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dc.contributor.convenorRobin Shaw
dc.contributor.authorVieceli, Julian
dc.contributor.authorAlpert, Frank
dc.contributor.editorRobin N Shaw, Steward Adam, Heath McDonald
dc.date.accessioned2018-04-03T05:15:26Z
dc.date.available2018-04-03T05:15:26Z
dc.date.issued2002
dc.date.modified2007-03-10T05:20:28Z
dc.identifier.urihttp://hdl.handle.net/10072/1636
dc.description.abstractThe 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.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherANZMAC
dc.publisher.placeGeelong
dc.publisher.urihttps://anzmac.wildapricot.org
dc.relation.ispartofbookorjournalProceedings of the Australian and New Zealand Marketing Academy Conference
dc.relation.ispartofconferencename2002 Australian and New Zealand Marketing Academy Conference
dc.relation.ispartofconferencetitleProceedings of the Australian and New Zealand Marketing Academy Conference
dc.relation.ispartofdatefrom2002-12-02
dc.relation.ispartofdateto2002-12-04
dc.relation.ispartoflocationMelbourne
dc.subject.fieldofresearchcode350204
dc.titleRedefining brand salience using memory theory and implications for measurement
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
dc.description.versionVersion of Record (VoR)
gro.rights.copyright© 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).
gro.date.issued2002
gro.hasfulltextFull Text
gro.griffith.authorAlpert, Frank


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    Contains papers delivered by Griffith authors at national and international conferences.

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