Brand Memory Research Articles

Study on the Psychological Effects of Intangible Cultural Heritage Advertising with Different Degrees of Situational Involvement.

This review addresses the issues of low consumer engagement and market development difficulties in intangible cultural heritage (ICH) products. Dietary ICH products are selected as research materials to discover contemporary commercial survival paths for ICH through the psychological effects of advertising. Firstly, this study examines the respective advantages of rational and emotional ICH advertisement in terms of emotional responses, cognitive responses, attitudes, recall, and recognition. Then, it explores the effects of different ICH advertisement types (rational advertisement, emotional advertisement) and different degrees of situational involvement (purchasing for oneself, purchasing gifts for others) on the advertising effectiveness, aiming to identify factors influencing the psychological effects of ICH advertisement. Through statistical analysis, the main conclusions are as follows: (1) Rational ICH advertisement prompts consumers to consider the actual attributes of ICH products, leading to a more positive purchasing attitude. (2) Emotional ICH advertisement is more effective in eliciting positive emotions from consumers and enhancing brand memory. (3) Under the scenario of purchasing a gift for others, emotional ICH advertisement has a more positive impact on consumers' attitudes towards advertising. (4) Under different degrees of situational involvement, rational ICH advertisement has a more positive impact on consumers' purchasing attitudes. This study not only provides guidance for optimizing ICH advertising strategies but also offers new directions for market expansion, contributing valuable insights into cultural heritage preservation, as well as the development and protection of ICH.

ONLINE ADVERTISING AND IT’S IMPACT ON CONSUMER BUYING BEHAVIOUR

Keeping in mind the ever-changing landscape of digital marketing, this study investigates the impact of online advertisements on customers' buying behaviors. The proliferation of online platforms and the increasing number of internet users present an opportunity for businesses to advertise to individuals. The fundamental objective of this research is to figure out how online advertising affects customers' emotions, decisions, and actions. This study synthesises existing literature, empirical data, and theoretical frameworks to investigate the many ways via which online advertising influences consumer behavior. The significance of targeted advertising in identifying and appealing to certain consumer demographics, the persuasive tactics employed by online ads, and the influence of social media endorsements and user-generated material on intents to purchase are all major aspects that are being investigated. The study's key findings indicate that online advertising significantly influences customers throughout the entire buying process, from first awareness and consideration through purchase and post-purchase actions. Customer engagement and brand memory can be enhanced through personalized and immersive advertising experiences made possible by the interactive nature of web platforms. Online content can be made more credible and trustworthy by adding social proof and peer endorsements. This, in turn, influences consumers' purchasing decisions. The ramifications of these results should be carefully considered by marketers and advertisers who wish to make the most of their advertising budgets and make the most of their online advertising strategies. By studying what makes people react to internet ads, businesses may refine their messaging, creative content, and targeting strategies. Because of this, they will be able to connect with their intended consumers and achieve their goals. Keywords: online advertising, consumer buying behavior, digital marketing, persuasive techniques, targeted advertising, social media endorsements, consumer engagement, purchase intentions.

Winning the Ad Battle: Exploring the Influence of Subtle Design Elements and Gaming Platform on Consumer Attention and Brand Memory in In-Game Advertising

Research on gamification of advertising concerning subtle design elements of computer games and their effects on consumers’ psychological responses are limited. The present research addresses this gap by examining how consumers’ attention and memory of brands advertised in a game, popularly called in-game advertising (IGA), are positively affected by the type of the gaming platform (mobile vs. PC) and rule orientation (or game rules) in the presence of potential moderators such as interactivity with the ad and congruence between the ad and game’s goals. Two experimental studies are conducted that investigate these afore-mentioned effects. The results indicate an interaction effect such that rule enactment under high ad interactivity and high ad–game goal congruence increases attention and memory of ads in mobile-based IGAs. Further, these affects are mediated through media and ad transportation, that is, players’ immersion experience in the flow of a story while playing the game. The research advances past knowledge on advertising effectiveness in computer games by exploring a less studied area, that is, the independent and interactive effects of game design elements. It also contributes to the flow experience literature in the domain of gamification by revealing a sequential pathway involving media and ad transportation. Also, it adds novelty to the gamification literature by exploring the role of gaming platforms and their interaction with design elements. For the game developers and advertisers, the research provides strategic guidance to manipulate these elements and to choose suitable platforms for the purpose of maximizing consumers’ favorable psychological responses.

