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The composition of brand knowledge across product categories

conference contribution
posted on 2007-01-01, 00:00 authored by Julian Vieceli, Robin Shaw
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.

History

Event

Academy of Marketing Conference (2007 : Surrey, England)

Pagination

1 - 13

Publisher

Kingston Business School

Location

Surrey, England

Place of publication

Surrey, England

Start date

2007-07-03

End date

2007-07-06

ISBN-13

9781872058146

ISBN-10

1872058094

Language

eng

Publication classification

E1 Full written paper - refereed; E Conference publication

Copyright notice

2007, Kingston Business School

Editor/Contributor(s)

F Dall'Olmo Riley, W Lomax, H Robinson

Title of proceedings

AM 2007 : Marketing theory into practice : 2007 Academy of Marketing Conference

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