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potentially useful influencer. Indeed, the digital environment has created more opportunities for bloggers to become important influencers because they are seen as accessible, authentic and tend to have loyal followings. Bloggers have become key influencers in important consumer goods and services including fashion, consumer electronics, food and beverage, cooking, restaurant dining and bars. For example, a survey by
Collective Bias showed that when it comes to product endorsements digital influencers are more popular than celebrities. Findings showed that only 3% of participants said they would consider buying a celebrity-endorsed item, in comparison to 60% who said they had been influenced by a blog review or social media post when shopping. For marketers, the digital landscape has made it somewhat easier to identify social influencers.
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of brands at the point-of-sale acts as a visual reminder and triggers category need. In this case, brand recognition is the dominant mode of awareness. For other purchases, where the brand is not present, the consumer first experiences category need then searches memory for brands within that category. Many services, such as home help, gardening services, pizza delivery fall into this category. In this case, the category need precedes brand awareness. Such purchases are recall dominant, and the consumer is more likely to select one of the brands elicited from memory. When brand recall is dominant, it is not necessary for consumers to like the advertisement, but they must like the brand. In contrast, consumers should like the ad when brand recognition is the communications objective.
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amount of consumer time and attention is devoted to digital communications devices—from computers and tablets through to cellphones. It is now possible to engage with consumers in a more cost efficient manner using platforms such as social media networks that command massive audiences. For example, Facebook has become an extremely important communications channel. Moreover, social media channels allow for two-way, interactive communications that are not paralleled by traditional main media. Interactive communications provide more opportunities for brands to connect with audience members and to move beyond simple awareness, facilitating brand preference, brand conviction and ultimately brand loyalty.
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at the time of a product launch. To be successful, an intensive campaign utilizes both broad reach (expose more people to the message) and high frequency (expose people multiple times to the message). Advertising, especially main media advertising, was seen as the most cost efficient means of reaching large audiences with the relatively high frequency needed to create high awareness levels. Nevertheless, intensive advertising campaigns can become very expensive and can rarely be sustained for long periods. Alhaddad (2015) indicates that advertising awareness plays as a good source of meaning and identity for a brand by enhance brand awareness and brand image in social media
541:, and the sum or difference is the value that is offered by the product or service or a company or the company's customers. For the assets and liabilities to have effect on brand equity, they have to be related to the name or logo of the brand. If the brand's name or logo changes, then, it can either have a positive or a negative impact on the assets and liabilities of the brand, with some of them getting transferred to the new name and logo. The brand equity stands on the assets and liabilities and it can differ from factor to factor such as, brand loyalty, brand name awareness, how a customer perceives the quality of a brand, and other proprietary assets such as
1298:. Hierarchical models provide marketers and advertisers with basic insights about the nature of the target audience, the optimal message and media strategy indicated at different junctures throughout a product's life cycle. For new products, the main advertising objective should be to create awareness with a broad cross-section of the potential market. When the desired levels of awareness have been attained, the advertising effort should shift to stimulating interest, desire or conviction. The number of potential purchasers decreases as the product moves through the natural sales cycle in an effect likened to a
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the conversation and encourage others to seek out 'Share a Coke' for themselves". Within days celebrities and others with no connection to Coke were spreading the concept across social networks. The campaign extended the audience reach as more people were exposed to the messages. According to Coke's creative team, "That summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people". This campaign helped Coke extend its awareness across a broader age profile as they interacted with each customer on a personal level.
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communications that not only maintain its brand awareness, but that bring the brand to the attention of new audiences. The company launched a campaign which became known as "Share a Coke", with the campaign objectives; "to strengthen the brand’s bond with
Australia’s young adults – and inspire shared moments of happiness in the real and virtual worlds." The campaign, originally launched in Australia, became so successful that it was subsequently rolled out to other countries.
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attitudes into actual sales. Other promotional activities, such as telemarketing, are vastly superior to advertising in terms of generating sales. Accordingly, the advertising message might attempt to drive consumers to direct sales call centers as part of an integrated communications strategy. Many different techniques can be used to convert interest into sales including special price offers, special promotional offers, attractive trade-in terms or guarantees.
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482:. The consumer's ability to recognize or recall a brand is central to purchasing decision-making because purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but they must be able to recall enough distinguishing features for purchasing to proceed. Creating brand awareness is the main step in
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671:. Thus, the awareness set is likely to change as consumers acquire new information about brands or products. A review of empirical studies in this area suggests that the consideration set is likely to be at least three times larger than the evoked set. Awareness alone is not sufficient to trigger a purchase, consumers also need to be favorably disposed to a brand before it will be considered as a realistic purchase option.
731:. When a brand goes generic, it can present a marketing problem because when the consumer requests a named brand at the retail outlet, they may be supplied with a competing brand. For example, if a person enters a bar and requests "a rum and Coke," the bartender may interpret that to mean a "rum and cola-flavoured beverage," paving the way for the outlet to supply a cheaper alternative mixer. In such a scenario,
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regularly monitor brand awareness levels. If these levels fall below a predetermined threshold, the advertising and promotional effort is intensified until awareness returns to the desired level. In marketing planning and brand management, it is important to set objectives to promote brand awareness to motivate consumers to purchase a given brand's products.
