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 Business School   Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Fri, 14 Jan 2011, 10:54:32 EST Fri, 14 Jan 2011, 11:19:43 EST Fri, 14 Jan 2011, 11:20:56 EST Mon, 17 Jan 2011, 11:12:35 EST Thu, 20 Jan 2011, 13:42:06 EST Fri, 21 Jan 2011, 11:19:20 EST Fri, 21 Jan 2011, 11:20:55 EST Fri, 16 Mar 2012, 18:32:13 EST Wed, 02 Jul 2014, 14:40:48 EST Fri, 17 Oct 2014, 10:36:12 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 507 Abstract Views, 0 File Downloads  -  Detailed Statistics Created: Fri, 14 Jan 2011, 10:54:29 EST by Katrina Fleming