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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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Salas Luzuriaga, Edgar. "The odotypes and their intervention in Brand Recall." Espirales Revista Multidisciplinaria de investigación 3, no. 27 (April 3, 2019): 132. http://dx.doi.org/10.31876/er.v3i27.560.
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Introduction This article deals with the influence of olfactory marketing on consumer behaviour and its relationship with the brand in question. Objective to determine the influence of aroma on shopping behavior and brand recall.Materials and methods To this end, a literature review of studies on the influence of aroma on shopping behaviour or brand recall of consumers or potential customers was conducted. Results So it is argued that olfactory marketing is a technique that consists in creating aromas of association that generate brand recall and that, in addition, Discussion stimulate the consumer subconsciously in the purchase decision process, making it faster and more impulsive.Conclusions This practice has been adopted by a number of brands worldwide as part of their marketing strategies in order not only to increase sales but also to generate links with customers and a stronger positioning in the minds of the consumers.
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Wansink, Brian, and Michael L. Ray. "Advertising Strategies to Increase Usage Frequency." Journal of Marketing 60, no. 1 (January 1996): 31–46. http://dx.doi.org/10.1177/002224299606000104.
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Interest has been shifting from how consumers choose brands to how they use brands. The authors focus on how advertising can best encourage consumers to use a mature brand in a new situation. They develop a schema congruity framework that integrates comparison advertising with substitution-in-use research. The framework suggests that situation comparison ads favorably affect usage attitudes, but have no advantage over product comparison ads in enhancing a person's ability to recall the target brand in the target situation. The authors’ empirical study shows increases in brand usage. The authors conclude with implications for brand managers and researchers.
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Romaniuk, Jenni, and Samuel Wight. "The Influences of Brand Usage on Response to Advertising Awareness Measures." International Journal of Market Research 51, no. 2 (January 2009): 1–13. http://dx.doi.org/10.1177/147078530905100213.
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While there are many measures of advertising awareness, there are few guidelines about which of these a researcher should select. We examine how using the brand influences consumer responses to three measures commonly used in advertising tracking instruments. We find that for both top-of-mind and total unprompted advertising awareness measures, brand users are about 2.5 times more likely to recall advertising exposure than non-users; however, this ratio was lower for brand-prompted advertising awareness, with brand users only about 1.7 times more likely than non-users. This, we find, is because non-users respond more to brand-prompted advertising awareness measures. This result influences the scores for small brands, which get 80% of their responses from non-users only when they are prompted with the brand name. Our conclusion is therefore that scores from different advertising awareness measures are not directly comparable, unless split into separate brand user/non-user groups. Further, practitioners interested in the results for small-share or new brands should use brand-prompted measures, otherwise they risk underestimating the advertising reach and effectiveness of these brands.
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Jin, Hyun Seung, Gayle Kerr, and Jaebeom Suh. "Impairment effects of creative ads on brand recall for other ads." European Journal of Marketing 53, no. 7 (July 8, 2019): 1466–83. http://dx.doi.org/10.1108/ejm-10-2017-0674.
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Purpose The creativity-based facilitation effect, well documented by previous research, shows that creative advertisements (ads) are more memorable than regular (or less creative) ads, that is, creativity facilitates memory. This current research aims to extend our understanding by investigating the impact of creativity on regular ads and competitive advertising. It examines whether creative ads impair the memorability of regular ads to determine whether a “creativity-based impairment effect” exists. Design/methodology/approach Three experiments were conducted. Experiment 1 tested creativity-based impairment effects in brand recall. Experiment 2 replicated and validated the impairment effect in recall, using a different presentation order of ads. In Experiment 3, effects of creative ads on competing vs non-competing brands were examined. Findings Results found that creative ads impaired the brand recall of regular ads, creative ads impaired the recall of competing brands more than non-competing brands and creative ads were recalled earlier in top-of-mind recall positions. Research limitations/implications Future research may look at whether different memory measures (e.g. recognition), different proportions of creative ads, and ads of familiar vs unfamiliar brands produce differential impairment effects. Practical implications One suggestion from this research could be to not only copy-test your own brand’s advertising, but also test the advertising of other brands so that the target ad’s relative levels of creativity can be assessed before media buying. As a result of this testing, when the brand identifies any potential impairment effects, the identified creative ads could then be tracked in terms of media placement, providing a guide of where “not to schedule” advertising. Originality/value This research makes an important theoretical contribution as the first to explore impairment effects in the context of creative advertising. In doing so, it offers important managerial insights for regular and competitive advertising.
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Leng, Ho Keat, Xinran Wu, and Deping Zhong. "Effect of Brand Familiarity on Sponsor Recall." International Journal of Asian Business and Information Management 10, no. 3 (July 2019): 49–60. http://dx.doi.org/10.4018/ijabim.2019070103.
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The aim of this study was to examine the effect of brand familiarity on sponsor recall. 196 respondents in China and Singapore were exposed to video clips from the 14th FINA World Championships held in Shanghai, China in 2011, and the 28th South East Asian (SEA) Games held in Singapore in 2015. It was found that respondents were more likely to recall familiar brands. The findings provided empirical evidence that commercial organisations should first consider the level of brand familiarity in the target market before embarking on sports sponsorship. This is because sports sponsorship is more effective when the brand is familiar with the target spectators. In addition, this study suggests that it may be more effective for commercial organisations that are not established internationally to consider sponsoring events that targets spectators from regions that they are already operating in. This will allow their sponsorship to be more effective.
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Donovan, Robert J., Julia Anwar-McHenry, Yolexis Hernandez Aguilera, Amberlee Nicholas, and Simone Kerrigan. "Increasing brand recall for naming rights sponsorships." Journal of Social Marketing 6, no. 4 (October 10, 2016): 377–89. http://dx.doi.org/10.1108/jsocm-08-2015-0060.