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but for different reasons, may not like it or may fail to develop a preference for that brand. Hence, brand awareness is an indicator of sales performance, but does not account for all sales performance. For these reasons, marketers use a variety of metrics, including cognitive, affective and behavioral variables, to monitor a brand's market performance.
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brand exposure in stores improves consumers' ability to recognize and recall the brand.” Increased exposure to brand advertising can increase consumer awareness and facilitate consumer processing of the included information, and by doing this it can heighten consumers brand recall and attitude towards the brand.
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While advertising remains important for creating awareness, a number of changes in the media landscape and to consumer media habits have reduced the reliance on main media advertising. Instead, marketers are seeking to place their brand messages across a much wider variety of platforms. An increasing
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To increase the probability of a product's acceptance by the market, it is important to create high levels of brand awareness as early as practical in a product or brand's life-cycle. To achieve top-of-mind awareness, marketers have traditionally, relied on intensive advertising campaigns, especially
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It should be evident that brand awareness constitutes just one of six stages that outline the typical consumer's progress towards a purchase decision. While awareness is a necessary precondition for a purchase, awareness alone cannot guarantee the ultimate purchase. Consumers may be aware of a brand,
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A number of hierarchical models can be found in the literature including DAGMAR and AIDA. In a survey of more than 250 papers, Vakratsas and Ambler (1999) found little empirical support for any of the hierarchies of effects. In spite of that, some authors have argued that hierarchical models continue
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A brand that enjoys top-of-mind awareness will generally be considered as a genuine purchase option, provided that the consumer is favorably disposed to the brand name. Top-of-mind awareness is relevant when consumers make a quick choice between competing brands in low-involvement categories or for
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By definition, top-of-mind awareness is "the first brand that comes to mind when a customer is asked an unprompted question about a category." When discussing top-of-mind awareness among larger groups of consumers (as opposed to a single consumer), it is more often defined as the "most remembered" or
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The objective of a reminder campaign is simply to keep target audiences aware of the brand's existence and to introduce new life into the brand offer. A reminder campaign typically maintains broad reach, but with reduced frequency and as a consequence is a less expensive advertising option. Reminder
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As new products enter the market growth stage, the number of competitors tends to increase with implications for market share. Marketers may need to maintain awareness at some predetermined level to ensure steady sales and stable market share. Marketers often rely on rough and ready 'rules-of-thumb'
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As consumers move through the hierarchy of effects (awareness→ knowledge→ liking→ preference→ conviction→ purchase), they rely on different sources of information to learn about brands. While main media advertising is useful for creating awareness, its capacity to convey long or complex messages is
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Hierarchical models have been widely adapted and many variations can be found, however, all follow the basic sequence which includes
Cognition (C)- Affect (A) – Behavior (B) and for this reason, they are sometimes known as C-A-B models. Some of the more recent adaptations are designed to accommodate
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Percy and
Rossiter (1992) argue that the two types of awareness, namely brand recall and brand recognition, operate in fundamentally different ways in the purchase decision. For routine purchases such as fast moving consumer goods (FMCG), few shoppers carry shopping lists. For them, the presentation
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Consumers do not learn about products and brands from advertising alone. When making purchase decisions, consumers acquire information from a wide variety of sources in order to inform their decisions. After searching for information about a category, consumers may become aware of a larger number of
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and loyalty. Strong brand awareness can be a predictor of brand success. Brand awareness is strengthened by its brand-related associations such as the consumers’ evaluation of the brand and their perceived quality of the brand. Consequently, brands focus on improving customer satisfaction and invest
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The concept was to introduce personalized Coke bottles or cans. Popular names were written in a 'look-alike
Spencerian script' which is part of the Coke brand's distinctive brand identity. The campaign organisers seeded social media by targeting "opinion leaders and influencers to get them to lead
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referrals and brand/ corporate websites. As consumers move closer to the actual purchase, they begin to rely on more personal sources of information such as recommendations from friends and relatives or the advice of sales representatives. For example, the opinion of an influential blogger might be
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Brand awareness is a standard feature of a group of models known as hierarchy of effects models. Hierarchical models are linear sequential models built on an assumption that consumers move through a series of cognitive and affective stages, beginning with brand awareness (or category awareness) and
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To measure brand salience, for example, researchers place products on a shelf in a supermarket, giving each brand equal shelf space. Consumers are shown photographs of the shelf display and ask consumers to name the brands noticed. The speed at which consumers nominate a given brand is an indicator
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Aided recall tests, where the respondent is prompted with a brand name and asked whether they have seen it or heard about it. In some aided recall tests, the respondent might also be asked to explain what they know about the brand e.g. to describe package, color, logo or other distinctive features.
