Redefining brand salience using memory theory and implications for measurement

Vieceli, Julian and Alpert, Frank 2002, Redefining brand salience using memory theory and implications for measurement, in ANZMAC 2002 : conference proceedings, Deakin University, Geelong, Vic., pp. 2511-2519.


Title Redefining brand salience using memory theory and implications for measurement
Author(s) Vieceli, Julian
Alpert, Frank
Conference name Australian and New Zealand Marketing Academy Conference (2002 : Melbourne, Vic.)
Conference location Melbourne, Australia
Conference dates 2-4 December 2002
Title of proceedings ANZMAC 2002 : conference proceedings
Editor(s) Shaw, Robin
Adam, Stewart
McDonald, Heath
Publication date 2002
Start page 2511
End page 2519
Publisher Deakin University
Place of publication Geelong, Vic.
Summary The concept of brand salience, or brand accessibility in memory, has been prevalent in the area of brand research for several decades. Brand salience has been driven by memory theory and psychological research, but debate has continued over the structure of memory systems, the way in which consumers undertake memory search, and what they do with brand information once it is retrieved. With the rise to prominence of brand equity, brand salience has been subsumed into the awareness category, as an operationalisation of recalling information. This paper looks at redefining brand salience and proposes new methods for measuring brand salience.
ISBN 0730025624
9780730025627
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2002, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30004796

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