Brand salience for fast-moving consumer goods : an empirically based model

Vieceli, Julian and Shaw, Robin 2010, Brand salience for fast-moving consumer goods : an empirically based model, Journal of marketing management, vol. 26, no. 13-14, Special Issue : Academy of Marketing Conference 2010, “Transformational Marketing”, pp. 1218-1238, doi: 10.1080/0267257X.2010.523009.

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Title Brand salience for fast-moving consumer goods : an empirically based model
Author(s) Vieceli, Julian
Shaw, Robin
Journal name Journal of marketing management
Volume number 26
Issue number 13-14
Season Special Issue : Academy of Marketing Conference 2010, “Transformational Marketing”
Start page 1218
End page 1238
Total pages 11
Publisher Routledge
Place of publication Abingdon, England
Publication date 2010-12
ISSN 0267-257X
Keyword(s) branding
brand salience
brand equity
consumer behaviour
Summary Brand salience, or the prominence of a brand in memory, has been linked to brand choice and purchase by consumers. The research reported in this paper proposed and tested a model of brand salience for fast-moving consumer goods, which incorporates knowledge, media consumption, and brand image as antecedents. A quasi-experimental method was utilised, where 270 respondents undertook a free recall exercise using category cues, and then completed multiitem measures of brand knowledge, brand associations, and purchase likelihood. Analysis of the data using SEM found support for an empirical model of brand salience where there was a relationship between brand salience and purchase likelihood. The empirical evidence supports building a brand in a primary category, in order to build the depth and breadth of the brand’s associations in consumer memory.
Language eng
DOI 10.1080/0267257X.2010.523009
Field of Research 150501 Consumer-Oriented Product or Service Development
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2010, Westburn Publishers Ltd.
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Document type: Journal Article
Collections: Faculty of Business and Law
Deakin Graduate School of Business
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