Enhancing Recall and Recognition for Brand Names and Body Copy: A Mixed-Language Approach

As the inclusion of foreign languages in advertisements is a growing global trend, this research examines how language choice may influence important advertising outcome measures within a South Korean advertising context. Specifically, the study aims to explore how foreign and local languages influence recall and recognition for brand name and body copy messages. The interaction of using two languages in an advertisement, to convey different elements of the ad may secure varied levels of attention and comprehension. The findings suggest that recall and recognition are significantly affected by the language presented. An ad presenting a brand name in the foreign language (English Roman alphabet) with the body copy message in the local language (Hangul) is an effective strategy to enhance recall and recognition of the brand name and the ad message within the Korean youth market. The results of this study expand linguistic theory within an advertising context while also providing international advertisers with useful tips when operating in a multinational marketplace. Future research avenues are discussed.     

Interference of Picture and Brand Name in a Multiple Linkage Ad Context

This study investigates the superiority effects of picture incongruency and brand name suggestiveness on recall of target benefit claims. Depending on the juxtaposition of the picture and brand name with these claims, a relevant picture can interfere with and inhibit recall of a brand name claim under selected conditions. Specifically, recall of brand name claim was higher under an irrelevant rather than a relevant picture condition. Similarly, a suggestive brand name interfered and diminished recall of a picture claim compared to a nonsuggestive brand name. Additionally, the recall patterns of the picture (source) versus the picture claim (target) under various incongruency conditions showed that the effectiveness of picture incongruency on traditional picture recall measure cannot be extended to picture-related claim recall performance. Explanations based on theoretical extensions to the associated network model and interference theory are furnished together with the managerial implications regarding the effective use of picture incongruency and brand name suggestiveness.     

It’s only words: idiom processing,language knowledge and consumer memory of Chinese print advertisements

This study investigated the effects of employing Chinese idioms in headlines on consumer memory. The results indicated that, as hypothesized, the use of idiomatic headlines in print advertisements produced superior aided recall of headlines and recognition of brand names than employing non-idiomatic headlines. High language knowledge individuals also had greater aided headline recall and brand name recognition. However, this knowledge advantage was only observed for advertisements with idiomatic headlines. Aided headline recall generally mediated brand name recognition. Finally, the language knowledge results were robust across different knowledge measures.     

Meaning or Sound? The Effects of Brand Name Fluency on Brand Recall and Willingness to Buy

This research argues that both meaning fluency (conceptual fluency) and sound fluency (perceptual fluency) of a brand name affect brand evaluations. Specifically, this research investigates the effects of brand name meaning and sound fluency through an application of information processing fluency theory. The results provide insight into previously unexplained findings in the brand management literature. Two experiments demonstrate that perceptually more fluent brand names lead to higher brand recall, for perceptually less fluent brands names, high conceptual fluency leads to higher brand recall and in cases of low consumer involvement, high perceptual fluency leads to higher willingness to buy.     

Does competitive clutter in television advertising “interfere” with the recall and recognition of brand names and ad claims?

This paper contrasts the effects of competitive clutter on the recall and recognition of information from ads for familiar brands. An experiment was conducted utilizing ads for the type of relatively familiar brands typically advertised on network television; the dependent variables were recall and recognition of brand names and ad claims. Results showed that brand name recall scores were substantially reduced by competitive clutter. However, exposure to competitors' ads had little effect on ad claim recall. These data are consistent with the view that information about familiar brands will tend to be compartmentalized in memory, reducing interference effects in attribute recall. Exposure to competitive clutter had relatively little effect on recognition task performance. Suggestions for future advertising research considering competitive interference and brand familiarity issues are provided.The authors thank the editor and two anonymous reviewers for their guidance. Ray Burke. Frank Kardes, James Kellaris, Karen Machleit, Joe Mandese, and Don Schumsky provided helpful comments on various aspects of this research.     

A model of brand awareness and brand attitude advertising strategies

A model is described that helps guide advertising strategy, based upon careful attention to brand awareness and brand attitude. In this model, an important distinction is drawn between recognition brand awareness and recall brand awareness. Brand attitude strategy is seen as reflecting an interaction between a potential consumer's involvement with the purchase decision and the underlying motivation to purchase. Applications of the model are discussed.     

Investigating the recall inhibition effect: A test of practical considerations

Alba and Chattopadhyay (1985, 1986) have demonstrated that having consumers think about a familiar brand can interfere with the retrieval of competitive brand names, including those that might otherwise be considered for purchase. However, their research is silent about two issues of pragmatic importance. First, is it possible to inhibit retrieval of the consumer's preferred brand? Second, can an unfamiliar brand evoke recall inhibition? Our findings indicate that recall inhibition does not extend to the preferred brand. Our findings further suggest that recall inhibition can be induced by cueing consumers with an unfamiliar brand name, but that such inhibition is less pervasive than evoked by a highly familiar brand name.     

