The composition of brand knowledge across product categories

Vieceli, Julian and Shaw, Robin 2007, The composition of brand knowledge across product categories, in AM 2007 : Marketing theory into practice : 2007 Academy of Marketing Conference, Kingston Business School, Surrey, England, pp. 1-13.

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Title The composition of brand knowledge across product categories
Author(s) Vieceli, Julian
Shaw, Robin
Conference name Academy of Marketing Conference (2007 : Surrey, England)
Conference location Surrey, England
Conference dates 3-6 July 2007
Title of proceedings AM 2007 : Marketing theory into practice : 2007 Academy of Marketing Conference
Editor(s) Dall'Olmo Riley, Francesca
Lomax, Wendy
Robinson, Helen
Publication date 2007
Conference series Academy of Marketing Conference
Start page 1
End page 13
Publisher Kingston Business School
Place of publication Surrey, England
Summary This research reported in this paper tested the composition of the brand knowledge construct across three product categories. The brand knowledge construct was tested for a fast-moving consumer good (fmcg), a service, and a durable good. A quasi-experimental method was utilised, with the order of recall manipulated. Respondents undertook a free recall exercise using category cues, and then completed multi-item measures of brand knowledge. This exercise was repeated for each product category. A usable sample of 270 responses was gained. Analysis of the data found that respondents utilised different components of the knowledge construct depending on the product category being recalled. In addition, the order of recall (fmcg or durable first) affected the recall performance for later categories. Recall performance was highest for the durable category, which indicated that respondents may have been delving into different memory stores, and accessing long-term memory for durable good recall. This paper makes a contribution to the field of branding by providing a test of the knowledge structure across three product categories, and indicating the components that contribute to knowledge for each category. These findings have implications for advertising design, and the formation of links to brands in memory by advertisers, for use in later recall episodes.
ISBN 1872058094
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
ERA Research output type E Conference publication
Copyright notice ©2007, Kingston Business School
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Document type: Conference Paper
Collection: Deakin Graduate School of Business
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