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Purpose Maximising return on naming rights sponsorships is important for social marketing campaigns with limited funds. Naming rights allow the sponsor’s brand to be aligned with the event name in text and visual promotional materials. For visual displays, either the brand logo or the brand name in words can be aligned with the event name. As the Act–Belong–Commit mental health promotion campaign’s logo encapsulates the brand name, a study was conducted to assess the relative impact on recall of “Act–Belong–Commit” as part of a sponsored event name, when the logo was aligned with the event name versus when the brand name in only words was aligned with the event name. Design/methodology/approach An intercept survey was conducted with n = 112 adult university students. Participants were presented with one of the above two branding alignments for the sponsored event. The image was removed from view, a distracter question asked and participants were asked to recall the name of the event. Findings Recall of the Act–Belong–Commit brand in full as part of the name of the event was significantly and substantially greater for participants exposed to the words only alignment versus the logo alignment: 52 vs 7 per cent (p < 0.000). Practical implications Given these findings, the campaign has adopted the policy of using the words Act–Belong–Commit alongside the event name rather than the logo in future naming rights sponsorships. Originality/value It is recommended that other social marketing brands with similar brand/logo designs undertake research to ensure optimal return on naming rights sponsorships.
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Morrin, Maureen, and S. Ratneshwar. "Does it Make Sense to Use Scents to Enhance Brand Memory?" Journal of Marketing Research 40, no. 1 (February 2003): 10–25. http://dx.doi.org/10.1509/jmkr.40.1.10.19128.
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Can pleasant ambient scents enhance consumer memory for branded products? If so, why? The authors examine the effects of ambient scent on recall and recognition of brands in two studies. In the first (i.e., encoding) phase of each study, subjects are asked to evaluate familiar and unfamiliar brands while viewing digital photographs of products on a computer screen; stimulus viewing times are measured covertly on the computer. Ambient scent is manipulated in the experiment room through a diffuser. In the second (i.e., retrieval) phase, conducted 24-hours later, brand recall and recognition accuracy are assessed. In both studies, ambient scent improves both recall and recognition of familiar and unfamiliar brands. This pattern emerges whether or not the scent is congruent with the product category (Study 1), and the enhancement in brand memory is due to the presence of ambient scent during encoding rather than retrieval (Study 2). Although ambient scent apparently did not alter subjects' self-assessed mood or arousal levels, it increased their attention in terms of longer stimulus viewing times. Mediation analyses suggest that the attention mechanism most likely explains why ambient scent improves brand memory.
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Bakhtavoryan, Rafael, Oral Capps, and Victoria Salin. "Impact of Food Contamination on Brands: A Demand Systems Estimation of Peanut Butter." Agricultural and Resource Economics Review 41, no. 3 (December 2012): 327–39. http://dx.doi.org/10.1017/s1068280500001295.
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A 2007 food-borne illness incident involving peanut butter is linked with structural change in consumer demand. Compensated and uncompensated own- and cross-price elasticities and expenditure elasticities were calculated for leading brands before and after the product recall using the Barten synthetic model and weekly time-series data from 2006 through 2008. Statistically significant differences in price elasticities for the affected brand, Peter Pan, were absent. After a period of 27 weeks, this brand essentially recovered from the food safety crisis. Significant differences in price elasticities were evident among non-affected brands. Hence, spillover effects and heightened competition are associated with the recall.
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Cho, Sulah. "Co-query volume as a proxy for brand relatedness." Industrial Management & Data Systems 118, no. 4 (May 14, 2018): 930–44. http://dx.doi.org/10.1108/imds-04-2017-0154.
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PurposeThe purpose of this paper is to utilize co-query volumes of brands as relatedness measurement to understand the market structure and demonstrate the usefulness of brand relatedness via a real-world case.Design/methodology/approachUsing brand relatedness measurement obtained using data from Google Trends as data inputs into a multidimensional scaling method, the market structure of the automobile industry is presented to reveal its competitive landscape. The relatedness with brands involved in product-harm crisis is further incorporated in empirical models to estimate the influence of crisis on future sales performance of each brand. A representative incident of a product-harm crisis in the automobile industry, which is the 2009 Toyota recall, is investigated. A panel regression analysis is conducted using US and world sales data.FindingsThe use of co-query as brand relatedness measurement is validated. Results indicate that brand relatedness with a brand under crisis is positively associated with future sales for both US and global market. Potential presence of negative spillovers from an affected brand to innocent brands sharing common traits such as same country of origin is shown.Originality/valueThe brand relatedness measured from co-query volumes is considered as a broad concept, which encompasses all associative relationships between two brands perceived by the consumers. This study contributes to the literature by clarifying the concept of brand relatedness and proposing a measure with readily accessible data. Compared to previous studies relying on a vast amount of online data, the proposed measure is proven to be efficient and enhance predictions about the future performance of brands in a turbulent market.
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Ndlela, Thubelihle, and Tinashe Chuchu. "Celebrity Endorsement Advertising: Brand Awareness, Brand Recall, Brand Loyalty as Antecedence of South African Young Consumers' Purchase Behaviour." Journal of Economics and Behavioral Studies 8, no. 2(J) (May 11, 2016): 79–90. http://dx.doi.org/10.22610/jebs.v8i2(j).1256.
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Celebrity endorsement advertising has received much attention in recent years from marketing practitioners and academic researchers. Pepsi spent $50 million dollars on an endorsement contract with Beyoncè Knowles which accounted for a sixth of the company's total budget. This research paper aims to examine whether or not South African marketers can utilise celebrity endorsements to promote their products or brands to young consumers effectively. The other purpose of this study is also to establish whether brand recall, brand awareness, brand loyalty and purchase behaviour are positively influenced by celebrity endorsement advertising. Utilising a quantitative research approach a field study was conducted in Durban whereby research data was collected from 325 participants 18 to 24 years of age. The research survey comprised of 25 questions that were self-administered to willing participants over a one month period. Using SPSS 23 and AMOS 23 software programs, Structural Equation Modeling (SEM) was performed to analyze the data set. Major findings revealedthat brand loyalty is the most significant antecedent of purchase behaviour. Furthermore the study also revealed that participants in the 18-20 year age group were more inclined towards purchasing and paying more for celebrity endorsed brands as compared to any other age group in the survey.Lastly this study provides marketing practitioners an understanding of how firms can benefit from the use as it was found that brand recall and brand loyalty positively influence purchase behaviour whilst brand awareness had no direct influence on purchase behaviour.