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A brand name that is well known to the majority of people or households is called a household name and may be an indicator of brand success. Occasionally a brand can become so successful that the brand becomes synonymous with the category. For example, British people often talk about "Hoovering the
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Brand dominance occurs when, during brand recall tests, most consumers can name only one brand from a given category. Brand dominance is defined as an individual's selection of only certain brand names in a related category during a brand recall procedure. While brand dominance might appear to be a
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The process of moving consumers from brand awareness and a positive brand attitude through to the actual sale is known as conversion. While advertising is an excellent tool for creating awareness and brand attitude, it usually requires support from other elements in the marketing program to convert
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Research suggests that the number of brands that consumers can recall is affected by both individual and product factors including; brand loyalty, brand knowledge, situational and usage factors, and education level. For instance, consumers who are highly experienced with a given product category or
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Brand recall is also known as unaided recall or spontaneous recall and refers to the ability of the consumer to correctly generate a brand from memory when prompted by a product category. When prompted by a product category, most consumers can only recall a relatively small set of brands, typically
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Brand awareness is divided into two components: brand recall (also known as unaided recall or occasionally spontaneous recall) and brand recognition (also known as aided brand recall). These types of awareness operate in entirely different ways with important implications for marketing strategy and
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As brands are competing in a highly globalized market, brand awareness is a key indicator of a brand's competitive market performance. Given the importance of brand awareness in consumer purchasing decisions, marketers have developed a number of metrics designed to measure brand awareness and other
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In addition, to recall tests, brand research often employs a battery of tests, such as brand association tests, brand attitude, brand image, brand dominance, brand value, brand salience and other measures of brand health. Although these tests do not explicitly measure brand awareness, they provide
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Brand recognition is also known as aided recall and refers to the ability of the consumers to confirm that they have seen or heard of a given brand before. This does not necessarily require that the consumers have to identify the brand name. Instead, it means that consumers can recognize the brand
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Brand awareness is a key indicator of a brand's market performance. Brands competing in a highly globalized market invest in global advertising and distribution to compete for consumers’ attention and awareness. As the capitalism and global transport contribute to consumer behavior, many marketers
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Brand awareness is related to the functions of brand identities in consumers’ memory and can be measured by how well the consumers can identify the brand under various conditions. Brand awareness plays an important role in the consumer's purchasing decision-making process that tends to sustainable
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which include the specific brands a consumer considers in purchasing decision. Consumers are believed to hold between three and seven brands in their consideration set across a broad range of product categories. Consumers typically purchase one of the top three brands in their consideration set as
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Brand awareness consists of two components: brand recall and brand recognition. Several studies have shown that these two components operate in fundamentally different ways as brand recall is associated with memory retrieval, and brand recognition involves object recognition. Both brand recall and
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Brand advertising can increase the probability that a consumer will include a given brand in his or her consideration set. Brand-related advertising expenditure has a positive effect on brand awareness levels. Virtually anything that exposes consumers to a brand increases brand awareness. “Repeat
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To ensure a product or brand's market success, awareness levels must be managed across the entire product life cycle – from product launch to market decline. Many marketers regularly monitor brand awareness levels, and if they fall below a predetermined threshold, the advertising and promotional
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Consumers experience few difficulties assigning a personality to a brand and marketing communications often encourage consumers to think about brands as possessing human characteristics. When brands are infused with human-like characteristics, it can assist in communicating a brand's values and
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Brand awareness is closely related to the concepts of the evoked set (defined as the set of brands that a consumer can elicit from memory when contemplating a purchase) and the consideration set (defined as the “small set of brands which a consumer pays close attention to when making a purchase
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The rise of social media networks has increased the opportunities for opinion leaders to play a role in brand awareness. In theory, anyone can be an opinion leader e.g. celebrities, journalists or public figures, but the rise of the digital environment has changed our understanding of who is a
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strategy. When the communications objectives depend on brand recognition, the creative execution must show the brand packaging or a recognizable brand name. However, when the communications objectives rely on brand recall, the creative execution should encourage strong associations between the
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as part of its brand identity. For younger consumers, Ronald McDonald injects a sense of fun and mystery into the McDonald's brand. For parents, the character clearly signals that McDonald's is a family friendly venue. Characters help to carry the brand's identity and can be seen as non-human
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People are attracted to brands that reflect their emotions, preferences, attitudes and beliefs. That’s why the process of creating a brand leverages both heart and science. It requires organizations to dig deep into its reason for existence; explore and define the features and benefits of its
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creating distinctive brand identities that serve to differentiate an offering from competing brands. "In an increasingly competitive marketplace, companies rely on brand characters to create awareness, convey key product/service attributes or benefits, and attract consumers" (Keller, 2003).
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Coca-Cola is a well-established brand with a long history and one that has achieved market dominance. For any brand, such as Coke, that controls some 70 percent of market share, there are relatively few opportunities to enlist new customers. Yet Coca-Cola is always on the lookout for novel
1302:. Later in the cycle, and as the number of prospects becomes smaller, the marketer can employ more tightly targeted promotions such as personal selling, direct mail and email directed at those individuals or sub-segments likely to exhibit a genuine interest in the product or brand.
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investigated its brand perception in the UK by carrying out 55 in-depth interview designed to elicit key feedback about the brand's values. Consumers felt that the symbolic elements which represented the brand were that it was "fun, stylish and sporty image".
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Unaided recall tests. where the respondent is presented with a product category and asked to nominate as many brands as possible. Thus, the unaided recall test provides the respondent with no clues or cues. Unaided recall tests are used to test for brand
1426:, employed as a memorable character to sell Michelin car tires, was introduced as early as 1894. These characters benefit the brand by creating memorable images in the consumer's mind while conveying meanings that are consistent with the brand's values.
