRAND PLACEMENT IN REALITY TELEVISION PROGRAMMING." Master's thesis, University of Central Florida, 2006. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/2743.

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This thesis measures college students' attitudes toward, and the effectiveness of, brand placement in the genre of reality television. Surveys were used to discover the level of brand recall for the products and brands displayed in reality television programming and to discover viewers' reported reasons for paying attention to these brands. The study found that viewers tended to have positive attitudes toward brand placement in reality television and that focus on a brand was a major reason for recall. Furthermore, the study found no significant difference in the recall scores of reality television viewers versus non-viewers and no significant difference based on the perceived level of the reality of the programming.
M.A.
Nicholson School of Communication
Arts and Sciences
Communication
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Anderson, Caitlin. "Recall and Recognition of Brand-Modified Product Placement in Movies." Diss., CLICK HERE for online access, 2006. http://contentdm.lib.byu.edu/ETD/image/etd1580.pdf.

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Erevelles, Sunil. "The accessibility of brand affect." The Ohio State University, 1992. http://rave.ohiolink.edu/etdc/view?acc_num=osu1272294352.

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Edberg, Elinor, and Oscar Sivertzen. "Keeping it Real while Selling Out : How to increase Customer-Based Brand Equity by utilizing Brand Authenticity." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-255943.

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Previous research has proven that perceived Brand Authenticity functions as a differentiator, which brands can use to stand out in today’s marketplace. However, few studies have investigated whether it is possible for brands to become more profitable by utilizing their authenticity. This thesis therefore investigates the relationship between the two branding concepts Brand Authenticity and Customer-Based Brand Equity (CBBE). An explanatory survey study is made on the Swedish retail clothing industry, which measures the effect of the Brand Authenticity associations Continuity, Originality, Trustworthiness, Genuineness, Heritage, and Symbolism on the CBBE outcomes (1) consumers’ willingness to pay a price premium, (2) recommend a brand, and (3) buy a brand before other brands. The results show that while some Brand Authenticity associations increase the CBBE outcomes, others seem to give no effect and some even to undermine them. If brand managers of authentic brands wish to increase their value sales through price premiums and increase volume sales through increased purchases, they should focus on communicating Symbolism, Originality and Genuineness. If decreased marketing costs through word of mouth is the goal, brand recommendations can be achieved through communicating Trustworthiness as well. However, Continuity and Heritage should be avoided in all brand communication if increased profits is the primarily goal.
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Lozano, Robyn Danielle. "Impact of mood on recall of brand placements in the movies." [Gainesville, Fla.] : University of Florida, 2005. http://purl.fcla.edu/fcla/etd/UFE0010602.

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Abrahamsson, Jens, and Niclas Lindblom. "Product Placement : A study about Swedes attitude towards product placements in Movies and TV-shows." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19051.

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Marketers have always been looking for alternative ways to reach the target population with their messages. One approach that has grown the last decades is product placement that has become a large arena for companies to involve in their marketing communication. It has been shown that people tend to dislike traditional advertisement such as commercial brakes in TV and tries to avoid it by switching channel. Since product placement is a type of advertisement that is embedded in a movie or TV-show and cannot be zapped away without missing the story of the movie or TV-show, it is a good opportunity to reach out with a company’s message. Several studies have been done in the field of mapping the attitudes towards product placement but no research has been done with the Swedish audience in focus. Therefore the purpose of this thesis is: “…to investigate what attitudes the Swedish audience has towards product placements in Movies and TV-shows”, which will lead to a greater knowledge for Swedish marketing managers about the attitudes towards product placement in Sweden. This thesis is a quantitative study with a descriptive single cross-sectional design. The data was retrieved through a questionnaire online. The sample frame was generation Y which is people that are between the ages 18-35. The study showed that the general attitude towards product placement is positive for the Swedish audience. When it comes to the different dimensions of product placement; visual-only, audio-only and a combination audio-visual it is shown that the visual placements is seen as the most positive way to place a product in a movie or a TV-show. It could also be seen several similarities with previous studies that prominent placement has a lower attitude while a subtle placements has a more positive attitude.
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Hertzberg, Jennifer, and Louise Rask. "The Impact of Language Barriers on Product Placement : A Qualitative Study Investigating Swedish Consumers’ Brand Recall and Brand Attitude Using Netflix Original Series." Thesis, Jönköping University, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52782.