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Holmes, Todd A. "Effects of self-brand congruity and ad duration on online in-stream video advertising." Journal of Consumer Marketing 38, no. 4 (May 5, 2021): 374–85. http://dx.doi.org/10.1108/jcm-07-2019-3333.
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Purpose The purpose of this study is to examine the impact of self-brand congruity and ad duration on the effectiveness of in-stream online video advertisements. Design/methodology/approach Two online experiments were administered based on a 2 (self-brand congruity) * 2 (ad duration) between-subjects design. Three brand personality dimensions (excitement, sophistication and ruggedness) were included in the model as replicates, and effectiveness was measured using six dependent measures. Findings High self-brand congruity resulted in significantly greater attention, attitude toward the ad, attitude toward the brand and purchase intention when compared to low self-brand congruity. Higher recall of ad information was found for subjects who viewed ads low in congruity with their self-concepts. Attention, recall and recognition were significantly higher for participants who viewed 30-s ads. An interaction effect of self-brand congruity and ad duration was found on purchase intention. Research limitations/implications This study considered the impact of self-brand congruity and ad duration on the effectiveness of ads for only well-known brands inserted into short-form content. Future research should consider using ads without celebrities present or ads for fictitious brands inserted into long-form video content. Practical implications When producing video advertisements, an adequate selection of brand cues should be included that are deemed self-congruent with target audiences. Ad managers aiming to drive favorable consumer attitudes and purchase intention should select 15-s over 30-s ads. Originality/value This study examines the impact of self-brand congruity and ad duration on each stage of the hierarchy of effects model, including attention as a precursor to recall and recognition. The interaction effect between self-brand congruity and ad duration is also assessed.
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Hwang, Yongjin, Khalid Ballouli, Kevin So, and Bob Heere. "Effects of Brand Congruity and Game Difficulty on Gamers’ Response to Advertising in Sport Video Games." Journal of Sport Management 31, no. 5 (September 1, 2017): 480–96. http://dx.doi.org/10.1123/jsm.2017-0022.
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The purpose of this research was to examine the effect of sport video game difficulty and brand congruity on gamers’ brand recall, brand recognition, and attitudes toward the brand using a controlled experimental design. A total of 116 participants were recruited to play an interactive sport video game and randomly assigned to one of two game difficulty conditions (easy vs. hard). They were then asked to respond to questions concerning the brands featured in the in-game advertisements. The procedure entailed a pretest survey, main experiment, and posttest survey. Data analysis was conducted through use of McNemar’s test, repeated measures analysis of covariance, and binary logistic regression. Findings revealed significant effects for game difficulty and brand congruity on brand recognition (but not brand recall) and attitudes toward the brand. This study contributes to the growing body of literature that suggests video game settings and brand placement are key considerations for achieving desired advertising results.
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Nguyen, Cathy, Jenni Romaniuk, Margaret Faulkner, and Justin Cohen. "Does an expanded brand user base of co-branded advertising help ad-memorability?" International Journal of Market Research 60, no. 4 (March 22, 2018): 366–79. http://dx.doi.org/10.1177/1470785318762682.
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A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use. The pairing of a corporate and charity brand in advertising should create an expanded brand-user base, which should, in turn, lead to higher ad-memorability than either brand advertising alone. This study tests this hypothesis for consumer-packaged goods and charity brands in the United Kingdom and Australia. We find evidence that extends the generalization that ad-memorability is higher among brand users to charity supporters in non-profit contexts. We also find that when two brands are present, ad-memorability is highest among those who use the brand and support the partner charity. However, the uplift in ad-memorability among these dual-brand users is dampened by the lower ad-memorability experienced by those who use only one brand, due to a suspected information overload. The findings challenge accepted wisdom on the benefits of co-branded advertising and have implications for partner-selection for co-branded activities.
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Piazzolla, Sara, Irene García Medina, and Marián Navarro-Beltrán. "Brand Placement in Music Videos: Effectiveness in UK, Spain and Italy." INDEX COMUNICACION 11, no. 2 (July 15, 2021): 135–63. http://dx.doi.org/10.33732/ixc/11/02brandp.
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Brand placement is used as an alternative advertising strategy. This case study aimed at investigating its efficacy in music videos in the UK, Spain and Italy through surveys. The first research question aimed at determining the degree of association between nationality and brand familiarity. Results have reported a directional association for half the brands advertised. The second research question aimed at determining the correlation between brand familiarity and brand recall. This study demonstrated that the greater the familiarity of the brand, the more likely it is to be recalled after watching a music video. The third research question aimed at determining whether participants were more aware of brands that they had not previously heard of after watching the music videos. Results showed similar responses of participants either agreeing or disagreeing with the statement and similar results were obtained for the Italian and British samples. It could be concluded that brand placement in music videos is especially effective in certain cultures and situations.
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Zoghaib, Alice. "The contribution of a brand spokesperson’s voice to consumer-based brand equity." Journal of Product & Brand Management 26, no. 5 (August 21, 2017): 492–502. http://dx.doi.org/10.1108/jpbm-06-2016-1230.
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Purpose This paper aims to explore the characteristics of a brand spokesperson’s voice that are the most valuable for consumer-based brand equity (CBBE) and evaluates various explanations in previous research regarding the influences of a speaker’s voice. Design/methodology/approach Brand identities can transfer their associations and affect as well as influence brand recall, thus contributing to CBBE. In addition, the pitch and gender of a speaker’s voice are considered as key characteristics of voice perception. This experimental study exposed 521 respondents to 12 different voices and measured the effects of a spokesperson’s voice pitch and gender on associations, attitude toward the voice and brand recall. Findings This study presents a model that explains the influence of a brand spokesperson’s voice on CBBE. The findings show that low-pitched voices induced distinctive, positive associations and led to a more positive attitude toward the voice and greater brand recall, regardless of the gender of the spokesperson and that of the respondent. Moreover, voice associations partially mediated the effects on attitude toward the voice and completely mediated the effects on brand recall. Originality/value While numerous brands have resorted to specific voices to represent themselves, brand spokesperson’s voice and its associations have not been studied. This study highlights the importance of a spokesperson’s voice pitch and its associations in building CBBE and nuances the roles of spokespersons’ and respondents’ gender.