The Communication Effect of Elevator Multimedia Advertisement Based on the AIDMA Model – Taking a commercial plaza in Shanghai as an example

The Communication Effect of Elevator Multimedia Advertisement Based on the AIDMA Model – Taking a commercial plaza in Shanghai as an example

Effectiveness of product placement in streaming TV series: the roles of product involvement, placement prominence, and celebrity endorsement

ABSTRACTStreaming platforms are revolutionizing the product placement practices in TV series via the embedment of brands using popular screenwriting and filmmaking techniques that could alter consumers’ perceptions and engagement. Aiming to extend the elaboration likelihood model and relevant theories, this experimental research investigated the influence of the key features of streaming TV series product placement and the interactions between them on consumers’ brand memory and attitudes. Participants (N = 347) watched pretested video clips from eight Chinese-language streaming series that featured product placements with different characteristics on a simulated streaming platform. Based on the findings that are partly inconsistent with previous literature in the context of traditional TV series, corresponding suggestions were put forward for the effective implementation of streaming series product placement to bring a win-win situation for the content producers, advertising and public relations practitioners, as well as consumers.

How Does the Congruence of Customer Brand Memory and Nostalgia Proneness Affect Customer-Based Brand Equity: Consequences in the Chinese Time-Honored Brands Context

Under the backdrop of Chinese time-honored brands, this paper examines the impact and mechanism of customer brand memory (CBM) and customer nostalgia proneness (CNP) on customer-based brand equity (CBBE). It takes into account the customer’s perspective and utilizes polynomial regression and response surface analysis. The study focuses on three aspects: consistency condition, difference under consistency condition, and asymmetry under inconsistency condition. The results show that: (1) CBBE increases when CBM and CNP are congruent or at similar levels; (2) the combination of high levels of CBM and CNP is more favorable for CBBE than the combination of low levels of CBM and CNP when they are congruent or at similar levels; (3) the combination of high levels of CBM and low levels of CNP is more conducive to customer-based brand equity (CBBE) than the combination of low levels of CBM and high levels of CNP when they are incongruent or at different levels. This study comprehensively examines the role of the memory-nostalgia relationship in the development of brand equity for Chinese time-honored brand enterprises. It offers new research insights for future studies and provides recommendations for brand management in these traditional brand enterprises.

The effect of the motion attributes of spokes-characters on app launch pages on brand memory

PurposeThe use of brand slogans that represent brand concepts on app launch pages can improve user brand impressions. The purpose of this paper is to investigate the impact of using animated or static spokes-characters with brand slogans on app launch pages.Design/methodology/approachUsing the theory of attention selection, the authors conducted two experiments to study the boundary and mediation path of the influence of the motion attributes of spokes-characters (static vs animated) on brand memory based on app launch time (3 s vs 5 s), user engagement with spokes-characters and the level of attention to brand slogans.FindingsStudy 1 explores the effect of the interaction between launch time and the motion attributes of spokes-characters on brand memory. The results show that when the launch time of the app is 3 s, the advertisement memory effect of using a static spokes-character is better than that of using an animated spokes-character; when the launch time of the app is 5 s, the advertisement memory effect of using an animated spokes-character is better than that of using a static spokes-character. Study 2 shows that user engagement with spokes-characters and the level of attention given to brand slogans play a continuous mediating role in the effect of the interaction between launch time and the motion attributes of spokes-characters on brand memory.Originality/valueThis paper contributes to the marketing literature by expanding the knowledge of spokes-characters and animated visual images, providing new insights for future research.

