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| Author: | Vieceli, J. Shaw, R.N. |
| Title: | Brand salience for fast-moving consumer goods: An empirically based model |
| Journal: | Journal of Marketing Management
2010 : DEC, VOL. 26:13-14, p. 1218-1238 |
| Index terms: | consumer behaviour consumer goods models brands |
| Freeterms: | branding |
| Language: | eng |
| Abstract: | Brand salience has been linked to brand choice and purchase by consumers. The reported study proposed and tested a model of brand salience (hereafter as: b-s.) for fast-moving consumer goods. A quasi-experimental method was used with 270 respondents undertaking a free recall exercise using category cues. After that the respondents completed multi-item measures of brand knowledge, brand associations, and purchase likelihood (here as: p-l). There is found support for an empirical model of b-s. with a relationship btw. b-s. and p-l. Empirical evidence supports building of a brand in a primary category, to build the depth and breadth of the brand's associations in consumer memory. |
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