The role of brand exposure and experience on brand recall—Product durables vis-à-vis FMCG

Baumann, Chris; Hamin, Hamin; Chong, Amy Lee

doi:10.1016/j.jretconser.2014.11.003

Cited by 60 publications

(37 citation statements)

References 94 publications

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“…Given the fact that brand experience of smartphone users is conceptually distinguished from other brand attitude, they are more than general evaluative judgments including specific sensations, feelings, cognitions and behavioral responses through the smartphone brands. While previous studies focused on the role of brand experience on brand loyalty, consumer satisfaction, brand recall, brand trust, self image congruence, brand image (Brakus et al, 2009;Ishida & Taylor, 2012;Baumann, 2015;Heath, 2006), this study searches for any relation with the brand reputation. Brand reputation is a crucial indicator for the brand equity (Alam & Yasin, 2010).…”

Section: Discussionmentioning

confidence: 99%

Understanding the Impact of the Brand Experience on Brand Reputation by the Moderating Role of Technology Turbulence

Özyer¹

2016

IJMS

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Brand experience is the conceptualization of the brand's design, identity, packaging and connection that will remind the brand's perceptual, cognitive, emotional and behavioral reflections. In brand studies, mostly brand behavior, attitudes and feelings are analyzed. The brand experience arises not only under a general constraint or emotion situation but also in a more customized and detailed combination of feelings, perceptions, emotions and behaviors. This combination points out that brand consumers evaluate the brands and companies not only with the general sense or general behavior but also with more complex combinations. Brand's organizational reputation arises not only from brand's reputation of being a reliable brand, but also from emotional appeal, products and services, vision and leadership, workplace environment, which are also associated with factors such as social and environmental responsibility and financial performance. Brand experience influences the formation of this multifactorial brand reputation. The consumers in contact with the brand perceive the reputation of the brand they consume according to their experience in an environment where technology and market change constantly. This research examines the role of technological and market uncertainty which is a dimension of environmental uncertainty on the relationship between brand reputation and brand experience, which has emotional, behavioral and intellectual dimensions.

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Section: Discussionmentioning

confidence: 99%

Understanding the Impact of the Brand Experience on Brand Reputation by the Moderating Role of Technology Turbulence

Özyer¹

2016

IJMS

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“…Prior studies have concluded that a positive relationship exists between product experience and the amount of external search in the store (Brucks, 1985;Johnson & Russo, 1984;Punj & Staelin, 1983). Evidence has suggested that more experience with product categories encountered while grocery shopping enables shoppers to comprehend information more easily and to make decisions faster (Baumann, Hamin, & Chong, 2015;Schmidt & Spreng, 1996). Consumers familiar with products have knowledge about what relationships they can expect among competing products and therefore can encode information about new alternatives quickly (the enrichment hypothesis, according to Johnson & Russo, 1984).…”

Section: Experience As a Personal Differencementioning

confidence: 99%

Simulated Attention-Tracking Methodologies: An Examination of Measurement Efficacy

Lang

Kelley

Moore

2016

Journal of Food Products Marketing

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This study introduces and examines a simulated attentiontracking methodology as an emerging technique to improve the study of in-store shopper behavior and decision making. To assess the viability of this new methodology, we examine its efficacy in producing consumer behavior data consistent with results predicted by the marketing literature. Empirical data across five grocery categories are used to examine the influence of personal, product, and situational differences on external information search. Findings show that the attentiontracking methodology is able to demonstrate expected results in almost all cases. The methodology is also able to provide a more complete view of external information search through tracing the observed search behavior preceding decision making. This proof of methodology responds directly to calls in the marketing and retailing literature to test new and emerging methodologies in support of research on in-store marketing and shopper behavior. Findings also provide managers with a methodology to examine the actual impact of marketing actions intended to capture shoppers' attention at the retail shelf and to influence behavior.

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“…About the way of consumer relationship with a brand many consideration has been done in different forms and methods. However this subject has been proved well that remembering brand has close relationship with confrontation of consumers with brand and their experience (Baumann et al, 2015). Both these two concepts are about the way of consumer's interaction with a brand.…”

Section: Introductionmentioning

confidence: 99%

Effect of Confronting Brand and Experience of Brand on Remembering Brand (Case Study: Consumers of Shampo in Rasht)

Abkenarei¹,

Asil²

2016

TOJDAC

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Present research aims to investigate The Effect of Brand Exposure and Brand Exprience on Brand Recall through perceived brand image, self-image congruence and trust. This study is descriptive and in aim is functional and in terms data collection is field. Data collecting tool is questionnaire which contains 21 questions to measure the research variables. To measuring the variables from the whole 5-point Likert was used. Reliability using Cronbach's alpha was reviewed and approved. The population of the study is all Shampoo Consumers in Rasht. Using a Cochran formula 390 subjects were evaluated for the study. To test the hypothesis, methods of structural equation modeling was used. The results showed that Brand Exposure has a Psitive and significant effect on perceived brand image and self-image congruence. While has not significant effect on trust. On the other hand, Brand Exprience has a positive and significant effect on all three variables such perceived brand image, self-image congruence and trust. Also all three mediating variables has a significant effect on brand recall.

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The role of brand exposure and experience on brand recall—Product durables vis-à-vis FMCG

Cited by 60 publications

References 94 publications

Understanding the Impact of the Brand Experience on Brand Reputation by the Moderating Role of Technology Turbulence

Understanding the Impact of the Brand Experience on Brand Reputation by the Moderating Role of Technology Turbulence

Simulated Attention-Tracking Methodologies: An Examination of Measurement Efficacy

Effect of Confronting Brand and Experience of Brand on Remembering Brand (Case Study: Consumers of Shampo in Rasht)

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