To study the effect of emotional TV advertisement on buying preference of consumers

Hyper competitiveness has become common place in the era of globalization. Today's markets are no less a battlefield and one must work hard to ensure their survival and expansion. Companies are using advertising and other sales promotion strategies to differentiate their products from those of rival brands in order to remain in the fiercely competitive market. There are currently FMCG companies offering products that are essentially identical to one another (such as soaps, biscuits, oral care products, and cosmetics, for example). Therefore, the marketing mix aids in choosing the brands and products. The four components of the marketing mix are product, price, place, and promotion. Advertising is a part of the promotional mix that is used to spread product awareness, convince buyers to choose a specific brand, and assist in buying decisions. Advertising's primary goal is to influence consumers' purchasing decisions. However, this impression of the brand is regularly altered or reinforced in people's recollections. The associations that the brand name conjures up in the minds of consumers make up brand memories. These brand cognitions affect customers' consideration, assessment, and ultimately purchasing decisions.

Configurating product placement prominence on brand memory: what counts and what does not?

PurposePlacement prominence is a multidimensional concept. Previous studies have defined and operationalized prominence in different ways, and no studies have tried to systematically examine what should and should not be counted as prominence. This study aims to fill this gap.Design/methodology/approachUsing a content analysis of six short films and a survey study on 129 Chinese young adults, this study systematically examined 13 dimensions of placement prominence on the memory of placed brands.FindingsFactor analysis has reduced the 13 dimensions into five factors: contextual, narrative, sensory, exposure and spatial prominence. Fuzzy-set qualitative comparative analysis (QCA) software was used to conduct a contrarian case analysis and test for predictive validity. This was followed by a QCA to identify the optimal configurations of the five factors that may lead to a high recognition of the placed brands. The optimal configurations were also contrasted across two gender and brand familiarity groups. While the optimal configurations of prominence on brand memory for male and female participants were largely the same, the combinations differed between participants with low and high brand familiarity.Originality/valuePrevious studies in product placement usually operationalize prominence with a few dominant dimensions intuitively though several other dimensions, and their interactions could also affect the prominence level. To the best of authors’ knowledge, this is the first study that used multiple dimensions of prominence configurations to identify paths that may lead to low and high brand memory. The empirical results contribute to the theory and understanding of the effect of prominence on brand memory and provide guidance to brand managers in determining which prominence configuration is the most suitable for achieving their promotional objective.

Social Network Analysis About Brand Awareness of Shopee Indonesia on Twitter

Brand recognition and brand memory are two crucial elements in brand awareness. Shopee Indonesia is one of the e-commerce in Indonesia, which is quite active on Twitter social media. This study analyzes social networks about brand awareness on Twitter through the hashtag #ShopeeID. In addition, I also want to enrich research on social network analysis in e-commerce in Indonesia. This study uses the concept of brand awareness, social media Twitter, and Social Network Analysis (SNA). The SNA research method uses the Netlytic and Gephi applications. Data collection was taken from 23-30 May 2022 for later analysis. The results showed that using hashtags in status uploads on social media could build brand awareness. The hashtag #ShopeeID can create consumer awareness of a brand as one of the e-commerce companies in Indonesia. This awareness is formed through the frequent and repeated use of hashtags by both Shopee and consumers. Shopee, a key player in disseminating information, uses Twitter as a medium to provide information through promos and giveaways. This research has implications for how e-commerce companies use hashtags in social media to create brand awareness. Businesses should pay more attention to using specific hashtags that reflect the brand than the business. When consumers can recognize a brand, that's where brand awareness is achieved.

도시브랜드 이미지가 소비자의 여행의도에 미치는 영향 -지각 가치 이론을 바탕으로 융합 연구-

This study aims to provide a theoretical reference for city managers and designers of city brand images to improve city brand images in a more targeted way and increase consumers" travel intentions. Thus, it can seize the tourism market that is about to recover due to the arrival of the post-epidemic era. This study constructs an influence model of city brand image affecting consumers" travel intention by analyzing perceived value theory, cue utilization theory, brand memory theory, halo effect, and aesthetic response theory. The data were collected using questionnaires, and the validity of the hypotheses and models were verified using reliability, validating factor analysis, model validation, structural equation modeling, and Bootstrap. The results of this study are as follows, brand evaluation, brand communication, brand recognition, and brand aesthetics have a significant positive influence on perceived benefits and consumers" travel intention and a significant reverse influence on perceived risk. Perceived risk has a significant reverse influence on consumers" travel intention. Perceived benefits and perceived risks mediate between each brand dimension and consumers" travel intention.