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Just as different types of brand awareness can be identified, there are a variety of methods for measuring awareness. Typically, researchers use surveys, carried out on a sample of consumers asking about their knowledge of the focus brand or category.
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to estimate the amount of advertising expenditure required to achieve a given level of awareness. For instance, it was often held that to increase brand awareness by just one per cent, it was necessary to double the dollars spent on advertising.
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decision”). One of the central roles of advertising is to create both brand awareness and brand image, in order to increase the likelihood that a brand is included in the consumer's evoked set or consideration set and regarded favorably.
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with the Mini brand on a
Facebook fan-page, promoted "positive effects on consumers’ brand awareness, through WOM activities and the purchase intention was achieved". The brand, therefore, connected with users at an emotional level.
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The hierarchy of effects developed by
Lavidge in the 1960s is one of the original hierarchical models. It proposes that customers progress through a sequence of six stages from brand awareness through to the purchase of a product:
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All hierarchical models indicate that brand awareness is a necessary precondition to brand attitude or brand liking, which serves to underscore the importance of creating high levels of awareness as early as possible in a
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Brand awareness is one of the major brand assets that adds value to the product, service or company. Investing in building brand awareness can lead to sustainable competitive advantages, thus, leading to long-term value.
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around 3–5 brand names. In consumer tests, few consumers can recall more than seven brand names within a given category and for low-interest product categories, most consumers can only recall one or two brand names...
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Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). Marketing
Metrics: The Definitive Guide to Measuring Marketing Performance. Upper Saddle River, New Jersey: Pearson Education,
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Dokyun, L., Hosanagar, K., & Nair, H. S. (2015). Advertising
Content and Consumer Engagement on Social Media: Evidence from Facebook. Working Papers (Faculty) – Stanford Graduate School Of Business,
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When a brand becomes established and attains the desired awareness levels (typically outlined in the marketing plan), the brand advertiser will shift from an intensive advertising campaign to a reminder
1437:"spokes-character", contributing to a strong brand differentiation. The likeability of the brands character can "positively influence attitudes towards the brand and increase purchase intention"
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house" when they actually mean "vacuuming the house." (Hoover is a brand name). When this happens, the brand name is said to have "gone generic." Examples of brands becoming generic abound;
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brand recognition play an important role in consumers’ purchase decision process and in marketing communications. Brand awareness is closely related to concepts such as the evoked set and
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Hutter, K., Hautz, J., Dennhardt, S., & Fuller, J. (2013), "The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on
Facebook,"
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Hosany, S., Prayag, G., Martin, D., & Lee, W., "Theory and Strategies of Anthropomorphic Brand Characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty.
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culminating in the purchase decision. In these models, advertising and marketing communications operate as an external stimulus and the purchase decision is a consumer response.
588:. Consequently, one of the goals for most marketing communications is to increase the probability that consumers will include the brand in their consideration sets.
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Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal Of Business Research, 6592-99
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Driesener, C., Paech, S., Romaniuk, J., & Sharp, B., "Brand and Advertising Awareness: A Replication and extension of a known empirical generalization,"
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under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. It is a key consideration in
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Schmidt, S., & Eisend, M. (2015). Advertising Repetition: A Meta-Analysis on Effective Frequency in Advertising. Journal Of Advertising, 44(4), 415–428
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Simms, C. D., & Trott, P. (2006). "The perceptions of the BMW Mini brand: the importance of historical associations and the development of a model,"
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Priyanka, R., "AIDA Marketing Communication Model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps,"
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Puzakova, M., Kwak, H. and Rocereto, J., "Pushing the Envelope of Brand and Personality: Antecedents and Moderators of Anthropomorphized Brands", in
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products and services, identify its values and mission, and create a persona that makes the brand appealing and relatable to its target audience.
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limited. In order to acquire more detailed knowledge about a brand, consumers rely on different sources such as product reviews, expert opinion,
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Percy and Rossiter argue that very few shoppers use lists and this has important implications for the purchase decision and advertising strategy.
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Volume 12, Elizabeth C. Hirschman and Moris B. Holbrook (eds), Provo, UT : Association for Consumer Research, 1985, pp 510–524., Online:
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brand may be able to recall a slightly larger set of brand names than those who are less experienced with a given product category or brand.
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of brand's visual salience. This type of research can provide valuable insights into the effectiveness of packaging design and brand logos.
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Cleveland, Mark; Laroche, Michel (March 2007). "Acculturaton to the global consumer culture: Scale development and research paradigm".
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When a brand name becomes so well known that the brand becomes synonymous with the category, the brand is said to have 'gone generic'.
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Positioning, "Positioning"-- : what top ad executives have to say-- : Greenland, Springer, Abrams react to Ries/Trout
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In the decline stage, marketers often shift to a caretaker or maintenance program where advertising expenditure is cut back.
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http://www.afr.com/business/independent-bloggers-overtake-celebrities-as-key-social-media-influencers-20150528-ghbovu
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Percy, Larry; Rossiter, John R. (July 1992). "A model of brand awareness and brand attitude advertising strategies".
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Vol. 36, Ann L. McGill and Sharon Shavitt, Duluth (eds), MN: Association for Consumer Research, 2007, pp. 413–420 (
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Alhaddad, A. A.(2015). The Effect of Advertising Awareness on Brand Equity in Social Media. IJEEEE, 5(2), pp.73–84.