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Product placement has long been a popular advertising tool that is still heavily used in today’s market. Therefore, this thesis adds a new construct to the field of product placement, namely language barriers, to see if that can have an impact on consumers’ ability to perceive product placement, in terms of brand recall. Moreover, this study also explores alternative constructs, such as brand attitude, to examine if they have an influence on consumers’ ability to recall brands when viewing SVoD entertainment content containing product placement. Furthermore, the Tripartite Typology of Product Placement conducted by Russell (1998) was applied as the main theory throughout this thesis as a foundation of the product placement-concepts. Additionally, the aforementioned research topics were explored via 14 semi-structured interviews with Swedish consumers, where all participants were within the age group that are the largest consumers of SVoD content. After the data was collected and analyzed, the results yielded that language barriers have a negative impact on brand recall, in terms of verbal placement, and no impact in terms of visual placements. Moreover, some other factorsthat also impacted the participants’ ability to recall the placed products included brand attitude, personal interests and perception of brands.
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Books on the topic "Brand Recal"

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Kim, Richmond, and Stuart Elnora W, eds. Brand you: Marketing real people, real choices. 6th ed. Upper Saddle River, N.J: Prentice Hall, 2009.

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W, Marshall Greg, and Stuart Elnora W, eds. Brand you: Marketing real people,real choices. 4th ed. Upper Saddle River, N.J: Pearson, 2011.

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Chernatony, L. De. Brand price recall and the implications for research. Cranfield: Cranfield School of Management, 1992.

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Vincent, Laurence. Brand real: How smart companies live their brand promise and inspire fierce customer loyalty. New York: American Management Association, 2012.

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Chernatony, L. De. Brand price recall and the implications for pricing research. London: City University Business School, 1992.

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Keller, Kevin Lane. The effects of brand name suggestiveness on advertising recall. Cambridge, Mass: Marketing Science Institute, 1997.

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1955-, Chaney Paul, ed. Realty blogging: Build your brand and out-smart your competition. New York: McGraw-Hill, 2007.

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Crainer, Stuart. The Real power of brands: Making brands work for competitive advantage. London: Pitman, 1995.

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Real-life Cinderella: The story of Brandy. New York: Ballantine Books, 1998.

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Brand Avatar: Translating virtual world branding into real world success. New York: Palgrave Macmillan, 2009.

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Book chapters on the topic "Brand Recal"

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Ankenbrand, Bernd, Sven Mussler, and Timo Mussler. "Brand Value in Real Estate: The Financial Contribution of Property Brands." In Branded Spaces, 109–19. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01561-9_7.

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Bombonato, Leonardo, Guillermo Camara-Chavez, and Pedro Silva. "Real-Time Brand Logo Recognition." In Progress in Pattern Recognition, Image Analysis, Computer Vision, and Applications, 111–18. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-75193-1_14.

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Ewer, Michael, Roberta Veale, and Pascale Quester. "Virtual World, Real Engagement: Building Brand Attachment Via Hosted Brand Community Online Events." In Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing, 845–48. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-24184-5_205.

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Palmas, Fabrizio, Ramona Reinelt, and Gudrun Klinker. "In-Game Advertising: Brand Integration and Player Involvement as Key Influencing Factors on Brand Recall." In Lecture Notes in Computer Science, 352–67. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-77277-2_27.

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Orti, Oscar, Ruben Tous, Mauro Gomez, Jonatan Poveda, Leonel Cruz, and Otto Wust. "Real-Time Logo Detection in Brand-Related Social Media Images." In Advances in Computational Intelligence, 125–36. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-20518-8_11.

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Wang, Wan-Chen, Maria Helena Pestana, and Luiz Moutinho. "The effect of voice emotion response on brand recall by gender." In The Routledge Companion to Marketing Research, 306–18. New York : Routledge, 2021. | Series: Routledge companions in business, management and accounting: Routledge, 2021. http://dx.doi.org/10.4324/9781315544892-20.

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Beverland, Michael B. "Keeping it Real – The Seven Secrets of Authentic Brands." In Impulse für die Markenpraxis und Markenforschung, 477–93. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-00427-9_19.

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Nagdive, Ashlesha S., and R. M. Tugnayat. "Amazon Product Brand Analysis Framework Using Apache Spark on Real-Time Consumer’s Perception." In Algorithms for Intelligent Systems, 391–411. Singapore: Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-33-6307-6_40.

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Horton, Raymond L., Lauren Lieb, and Martin Hewitt. "The Effects of Nudity, Suggestiveness, and Attractiveness on Product Class and Brand Name Recall." In Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference, 456–59. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-16946-0_108.

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Langner, Tobias, and Martin Eisend. "Effects of Celebrity Endorsers’ Attractiveness and Expertise on Brand Recall of Transformational and Informational Products." In Advances in Advertising Research (Vol. 2), 451–60. Wiesbaden: Gabler, 2011. http://dx.doi.org/10.1007/978-3-8349-6854-8_29.

