Redefining brand salience using memory theory and implications for measurement

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Author(s)
Vieceli, Julian
Alpert, Frank
Griffith University Author(s)
Year published
2002
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The concept of brand salience, or brand accessibility in memory, has been prevalent in the
area of brand research for several decades. Brand salience has been driven by memory theory
and psychological research, but debate has continued over the structure of memory systems,
the way in which consumers undertake memory search, and what they do with brand
information once it is retrieved. With the rise to prominence of brand equity, brand salience
has been subsumed into the awareness category, as an operationalisation of recalling
information. This paper looks at redefining brand salience and proposes new methods for
measuring ...
View more >The concept of brand salience, or brand accessibility in memory, has been prevalent in the area of brand research for several decades. Brand salience has been driven by memory theory and psychological research, but debate has continued over the structure of memory systems, the way in which consumers undertake memory search, and what they do with brand information once it is retrieved. With the rise to prominence of brand equity, brand salience has been subsumed into the awareness category, as an operationalisation of recalling information. This paper looks at redefining brand salience and proposes new methods for measuring brand salience.
View less >
View more >The concept of brand salience, or brand accessibility in memory, has been prevalent in the area of brand research for several decades. Brand salience has been driven by memory theory and psychological research, but debate has continued over the structure of memory systems, the way in which consumers undertake memory search, and what they do with brand information once it is retrieved. With the rise to prominence of brand equity, brand salience has been subsumed into the awareness category, as an operationalisation of recalling information. This paper looks at redefining brand salience and proposes new methods for measuring brand salience.
View less >
Conference Title
Proceedings of the Australian and New Zealand Marketing Academy Conference
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© The Author(s) 2002. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).