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The rise of digital media and social networks is changing the way that consumers search for product information.
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measures of brand health. These metrics are collectively known as Awareness, Attitudes and Usage (AAU) metrics.
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enough to shore up preference/conviction while a salesperson might be necessary to close the actual purchase.
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1480:– creating and maintaining high levels of brand awareness is one of the primary functions of brand management
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category and the brand. Advertisers also use jingles, mnemonics and other devices to encourage brand recall.
2527:. Paper presented at 10th Annual EBRF Conference: Co-Creation as a Way Forward, (pp. 15–17), Nokia, Finland.
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1503:– explains how brand awareness changes as different segments of the market begin to adopt a product or brand
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Metrics used to measure brand effects are collectively termed AAU metrics (Awareness, Attitudes and Usage).
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Consumers will normally purchase one of the top three brands in their consideration set. This is known as
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Smith, A. C., Graetz, B. R. and Westerbeek, H. M., "Brand personality in a membership-based organisation",
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Diehl, D. and Terlutter, R., "The Role of Lifestyle and Personality in Explaining Attitude to the Ad," in
2007:, Vol. 16, Thomas K. Srull, (ed.) Provo, UT, Association for Consumer Research, 1989, pp 749–757, Online:
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http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey
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http://www.harpersbazaar.com.au/news/fashion-buzz/2016/4/bloggers-are-more-popular-than-celebrities/
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Percy, L. and Rossiter, J., "A Model of Brand Awareness and Brand Attitude Advertising Strategies",
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Barry, T.E. and Howard, D.J., "A Review and Critique of the Hierarchy of Effects in Advertising,"
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Keller, Kevin Lane (1993). "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity".
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Barry, T.E. and Howard, D.J., "A Review and Critique of the Hierarchy of Effects in Advertising,"
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The following examples illustrate how brand awareness and brand advertising are used in practice.
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advertising is used by established brands, often when they are entering the maturity stage of the
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Lavidge, R.J. and Steiner, G.A., "A Model for Predictive Measures of Advertising Effectiveness,"
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Wijaya, Bambang Sukma (2012). “The Development of Hierarchy of Effects Model in Advertising”,
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Paul McIntyre, “Independent bloggers overtake celebrities as key social media influencers”,
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880:– The consumer becomes aware of a category, product or brand (usually through advertising)
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general measures of brand health and often are used in conjunction with brand recall tests.
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The distinction between brand recall and brand recognition has important implications for
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Srinivasan, N., "Pre-purchase External Search Information," in Valarie A. Zeithaml (ed),
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endorses the definitions, purposes, and constructs of classes of measures that appear in
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to dominate theory, especially in the area of marketing communications and advertising.
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Advertising and Promotion Management: An Integrated Marketing Communication Perspective
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Barry, T.E., "The Development of the Hierarchy of Effects: An Historical Perspective,"
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1486:– detailed overview of how consumers move from awareness through to the actual purchase
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935:– The consumer learns about the brand (e.g. sizes, colors, prices, availability etc.)
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Court, D. Elzinga, D., Mulder, S. and Vetvik, O.J., "The Consumer Decision Journey",
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upon presentation, either at the point-of-sale or after viewing its visual packaging.
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Demetrios Vakratsas and Tim Ambler, "How Advertising Works: What Do We Really Know?"
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The "Share a Coke" campaign received multiple "Creative Effectiveness" awards at the
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Rossiter, J. R., Percy, L. and Donovan, R.J., “A Better Advertising Planning Grid,”
1100:– The consumer demonstrates a desire to purchase (via inspection, sampling, trial)
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Brand equity is the sum of assets and liabilities relating to a brand, its name and
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Advertising and promotion : an integrated marketing communications perspective
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990:– The consumer develops a favorable/unfavorable disposition towards the brand
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1215:: Awareness→ Interest→ Search →Desire→ Action → Like/dislike→ Share → Love/ Hate
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Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010).
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Brand Equity and Advertising : Advertising's Role in Building Strong Brands
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Roberts, J., "A Grounded Model of Consideration Set Size and Composition", in
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the consumer's digital media habits and opportunities for social influence.
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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance.
2158:
Advertising and the Mind of the Consumer: What Works, What Doesn't and Why,
1886:
1826:
1741:. Under 'What is Brand Equity?' Section, first para: Simon & Schuster.
1497:– explains how levels of brand awareness change over a product's life cycle
1423:
1422:
The use of anthropomorphic characters has a long history. For example, the
1382:
2576:"Share a Coke: How the Groundbreaking Campaign Got Its Start 'Down Under'"
2146:
Mass Communications Research Methods: A Step-by-Step Approach," Routledge"
2374:
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6443
2288:
International Journal of Multidisciplinary Research in Social Management,
1210:
728:
691:
483:
226:
201:
93:
2233:
1921:
See, for instance, Koniewski, M., "Brand Awareness and Brand Loyalty",
1817:
Greenland, Leo. Ries, Al. Trout, Jack. Positioning era cometh. (1972).
1761:
1619:
1576:
844:
816: in this section. Unsourced material may be challenged and removed.
634: in this section. Unsourced material may be challenged and removed.
