Last edited by Yoshicage
Thursday, April 30, 2020 | History

2 edition of effects of brand name suggestiveness on advertising recall found in the catalog.

effects of brand name suggestiveness on advertising recall

Kevin Lane Keller

effects of brand name suggestiveness on advertising recall

  • 217 Want to read
  • 33 Currently reading

Published by Marketing Science Institute in Cambridge, Mass .
Written in English

    Subjects:
  • Business names,
  • Brand name products,
  • Advertising -- Psychological aspects

  • Edition Notes

    StatementKevin Lane Keller, Susan E. Heckler, Michael J. Houston
    SeriesReport -- no. 97-123, Report (Marketing Science Institute) -- no. 97-123
    ContributionsHeckler, Susan Elizabeth, Houston, Michael J
    The Physical Object
    Pagination26 p. :
    Number of Pages26
    ID Numbers
    Open LibraryOL15221922M


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effects of brand name suggestiveness on advertising recall by Kevin Lane Keller Download PDF EPUB FB2

The Effects of Brand Name Suggestiveness on Advertising Recall Article (PDF Available) in Journal of Marketing 62(1) January with 2, Reads How we measure 'reads'.

Get this from a library. The effects of brand name suggestiveness on advertising recall. [Kevin Lane Keller; Susan Elizabeth Heckler; Michael J Houston].

T1 - The effects of brand name suggestiveness on advertising recall. AU - Keller, Kevin Lane. AU - Heckler, Susan E.

AU - Houston, Michael J. PY - /1. Y1 - /1. N2 - The authors report the results of a laboratory experiment examining the effects of the meaningfulness of brand names on recall of by: The effects of brand name suggestiveness on advertising recall Kevin Lane Keller, Susan E Heckler, Michael J Houston.

Journal of Marketing. Chicago:Jan The Effects of Brand Name Suggestiveness on Advertising Recall The authors report the results of a laboratory experiment examining the effects of the meaningfulness of.

Consumerism: Advertising and People Brand Names effects of brand name suggestiveness on advertising recall Kevin Lane Keller, Susan E Heckler, Michael J Houston. Journal of Marketing. a suggestive brand name leads to lower recall of a subsequently advertise benefit claim unrelated in product meaning compared with a nonsuggestive brand.

The Effects of Brand Name Suggestiveness and Decision Goal on the Development of Brand Knowledge Sankar Sen Department of Marketing Temple University This research represents an initial step toward understanding how the brand name interacts with associated brand information in the development of brand by:   For example, in a Journal of Marketing article, “The Effects of Brand Name Suggestiveness on Advertising Recall,” the authors claim Author: Brad Flowers.

Horton R.L., Lieb L., Hewitt M. () The Effects of Nudity, Suggestiveness, and Attractiveness on Product Class and Brand Name Recall. In: Kothari V. (eds) Proceedings of the Academy of Marketing Science (AMS) Annual Conference.

Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, ChamCited by: 1. "Cultural Paradoxes Reflected in Brand Meaning: McDonald's in Shanghai, China," Giana M. Eckhardt and Michael J.

Houston, Journal of International Marketing (). Journal Articles "The Effects of Brand Name Suggestiveness on Advertising Recall," Kevin Lane Keller, Susan E. Heckler, and Michael J. Houston, Journal of Marketing (January ). Kevin Lane Keller, Susan Heckler, and Michael J. Houston (), "The Effects of Brand Name Suggestiveness on Advertising Recall," Journal of Marketing, 62 (January), Kevin Lane Keller (), "Branding Perspectives on Social Marketing," in Advances in Consumer Research, Vol.

25, Joseph W. Alba and J. Wesley Hutchinson, eds. Provo, UT. The Effects of Sub-brands and Brand Name Structure on Extension Evaluation: An Empirical Study Based on Chinese Culture. K.L., Heckler, S.E. and Houston, M.J. () The effects of brand name suggestiveness on advertising recall.

Hoon Ang, S. and Leng Tham, L. () Increasing brand name recall in print advertising among Asian Cited by: 3. The Effects of Brand Name Suggestiveness on Advertising Recall Jan 1, Kevin Lane Keller, Susan E.

Heckler, and Michael J. Houston,Examines the costs and benefits of choosing a suggestive brand name. For example, in a Journal of Marketing article, “The Effects of Brand Name Suggestiveness on Advertising Recall,” the authors claim the name “PicturePerfect Televisions” tests better for memorability than “Emporium Television.” PicturePerfect sounds more like the name of a TV brand than Emporium does, so meeting consumer.

The study of advertising is a heated and expansive forum, with research diverging along methodological, semantic and often political lines.

This eclectic, extensive and inclusive collection draws together the diverse literature with a view to organising and making sense of the state of play of advertising research, with papers drawn not only from the major international.

Fashion Branding - Economics bibliographies - in Harvard style. Change style The Effects of Brand Name Suggestiveness on Advertising Recall - Journal of Marketing Heckler, S.

and Houston, M., The Effects of Brand Name Suggestiveness on Advertising Recall. Journal of Marketing, 62(1), p Website. Lewis, R. The Coming Crash. For instance, in a Journal of Marketing article, “The Effects of Brand Name Suggestiveness on Advertising Recall,” the authors declare the title “PicturePerfect Televisions” checks higher for memorability than “Emporium Television.” PicturePerfect sounds extra just like the title of a TV model than Emporium does, so assembly.

Table of contents for Journal of Marketing, 62, 1, Access to society journal content varies across our titles. If you have access to a journal via a society or association membership, please browse to your society journal, select an article to.

the brand. Furthermore, this interactive result of brand name suggestiveness and result aim on brand addition evaluations is accompanied by methodical shifts in the degree to and the way in which those process quality information about the parent brands and recall and recognize such information.

