Brand Recall Research Articles

Analyzing the Effectiveness of Virtual Reality (VR) Marketing Experiences in Engaging Consumers and Driving Sales

Abstract Virtual Reality (VR) is rapidly transforming the marketing landscape by allowing brands to deliver immersive, interactive experiences that significantly surpass the engagement levels of traditional media. This research paper examines the effectiveness of VR marketing in influencing consumer behavior, focusing on emotional engagement, purchase intent, and the value of personalized Content. Employing a mixed-methods approach—including literature review, case studies, quantitative surveys, and expert interviews—the study evaluates VR’s application across sectors such as retail, travel, real estate, and automotive. The results indicate that VR marketing generates stronger emotional responses, improves brand recall, and increases purchase intent, though challenges like motion sickness, high costs, and privacy concerns remain. The paper concludes with actionable recommendations for marketers and future research directions.

A study on brand positioning at prudhvi hero tirupati

Abstract: Brand positioning refers to "target consumer's" reason to buy brand in preferences to others. It is a very Greatfull method in the marketing arena .This study analyses how PRUDHVI HERO, an authorized dealer in Tirupati, positions Hero MotoCorp as a top brand within the makeshift and competitive two-wheeler market. This brand targeting younger consumers, price-sensitive buyers, and fuel-efficient motorbike holders, Hero has established brand resonance towards trust. The research attempts brand recall, perception, and customer preferences using surveys and data analysis and uncovers that reliability, cost-effective pricing, and wide service network availability are key drivers for brand preference towards Hero. The study also mentions relevance of alternative options and electric vehicles as an emerging gap in quality service offered. It is evident from results that customer’s willingness to recommend and repurchase Hero bikes drives loyalty; however, brand success in the future is tied to customer experience, digital marketing, innovation, and green enhancement. This study offers practical recommendations to reinforce Hero's branding trust and loyalty, sharpen marketing encounter, and adapt swiftly to evolving market conditions by analyzing the expectations and Hero’s current market positioning.

STORYTELLING AS AN INNOVATIVE MARKETING TOOL

The study explores storytelling as an innovative marketing tool that enhances brand communication by creating emotional connections with consumers, shaping an authentic image, and building trust and loyalty. In today’s digital age, when competition is intense and consumer attention is fragmented, storytelling helps brands engage audiences through compelling stories and emotional appeal, making their messages more memorable and impactful. The relevance of the topic lies in the growing demand for authenticity in brand-consumer interactions. Traditional advertising is losing influence, while digital platforms require companies to integrate storytelling in social networks, video marketing, and corporate communications to enhance audience connection and brand perception. The purpose of the study is to analyze the effectiveness of storytelling in marketing and provide recommendations for Ukrainian businesses. Given the economic instability and changing consumer expectations due to the war, companies must adopt innovative communication strategies to maintain engagement and trust. The research methodology includes qualitative content analysis, statistical analysis, and comparative analysis of global storytelling practices. Key storytelling techniques, such as emotional triggers, character-driven narratives. These approaches create engaging content that fosters audience interaction and emotional involvement. The results confirm that storytelling strengthens brand trust, creates emotional connections, and increases competitiveness. Well-designed narratives improve brand recall, consumer trust, and long-term loyalty, helping companies effectively communicate their values and stand out in saturated markets. The practical value of the study lies in recommendations for Ukrainian businesses on integrating storytelling into marketing strategies. By adapting stories to digital platforms and tailoring narratives to audience expectations, companies can increase engagement, customer loyalty, and brand awareness, ensuring sustainable growth in a competitive market. Emphasizing authenticity, creativity, and emotional appeal will allow businesses to maximize the impact of their storytelling efforts.

Digital Marketing Communication Strategy of Internet Service Provider Companies in Strengthening Brand Awareness

In the competitive ISP industry, brand awareness is crucial for customer retention and market growth. Digital marketing communication strategies offer a powerful tool to enhance brand visibility, yet their effectiveness for ISPs remains underexplored. This study examines how ISPs in Indonesia utilize digital communication channels to strengthen brand awareness, identifying key strategies and their impact. A quantitative approach was employed, with data collected from 500 internet users via stratified random sampling. A validated questionnaire measured variables like social media engagement, email marketing, and brand recall. SPSS software facilitated descriptive and regression analyses. Results indicated that social media (69.04% adoption) and banners (47.37%) were the most effective channels, with content relevance and interactivity significantly boosting brand recognition (p < 0.05). Challenges included misinformation risks and low engagement in email campaigns. The study underscores the need for ISPs to prioritize interactive, platform-specific content and integrate metrics-driven campaigns. Policymakers and marketers can leverage these insights to design targeted digital strategies, fostering trust and loyalty in a dynamic market.