384:
2491:
http://www.businessdictionary.com/definition/reminder-advertising.html
1368:
1281:
1045:– The consumer begins to rate one brand above other comparable brands
720:
2364:
Rossiter, J.R. and Percy, L.,"Advertising Communication Models", in:
1977:
Meenaghan, R., "The role of advertising in brand image development",
1590:
Roselius, Ted (1971). "Consumer Rankings of Risk Reduction Methods".
716:
344:
276:
33:
1934:
Manternach, L. (2011). Does your brand have top of mind awareness?.
1603:
1560:
791:
609:
503:
effort is intensified until awareness returns to the desired level.
495:
consumers have shown to buy only familiar, well-established brands.
1201:
AIDAS Model: Attention → Interest → Desire → Action → Satisfaction
466:
is the extent to which customers are able to recall or recognize a
2614:
International Journal of Nonprofit and Voluntary Sector Marketing,
2523:
Malaska, M., Saraniemi, S., & Tahtinen, J. (2010, September).
2032:
Solomon, M., Hughes, A., Chitty, B., Marshall, G. and Stuart, E.,
1899:
Solomon, M., Hughes, A., Chitty, B., Marshall, G. and Stuart, E.,
1687:
1289:
indicates that awareness is a necessary precondition for purchase.
1241:
Model: Awareness → Comprehension → Attitude/ Conviction → Action
1469:– creating brand awareness is the primary function of advertising
724:
712:
63:
1263:
1227:: Awareness→ Knowledge→ Liking→ Preference→ Conviction→ Purchase
2127:
http://www.businessdictionary.com/definition/generic-brand.html
777:
771:
699:
desirable goal, overall dominance can be a double-edged sword.
542:
68:
2256:
2254:
1376:
747:
Two types of recall test are used to measure brand awareness:
1477:
467:
231:
211:
1661:"Brand Awareness: What is It and How to Increase It in 2021"
599:
2251:
1432:
created a similar anthropomorphic brand character known as
1305:
538:
2232:
Vol. 63, No. 1, 1999, pp. 26–43 DOI: 10.2307/1251999 URL:
2115:
http://www.merriam-webster.com/dictionary/household%20name
1408:
Ronald McDonald and other anthropomorphic brand characters
756:
Aided recall tests are used to test for brand recognition.
1762:
Belch, George E. (George Edward), 1951– (10 March 2017).
486:
a new product or bringing back the older brand in light.
2173:
Upper Saddle River, New Jersey: Pearson Education, Inc.
735:
is the ultimate loser because it does not get the sale.
2303:(The History of Advertising), USA, Levey Brothers, 1908
2021:
Small Business Management: Entrepreneurship and Beyond,
1766:. Belch, Michael A. (Eleventh ed.). New York, NY.
1253:: Category Need → Brand Awareness → Brand Preference (A
517:
in advertising to increase consumers’ brand awareness.
2219:, Flemming Hansen, Lars Bech Christensen (eds), p. 307
1688:
Biel, Alexander L. Aaker, David A. (31 October 2013).
848:
Basic Hierarchy of Effects Model (after Lavidge, 1961)
2637:
2635:
2370:
http://acrwebsite.org/volumes/6443/volumes/v12/NA-12
2009:
http://acrwebsite.org/volumes/5967/volumes/v16/NA-16
2353:
Defining Advertising Goals for Measured Advertising
1369:
Popular examples of brand advertising and promotion
2401:, Marketing Classics Press (AMA), 2011, pp 153–189
2340:International Research Journal of Business Studies
1192:: Awareness→ Interest→ Conviction →Desire→ Action
2632:
2386:Marketing Communications: Theory and Applications
2163:
2073:Marketing Communications: Theory and Applications
1393:Cannes Lions International Festival of Creativity
1171:Selected alternative hierarchical models follow:
2666:
1632:
506:
2454:Belch, G, Belch, M.A, Kerr, G. and Powell, I.,
2183:Marketing Accountability Standards Board (MASB)
1853:
1854:Reilly, Michael; Parkinson, Thomas L. (1985).
2569:
2567:
2565:
2458:, McGraw-Hill, Sydney, Australia, 2009, p.126
2088:, vol. 31 (October/November), 1991, pp 11–21.
2047:The Comparator Website Industry in Australia,
2023:Mason, OH, South-Western Cengage, 2012, p.317
1872:
1264:Marketing Implications of hierarchical models
444:
2480:, Sage Publications, Thousand Oaks, CA, 2002
2275:Current Issues & Research in Advertising
1839:: CS1 maint: multiple names: authors list (
1720:: CS1 maint: multiple names: authors list (
1525:. New York: McGraw-Hill Series in Marketing.
772:Brand awareness and the hierarchy of effects
738:
1994:, 2nd ed, 2000, New York, Haworth, pp 86–87
1798:) CS1 maint: multiple names: authors list (
1257:) → Purchase Intent→ Purchase Facilitation
1251:Rossiter and Percy's communications effects
667:brands which collectively are known as the
548:
2562:
2160:Great Britain, Kogan Page, 2000 pp 198–199
1802:) CS1 maint: numeric names: authors list (
1794:: CS1 maint: location missing publisher (
451:
437:
2656:Journal of Product & Brand Management
2643:Journal of Product & Brand Management
2525:Co-creation of Branding by Network Actors
1964:Howard, J. A., & Sheth, J.N. (1969).
