Brand name recall: A study of the effects of word types, processing, and involvement levels

Shamsollahi, Ali; Amirshahi, Mirahmad; Ghaffari, Farhad

doi:10.1080/13527266.2014.930068

Cited by 6 publications

(5 citation statements)

References 22 publications

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“…However, when buyers make purchase decisions by retrieving information from memory without observing brand names or other brand identifiers (e.g. shopping from home, selecting services), top-of-mind awareness is vital for brand selection and brand recall becomes more important than brand recognition (Keller and Swaminathan, 2020; Khurram et al , 2018; Shamsollahi et al , 2017). Thus, it is suggested that marketing managers and brand owners consider using dual-product brand placements when marketing high-involvement products, brands with loyal customer bases or service brands.…”

Section: Discussionmentioning

confidence: 99%

Exploring the impact of brand placement repetition on the effectiveness of umbrella branding

Davtyan

Tashchian

2022

JPBM

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Purpose This study aims to compare and contrast the effectiveness of single- and dual-product repetition strategies in the brand placement context. The study also aims to explore the number of repetitions needed for achieving maximum impact on brand memory (i.e. recall and recognition) and brand attitudes. Design/methodology/approach The proposed hypotheses and research questions were tested using a quasi-experimental approach. Participants watched a block of eight videos containing four different levels comprising one, three, five and seven repetitions of products belonging to the same umbrella brand. Subsequently, participants completed a questionnaire designed to measure brand memory and brand attitudes. Findings Results indicate that dual-product brand placements could elicit higher levels of brand recall than that of single-product brand placements at moderate and high levels of repetition (i.e. five and seven). Moreover, at a high level of repetition (i.e. seven repetitions), the brand attitudes of consumers exposed to dual-product brand placements are significantly higher when product categories are dissimilar. Originality/value Consumers are increasingly exposed to multiple products of the same umbrella brands when watching various video content. However, prior research has not examined the effects of brand placement repetition in the umbrella branding context. This study is the first attempt at combining research streams on umbrella branding and brand placements and comparing the effects of repetitive exposure to single- and dual-product brand placements on consumers’ memory and brand attitudes.

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Section: Discussionmentioning

confidence: 99%

Exploring the impact of brand placement repetition on the effectiveness of umbrella branding

Davtyan

Tashchian

2022

JPBM

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“…Since the word healthy is already part of the community centered around mineral waters, this strong connection can be used in advertising (cf. Shamsollahi [ 109 ]). On the other hand, by using the communities of associations, it is possible to connect unique (brand-specific) attributes to brands [ 69 ].…”

Section: Discussionmentioning

confidence: 99%

Brands, networks, communities: How brand names are wired in the mind

et al. 2022

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Brands can be defined as psychological constructs residing in our minds. By analyzing brand associations, we can study the mental constructs around them. In this paper, we study brands as parts of an associative network based on a word association database. We explore the communities–closely-knit groups in the mind–around brand names in this structure using two community detection algorithms in the Hungarian word association database ConnectYourMind. We identify brand names inside the communities of a word association network and explain why these brand names are part of the community. Several detected communities contain brand names from the same product category, and the words in these categories were connected either to brands in the category or to words describing the product category. Based on our findings, we describe the mental position of brand names. We show that brand knowledge, product knowledge and real word knowledge interact with each other. We also show how the meaning of a product category arises and how this meaning is related to brand meaning. Our results suggest that words sharing the same community with brand names can be used in brand communication and brand positioning.

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“…Brand recall depends on the types of words and characters used when designing a brand name. Shamsollahi et al (2017) comprehend that brand recall varies when different types of words are in different involvement levels. Highly familiar and relevant increase brand recall, whereas low familiar and irrelevant names, have a negative impact on brand recall.…”

Section: Literature Review 21mentioning

confidence: 99%

Brand Name Love: The Effects of Islamic Bracketed Brand Name on Perceived Quality and Purchase Intentions Retail Food Industry of Pakistan

Zafran

2022

jobams

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This paper designs a 2x2-experiment research model within the subjects to analyze the effects of the “Islamic” bracketed brand name vs ordinary brand on consumer’s behavioral outcome-perceived quality and purchase intentions in the food industry of Pakistan. Islamic branding is a growing phenomenon and a large number of retailers in Islamic countries are using the word “Islamic” in brand design strategies. Two-way ANOVA for factorial analysis of variance is used with help of SPSS. The research findings reveal that Islamic origin brand names have a positive and significant impact on the perceived quality of products and consumer purchase intentions. Findings have important implications for retailers and SME businesses in Islamic countries in the brand-building process.

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Brand name recall: A study of the effects of word types, processing, and involvement levels

Cited by 6 publications

References 22 publications

Exploring the impact of brand placement repetition on the effectiveness of umbrella branding

Exploring the impact of brand placement repetition on the effectiveness of umbrella branding

Brands, networks, communities: How brand names are wired in the mind

Brand Name Love: The Effects of Islamic Bracketed Brand Name on Perceived Quality and Purchase Intentions Retail Food Industry of Pakistan

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