Next-Gen Pharma Communication: Revolutionizing Doctor-Pharma Relationships Using AI-Driven Messaging & Insights

The pharmaceutical industry is a highly competitive industry which strives to build strong, meaningful relationships with doctors but, often struggles to maintain meaningful and timely communication with doctor’s post- meetings. Conventional engagement strategies such as manual post-visit communication is time-consuming, inconsistent, and lacks personalization and often results in generic interactions, reducing the impact of medical representatives' efforts and brand recall. To increase timely and relevant interactions between the pharmaceutical representatives and doctors, we aim to create an AI-driven post-visit messaging service that proactively improves engagement via automated bespoke messages responding to the representative’s conversation with the doctor. The proposed solution integrates LLaMA 3 (Large Language Model Meta AI), the system is fine-tuned to understand the sentiment and intent and learns from previous pharma representative inputs and generates personalized thank you or feedback messages based on the pharma representative’s input. The AI model ensures messages remain highly professional, relevant, and aligned with brand guidelines. A standalone application for the existing pharma company app that the representatives would deploy is created. Minimal post-visit feedback is provided by the representative to be converted by the model using tuned NLU (Natural Language Understanding), which it integrates with. The structured answer is transformed into a message using dynamic AI featurette system, and sent out through available email, SMS, or WhatsApp thus closing the engagement loop. The entire system is fully automated, guaranteeing compliance while maximizing efficiency. The system maximizes engagement and trust by ensuring every interaction correlates with the representative's message, thus building long lasting relationships with the doctors, and enables the company to stand out in a crowded market, strengthening the firm’s dedication to authentic relationships with physicians which ultimately enhances the company’s competitive advantage. Encourage effective communication using AI personalization’s builds trust and dramatically changes market penetration and physician retention.

Optimising visitor engagement: the role of pre-purchase touchpoints in cultural heritage tourism

ABSTRACT This study explores ways to enhance visitor experiences in heritage tourism, with a focus on handicrafts. Utilising a mixed-methods approach, it identifies key factors influencing pre-purchase visitor experiences. The research begins with a meta-synthesis of 48 studies, followed by two experiments involving 480 visitors in Shiraz, evaluating a total of 16 scenarios—8 in the first experiment and 8 in the second. The findings highlight the critical role of social recommendations and brand familiarity in shaping pre-purchase experiences. Key factors such as recommendations, brand recall, perceived product value, promotional media, information access, and personalised benefits are identified as essential for prioritising organisational strategies. Social referrals and prior brand familiarity notably influence future visitor experiences with handicrafts. The study recommends strategies like referral sales, discounts, viral marketing, and addressing past negative experiences to expand social referrals and strengthen brand recall. Prioritising these strategies can significantly enhance visitor experiences in heritage tourism, particularly in the context of handicrafts.

PhishAgent: A Robust Multimodal Agent for Phishing Webpage Detection

Phishing attacks are a major threat to online security, exploiting user vulnerabilities to steal sensitive information. Various methods have been developed to counteract phishing, each with varying levels of accuracy, but they also face notable limitations. In this study, we introduce PhishAgent, a multimodal agent that combines a wide range of tools, integrating both online and offline knowledge bases with Multimodal Large Language Models (MLLMs). This combination leads to broader brand coverage, which enhances brand recognition and recall. Furthermore, we propose a multimodal information retrieval framework designed to extract the relevant top k items from offline knowledge bases, using available information from a webpage, including logos and HTML. Our empirical results, based on three real-world datasets, demonstrate that the proposed framework significantly enhances detection accuracy and reduces both false positives and false negatives, while maintaining model efficiency. Additionally, PhishAgent shows strong resilience against various types of adversarial attacks.

Neuroscientific Analysis of Logo Design: Implications for Luxury Brand Marketing.

This study examines the influence of dynamic and verbal elements in logo design on consumer behaviour in the luxury retail sector using advanced neuroscience technology (Predict v.1.0) and traditional cognitive survey methods. AI-powered eye tracking (n = 255,000), EEG technology (n = 45,000), implicit testing (n = 9000), and memory testing (n = 7000) were used to predict human behaviour. Qualitative cognitive surveys (n = 297), saliency map analysis, and emotional response evaluation were employed to analyse three distinct logo designs. The results indicate that logos with prominent dynamic elements, particularly visually distinct icons, demonstrate superior performance in capturing and maintaining viewer attention compared with static designs. A strong correlation was found between cognitive demand and engagement, suggesting that dynamic elements enhance emotional connections and brand recall. However, the effectiveness of dynamic features varied, with more pronounced elements yielding better results for industry associations and premium market alignment. This study, combining advanced neuroscience technology with traditional cognitive survey methods, makes significant contributions to the field and opens up new avenues for research and application. The findings provide valuable insights for luxury brand managers in optimising logo designs to enhance emotional connection and brand perception and improve academia by providing powerful tools for understanding and predicting human responses to visual stimuli.