METHODOLOGYFile Size: KB. E-book or PDF. Elmwood Durex: Redefining the number one condom brand The Effects of Brand Name Suggestiveness on Advertising Recall - Journal of Marketing. In-text: (Keller, Heckler and Houston, ) Your Bibliography: Keller, K., Heckler, S.

and Houston, M., The Effects of Brand Name Suggestiveness on Advertising Recall. Keller K.L., Heckler S.E., Houston M.J. () The Effects of Brand Name Suggestiveness on Advertising Recall.

Journal of Marketing 62 перепечатка, Как влияет название марки на вспоминаемость рекламы // "Маркетинг и маркетинговые исследования", #6, г. The Effects of Brand Name Suggestiveness on Advertising Recall Managing Promotion Program Participation Within Manufacturer-Retailer Relationships Advertising's Internal Audience The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China Marketing Literature Review Book Reviews.

awareness and brand. image. Also advertising awar. eness has effects on. brand equity. he study. finding can be used by. mobiles market. increasing. brand equity. Key words: Advertising awareness, brand awareness, brand image, brand equity.

Introduction. The Internet is transforming the business environment, creating new File Size: 1MB. Abstract: Brand image or Brand name plays a crucial role to enhance the performance of any company or business. Brand name is the tool which can positively change people’s buying behavior.

The purpose of this study is to examine the Effect of brand name on consumer buying behavior in University students ofFile Size: KB. The effects of brand name suggestiveness on advertising recall. The journal of marketing, The impact of corporate marketing on a company’s brand extensions. Corporate Reputation Review, 1(4), Managing the corporate brand: the effects of corporate marketing activity on consumer evaluations of brand extensions.

recall: 1. Remembrance of what has been heard, seen, or otherwise experienced, such as that of an advertisement, commercial, or demonstration. See also recall test. For example, in a Journal of Marketing article, “The Effects of Brand Name Suggestiveness on Advertising Recall,” the authors claim the name “Picture-Perfect Televisions” tests better for memorability than “Emporium Television.” Picture-Perfect sounds more like the name of a TV brand than Emporium does, so meeting consumer.

The Effects of Brand Name Suggestiveness on Advertising Recall (pp. ) Kevin Lane Keller, Susan E. Heckler and Michael J. Houston DOI: /   Brand related information as context: the impact of brand name characteristics on memory and choice Brand related information as context: the impact of brand name characteristics on memory and choice Samu, Sridhar; Shanker Krishnan, H.

Consumer exposure to new brand names can occur in contexts with or without brand. Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition.

Common market research usage is that pure brand recall requires "unaided recall". Example of Brand recall - A respondent may be asked to recall the names of any cars.

Definition: Rebranding is the process of changing the corporate image of an is a market strategy of giving a new name, symbol, or change in design for an already-established brand.

The idea behind rebranding is to create a different identity for a. EFFECT OF BRANDING ON CONSUMER BUYING BEHAVIOUR 6 Brand is a Guarantee, an assurance for a defined standard of quality for the first time and for every time but not the vice versa.

Brand is name or logo that plays the role in the mind of the customer. Brands do not compete in the product area but compete for the mind space of the customer. Edited by Richard Elliott, a prominent scholar in the field, Brands and Brand Management is a four-volume collection of classic and contemporary contributions.

It brings together material drawn from the plethora of international business and management journals, as well as excerpts from key books and harder-to-find sources. ![Figure][1] If a target audience cannot remember a marketer's message, advertising largely becomes a waste of time, money, and resources.

That's why recall measures—critical tools in marketing research—become every bit as important as the creation, placement, and viewing of a marketingCited by: 2. Br and and Advertising A w ar eness 1.

Intr oduction A w areness measures are used extensi vely in research as a gauge of brand perform ance and m arketing effectiveness.

T he m ost com m only used are those relating to brand and advertising aw areness. B rand aw areness is considered one of the key pillars of a. 4. Engaging customers through contests, events etc can help build a strong brand recall.

A unique brand name, logo, tagline etc can help connect with customers to increase brand recall. Examples of Brand Recall. Brand recall happens on the basis of the association or perception of a brand in our minds.

The Inhibiting Effect of Brand Salience on Brand Name Recall This paper reports on a replication of a study that has potentially vast impact on marketing especially in the area of advertising recall and brand choice. If consumer recall is inhibited by increasingAuthor: Julian Vieceli, Byron Sharp.

Brand packaging, advertising, media attention on a brand and peer perception of a brand contribute to a brand’s identity. A brand that meets or exceeds a consumer’s expectations can end up adopted into a consumer’s life and shared with others.

Consumers then can begin to see a part of themselves symbolized by the brand. The basic relationships between store name, brand name, price, quality, and value have been explored in the literature in isolation (e.g., Dodds et a\., ).

However, the simulta­ neous effects of these retail cues (store name, brand name, and price discounts) are less clear. Key Difference: Brand recognition is a marketing research test conducted by a company to understand ‘How many people recognize the company’s brand in a particular product segment?’ Brand recall is a marketing research test conducted by a company to understand ‘How many people recall the company’s product brand name, when placed among various other.

Building on the associative strength of memory theory and previous studies on the effects of brand name suggestiveness on advertising effectiveness, two salient elements in a business web page, pictures (such as logos or graphics) and words (such as brand or product names), were examined in three experiments.Typically one expects that brand activities that frustrate a consumer will hurt the brand.

However, we demonstrate that intrusive advertising hurts the brand only when the consumer is able to later recognize the brand. When consumers recognize the offending brand, processes consistent with evaluative conditioning dominate and the brand suffers.