A neurocognitive approach to brand memory

Ratnayake, Nilanthi; Broderick, Amanda J.; Mitchell, Rachel L.C.

doi:10.1080/0267257x.2010.522531

Cited by 32 publications

(58 citation statements)

References 100 publications

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“…For example, the prefrontal cortex seems to be differentially engaged for value versus prestige brands; moreover, the medial prefrontal cortex and precuneus seem to be involved in the processing of luxury brands (associated with self‐centered cognitions) whereas the left superior frontal gyrus and anterior cingulate cortex are activated for value brands that are more likely to follow rather objective, functional choice (Schaefer, 2009). Finally, abstract, semantic brand concepts can be neurologically distinguished from affective, self‐relevant brand concepts (Ratnayake, Broderick, & Mitchell, 2010).…”

Section: A Consumer‐psychology Model Of Brandsmentioning

confidence: 99%

The consumer psychology of brands

2011

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This article presents a consumer-psychology model of brands that integrates empirical studies and individual constructs (such as brand categorization, brand affect, brand personality, brand symbolism and brand attachment, among others) into a comprehensive framework. The model distinguishes three levels of consumer engagement (object-centered, self-centered and social) and five processes (identifying, experiencing, integrating, signifying and connecting). Pertinent psychological constructs and empirical findings are presented for the constructs within each process. The article concludes with research ideas to test the model using both standard and consumer-neuroscience methods.Over the past two decades, we have learned a lot about the consumer judgments of brands and the processes that underlie specific brand-related phenomena, from brand extensions to global branding to brand equity. The empirical literature on brands is vast and detailed, demonstrating and testing highly domain-specific effects. But we have neglected investigating "the big picture"-identifying how specific empirical findings add up to a broader understanding of how consumers perceive brands. To be sure, domain-specific theorizing and testing is valuable and should continue. However, research on brands may benefit from a broader perspective that integrates various empirical findings into a comprehensive framework on the psychology of brands.Consider the domain of brand extensions. The literature on brand extensions alone has amassed more than a hundred studies in leading journals and has identified numerous factors that affect how consumers feel toward a given brand extension.

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Section: A Consumer‐psychology Model Of Brandsmentioning

confidence: 99%

The consumer psychology of brands

2011

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“…They mainly belong to two categories of highly symbolic products, namely chocolates and perfumes (Holak, 2014), and create sweet affective relationships such as brand attachment and self-brand connection. Brand attachment is expressed by mental representations that embrace thoughts, positive feelings and autobiographical brand memories (Berman & Sperling, 1994;Ratnayake, Broderick, & Mitchell, 2010). A nostalgic attachment to a special brand makes it possible to re-experience a significant life event, such as Valentine's Day, as illustrated by Eliane:…”

Section: Culture and Temporal Dimensions Of Brands Considered As Nostmentioning

confidence: 99%

Nostalgia and brands: a sweet rather than a bitter cultural evocation of the past

Kessous

2015

Journal of Marketing Management

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Online) Journal homepage: http://www.tandfonline.com/loi/rjmm20 Nostalgia and brands: a sweet rather than a bitter cultural evocation of the past Aurélie Kessous To cite this article: Aurélie Kessous (2015) Nostalgia and brands: a sweet rather than a bitter cultural evocation Abstract This study focuses on the cultural consumer environment of brands considered as nostalgic. The research questions are thus the following: what is the impact of culture on the consumer relationship with brands considered as nostalgic? In which cases are these relationships positive, and in which cases are they negative? To answer these questions, a longitudinal data collection was conducted, consisting of interviewing the same sample of respondents three times, at more or less one-year intervals. The results were analysed taking into account three dimensions of culture: time, place and social aspects. In the time-based approach, brands are associated with traditional celebrations and rites of passage. Thus, they give rise to 'traditional purchase' and consumer loyalty. In the place-based approach, brands evoke original authenticity and myths. They offer protection to reduce perceived risks and therefore facilitate consumers' trust. In the social approach, brands are associated with symbolic icons and attract communities of fans. Finally, this article shows that culture involves sweeter rather than bitter nostalgic brand relationships. This article brings to light four cases when the consumer cultural environment may induce a rejection of the nostalgic brand: (1) the 'corrupted' brand; (2) the 'immoral' brand; (3) the 'precarious' brand; and (4) the 'stereotypical' brand. It shows that only one case -the 'corrupted' brand -may be particularly prejudicial due to its unwelcome role in History.

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“…This is in an attempt to appeal to consumers' semantic memory, defined as "context-independent general knowledge of the world" (Ratnayake et al, 2010(Ratnayake et al, , page 1297.…”

Section: Distinctive and Memorablementioning

confidence: 99%

What's in a Name? Place Branding and Toponymic Commodification

2014

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Abstract. If places are increasingly regarded as brands in both the practice of place marketing and its associated theory, then the study of place names (toponymy) arguably overlaps with theories and concepts involving brand naming within the marketing literature. This paper synthesises the diverse literature streams surrounding critical toponymy and brand naming through an exploration of place branding activities. The paper develops the concept of place name commodification, beyond the limited attention it has received within existing critical toponymy research, before examining the issues of endogenous and exogenous contestation that surround it. The paper concludes by discussing how the commodifying effects of places as brand names, with their associated brand values and imagery, can potentially suppress the alternative place perceptions of users, and in doing so stifle the natural potential for cocreation of the place 'product' and its related value.

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A neurocognitive approach to brand memory

Cited by 32 publications

References 100 publications

The consumer psychology of brands

The consumer psychology of brands

Nostalgia and brands: a sweet rather than a bitter cultural evocation of the past

What's in a Name? Place Branding and Toponymic Commodification

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