The Celebrity Effect: A Study on the Role of Endorsements in Brand Awareness and Consumer Preferences in India’s Spice Industry Rajesh Masala

Spices have been an integral part of Indian culture and cuisine for centuries, serving as essential ingredients in cooking, medicine, and religious practices. In recent years, celebrity endorsements have become a powerful marketing tool influencing consumer preferences in the spice industry. This study examines the impact of celebrity endorsements on brand awareness and consumer purchasing behavior in India’s spice market. Through a mixed-methods approach, combining both qualitative and quantitative analysis, the study investigates the relationship between consumer perceptions, trust in celebrity endorsements, and purchasing decisions. The findings indicate that while celebrity endorsements enhance brand recall and perceived product quality, negative publicity associated with endorsers can diminish consumer trust and brand loyalty. The study provides managerial implications for marketers and policymakers in optimizing endorsement strategies while considering potential risks.

A STUDY ON CUSTOMER PREFERENCE TOWARDS VARIOUS ED-TECH BRANDS AMONG STUDENTS WITH REFERENCE TO COIMBATORE CITY

In recent years, the educational landscape has undergone a significant transformation with the rise of Ed-Tech platforms offering digital learning solutions to school students. This study aims to analyze customer preferences towards various Ed-Tech brands among school students in Coimbatore city. The research investigates the key factors influencing the adoption of these platforms, including content quality, pricing, user experience, technological accessibility, brand reputation, and peer influence. Primary data was collected through structured questionnaires distributed among students and parents in Coimbatore. The findings indicate that interactive content, personalized learning paths, and curriculum alignment are major drivers of customer preference. Among the various Ed-Tech brands, BYJU’S, Vedantu, and Toppr were observed to have strong brand recall and engagement among users. The study offers valuable insights for Ed-Tech companies to better understand the preferences of school-level users and tailor their offerings to meet the evolving educational needs of students. Keywords: Ed-Tech, customer preference, school students, digital learning, Coimbatore, online education, brand perception, educational technology.

A Study on The Impact of Visit Frequency on Doctor Engagement and Brand Recall for Dr. Reddy’s Products.

This study explores the impact of visit frequency on doctor engagement and brand recall in the pharmaceutical sector. Understanding the relationship between the frequency of medical representative visits and doctors' brand recall is crucial for optimizing engagement strategies. The research analyzes data on visit patterns, engagement levels, and recall effectiveness to determine whether increased interactions lead to stronger brand recognition. Findings suggest that while frequent visits enhance engagement, an optimal balance is necessary to avoid diminishing returns. The study provides insights for pharmaceutical companies to refine their marketing approaches and improve doctor-brand relationships. Keywords: Doctor engagement, brand recall, visit frequency, pharmaceutical marketing, medical representatives, brand recognition, engagement strategies.

The Impact of Animated Advertisements on Consumer Engagement in the Digital Age

The rise of digital marketing has led businesses to adopt innovative strategies to capture consumer attention. Animated advertisements have emerged as a powerful tool, leveraging dynamic visuals, engaging storylines, and emotional resonance to enhance consumer engagement. This paper explores the effectiveness of animated advertisements in boosting brand recall, fostering emotional connections, and influencing purchasing decisions in the digital age. Drawing on case studies and research findings, the study highlights how animation appeals to both cognitive and emotional processes, strengthening consumer attachment and loyalty. Animated advertisements are particularly successful on digital platforms such as social media, streaming services, and websites, where captivating content is crucial for audience retention. However, challenges such as perceived credibility issues, cultural alignment, and production costs can limit the universal applicability of animated ads. By balancing creativity with clear messaging, businesses can harness animation to drive engagement, enhance brand awareness, and increase sales.

