The role of brand exposure and experience on brand recall—Product durables vis-à-vis FMCG |
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| Institution: | 1. Seoul National University (SNU), Seoul, South Korea;2. Krida Wacana Christian University, Jakarta, Indonesia;3. Macquarie University, Sydney, Australia;1. University of Orléans, VALLOREM Lab, Orléans, France;2. University of Lille 2 (Institute of Retail Marketing and Management—IMMD), The LSMRC Lab (Université de Lille-Skema Business School), Roubaix, France;1. Division of Business, Marymount Manhattan College, 221 East 71st Street, New York, NY 10021, USA;2. Department of Food Marketing, Saint Joseph׳s University, 5600 City Ave, Philadelphia, PA 19131, USA;1. Ehrenberg-Bass Institute for Marketing Science, Business School, University of South Australia, GPO Box 2471, Adelaide 5001, Australia;2. School of Information Technology and Mathematical Sciences, University of South Australia, GPO Box 2471, Adelaide 5001, Australia;1. Department of Marketing, Monash University, PO Box 197, Caulfield East, VIC 3145, Australia;2. School of Management, University of Bath, The Avenue, Claverton Down, Bath, Avon BA2 7AY, United Kingdom |
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| Abstract: | The purpose of this study was to examine the role of brand exposure and experience on brand recall, mediated by three affectional drivers: brand trust, brand image and self-image congruence. The study distinguishes between an individual consumer׳s brand exposure and experience, and how these impact brand recall. Using original data collected from a survey of 219 consumers, brand recall models in two product categories (Fast Moving Consumer Goods FMCG and durable goods) were tested. Structural equation modelling (SEM) was applied, resulting in models for the two types of goods, establishing notable differences between durables and FMCGs. Experience influences brand recall in durable goods while brand recall is established via exposure for fast-moving consumer goods. This suggests that consumers are better able to recall durable goods brands if they have personally used them, while consumers of FMCG are more heavily influenced by advertising. Our study also established that brand trust has a significant role in mediating both of these relationships. Ultimately, the study establishes key differences between the brand recall of product categories, as well as the mediating role of brand trust, providing a framework for future brand recall research. |
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| Keywords: | Brand exposure Brand experience Brand recall Affectional drivers Brand trust Self-image congruence |
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