search query: @indexterm BRAND CHOICE / total: 192
reference: 40 / 192
| Author: | Holden, S. J. Vanhuele, M. |
| Title: | Know the name, forget the exposure: Brand familiarity versus memory of exposure context |
| Journal: | Psychology & Marketing
1999 : SEP, VOL. 16:6, p. 479-496 |
| Index terms: | MARKETING PSYCHOLOGY CONSUMERS INDIVIDUAL BEHAVIOUR BRAND CHOICE |
| Language: | eng |
| Abstract: | A single auditory exposure to fictitous brand names may create the impression that these brand names really exist. The judgement that the brands are known is based on brand familiarity coupled with a failure to remember the exposure context. Measurement of explicit memory of an ad or other marketing communication may mispresent the influence of communication, the effect was obtained only when attention to the fictitious brand names was deliberate. |
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