Tradition or innovation approaches? The role of meme marketing on brand recall and brand engagement: The evidence in Vietnam

Viral marketing, particularly memes, has become a popular strategy to boost customer engagement through their viral nature. The integration of memes into advertising campaigns is seen as an effective approach for advertisers and marketing professionals to effectively engage with customers and extend the influence of their marketing strategies. This study aims to address the existing gap in the literature on meme marketing by examining the influence of three primary factors of meme virality including content-related factors, customer-related factors, and media-related factors on brand engagement and brand recall in emerging countries. Our research findings indicate that meme virality is a precursor that positively affects brand recall, enhancing the probability of customer repurchase and recommendations. This study offers practical insights for managers and policymakers seeking sustainable growth amid uncertainty and competition. Additionally, while humour and relatable meme-based content can strengthen B2B brands, careful audience alignment is crucial to avoid potential reputational risks, particularly in high-end sectors.

A scoping review of children's and parents' attitudes to and awareness of digital food marketing.

Digital food marketing (DFM) of unhealthy foods and beverages (high in saturated fats, sugar and salt) to children and young people influences brand recall, recognition, purchase intentions and attitudes, and increases consumption of unhealthy foods and beverages. Understanding children's and parents' awareness of, and attitudes toward, such marketing is crucial for developing health-promoting advocacy and policy solutions. This registered systematic scoping review synthesized literature on children's, young people's and parents' attitudes and awareness of DFM. A structured search of Medline, PsycInfo, Academic Search Complete (Ebscohost), Scopus and CINAHL was conducted. Inclusion criteria were peer-reviewed studies focused on children (<18 years), young people (<24 years) or parents, published after 2000, examining attitudes or awareness of online marketing of food or non-alcoholic beverages. Data were extracted and charted in Excel. Forty studies were included for synthesis. Studies of children/young people (n = 31) show varying levels of awareness regarding DFM on social media and other digital media. While some understand social media marketing tactics, others struggle to recognize ads. Preferences lean towards influencer marketing and 'native' advertising styles. There is limited evidence on parents' views (n = 9 studies), but these suggest low parental awareness of digital marketing tactics targeting children, and unclear opinions on regulation. Overall, the findings suggest a need for a versatile, trans-disciplinary research and advocacy agenda to capture the complex and rapidly evolving digital marketing landscape, enhance critical digital literacies (including power inequalities) for both children and parents, increase knowledge-sharing and advocacy, and develop regulatory policies.

The Impact of Social Media Advertising on Consumer Purchase Intention

Social media marketing has a major role to play in shaping consumer behaviour by affecting their interaction, attitude, and purchase intention. Consumers react to social media ads by responding to various factors like advertisement appeal, credibility, response rate, and exposure frequency. Studies have been cantered on the effect of targeted advertising on consumer interaction and brand recall. From there, the current study will probe the impact of social media promotions on consumer consumption behaviour by scrutinizing influential aspects. The responses were gathered through an online questionnaire from 153 respondents. Influential factors such as ad appeal, credibility, engagement, and frequency of exposure were identified based on exploratory factor analysis (EFA). Confirmatory factor analysis (CFA) equally validated the scale, confirming that the scale's usefulness in expressing the effect of social media ad on consumer decisions. The outcomes of the research contribute to online marketing research based on earlier literature by giving online marketers a theoretical framework upon which they can devise better strategies for their ads. Negotiations and implications highlight the value of interactive, graphic, and personalized advertisements in influencing consumer actions and encouraging people to make an online purchase.

The Influence of Influencer Marketing and Brand Knowledge on Brand Switching Local Skincare

This study primarily aims to investigate the causal relationships between influencer marketing and brand knowledge on brand switching behavior among local skincare product consumers in East Jakarta, with particular emphasis on understanding the psychological and behavioral mechanisms driving consumer migration between brands. The research employs a quantitative methodology through a structured online survey distributed via multiple digital platforms (WhatsApp, Instagram, and Twitter), achieving a response rate of 87.5% with 154 valid responses from a target of 176 distributed questionnaires. The study population comprised both female (75.3%) and male (24.7%) consumers aged 17-35 years who have experience using local skincare products. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) through SmartPLS software, incorporating measurement model assessment (convergent and discriminant validity) and structural model evaluation (path coefficients and hypothesis testing). The results demonstrate statistically significant positive effects of both influencer marketing (β = 0.229, t = 3.131, p &lt; 0.002) and brand knowledge (β = 0.242, t = 2.857, p &lt; 0.004) on brand switching behavior. Specifically, influencer marketing's impact is manifested through trustworthiness, expertise, and attractiveness indicators, while brand knowledge influences through brand recognition, recall, and quality perception pathways. These findings have substantial implications for local skincare brands' marketing strategies, suggesting that effective influencer collaboration and comprehensive brand education can significantly influence consumer brand switching decisions. The study contributes to the growing body of literature on digital marketing dynamics in the Indonesian skincare industry while providing practical insights for marketing practitioners in the local beauty sector.