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Dens, Nathalie, Patrick De Pelsmacker, Peter Goos, and Leonids Aleksandrovs. "How to Mix Brand Placements in Television Programmes to Maximise Effectiveness." International Journal of Market Research 58, no. 5 (September 2016): 649–70. http://dx.doi.org/10.2501/ijmr-2016-022.
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This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme. It determines the ideal proportions of prop placements (branded products that are put on display during the programme, without active interaction between the product and a person), interactive placements (placements that entail interaction between a branded product and a person), and look-and-feel placements (branding elements that are visually incorporated in the scenery of the programme) to maximise brand attitude and brand recall. Controlling for programme connectedness, brand attitude is maximised when all brand placements in a programme are interactive. The optimal mix for brand recall is more diverse, and changes for consumers with different viewing frequencies. For light viewers, 39% interactive and 61% prop placements should be used. For consumers with high viewing frequency, a relatively larger proportion should be allocated to interactive placements (44%).
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Aliagas, Irene, Jesús Privado, and M. Dolores Merino. "Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames." Journal of Theoretical and Applied Electronic Commerce Research 16, no. 4 (January 30, 2021): 811–27. http://dx.doi.org/10.3390/jtaer16040046.
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Brand placement in videogames consists in integrating various brands that are not intrusive to give a feeling of reality to the context, as such increasing awareness and recognition of the brand in the mind of the consumer. The goal of this study is to ascertain if brand position, familiarity and congruency influence memorization of brands presented in a racing videogame. An experimental design 2 (position: prominent or subtle) × 2 (congruency: yes or no) × 2 (familiar: yes or no) was used in a sample of 117 participants (M = 20.91 years, SD = 1.75 years). Consumers have better recall and recognition of brand placement when it is familiar. Likewise, there is more memorization of placement that is congruent with the videogame’s subject matter. Nevertheless, it appears that position has no influence on memory. Regarding the three-way interaction, it turns out that the best way to remember brands is when they are familiar to the consumers, congruent with the videogame’s genre, and they are positioned in a prominent position. This article is the first to investigate the interaction between the three main variables that affect the memorization of brand placement.
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Kent, Robert J., and Chris T. Allen. "Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity." Journal of Marketing 58, no. 3 (July 1994): 97–105. http://dx.doi.org/10.1177/002224299405800307.
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Although consumers often encounter ads for familiar brands, previous advertising interference studies have used ads for low-familiarity brands. The authors focus on brand familiarity's role in increasing ad memorability and moderating competitive interference. They conducted a factorial experiment varying the familiarity of brands featured in test and competing ads. With differences in ad executions, prior exposure, processing objectives, and exposure time experimentally controlled, subjects displayed substantially better recall of new product information for familiar brands. Their findings suggest that established brands have important advantages in advertising: Consumers should be more likely to recall ad information, and their memory should be less affected by exposure to competitors’ ads. The authors conclude with implications for the marketing of new and mature brands.
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Chen, Zifei Fay, and Yang Cheng. "Consumer response to fake news about brands on social media: the effects of self-efficacy, media trust, and persuasion knowledge on brand trust." Journal of Product & Brand Management 29, no. 2 (October 9, 2019): 188–98. http://dx.doi.org/10.1108/jpbm-12-2018-2145.
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Purpose Drawing on theoretical insights from the persuasion knowledge model (PKM), this study aims to propose and test a model that maps out the antecedents, process and consequences to explain how consumers process and respond to fake news about brands on Facebook. Design/methodology/approach Contextualizing the fake news about Coca-Cola’s recall of Dasani water, an online survey was conducted via Qualtrics with consumers in the USA (N = 468). Data were analyzed using covariance-based structural equation modeling. Findings Results showed that self-efficacy and media trust significantly predicted consumers’ persuasion knowledge of the fake news. Persuasion knowledge of the fake news significantly influenced consumers’ perceived diagnosticity of the fake news and subsequent brand trust. Furthermore, persuasion knowledge of the fake news mediated the effects from self-efficacy on perceived diagnosticity of the fake news and brand trust, respectively. Originality/value This study contributes to the literature of brand management by examining how consumers process and respond to fake news about a brand. It also extends the persuasion knowledge model by applying it to the context of fake news about brands on social media, and incorporating antecedents (self-efficacy and media trust) and consequences (perceived diagnosticity and brand trust) of persuasion knowledge in this particular context. Practically, this study provides insights to key stakeholders of brands to better understand consumers’ information processing of fake news about brands on social media.
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Vargas-Bianchi, Lizardo, and Marta Mensa. "Do you remember me? Women sexual objectification in advertising among young consumers." Young Consumers 21, no. 1 (March 21, 2020): 77–90. http://dx.doi.org/10.1108/yc-04-2019-0994.
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Purpose The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young millennials and the effect of distraction on this recall effort. The question arises whether this group evokes those brands that appear in advertisements using different levels of objectification content. Design/methodology/approach The study uses a correlational design that includes two studies with different groups of subjects: an assessment of perceived female sexual objectification levels in a set of ads and a quasi-experimental study that used the assessed perceived levels of female objectification and brand name short-term recall scores of those ads, with and without the intervention of an attention distractor. Findings Results suggest that female sexual objectification content exerts a limited influence on brand name recall between participants. In addition, it is not men who remember brand names from ads using sexual objectified images, but young women. Research limitations/implications The study had an exploratory scope and used a small non-probabilistic sample. Subjects belong to a cultural context of Western world developing economy, and thus perceived female objectification may vary between different cultural settings. Results refer to graphic advertisements, though this cohort is exposed to other audiovisual content platforms. Originality/value Several studies have addressed female objectification in advertising and media, but few focused on young Latin American audiences and its impact on the recollection of advertised brands. Brand name retention and awareness is still a relevant variable that the advertising industry takes in account as one of several predictors toward buying decisions. Even less research has been made on Latin American social and cultural contexts.