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Conference papers on the topic "Brand Recal"

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Zhu, Yu, Junxiong Zhu, Jie Hou, Yongliang Li, Beidou Wang, Ziyu Guan, and Deng Cai. "A Brand-level Ranking System with the Customized Attention-GRU Model." In Twenty-Seventh International Joint Conference on Artificial Intelligence {IJCAI-18}. California: International Joint Conferences on Artificial Intelligence Organization, 2018. http://dx.doi.org/10.24963/ijcai.2018/549.

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In e-commerce websites like Taobao, brand is playing a more important role in influencing users' decision of click/purchase, partly because users are now attaching more importance to the quality of products and brand is an indicator of quality. However, existing ranking systems are not specifically designed to satisfy this kind of demand. Some design tricks may partially alleviate this problem, but still cannot provide satisfactory results or may create additional interaction cost. In this paper, we design the first brand-level ranking system to address this problem. The key challenge of this system is how to sufficiently exploit users' rich behavior in e-commerce websites to rank the brands. In our solution, we firstly conduct the feature engineering specifically tailored for the personalized brand ranking problem and then rank the brands by an adapted Attention-GRU model containing three important modifications. Note that our proposed modifications can also apply to many other machine learning models on various tasks. We conduct a series of experiments to evaluate the effectiveness of our proposed ranking model and test the response to the brand-level ranking system from real users on a large-scale e-commerce platform, i.e. Taobao.
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Khmelkova, Natalya, Alexander Agenosov, Anastasia Rudanina, and Maria Vekhova. "Co-Branding as Assemblage: Assemblage Theory, and Brand Alliances in the Digital Era." In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-64.

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The article outlines the contours of a new methodology in the study of co-branding, based on M. DeLanda’s theory of assemblages, developed in line with the cutting edge of modern philosophical thought: object-oriented ontology. It is demonstrated that the relevance of its development is linked to the changes in brand alliance practices occurring under the influence of globalisation and digitalisation processes. Transformations characteristic to merging brands, and related to both their rise in number and diversification were proven to be part of a more global tendency towards the complication of social reality, and cannot be explained within the ‘perceived conformity’ paradigm that dominates co-branding. The author’s approach is conceptualised using comparative and discursive analysis methods, the essence of which lies in deconstructing the established notions of brand alliances as internally consistent alliances with an intelligible logic. Real co-branding cases were provided to demonstrate a tendency towards forming alliances evaluated as ‘irrational’, ‘sudden’, and ‘unpredictable’. To bridge the gap between theory and practice, it has been suggested that co-branding should be seen as an assembly process and that alliances themselves should be seen as systems of an assemblage nature. It is stressed that the representation of brands through the lens of the assemblage theory allows us to demonstrate their heterogeneity, plasticity and openness to change and interactions, which contributes to the formation of brand alliances. The conclusion outlines the prospects of applying the author’s approach to the field of co-branding, highlighting that the proposed optics of the theory of assemblage contribute to achieving the necessary flexibility in forming brand alliances relevant to the complexity and diversity of the modern digital era.
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Diaa Ramzy, Naglaa, Sireen Abdulhalim, and Pansee Mashaly. "EXPLORING IN-GAME ADVERTISING AND BRAND RECALL." In 48th International Academic Conference, Copenhagen. International Institute of Social and Economic Sciences, 2019. http://dx.doi.org/10.20472/iac.2019.048.011.

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Yustisiani, Zakiah Norma. "Pantun as Brand Recall in Citilink Airline." In 1st International Conference on Folklore, Language, Education and Exhibition (ICOFLEX 2019). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/assehr.k.201230.049.

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Bombonato, Leonardo, Guillermo Camara-Chavez, and Pedro Silva. "Real-Time Single-Shot Brand Logo Recognition." In 2017 30th SIBGRAPI Conference on Graphics, Patterns and Images (SIBGRAPI). IEEE, 2017. http://dx.doi.org/10.1109/sibgrapi.2017.24.

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Arce-Lopera, Carlos, Rafael Ospina, and Maria Daniela Victoria. "Augmented Reality Game for Brand Recognition and Recall." In CHI '21: CHI Conference on Human Factors in Computing Systems. New York, NY, USA: ACM, 2021. http://dx.doi.org/10.1145/3411763.3451792.

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Maehara, Takanori, Atsuhiro Narita, Jun Baba, and Takayuki Kawabata. "Optimal Bidding Strategy for Brand Advertising." In Twenty-Seventh International Joint Conference on Artificial Intelligence {IJCAI-18}. California: International Joint Conferences on Artificial Intelligence Organization, 2018. http://dx.doi.org/10.24963/ijcai.2018/59.

