An exploration of the propensity of consumers to recall brand associations for fabricated brands

Vieceli, Julian and Chifamba, Clive 2010, An exploration of the propensity of consumers to recall brand associations for fabricated brands, in ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, ANZMAC, Christchurch, N.Z..

Attached Files
Name Description MIMEType Size Downloads

Title An exploration of the propensity of consumers to recall brand associations for fabricated brands
Author(s) Vieceli, Julian
Chifamba, Clive
Conference name Australian and New Zealand Marketing Academy. Conference (2010 : Christchurch, New Zealand)
Conference location Christchurch, N.Z.
Conference dates 29 Nov. - 1 Dec. 2010
Title of proceedings ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference
Editor(s) [Unknown]
Publication date 2010
Conference series Australian and New Zealand Marketing Academy Conference
Publisher ANZMAC
Place of publication Christchurch, N.Z.
Keyword(s) branding
brand associations
consumer behaviour
Summary This conceptual paper discusses the investigation of the recall of brand associations of consumer for brands of high and low salience, as well as for fabricated brands. There has been research on brand associations for "fake" or counterfeit brands, and also for brands with low residual awareness, but there has been little research on the role of brand associations for fabricated brands. This study will investigate the role of brand associations and the propensity of consumers to recall brand associations for brands that do not exist. It is proposed that consumers may revel1 to recalling associations for the product category when they are confronted with a brand name that does not exist. It is proposed to test this with an experimental method, utilising high salience, low salience and fabricated brands from a fastmoving consumer good and a service category. This study will have implications for the manner in which respondents utilise information related to a brand, and also the manner in which marketers advertise their brands, in order to differentiate the brand from others.
Notes Conference website : http://www.anzmac2010.org/
Language eng
Field of Research 150501 Consumer-Oriented Product or Service Development
Socio Economic Objective 910403 Marketing
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2010, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30032243

Document type: Conference Paper
Collections: Faculty of Business and Law
Deakin Graduate School of Business
Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Versions
Version Filter Type
Access Statistics: 367 Abstract Views, 0 File Downloads  -  Detailed Statistics
Created: Fri, 14 Jan 2011, 10:54:29 EST by Katrina Fleming

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.