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Vashisht, Devika, and Sreejesh S. Pillai. "Are you able to recall the brand? The impact of brand prominence, game involvement and persuasion knowledge in online – advergames." Journal of Product & Brand Management 26, no. 4 (July 17, 2017): 402–14. http://dx.doi.org/10.1108/jpbm-02-2015-0811.
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Purpose The purpose of this paper is to study the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude in the context of online advergames. Specifically, this investigation uses limited capacity model of attention and persuasion knowledge model to expound the conditions under which brand placements create attention, elaboration and subsequent brand recall and brand attitude. Design/methodology/approach A 2 (brand prominence: prominent versus subtle) × 2 (game involvement: high versus low involvement) × 2 (persuasion knowledge: high versus low) between-subjects measures design is used. A total of 224 student gamers participated in the study. A between-subjects measures multivariate analysis of variance is used to test the hypotheses. Findings The results show that an advergame with prominent brand placement under low game involvement condition results in high brand recall but less favorable brand attitude than under high game involvement condition. Furthermore, a three-way interaction shows that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report high brand recall than the subjects with low persuasion knowledge. The findings also reveal that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report less favorable brand attitude than the subjects with low persuasion knowledge. Research limitations/implications This paper adds to advertising literature from a non-traditional advertising viewpoint, predominantly in the context of online advergames, and expounds the role played by brand placement and its boundary conditions to create customers’ brand memory and attitude. Furthermore, this investigation adds to the marketing knowledge on how and where to position and embed the brands effectively in advergames taking into account the characteristics of the gamer, such as the game involvement and gamers’ persuasion knowledge about the advergame. Originality/value This study adds to the works of online advertising, particularly the advergames by discovering the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude. Also, this study is the first in its stream toward understanding the moderating role of persuasion knowledge on Indian gamers’ recall and attitude in the context of online advertising.
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Sukegawa, Shintaro, Kazumasa Yoshii, Takeshi Hara, Tamamo Matsuyama, Katsusuke Yamashita, Keisuke Nakano, Kiyofumi Takabatake, Hotaka Kawai, Hitoshi Nagatsuka, and Yoshihiko Furuki. "Multi-Task Deep Learning Model for Classification of Dental Implant Brand and Treatment Stage Using Dental Panoramic Radiograph Images." Biomolecules 11, no. 6 (May 30, 2021): 815. http://dx.doi.org/10.3390/biom11060815.
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It is necessary to accurately identify dental implant brands and the stage of treatment to ensure efficient care. Thus, the purpose of this study was to use multi-task deep learning to investigate a classifier that categorizes implant brands and treatment stages from dental panoramic radiographic images. For objective labeling, 9767 dental implant images of 12 implant brands and treatment stages were obtained from the digital panoramic radiographs of patients who underwent procedures at Kagawa Prefectural Central Hospital, Japan, between 2005 and 2020. Five deep convolutional neural network (CNN) models (ResNet18, 34, 50, 101 and 152) were evaluated. The accuracy, precision, recall, specificity, F1 score, and area under the curve score were calculated for each CNN. We also compared the multi-task and single-task accuracies of brand classification and implant treatment stage classification. Our analysis revealed that the larger the number of parameters and the deeper the network, the better the performance for both classifications. Multi-tasking significantly improved brand classification on all performance indicators, except recall, and significantly improved all metrics in treatment phase classification. Using CNNs conferred high validity in the classification of dental implant brands and treatment stages. Furthermore, multi-task learning facilitated analysis accuracy.
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Vashisht, Devika, and Sreejesh S. "Effects of brand placement strength, prior game playing experience and game involvement on brand recall in advergames." Journal of Indian Business Research 7, no. 3 (August 17, 2015): 292–312. http://dx.doi.org/10.1108/jibr-11-2014-0082.
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Purpose – The purpose of this paper is to explore the effect of brand placement strength on gamers’ brand recall as moderated by gamers’ prior game playing experience and game involvement in the context of advergames. Specifically, this research utilizes Limited Capacity Model of attention to explain how and under what conditions brand placements create attention, elaboration and subsequent brand recall. Design/methodology/approach – A 2 (brand placement strength: prominent versus subtle) × 2 (prior game playing experience: experienced versus inexperienced) × 2 (game involvement: high versus low involvement) between-subjects measures design is used. Empirical data were obtained from 220 undergraduate student gamers. A between-subjects measures ANOVA is used to test the hypotheses. Findings – There are several important findings that can be inferred from the results. First, inexperienced gamers report high brand recall in prominent brand placements than subtle brand placements, whereas for experienced gamers, no significant difference in recall rates is found between prominent brand placement and subtle brand placement. Second, inexperienced gamers with low game involvement playing an advergame with prominent brand placement report high brand recall compared to inexperienced gamers with high game involvement playing an advergame with prominent brand placement. Research limitations/implications – The study contributes to the advertising literature from a non-traditional advertising perspective, particularly in the context of online advergames, and explains the role of brand placement and its boundary conditions to create customers’ brand memory. Moreover, this research contributes to the marketing knowledge on how to locate and embed the brands effectively in advergames, taking into account the individual characteristics of each advergame. Practical implications – The findings are very important for advertising practitioners because selecting media that enhances the brand memory of the consumers through entertainment is a planning strategy that has been widely used by media planners today. Hence, advertising managers should think about designing advergames by taking into account the game involvement factor to make sure that the implementation has the strongest positive effect on consumers’ memory. Originality/value – This research contributes to the literature of online advertising, especially the advergames by exploring the impact of brand placement strength and prior gaming experience on gamers’ brand recall. In addition, this study is the first step toward understanding the moderating role of game involvement on Indian gamers recall in the context of online advertising.