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Brand advertising is a type of advertising that aims at increasing the awareness of companies or products. This type of advertising is well studied in economic, marketing, and psychological literature; however, there are no studies in the area of computational advertising because the effect of such advertising is difficult to observe. In this study, we consider a real-time biding strategy for brand advertising. Here, our objective to maximizes the total number of users who remember the advertisement, averaged over the time. For this objective, we first introduce a new objective function that captures the cognitive psychological properties of memory retention, and can be optimized efficiently in the online setting (i.e., it is a monotone submodular function). Then, we propose an algorithm for the bid optimization problem with the proposed objective function under the second price mechanism by reducing the problem to the online knapsack constrained monotone submodular maximization problem. We evaluated the proposed objective function and the algorithm in a real-world data collected from our system and a questionnaire survey. We observed that our objective function is reasonable in real-world setting, and the proposed algorithm outperformed the baseline online algorithms.
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Ranawat, Arjun, and Katja Ho¨ltta¨-Otto. "Four Dimensions of Design Similarity." In ASME 2009 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. ASMEDC, 2009. http://dx.doi.org/10.1115/detc2009-87085.

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To benefit from the value of a brand, a product family must have a coherent product family look. It is however not clear, what in the design contributes toward the coherence or similarity between the products. In this work, a product family identity is broken down into its basic design elements. The contribution of each of these basic design elements toward similarity is investigated. We present a framework of design elements in four dimensions. Examples of these design elements include color, texture, shape, and form. The contribution of these design elements toward the perceived product similarity is investigated. A two phased factorial analysis was performed. The first phase involved simplified shapes consisting of five design elements in the first two dimensions. In the second phase, a similar survey was repeated using images of real products. A survey of product pairs was given to a total of 52 participants. The results show that using the same shape, texture, color, and pattern has a significant effect on making a product pair seem similar to one another. The results will help a designer to design product families that have a coherent product family look but yet look clearly different from the competing brands.
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Chen, Ying, and Linjing Zheng. "Real Estate Brand Construction in China under the New Situation." In 2014 International Conference on Construction and Real Estate Management. Reston, VA: American Society of Civil Engineers, 2014. http://dx.doi.org/10.1061/9780784413777.112.

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Gong, Xuewen, and Yaowu Wang. "A Comparative Study on Evaluation Methods of Domestic and Foreign Enterprises’ Brand Value." In International Conference on Construction and Real Estate Management 2018. Reston, VA: American Society of Civil Engineers, 2018. http://dx.doi.org/10.1061/9780784481752.003.

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Reports on the topic "Brand Recal"

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Rolling, Virginia, Christin Seifert, Veena Chattaraman, and Amrut Sadachar. Real Fur or Fake Fur? Animal Fur-Free Luxury Brands, Cognitive Dissonance, and Environmentally-Conscious Millennial Consumer Response. Ames (Iowa): Iowa State University. Library, January 2019. http://dx.doi.org/10.31274/itaa.8814.

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Syvash, Kateryna. AUDIENCE FEEDBACK AS AN ELEMENT OF PARASOCIAL COMMUNICATION WITH SCREEN MEDIA-PERSONS. Ivan Franko National University of Lviv, February 2021. http://dx.doi.org/10.30970/vjo.2021.49.11062.

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Parasocial communication is defined as an illusory and one-sided interaction between the viewer and the media person, which is analogous to interpersonal communication. Among the classic media, television has the greatest potential for such interaction through a combination of audio and visual series and a wide range of television content – from newscasts to talent shows. Viewers’ reaction to this product can be seen as a defining element of parasociality and directly affect the popularity of a media person and the ratings of the TV channel. In this article we will consider feedback as part of parasocial communication and describe ways to express it in times of media transformations. The psychological interaction «media person – viewer» had been the focus of research by both psychologists and media experts for over 60 years. During the study, scientists described the predictors, functions, manifestations and possible consequences of paracommunication. One of the key elements of the formed parasocial connections is the real audience reaction. Our goal is to conceptualize the concept of feedback in the paradigm of parasocial communication and describe the main types of reactions to the media person in long-term parasocial relationships. The research focuses on the ways in which the viewer’s feedback on the television media person is expressed, bypassing the issue of classifying the audience’s feedback as «positive» and «negative». For this purpose, more than 20 interdisciplinary scientific works on the issue of parasocial interaction were analyzed and their generalization was carried out. Based on pre­vious research, the types and methods of feedback in the television context are separated. With successful parasocial interaction, the viewer can react in different ways to the media person. The type of feedback will directly depend on the strength of the already established communication with the media person. We distinguish seven types of feedback and divide them into those that occur during or after a television show; those that are spontaneous or planned; aimed directly at the media person or third parties. We offer the following types of feedback from TV viewers: «talking to the TV»; telling about the experience of parasocial communication to others; following on social networks; likes and comments; imitation of behavior and appearance; purchase of recommended brands; fanart.
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