The Effectiveness of Samsung Product Placement in Korean Drama

The worldwide success of placing products in Korean dramas as a powerful advertising tool inspired this study. However, past studies have shown inconsistent and contradictory findings regarding product placement in Korean dramas, which has a significant relationship with brand recall. Thus, this study aims to determine how recent Korean dramas use product placement to promote and raise awareness of South Korean products. The objectives of this study are 1) to understand the impact of Korean drama script placement (audio) on brand recall; 2) to examine the impact of Korean drama screen placement (visual) on brand recall; 3) to investigate the impact of Korean drama plot placement on brand recall. The tripartite Typology of Product Placement was derived as the theoretical research of this study. The quantitative method in the form of a survey was applied to assess the important relationship between independent and dependent variables. The research respondents were active international Korean drama viewers in the KFriend Facebook group. SPSS was utilised to analyse and evaluate the relationships between the study's hypotheses. The findings indicate that script placement (audio), screen placement (visual), and plot placement have a significant relationship with brand recall among Korean drama viewers.

Dude sponsored: how executive function and disclosures moderate the persuasive effects of sponsored online videos on young adults

PurposeThis study aims to examine how individual differences and contextual factors affect audience responses to sponsored video content. Specifically, this study tests whether executive function (EF, both hot and cool) skills in young adults influence persuasion knowledge and advertising responses. The study further tests the moderating role of disclosure presence and country of participants (US vs The Netherlands).Design/methodology/approachAn online experiment (N = 368) with a 2 (disclosure: present versus absent) × 2 (country: US versus The Netherlands) between subjects design featuring young adults (M age = 21.06; SDage = 3.06) is conducted.FindingsParticipants with more advanced cool EF showed a better understanding of the persuasive intent of the video, and hot EF was associated with higher brand recall. In addition, disclosures only enhance the understanding of persuasive intent of the video for people with less advanced levels of hot EF. Lastly, Dutch participants were more responsive toward the disclosure.Originality/valueThis study provides key insights regarding how young adults process sponsored content and the role that cognition plays in shaping responses.

Emotional Appeal as a Determinant of Effectiveness in English Advertising Texts: A Linguistic and Cognitive Analysis

This study examines the role of emotional appeal in determining the effectiveness of English advertising texts, focusing on its impact on consumer engagement and decision-making. A multidisciplinary framework incorporating linguistic, cognitive, and socio-cultural perspectives, the research seeks to uncover the mechanisms through which emotional appeals influence the perception of brand messages. A diverse corpus of advertising texts from the fashion, technology, and healthcare industries were analyzed using content analysis and discourse analysis techniques. The study focuses on linguistic devices, including metaphor, hyperbole, rhetorical questions, and emotional triggers like joy, fear, nostalgia, and aspiration. The findings reveal that emotional appeal functions as a stylistic element and a cognitive and cultural tool that enhances brand recall, loyalty, and consumer engagement. Specifically, advertisements utilizing positive emotional triggers, such as humor and joy, resonate more deeply with audiences. In contrast, negative appeals, such as fear and guilt, are more effective in prompting immediate consumer action. The study highlights the importance of aligning emotional content with linguistic precision to optimize the persuasive impact of advertising texts. These results offer valuable insights for advertisers and contribute to the fields of advertising linguistics, consumer psychology, and persuasive communication, providing practical recommendations for developing more effective, targeted advertising strategies.

The influence of website use on brand awareness and its sub factors: A Zimbabwean polytechnics perspective

The increased digital acumen among students has necessitated institutions to adopt digital marketing platforms such as websites to enhance brand awareness for competitive advantage purposes. The study therefore investigated the influence of website use on brand awareness and its sub-factors in the Zimbabwean polytechnic context. The study adopted the positivist paradigm, a descriptive research design and is quantitative in nature. A self-administered online questionnaire was used to collect primary data and through convenience sampling, 492 valid and reliable responses were collected. The collected data was analysed using descriptive analysis and inferential statistics. The empirical results indicated a statistically significant relationship between website use and brand awareness, specifically when looking at the brand awareness sub-factors of top-of-mind and brand recall in the context of Zimbabwean polytechnics. However, a statistically insignificant relationship was noted between website use and brand recognition. The study proposed contributions to polytechnic marketers on website use to enhance brand awareness for their institutions to ensure competitive advantage. The empirically tested model provides a basis for future research in the marketing of polytechnics.