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Farhana, Mosarrat. "Brand Elements Lead to Brand Equity: Differentiate or Die." Information Management and Business Review 4, no. 4 (April 15, 2012): 223–33. http://dx.doi.org/10.22610/imbr.v4i4.983.
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The aim of this paper is to discuss brand elements and to explore its contribution to brand equity based on some relevant research reviews and some examples of prominent brands where brand elements have played a significant role to reach consumer’s head and heart. Brand is a combination of name, symbol or design, which creates a distinctive identity to consumers within a crowd of choices through its different brand elements. A distinctive or unique offering as well as get-up of a brand is the primary key of survival from the immature death in competition. Differentiating approach of different brand elements always cause a high level of brand awareness and familiarity among target consumers and later on individually or collectively, brand elements work as clue to consumers to recall and recognize the brand. Proper integration of both strong and weak brand elements of a brand contribute to brand equity, which has been focused here through some literature reviews.
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Mainardes, Emerson Wagner, Atílio Peixoto Soares Júnior, and Daniel Modenesi Andrade. "Brand equity of commoditized products of famous brands." Marketing Intelligence & Planning 38, no. 3 (August 8, 2019): 296–309. http://dx.doi.org/10.1108/mip-02-2019-0115.
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Purpose The purpose of this paper is threefold: first, to identify the influence of brand equity (BE) of commoditized products of famous brand on purchase intention and willingness to pay a premium price in an emerging market; second, to identify the relationship between the BE of these products and their antecedents; and third, to identify the influence of subjective norms on purchase intention and BE. Commoditized products are bought due to necessity and not desire, are homogeneous, produced on a large scale, and have low added value. Design/methodology/approach A theoretical model is proposed contemplating the constructs: BE, purchase intention, premium price, perceived quality, brand recall, perceived value and subjective norms. We performed a quantitative study with 432 respondents. We used questionnaires, and we analyzed the data using the structural equation modeling with partial least squares. Findings The results indicate a positive relationship between BE and purchase intention, BE and premium price, perceived value and BE, subjective norms and purchase intention and subjective norms and BE. It should be noted that an emerging market has characteristics distinct to that of a mature market, justifying specific research in this context. Originality/value The study brought a theoretical model relating antecedents and consequents of BE in the segment of commoditized products. Furthermore, it indicated the strength of the brand of the commoditized products in an emerging market scenario.
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Li, Yizhi, Can Lu, Vanja Bogicevic, and Milos Bujisic. "The effect of nostalgia on hotel brand attachment." International Journal of Contemporary Hospitality Management 31, no. 2 (February 11, 2019): 691–717. http://dx.doi.org/10.1108/ijchm-12-2017-0797.
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PurposeThe purpose of this study is to distinguish between two types of nostalgia, examine their effect on emotions and explore the relationships between nostalgic emotions evoked by past hotel experiences and consumers’ brand attachment and willingness-to-pay.Design/methodology/approachThis study was based on a sequential explanatory mixed-method design. An online scenario-based experiment was complemented with online structured interviews.FindingsThe results indicate that both personal nostalgia and historical nostalgia evoke positive emotions (upbeat/elation and warm/tender). However, emotions evoked by personal nostalgia are less intense than those evoked by historical nostalgia. Positive emotions successfully predicted brand prominence and brand-self connection. Brand prominence, but not brand-self connection, was positively related to consumers’ willingness-to-pay.Research limitations/implicationsThe study’s findings suggest that hotel brands that focus on creating extraordinary memories, and brands with more historical themes, elicit more positive emotions among hotel customers. This, in turn, makes customers more likely to recall that hotel brand in the future and translates into higher willingness-to-pay.Originality/valueThis study is among the first to establish and test a conceptual model that connects nostalgia, nostalgic emotions, brand attachment and willingness-to-pay in the hotel industry context. As such, it is a rare attempt to explain the role of personal and historical nostalgia in hospitality research.
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Dens, Nathalie, and Patrick De Pelsmacker. "How advertising strategy affects brand and USP recall for new brands and extensions." International Journal of Advertising 29, no. 2 (January 2010): 165–94. http://dx.doi.org/10.2501/s0265048710201117.
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Mr Yuvaraj Vyas, and Dr Arvind C. Brahmbhatt. "A STUDY ON RECOGNITION AND BRAND RECALL THROUGH LOGOS OF SELECTED FMCG BRANDS." Researchers World : Journal of Arts, Science and Commerce VII, no. 2(1) (May 1, 2016): 66–71. http://dx.doi.org/10.18843/rwjasc/v7i2(1)/08.
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Hutchinson, J. Wesley, Kalyan Raman, and Murali K. Mantrala. "Finding Choice Alternatives in Memory: Probability Models of Brand Name Recall." Journal of Marketing Research 31, no. 4 (November 1994): 441–61. http://dx.doi.org/10.1177/002224379403100401.
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Recalling brand names is an important aspect of consumer choice in many situations. The authors develop a general Markov model that relates probabilistic aspects of recall to consumer and marketing mix variables. Then they illustrate how parameters can be estimated from recall data for three special cases of the model: The first is a “baseline” version of the model that can be used to assess the extent to which categories of brands can be automatically included in or excluded from memory search; the second is a zero-order model that can be used to estimate the effects of brand variables and individual usage rates on recall latency; and the third is a first-order model that uses aggregate recall data to assess market structure. Finally, the authors demonstrate how the model can be used in numerical analyses to evaluate awareness-building strategies.
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Jensen, Jonathan A., Patrick Walsh, Joe Cobbs, and Brian A. Turner. "The effects of second screen use on sponsor brand awareness: a dual coding theory perspective." Journal of Consumer Marketing 32, no. 2 (March 16, 2015): 71–84. http://dx.doi.org/10.1108/jcm-02-2014-0861.