1495:Product life-cycle management (marketing)
1312:Product life-cycle management (marketing)
832:Learn how and when to remove this message
650:Learn how and when to remove this message
600:Marketing implications of brand awareness
1990:Chon, K.Y., Pizam, A. and Mansfeld, Y.,
1734:
1589:
1520:
1386:
1351:
1306:Creating and maintaining brand awareness
1280:
843:
701:
677:
579:
2248:, Oxford, Oxford University Press, 1992
1992:Consumer Behavior in Travel and Tourism
1979:Journal of Product and Brand Management
14:
2667:
1546:
1180:: Awareness→ Interest→ Desire→ Action
2388:, Pearson Australia, 2005, p. 107-109
2327:International Journal of Advertising,
2314:International Journal of Advertising,
2096:
2094:
2075:, Pearson Australia, 2005, pp 157–160
2049:Commonwealth of Australia, 2014, p. 8
2034:Marketing: Real People, Real Choices,
1901:Marketing: Real People, Real Choices,
1155:– The consumer acquires the product
2573:
2234:https://www.jstor.org/stable/1251999
2191:Common Language in Marketing Project
2156:Sutherland, M. and Sylvester, A.K.,
1542:
1540:
1538:
1536:
1534:
1532:
1523:Advertising and Promotion Management
1225:Lavidge et al's Hierarchy of Effects
814:adding citations to reliable sources
785:
632:adding citations to reliable sources
603:
570:
2629:, vol. 29, no 1/2, 2013, pp. 48–68.
2478:The Ultimate Secrets of Advertising
24:
2648:
2556:(Australia), 2 April 2016 Online:
2552:Singh, N., "Celebrity Vs Shopper"
2517:
2342:, 5 (1), April–July 2012, p. 73-85
2206:London, Thomson Learning, pp 42–43
2104:New York: Free Press Publications.
2091:
1945:
1675:"Three Reasons People Love Brands"
27:Consumer awareness among household
25:
2691:
2616:Vol. 11 No. 3, 2006, pp. 251–266.
2277:vol. 10, no. 2, 1987, pp. 251–295
2062:, Vol. 7, no. 4, 1992, pp 263–274
1981:, Vol. 4, no. 4, 1995, pp.23 – 34
1955:, vol. 12, no. 3, 2004, pp 70–80
1925:, Feb, 2012, www.research-pmr.com
1529:
1377:Coca-Cola "Share a Coke" campaign
1445:British automotive manufacturer
790:
608:
2627:Journal of Marketing Management
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2329:Vol. 9, no. 2, 1990, pp 121–135
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2086:Journal of Advertising Research
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2013:
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801:needs additional citations for
619:needs additional citations for
592:"most recalled" brand name(s).
557:
532:
2597:Advances in Consumer Research,
2489:Business Dictionary (online),
2476:See for instance, Jones, J.P,
2366:Advances in Consumer Research,
2316:vol 9, no.2, 1990, pp. 121–135
1953:Australasian Marketing Journal
1755:
1728:
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1626:
1583:
1514:
13:
1:
2384:Rossiter, J and Bellman, S.,
2071:Rossiter, J and Bellman, S.,
2005:Advances in Consumer Research
1966:The Theory of Buyer Behaviour
1647:10.1016/j.jbusres.2006.11.006
1507:
1473:Attitude-toward-the-ad models
507:Importance of brand awareness
2113:Merriam-Webster Dictionary,
1635:Journal of Business Research
7:
2538:Australian Financial Review
1860:ACR North American Advances
1460:
1296:product or brand life-cycle
10:
2696:
2355:, NTC Business Books, 1995
1411:
1380:
1309:
775:
375:Promotional representative
2264:, October, 1961, pp 59–62
2246:Explaining Buyer Behavior
2204:Marketing Communications,
1936:Corridor Business Journal
739:Measuring brand awareness
2574:Moye, Jay (2014-09-25).
2399:Review of Marketing 1990
2217:Branding and Advertising
2060:Psychology and Marketing
1875:Psychology and Marketing
1821:. Crain Communications.
1735:A. Aaker, David (1991).
596:impulse type purchases.
549:Types of brand awareness
2578:. The Coca-Cola Company
2290:Vol. 1, 2013, pp 37–44.
2189:as part of its ongoing
2102:Building Strong Brands.
1521:Rossiter, J.R. (1987).
1440:
370:Promotional merchandise
355:Out-of-home advertising
144:Account-based marketing
2540:, 22 June 2015 Online:
2301:Financial Advertising.
1887:10.1002/mar.4220090402
1467:Advertising management
1396:
1357:
1320:Advertising management
1290:
849:
707:
683:
476:advertising management
179:Horizontal integration
2414:, June 2009, Online:
2230:Journal of Marketing,
2125:Business Dictionary,
1738:Managing Brand Equity
1390:
1355:
1284:
847:
733:The Coca-Cola Company
705:
681:
586:top-of-mind awareness
580:Top-of-mind awareness
365:Product demonstration
217:Corporate anniversary
2680:Branding terminology
2262:Journal of Marketing
2244:O’Shaughnessy, J.,
1692:. Psychology Press.
