Recall and recognition effects of brand name imagery | Zendy

Robertson Kim R. | Zendy

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Recall and recognition effects of brand name imagery

Author(s) -

Robertson Kim R.

Publication year - 1987

Publication title -

psychology and marketing

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 1.035

H-Index - 116

eISSN - 1520-6793

pISSN - 0742-6046

DOI - 10.1002/mar.4220040103

Subject(s) - recall , psychology , variety (cybernetics) , coding (social sciences) , brand names , selection (genetic algorithm) , cognitive psychology , product (mathematics) , advertising , marketing , artificial intelligence , computer science , sociology , business , social science , geometry , mathematics

The strategic marketing decision regarding the selection of a brand name has long been an area neglected by academic researchers. This study attempts to apply psychological theory to this important strategic decision area. Specifically, the applicability of a dual‐coding theory of memory to brand name recall/recognition is tested in an experimental setting. Results indicate, on average, a significant one hour and two day recall/recognition advantage of high imagery over low imagery brand names across a variety of product categories.

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