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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.