Prueba empírica de un modelo asociativo de recuerdo de marcas publicitarias con datos de mercado real

Abstract

This research tested a quantitative model of the cognitive association between brands and products, proposed by Perez-Acosta (2005b). Normally the associationist models in academic marketing and consumer psychology are based on experimental results with simulated brands and products, which assures internal validity but not external validity. Predictions of the quantitative model was compared to the results in memory (itop of mindi) and recognition tests of five brands of universities in Talca (Maule, Chile) made by students of high school, near to enter into the pregraduate studies. Correct predictions were obtained on three institutions (Universidad de Talca, Universidad AutUnoma del Sur and Universidad Santo TomAEs). In general, modelis variable that better predicts is order-of-entry, according to which pioneering brands will normally have advantage on the following ones arriving at the market.