Recall and recognition effects of brand name imagery
作者:
Kim R. Robertson,
期刊:
Psychology&Marketing
(WILEY Available online 1987)
卷期:
Volume 4,
issue 1
页码: 3-15
ISSN:0742-6046
年代: 1987
DOI:10.1002/mar.4220040103
出版商: Wiley Subscription Services, Inc., A Wiley Company
数据来源: WILEY
摘要:
AbstractThe strategic marketing decision regarding the selection of a brand name has long been an area neglected by academic researchers. This study attempts to apply psychological theory to this important strategic decision area. Specifically, the applicability of a dual‐coding theory of memory to brand name recall/recognition is tested in an experimental setting. Results indicate, on average, a significant one hour and two day recall/recognition advantage of high imagery over low imagery brand names across a variety of product categorie
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