Brand related information as context: The impact of brand name characteristics on memory and choice

Samu, S and Krishnan, H S (2010) Brand related information as context: The impact of brand name characteristics on memory and choice. Journal of the Academy of Marketing Science, 38 (4). pp. 456-470.

Full text not available from this repository. (Request a copy)

Abstract

Consumer exposure to new brand names can occur in contexts with or without brand information being present. Whereas previous research has examined the effects of brand name characteristics (association set size and word frequency) on memory in the presence of brand information, this paper also assesses brand name effects in contexts without brand related information and extends it to brand consideration and choice. Two different processes are found to be operating as consumers retrieve brands and make a choice. Recall seems to benefit from a distinctiveness based route, which also guides consideration and choice. In contrast, implicit memory is influenced by familiarity, with corresponding consideration and choice effects. The implications are that firms' choice of brand names and media needs to consider the combination of brand name characteristics that will lead to desired outcomes vis-à-vis distinctiveness or familiarity based processes.

ISB Creators:
ISB CreatorsORCiD
Samu, SUNSPECIFIED
Item Type: Article
Uncontrolled Keywords: Brand associations; Brand choice; Brand consideration; Brand names; Implicit memory; Memory and recall
Subjects: Marketing
Depositing User: LRC ISB
Date Deposited: 12 Nov 2014 09:44
Last Modified: 12 Nov 2014 09:44
URI: http://eprints.exchange.isb.edu/id/eprint/226
Publisher URL: http://dx.doi.org/10.1007/s11747-009-0175-8
Publisher OA policy: http://www.sherpa.ac.uk/romeo/issn/0092-0703/
Related URLs:

Actions (login required)

View Item View Item
Statistics for DESI ePrint 226 Statistics for this ePrint Item