haku: @author Macklin, M. C. / yhteensä: 4
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| Tekijä: | Mccracken, J. C. Macklin, M. C. |
| Otsikko: | The role of brand names and visual cues in enhancing memory for consumer packaged goods |
| Lehti: | Marketing Letters
1998 : APR, VOL. 9:2, p. 209-226 |
| Asiasana: | BRAND NAMES THEORIES |
| Kieli: | eng |
| Tiivistelmä: | This research focuses on the degree of association btw. brand names and accompanying visuals featured on packages to improve consumer learning. It was found that when visuals are associated with the target information (e. g. brand name), then memory for the brand is enhanced. It was also found that memory will be greater for brand names that are prior-associated in consumers' memory than for family and novel brand names. The findings are congruent with associative network theory that would suggest easier processing and greater memory for target elements that are prior- and/or visually linked to existing memory pathways. |
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