1592:Journal of Marketing
1549:Journal of Marketing
1490:Marketing management
810:improve this article
628:improve this article
380:Visual merchandising
310:Behavioral targeting
184:Vertical integration
164:Influencer marketing
1454:Customer engagement
1190:Modified AIDA model
330:In-game advertising
320:Display advertising
196:Promotional content
2496:2019-10-05 at the
2412:McKinsey Quarterly
2299:E. St Elmo Lewis,
2132:2016-10-21 at the
2100:Aaker, D. (1996).
1923:PMR Research Paper
1484:Consumer behaviour
1397:
1358:
1291:
850:
708:
684:
413:Marketing research
350:Online advertising
340:Native advertising
335:Mobile advertising
287:Sex in advertising
104:Consumer behaviour
2187:Marketing Metrics
1773:978-1-259-54814-7
1699:978-1-317-75983-6
1344:product lifecycle
1212:AISDALSLove model
842:
841:
834:
660:
659:
652:
571:Brand recognition
492:consideration set
472:consumer behavior
461:
460:
423:Consumer research
304:Promotional media
292:Underwriting spot
267:Product placement
247:On-hold messaging
237:Loyalty marketing
154:Product marketing
149:Digital marketing
18:Brand recognition
16:(Redirected from
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1316:Brand management
1178:Basic AIDA model
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480:brand management
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418:Mystery shopping
315:Brand ambassador
252:Personal selling
242:Mobile marketing
222:Direct marketing
207:Ambush marketing
174:Annoyance factor
159:Social marketing
109:Consumer culture
89:Brand management
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669:awareness set
664:
654:
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640:February 2021
633:
629:
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622:
617:This section
615:
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554:advertising.
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360:Point of sale
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119:Effectiveness
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2580:. Retrieved
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2144:Hsia, H.J.,
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1598:(1): 56–61.
1595:
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1424:Michelin man
1421:
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1383:Share a Coke
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819:
808:Please help
803:verification
800:
767:
763:
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626:Please help
621:verification
618:
594:
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583:
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561:
558:Brand recall
552:
536:
533:Brand equity
527:
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463:
462:
134:Segmentation
59:Distribution
53:Key concepts
2351:Dutka, S.,
1555:(1): 1–22.
692:advertising
484:advertising
227:Franchising
202:Advertising
169:Attribution
94:Co-creation
2669:Categories
2582:2019-03-25
2202:Egan, J.,
2179:0137058292
2036:pp 363–364
1508:References
1430:McDonald's
1310:See also:
1098:Conviction
1043:Preference
878:Awareness
776:See also:
385:Web banner
272:Propaganda
79:Activation
43:Management
1942:(52), 26.
1835:cite book
1790:cite book
1782:968690198
1716:cite book
1708:993933598
1612:0022-2429
1569:0022-2429
933:Knowledge
717:Sellotape
345:New media
277:Publicity
129:Promotion
114:Dominance
34:Marketing
2494:Archived
2130:Archived
1903:pp 17–19
1862:. NA-12.
1461:See also
1337:campaign
1153:Purchase
402:Research
257:Premiums
212:Branding
139:Strategy
1827:2222171
1620:1250565
1577:1252054
1149:Stage 6
1094:Stage 5
1039:Stage 4
984:Stage 3
929:Stage 2
874:Stage 1
752:recall.
729:Panadol
725:Aspirin
721:Nescafé
713:Kleenex
74:Service
64:Pricing
2601:online
2181:. The
2177:
2045:ACCC,
1825:
1780:
1770:
1745:
1706:
1696:
1618:
1610:
1575:
1567:
1318:, and
1300:funnel
1238:DAGMAR
988:Liking
778:DAGMAR
543:patent
478:, and
262:Prizes
124:Ethics
69:Retail
1616:JSTOR
1573:JSTOR
1478:Brand
468:brand
232:Label
2511:1–41
2175:ISBN
1841:link
1823:OCLC
1804:link
1800:link
1796:link
1778:OCLC
1768:ISBN
1743:ISBN
1722:link
1704:OCLC
1694:ISBN
1608:ISSN
1565:ISSN
1447:Mini
1441:Mini
1285:The
1151::
1096::
1041::
986::
931::
876::
782:AIDA
780:and
727:and
539:logo
2372:or
1883:doi
1643:doi
1600:doi
1557:doi
812:by
630:by
2671::
2634:^
2603:).
2564:^
2253:^
2093:^
1938:,
1877:.
1858:.
1837:}}
1833:{{
1792:}}
1788:{{
1776:.
1718:}}
1714:{{
1702:.
1639:60
1637:.
1614:.
1606:.
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1594:.
1571:.
1563:.
1553:57
1551:.
1531:^
1314:,
723:,
719:,
715:,
474:,
2585:.
2513:.
2444:.
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2193:.
1940:7
1889:.
1885::
1879:9
1843:)
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1806:)
1784:.
1751:.
1724:)
1710:.
1677:.
1663:.
1649:.
1645::
1622:.
1602::
1579:.
1559::
1395:.
1347:.
1339:.
1255:b
1123:↓
1068:↓
1013:↓
958:↓
903:↓
835:)
829:(
824:)
820:(
806:.
653:)
647:(
642:)
638:(
624:.
452:e
445:t
438:v
20:)
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