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Purpose – The purpose of this paper is to investigate how simultaneous use of devices such as personal computers, tablets and smartphones impacts the sponsors that receive brand integration during the broadcasts. Advances in technology now allow fans to consume broadcasts of televised events almost anywhere via personal computers, tablets and smartphones. These devices are also frequently utilized as “second screens” to communicate with fellow consumers on social media, access additional content or otherwise multitask during televised consumption. Design/methodology/approach – An initial study served to test the applicability of the theoretical framework of a dual coding theory in this new context, followed by a 3 × 2 between-subjects design utilized to advance understanding of the influence of second screens on brand awareness of the sponsors of televised events. Findings – Results demonstrated that both brand recognition and recall were reduced by second screen activity across nearly all audio or visual consumption experiences. Further, while second screen use in an audiovisual setting did not interfere with consumers’ ability to recognize brands, indicating they were able to multitask and were not distracted, it inhibited their ability to recall brands from memory. This result provides evidence that second screen use may interfere with elaborative rehearsal and reduce cognitive capacity. Practical implications – Given that marketers are investing more resources than ever to achieve brand integration during televised events, these findings suggest that brands face challenges in achieving a requisite return on their investments. Originality/value – This study represents the first empirical investigation of the impact of consumers’ use of second screens in the academic literature, and has important implications for the sponsors of televised events.
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Hernandez, Monica D., and Michael S. Minor. "False recall of brands in advergames: a cross-country comparison." Journal of Research in Interactive Marketing 9, no. 1 (March 9, 2015): 54–69. http://dx.doi.org/10.1108/jrim-11-2013-0075.
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Purpose – The purpose of this paper is to attempt to answer whether there is a difference between retrieving memory by using recall or false recall of brands in an interactive and imagery-rich environment such as advergaming, and there are differences in memory in the same context if the languages of proficiency are based on the same script (e.g. alphabetic/alphabetic such as Spanish/English) versus cross-script (e.g. logographic/alphabetic, such as Chinese/English). Design/methodology/approach – A series of international experiments addressed memory of brand placements in advergames – via correct and false recall – across groups of bilinguals from China, Mexico and South Korea. Findings – The most salient finding of this study revealed advergame interactivity increased false memory more pronouncedly in the proficient groups (“experts”), supporting the notion of increased false recall as a result of feelings of accountability that experts naturally experience. Research limitations/implications – The procedures of the international experiments were susceptible to some limitations concerning sampling design and experimental stimuli. Despite its limitations, this study helps to uncover the effect of these elements in short-term brand memory, to guide marketers for an effective use of brand and product placements in advergames. Originality/value – Analysis of both correct and false recall of bilinguals in imagery-rich environments is of utmost importance. In these environments, memory may originate from experience or from imagination. The study addressed brand memory among diverse Internet audiences by taking into account both correct memory scores as well as false memory scores within the advergaming context.
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Wünderlich, Nancy V., Anja Iseke, and Hürrem Becker-Özcamlica. "Branded Employee Behaviour as a Double-Edged Sword: How Perceptions of Service Employees Impact Job Seekers' Application Intentions." Journal of Service Management Research 4, no. 4 (2020): 205–15. http://dx.doi.org/10.15358/2511-8676-2020-4-205.
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Prior brand experiences affect job seekers’ application decisions, as they recall service encounters with brands which they have experienced as customers. As brand representatives, service employees play a critical role in these recollections. Their behaviour might inform job seekers’ understanding of the employer brand, thereby affecting their application decision. The impact of the service employee’s behaviour might be even more impactful if this behaviour is branded, meaning that the employee’s appearance and manner are representative of the brand values. In this paper, we analyse whether and how branded service employee behaviour affects job seekers’ application intentions. We argue that branded service employee behaviour provides two opposing signals: it contributes to consistent evaluations of the brand, leading to more brand trustworthiness and enhancing job seekers’ application intentions. However, it may also be perceived as inauthentic, reducing job seekers’ application intentions. Findings from a scenario experiment provide evidence of both effects.
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Hsu, Li-Chun. "Antecedents and consequences of attitude contagion processes: the example of apparel brand fan pages." Journal of Product & Brand Management 29, no. 1 (July 4, 2019): 31–51. http://dx.doi.org/10.1108/jpbm-07-2018-1930.
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Purpose This study aims to investigate the social, utilitarian and hedonic benefits associated with a brand behavioral performance from an attitude contagion theory perspective. An integrated empirical model was constructed to identify the antecedents and consequences of consumer attitude contagion. Design/methodology/approach Data were obtained from 609 members of Facebook apparel brand fan pages using purposive sampling. Structural equation modeling was used to validate the proposed theoretical model. Findings Social, utilitarian and hedonic benefits could be used to explain the effects of attitude contagion on various relationships. Attitude contagion factors partially mediate exogenous factors and the behavior of brand fans. Regarding the attitude contagion effect, perceived community attitude and attitude toward fans’ sponsored recommendation posts have stronger explanatory powers for attitude toward products than for attitude toward brands. Specifically, attitude toward brands can indirectly influence members’ purchase intention through brand recall. The proposed model exhibited desirable goodness-of-fit. Practical implications The findings can give brand community managers insight into the development of consumer attitude contagion and assist companies to improve their community management. Originality/value This study contributes to multiple perspectives in the literature regarding social, utilitarian and hedonic benefits and adopted an extension viewpoint to explain that the formation of consumer attitude is a complex process.
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Morrin, Maureen, and Jacob Jacoby. "Trademark Dilution: Empirical Measures for an Elusive Concept." Journal of Public Policy & Marketing 19, no. 2 (September 2000): 265–76. http://dx.doi.org/10.1509/jppm.19.2.265.17137.