How consumer group communication influences brand memory during product injury crises.

Drawing on the social exchange theory, this study adopted a cross-level framework to investigate the influence of consumer group communication on consumer product image perception and brand memory. In addition, this paper examined the moderating role of consumer group involvement in the cross-level relationship between consumer group communication and consumer product image perception. Based on a sample of 116 groups and 530 consumers, results revealed that consumer group communication has a significant positive influence on brand memory formation across levels. Consumer product image perception plays a cross-layer mediated role between consumer group communication and brand memory. Group involvement plays a cross-level negative moderating role between consumer group communication and consumer product image perception, and moderates the mediating role of consumer product image perception between consumer group communication and consumer brand memory across different levels. Finally this paper discussed implications for research and practice.

Social Media Marketing Strategy in Facebook to Increase Sales Numbers for SABCANTY

Indonesia is a country with the second longest coastline in the world, in total of 99,083 km, so there is no doubt that Indonesia has abundant fishery resources. Fish cultivators in Indonesia need good quality fish feed, and the fish feed sellers will reach them by using social media community of this industry to introduce and promote the products. Social media marketing is all marketing activities used to build recognition and memory for brands or businesses that easy to access. This research will focus on finding the right strategy implementation for fish feed selling company to use in social media platform. There are 4 strategies that are commonly used; community building, marketing campaign, platform advertising, and celebrity endorsement. Qualitative method will be used in this research, with data collected by structured interview towards the fish feed seller and fish cultivators’ community in a specific social media platform then analyzed using the three step coding. This research will be also validated through experts in social media marketing strategy. This research is expected to find the right social media marketing strategy implementation in specific platform that affects the number of sales for fish feed selling company.

The impact of brand memory of hot mass consumption products on consumer continuous purchase intention

This study conducts an empirical analysis of the relationship between brand memory of hot mass consumption products and consumers’ intention for continuous purchase using a quantitative structural equation model. 443 surveys are collected to test the model. It is found that all dimensions of the brand memory of hot mass consumption products have a positive impact on consumers’ intention for continuous purchase. In addition, this study reveals that consumers’ brand knowledge of the hot mass consumption product plays a mediating role in the impact of brand memory of the hot product on consumers’ intention for continuous purchase. Research findings will contribute to the understanding of the antecedents of hot mass product popularity and the mediating role of brand knowledge both theoretically and practically.

Single vs. Multiple Signage: Applying Limited Capacity Message Processing to Fan##x2019;s Recognition and Recall of In-stadium Advertising

With the innovation of digital signage, stadiums are surrounding their field with the signage of one single sponsor and digitally rotating to the next sponsor periodically. While this rotating technique is becoming more popular, little is known about whether the technique is more effective in creating consumer recognition and recall of corporate sponsors than the traditional cluster method. Thus, the current study aims to examine the effect of these types of methods (i.e., single-signage rotation vs. traditional cluster method) on brand memory. Guided by the theoretical perspective of limited model for mediated message processing (LC3MP), it was hypothesized that single-signage rotation technique would generate greater encoding rates and retrieval rates than multiple-signage rotation. The MANOVA results showed that participants (n = 33) who were assigned to the single-signage rotation condition were more likely to recall the sponsorship brands when compared to the multiple-signages condition (n = 34). However, there were no such impacts on encoding rates. Thus, the hypothesis regarding retrieving rates was only supported, which indicates that single-signage rotation technique will help fans to recall sponsor information better than other techniques.

