The inhibiting effect of brand salience on brand name recall
Vieceli, Julian and Sharp, Byron 2001, The inhibiting effect of brand salience on brand name recall, in ANZMAC 2001 : Proceedings of the Australian and New Zealand Marketing Academy Conference 2001., [Australian and New Zealand Marketing Academy], [Auckland, N.Z.], pp. 1-6.
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Title
The inhibiting effect of brand salience on brand name recall
Australian and New Zealand Marketing Academy Conference
Start page
1
End page
6
Publisher
[Australian and New Zealand Marketing Academy]
Place of publication
[Auckland, N.Z.]
Summary
This paper reports on a replication of Alba and Chattopadhyay’s (1986) study of the effects of substantially heightened brand salience upon the recall of competing brand names. Heightened salience was consistently shown to have an inhibiting effect on recall across a variety of experimental conditions. However, in the replication study this salience effect was not observed. Instead a trend in the reverse direction was found. This new finding is congruent with associative network model of memory and its prediction that subjects concentrating on a brand should trigger links in memory to the brand and other brands in the category.
ISBN
0473082063
Language
eng
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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