The effects of an advertising retrieval cue on young children's memory and brand evaluations

Young children's memory for television advertising is important in order for children to recognize brands in stores and/or to recall the brand name in making a purchase request. Two experiments showed that the use of visual advertising retrieval cue (a green frog as the brand character) improved memory performance and brand evaluations. Study 1 (n = 40) showed promise in the cue's assistance in children's recalling the brand name (cued recall) from the ad memory trace. Study 2 (n = 40) contained multiple exposures to the ad, which resulted in greater free recall and in support for the cue's assistance in better access of the brand name from the ad memory trace (cued recall). Affected ad memory resulted in more favorable brand evaluations and intent to request the brand's purchase. © 1994 John Wiley & Sons, Inc.     

Brand equity heterogeneity among strategic groups in service franchising

Independent franchisees work cooperatively with service franchisors to strengthen the franchisor's brand name. However, agency theory predicts that franchisor inputs such as brand names and operational routines might be harmed by franchisees' free riding. In addition, previous literature has addressed the issues of strategic group emergence and performance differences between groups in recent decades. Thus, this study builds upon an emerging symbiotic view of franchising behind agency theory and incorporates a strategic groups level of analysis to investigate whether franchisees have strong incentives to maintain standards as franchisor seeking market penetration. By investigating potential brand equity differences among service franchisors for Taiwanese telecommunications service chains, this study found that different strategic groups exist in service franchising chains. From replication testing, the current results demonstrate that service franchising brand equity heterogeneities exist among franchisors within and across strategic groups. Therefore, this study broadens agency theory's explanation of service franchising.     

Some Thoughts on Multinational Agencies

Abstract

This study tested a model relating humor perceived after repeated exposures to a commercial message to measures of advertising effectiveness. These effectiveness variables are recall of the brand name and advertising copy, attitude toward the advertised brand, stated purchase probability and actual brand choice. The findings indicated that adding humor to a conventional hierarchy-of-effects model does not improve the model's overall explanatory power. However, humor was found to be negatively related to recall and was positively related to brand attitude; both relationships were predicted based on literature in this area.     

Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements

The effects of ad length, ad position, and ad-context congruity on brand name recognition in an online in-stream video advertising context were investigated. Video ads and video programs were selected from YouTube as stimuli. Findings from a laboratory experiment indicate that long ads enhance recognition. Mid-roll ads lead to better brand name recognition than pre-roll and post-roll ads because of attention spillover. However, a mid-roll ad is futile when the ad is unrelated to the video content. In contrast, post-roll ads can improve brand name recognition in an incongruent context.     

Measuring the impact of brand-celebrity personality congruence on purchase intention

The present study aims to understand the impact of congruence between brand and celebrity personality on consumers attitude and purchase intentions. The data were collected from 382 business school students in India. Drawing from the theoretical frameworks of Attribution theory, Attitude theory, User imagery, Elaboration Likelihood Model, and match-up hypothesis, results reveals that congruence between celebrity and brand personality positively impacts the brand recall, brand associations, and reinforces the brand personality. Which favorably and significantly impacted attitude toward the advertisement and brand. Attitude toward brand has positively impacted purchase intention. ‘Brand personality self-image congruence’ and ‘involvement level with the brand’ were found to moderate the impact of brand association and brand personality reinforcement on attitude toward advertisements and brand. The paper provides practical implications for the advertisement agencies and media managers.     

Leveraging Virtual Attribute Experience in Video Games to Improve Brand Recall and Learning

This article extends the concept of virtual direct experience (VDE) from a product to an attribute as video gamers can virtually experience an attribute within a gaming environment. Using a 2 (VAE: present versus absent) x 2 (order of brand presentation: first or second) between subjects experimental design, we find that associating a brand with virtual attribute experience (VAE) by exposing consumers to the brand name and the virtual experience simultaneously has a positive effect on brand recall, brand extension acceptance, overall attitude, and purchase intention. In addition, our results demonstrate a significant interaction between VAE and telepresence on brand recall.     

Soft drink advertising and consumption in the United States 1984–2007

The internet environment has changed the format of internet advertising. One emerging form of online marketing communication is ‘contextual advertising’, in which marketers strive to develop customised images or texts more relevant to customers based on the content of web pages. This study investigates the effectiveness of internet contextual ads. In particular, we examine the effect of internet contextual ads on brand memory (i.e. recall and recognition) and attitudes towards the advertisement and/or brand using the theory of priming effect. We find that the complexity of banner ads moderates the relationship between a contextual advertisement and its effectiveness, and generates two distinct priming effects (i.e. assimilation and contrast effects). The results demonstrate that the internet contextual advertisement enhances brand recognition and induces favourable attitudes towards the ad. In addition, consumers have higher recall rates and attitudes towards the brand when they are exposed to a less complex contextual advertisement or when they are exposed to a complex, non-contextual advertisement.     

Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall

The focus of this paper is to address the issue of visual imagery in cross-cultural consumer research. The authors investigate the relationship between visual imagery, brand familiarity, and brand claim recall in two distinct cultural environments — the U.S. and Russia. The paper consists of two studies that explored imagery potency from the point of view of memory-evoking effects. The results suggest that image-intensive tools generate different returns depending on the level of brand familiarity and cultural media. The research findings may be of interest to marketing scholars studying cross-cultural consumer behavior as well as to practitioners operating in international advertising and global brand building.     

Role of Forgetting in Memory-Based Choice Decisions: A Structural Model

We propose a structural model to investigate the impact of forgetting on consumers' brand choice decisions in frequently purchased products. Forgetting results in consumers imperfectly recalling their prior brand evaluations when making a purchase decision in the category. We conceptualize the imperfect recall by positing that consumers recall their prior evaluations with noise. Based on prior research in the behavioral area, we characterize the extent of forgetting as an increasing and concave function of time. Our framework generates analytical results on the impact of forgetting on consumers' brand evaluations and their consequent purchase behavior. We calibrate our model using scanner panel data for liquid detergents. Furthermore, we obtain insights into the consumers' extent of forgetting in the category, extent of learning, predicted price elasticities and implications on state dependence and habit persistence. Our results underscore the importance of modeling consumers' ability to recall only imperfectly.     

Virtual Product Placement as a New Approach to Measure Effectiveness of Placements

Product placement is a fast growing multi-billion dollar industry, yet measures of its effectiveness, which influence the critical area of pricing, have been problematic. Past attempts to measure the effect of a placement and, therefore, provide a basis for pricing of placements, have been confounded by the effect on consumers of multiple prior exposures of a brand name in all marketing communications. Virtual product placement offers certain advantages: as a tool to measure the effectiveness of product placements; as assistance with the problem in the lack of audience selectivity in traditional product placement; as a testing of different audiences for brands; and in addressing a gap in the existing academic literature by focusing on the impact of product placement on recall and recognition of new brands.     

Dual branding strategy for a successful new product launch in China

Marketers may increase the chance of success for a new product launch by using a sub-brand name and a parent brand name simultaneously. In this article, we report the successful case of using two brand names—dual branding strategy—by practitioners in China for the Minute Maid Orange Pulp juice drink launch. A suggestive sub-brand name helps consumers recall the key benefits and features of the new product. A suggestive parent brand name communicates the benefits of the product category. A dual branding strategy addresses the problem of using only one brand name for a new product launch. After the successful launch of the first new product by a parent brand, marketers are able to launch other new products under other sub-brand names in the future to meet different consumer needs. Marketers may use the same parent brand to introduce different products to build scale for the brand, and are able to clearly differentiate the different product offerings under different sub-brand names. If a company acquires a brand from another company, a marketer may position the acquired brand as a sub-brand under the parent brand if the marketer has defined the business scope of the parent brand broadly enough and with a suggestive parent brand name.     

Lexical interference in semantic processing of simple words: Implications for brand names

This study provides evidence for a Stroop‐like interference effect in word recognition. Based on phonologic and semantic properties of simple words, participants who performed a same/different wordrecognition task exhibited a significant response latency increase when word pairs (e.g., poll–rod) featured a comparison word (poll) that was a homonym of a synonym (pole) of the target word (rod). These results support a parallel‐processing framework of lexical decision making, in which activation of the pathways to word recognition may occur at different levels automatically and in parallel. A subset of simple words that are also brand names was examined and exhibited this same interference. Implications for word‐recognition theory and practical implications for strategic marketing are discussed. © 2005 Wiley Periodicals, Inc.     

Creating ethical brands: the role of brand name on consumer perceived ethicality

A critical component of brand equity is consumer perceived ethicality (CPE) of the brand. Yet, little is known about how to create positive brand CPE. We offer that the starting point for creating brand CPE is with the brand-naming decision. Drawing on sound symbolism theory, we propose that certain brand name characteristics better convey ethicality. Two studies are conducted. Study 1 finds that higher frequency sounds in brand names better convey ethicality than lower frequency sounds. Study 2 finds that brand names can positively impact brand CPE in the presence of additional information, in particular, information that reflects negatively on the brand’s ethical behavior. These results suggest that marketers be more involved at the onset of creating an ethical brand image.