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Consumer researchers have conceptualized brand name dilution in terms of the potentially damaging effects that a company's own brand extensions can have on beliefs and attitudes toward parent brands. A different form of dilution, trademark dilution, can also occur through the unauthorized use of a mark (e.g., brand, logo) by an entity other than its owner. With passage of the Federal Trademark Dilution Act of 1995, an increasing number of trademark dilution cases are being litigated. A recurring issue in these cases has been how to measure trademark dilution. The authors review the concept of trademark dilution and explore how recognition and recall-based methods can be used for empirically assessing trademark dilution. The authors also investigate the impact of brand familiarity and product category similarity on the extent of trademark dilution and discuss implications, limitations, and areas for further research.
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Royo Vela, Marcelo, and Leonardo Ortegon-Cortazar. "Sensory motivations within children’s concrete operations stage." British Food Journal 121, no. 4 (April 1, 2019): 910–25. http://dx.doi.org/10.1108/bfj-07-2018-0444.
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Purpose The purpose of this paper is twofold: first, to provide empirical evidence of the relationship between specific sensory motivations (i.e. flavor) and the development of preference for food, beverages or brands by preteen consumers; and second, to compare the three age groups within the concrete operations stage toward the hypothesis contrast that states that the higher the cognitive development, the more recognized and recalled a brand will be. Design/methodology/approach The research techniques implemented were observation (exploratory phase) and personal survey using a paper and pencil questionnaire. The food products and beverages, brands, jingles and isotypes used were based on a convenience sample of 131 lunch boxes. A sample of 682 preteens aged 6–11 in the concrete operation stage obtained by convenience and snowball sampling participated. Findings When choosing one product or brand over the other, the results highlight flavor as compared with other more secondary sensory motivations, and there are clear differences between the younger and older age groups. In respect of advertising recall and brand recognition, the older age group shows higher frequencies of correct jingle-brand and isotype-brand association. Originality/value Despite product and brand consumption in the child segment relevance further motivational research is needed to identify the factors that influence preferences. The results obtained show that there are preferences and motives for product consumption that can be attributed to the functioning of the senses by the preteen consumer as well as differences within the concrete operations stage.
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Fidelis, Bruno Tomaselli, Jorge Henrique Caldeira Oliveira, Janaina de Moura Engracia Giraldi, and Renê Oliveira Joaquim Santos. "Sexual appeal in print media advertising: effects on brand recall and fixation time." Research Journal of Textile and Apparel 21, no. 1 (March 13, 2017): 42–58. http://dx.doi.org/10.1108/rjta-12-2016-0033.
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Purpose The purpose of this paper is to examine the influence of sexual appeal in print media on consumers’ brand recall. More specifically, the differences between the fixation time on the “image” and “logo” elements in advertisements, with and without sexual appeal, were verified. Design/methodology/approach The correct research is experimental in nature, and divided into three stages: choosing the print advertisements to be viewed by the participants with eye tracking, capturing participants’ eye movements using a special eye tracking equipment and completing the questionnaire for calculating the number of brands recalled by the participants. Findings The authors have identified that there are no statistically relevant differences between the number of brands recalled, whether the advertisement does or does not have any sexual appeal. Practical implications The use of sexual appeal in advertisements on print media must be made with caution, and several implications for the textile and apparel industry are expressed in the conclusions. Originality/value The study’s relevance is threefold: the authors present more recent results about the relationship between sexual appeal and brand recall, as the most recent research study of a similar type was published in the late 1990s; they adopt key concepts from the neuromarketing field in an attempt to connect memory with the capacity of different components of the advertisements, to attract the visual attention of consumers; and they present results for three different product categories (alcohol, apparel and perfume).
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Gumber, Gunjan, and Jyoti Rana. "Does Brand Awareness Impact Purchase Decision: A Case of Organic Grocery." International Journal of Emerging Research in Management and Technology 6, no. 7 (June 29, 2018): 45. http://dx.doi.org/10.23956/ijermt.v6i7.182.
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In India, the concept of organic food is gaining widespread acceptability. Consumers are becoming more conscious about their health and are looking for food that serves as a promising alternative. Corporates, NGOs, Spiritual leaders and Government are also promoting this food, as it is free from irradiation, chemicals and artificial additives. A number of organic food brands are available in the market. The main objective of this study is to find out the level of brand awareness and its influence on purchase of organic grocery. The data was collected from 150 organic consumers in National Capital Region (Delhi, Gurgaon, Faridabad and Noida) through a structured questionnaire. Questions related to brand recall, brand recognition and purchase of organic grocery were asked. It was found that in general, there is a low level of brand awareness among consumers, and those who have high level of awareness; they consume organic grocery more often. The study will help corporates to make effective communication and brand-building strategies.
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Utama, Jiwa. "DAYA TARIK VISUAL SEBAGAI BRAND RECALL PADA IKLAN TELEVISI STUDI KASUS IKLAN MIZONE 2012 VERSI “TILT”." Jurnal Bahasa Rupa 2, no. 1 (October 28, 2018): 43–51. http://dx.doi.org/10.31598/bahasarupa.v2i1.228.
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The power of visual and audio messages on television commercial (TVC) is critical to create the advertised brand awareness. The use of popular songs as an advertisement attraction is often used in television commercials. This paper is a case study of Mizone TVC in 2012. The popular song should be able to help the visual appeal used in helping audiences remember brands and advertisements. This study aims to determine the role and impact of visual appeal on TVC that use popular song as the appeal of music to brand reminders. The method used in this study is based on marketing approach and advertisement evaluation research through advertising stimulus recall test method. The first stage is an audio stimulus test by playing a popular song from the case study. The second stage is a visual stimulus test by showing some advertising frames as a visual stimulus. The third stage is to show the ads as a whole to know the response about the attractiveness of the ad to brand recall. This method is tested on the respondent which is the target audiences of Mizone. The analysis of the visual stimulus visual recall shows the use of visual appeal not only from TVC talents but also through advertising messages packaged with unique, distinct visual approaches and identity that can help audiences to better remember the brand.
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HAYASHI, Yasuto, and Takao ABE. "Development of Measurement for Brand Recall in Place Brand." Transactions of Japan Society of Kansei Engineering 11, no. 4 (2012): 553–61. http://dx.doi.org/10.5057/jjske.11.553.
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