Abstract
Abstract The strategic marketing decision regarding the selection of a brand name has long been an area neglected by academic researchers. This study attempts to apply psychological theory to this important strategic decision area. Specifically, the applicability of a dual‐coding theory of memory to brand name recall/recognition is tested in an experimental setting. Results indicate, on average, a significant one hour and two day recall/recognition advantage of high imagery over low imagery brand names across a variety of product categories.
Keywords
RecallPsychologyVariety (cybernetics)Coding (social sciences)Brand namesSelection (genetic algorithm)Cognitive psychologyProduct (mathematics)AdvertisingMarketingArtificial intelligenceComputer scienceSociologyBusinessSocial science
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Publication Info
- Year
- 1987
- Type
- article
- Volume
- 4
- Issue
- 1
- Pages
- 3-15
- Citations
- 63
- Access
- Closed
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Cite This
Kim R. Robertson
(1987).
Recall and recognition effects of brand name imagery.
Psychology and Marketing
, 4
(1)
, 3-15.
https://doi.org/10.1002/mar.4220040103
Identifiers
- DOI
- 10.1002/mar.4220040103