Article1973

What Makes a Brand Name Familiar?

67 citations0/0 files storedJournal of Marketing Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

This article reports a study of unaided brand recall by female household heads and examines some factors related to brand salience. Findings indicate that brand recall is a complex, dynamic process.

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1971Buyer Attitudes and Brand Choice Behavior

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2016Corporate social responsibility and systematic risk of restaurant firms: The moderating role of geographical diversification 1994What Makes a Slogan Memorable and Who Remembers It 2010A longitudinal examination of the effects of retailer–manufacturer brand alliances: The role of perceived fit 1987Linguistic Distinction among Top Brand Names 2011Building Strong Service Brands: The Hierarchical Relationship Between Brand Equity Dimensions 1984Recall and Recognition Performance for Umbrella Print Advertisements 2016A Review of Marketing Strategies from the European Chocolate Industry 1981Role of Advertising:Persuasion or Agenda Setting?

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