Thematic Congruency in the Context of Brand Placements: Tests of Memory and Attitude Measures

The role of thematic congruency has been extensively researched in traditional advertising formats. However, despite these efforts, little is known about the impact of thematic congruency on the effectiveness of brand placements. The current research reports findings of two experiments designed to compare memory and attitudinal effects of thematically congruent and incongruent brand placements. The results show that while incongruent brand placements can better enhance consumers’ brand memory, congruent placements are more conducive to creating positive brand attitudes. However, the frequency of brand placement repetition moderates these relationships in an unexpected manner. Specifically, at high level of repetitions, incongruent brand placements can have similar effects on brand attitudes as congruent brand placements. The article concludes with a discussion of the theoretical and managerial implications of these findings.

Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games

While a plethora of studies on gamification of advertising exists, little is known about how consumers process different types of brand elements (logos and names) placed in computer games, and whether differences in information processing lead to variations in brand memory. This gap is addressed by conducting three rigorous experiments. In Study 2 we find that, in general, brand logos lead to stronger memory than brand names – something known as the picture superiority effect. Study 3 examines the condition where the picture superiority effect is neutralized. We find that when the speed of a computer game is reduced, names and logos develop similar memory. Finally, in Study 4, we examine whether the picture superiority effect can be neutralized also in the context of high-speed games. We find that in fast games if the physical distinctiveness of the brand elements is increased, both logos and names yield in similar memory.

Neuroscience research in consumer behavior: A review and future research agenda

AbstractConsumer neuroscience is a growing field in both marketing and consumer behavior research. The number of articles published on the topic has increased exponentially in the last 15 years. However, there is still no comprehensive analysis of the literature highlighting the main constructs, trends and research gaps found in such a large collection of papers. Therefore, this paper provides a text mining (TM) analysis that clusters and systematizes the complex and dispersed information of 469 articles, using the correlated topic model algorithm (CTM). Results show that “consumer neuroscience”, “brand memory”, and “willingness to buy” are the most relevant topics in the field. This study also reveals that the literature has been focusing on ethical concerns as well as on controversial concerns in the use of consumer neuroscience techniques. We include a final section on future research questions and opportunities that emerged from the conducted research.

Exploring the impact of brand placement repetition on the effectiveness of umbrella branding

PurposeThis study aims to compare and contrast the effectiveness of single- and dual-product repetition strategies in the brand placement context. The study also aims to explore the number of repetitions needed for achieving maximum impact on brand memory (i.e. recall and recognition) and brand attitudes.Design/methodology/approachThe proposed hypotheses and research questions were tested using a quasi-experimental approach. Participants watched a block of eight videos containing four different levels comprising one, three, five and seven repetitions of products belonging to the same umbrella brand. Subsequently, participants completed a questionnaire designed to measure brand memory and brand attitudes.FindingsResults indicate that dual-product brand placements could elicit higher levels of brand recall than that of single-product brand placements at moderate and high levels of repetition (i.e. five and seven). Moreover, at a high level of repetition (i.e. seven repetitions), the brand attitudes of consumers exposed to dual-product brand placements are significantly higher when product categories are dissimilar.Originality/valueConsumers are increasingly exposed to multiple products of the same umbrella brands when watching various video content. However, prior research has not examined the effects of brand placement repetition in the umbrella branding context. This study is the first attempt at combining research streams on umbrella branding and brand placements and comparing the effects of repetitive exposure to single- and dual-product brand placements on consumers’ memory and brand attitudes.

Consumer Recall and Recognition Of Co-Appearing Brands in TV Media

The proliferation of brand integrations has led to a phenomenon of brand co-appearance that research has not examined. Building on research in joint promotion and concept combinations, the current study adopts an information-processing framework to explore the mental representations (<i>i.e.</i> memory encoding and retrieval of branded products) co-appearing on television programs. Four experimental studies were conducted with college students and the general public to examine the short-term and long-term recall and recognition of branded products that co-appeared. Product congruity and brand familiarity were found to be two moderating variables that significantly affected brand memory. The theoretical and practical insights are discussed, and future research avenues are suggested.