The inhibiting effect of brand salience on brand name recall

Vieceli, Julian and Sharp, Byron 2001, The inhibiting effect of brand salience on brand name recall, in ANZMAC 2001 : Proceedings of the Australian and New Zealand Marketing Academy Conference 2001., [Australian and New Zealand Marketing Academy], [Auckland, N.Z.], pp. 1-6.

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Title The inhibiting effect of brand salience on brand name recall
Author(s) Vieceli, Julian
Sharp, Byron
Conference name Australian and New Zealand Marketing Academy. Conference (2001 : Auckland, New Zealand)
Conference location Auckland, New Zealand
Conference dates 1-5 December 2001
Title of proceedings ANZMAC 2001 : Proceedings of the Australian and New Zealand Marketing Academy Conference 2001.
Editor(s) Chetty, Sylvie
Collins, Brett
Publication date 2001
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 6
Publisher [Australian and New Zealand Marketing Academy]
Place of publication [Auckland, N.Z.]
Summary This paper reports on a replication of Alba and Chattopadhyay’s (1986) study of the effects of substantially heightened brand salience upon the recall of competing brand names. Heightened salience was consistently shown to have an inhibiting effect on recall across a variety of experimental conditions. However, in the replication study this salience effect was not observed. Instead a trend in the reverse direction was found. This new finding is congruent with associative network model of memory and its prediction that subjects concentrating on a brand should trigger links in memory to the brand and other brands in the category.
ISBN 0473082063
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2001
Persistent URL http://hdl.handle.net/10536/DRO/DU:30004501

Document type: Conference Paper
Collection: School of Management and Marketing
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