Brand Recall Research Articles

The Differential Effects of Augmented Reality and Product Presentation Strategies on Brand Recall: An Embodied Cognition Perspective

As augmented reality (AR) technology becomes more prevalent in marketing, its impact on consumer memory processes, particularly brand recall, remains underexplored. This study primarily employs an empirical research method, using two lab experiments to examine the interaction between product presentation formats (AR vs. non-AR) and presentation strategies (separate vs. collocation) in brand recall. Across two experiments, we showed that AR enhances brand recall only in collocation presentations, where multiple products are displayed together, but not in separate presentations of individual products. In single-product contexts, AR formats do not demonstrate a significant advantage over non-AR formats. These findings suggest that AR’s effectiveness is contingent on presentation strategy, highlighting the contextual boundaries of AR’s utility in influencing consumer memory. By integrating embodied cognition theory with associative network theory, this research advances our understanding of how immersive technologies shape brand recall, offering strategic insights for marketers seeking to leverage AR in diverse product presentation scenarios.

Standing out while fitting in: An objective measure of visual branding cohesion across a product portfolio

This research develops a new metric (PBCM) that can identify products within a portfolio that are eroding visual branding cohesion. We show how this new measure gives results equivalent to consumer evaluations of cohesion, without costly and time intensive data collection. The sampling frame for this research is 10 portfolios from five categories (dry dog food, instant coffee, toothpaste, shower gel and chewing gum) in the United Kingdom. In addition, 626 consumers were surveyed to investigate how PBCM affects a consumer’s ability to match an individual product back to its portfolio and recall the brand name. We find that products from high cohesion portfolios have significantly higher (17%) correct brand recall than those from low cohesion portfolios and are matched back to their portfolio by more than twice as many respondents (79% v 35%), significantly faster (2.3 vs. 3.8 minutes).

Roles of cognition demand and advertising literacy in advergames

PurposeTo determine the impact of advergame specific factors on players’ brand recall and brand attitude by conducting two experimental studies.Design/methodology/approachTwo 2 × 2 × 2 experiments were conducted in this study.FindingsIndividuals with high-cognition-demand reported superior brand recall for an advergame with prominent brand placements and low game-product analogy and a more favorable brand attitude for a prominently placed game with high game-product analogy than the low-cognition-demand individuals. Individuals with high advertising literacy reported higher brand recall but less favorable brand attitude for games with less game-rapidity but high product-involvement than those with low advertising literacy.Practical implicationsThe research outcomes are highly significant for the marketing specialists, as choosing a communication tool that best fits the advertised product with regard to the content of the media is a planning stratagem that has been broadly used by the media designers.Originality/valueThis research mainly adds to the literature of online advertising, exclusively the advergames by probing the impact of game-specific and gamer-specific factors on brand recall and brand attitude. Also, this study supports comprehending the moderating roles of cognitive demand and advertising literacy on players’ cognitive and affective brand responses.

Multitasking, subtitles, and product placement effectiveness: an analysis of multitasking influencing the effectiveness of product placement and being influenced by audiovisual translation formats

ABSTRACT Placing brands and products in movies and series has significantly increased in recent years, leading to more research on the subject being undertaken. Little of this research has so far focused on the relationship between multitasking by audiences and the effectiveness of product placement. This study tests time the correlation between levels of multitasking and brand recall of placements in programs. The second objective of the study is to investigate if there is any link between the version of a program watched (i.e. original, dubbed, or subtitled), and levels of multitasking. The experimental online survey showed no difference in brand recall among viewers engaging in secondary activities while watching a program for up to 5 minutes in a 20-minute episode. The addition of subtitles increased screen attention, and viewers did not multitask as much. An innovative out-of-lab method consisting of in-home video observation produced high-precision time data on viewers’ multi-tasking behavior and enabled cross-checking with the survey answers for false-positives. The main outcome of this study is that multitasking while watching shows or movies should not be a concern for advertisers investing in product placement.

Distribution Personalization and Content Decentralization on Brand Recall

Structural equation modeling examines the impact of distribution personalization and content decentralization on brand recall among Gen-Z consumers to analyze the causal relationship between these factors. The research used Covariance Based–Structural Equation Modeling (CB-SEM) and Partial Least Squares–Structural Equation Modeling (PLS-SEM) based on review of related literature. The 385 samples were Gen Z (age 12 to 27 as of year 2024 randomly from Region III, Philippines, comprising the provinces of Aurora, Bataan, Bulacan, Nueva Ecija, Pampanga, and Tarlac. Questionnaires with rating scales were used as research tools. Confirmatory factor analysis was used to analyze model fit, reliability, and validity. A structural model and path analysis were used to examine the links. Causal relationships were analyzed using PLS-SEM. The findings indicated that the model had a reasonable fit with empirical data and exhibited acceptable reliability and validity. The results demonstrate that distribution personalization has a direct positive effect on Gen Z’s ability to recall a brand. In addition, content decentralization acted as a partial mediator or indirect effect on the relationship between distribution personalization and Gen Z brand recall. Based on these results, sellers of clothing brands reliant on short-form video ads may consider employing advanced data analytics technologies to acquire insights into the preferences, behavior, and demographics of the audience and personalize video content to specific audience segments like Gen Z. Furthermore, it is advisable to optimize distribution channels, incorporate user-generated content into distribution strategies, and emphasize usercentric storytelling to create favorable associations with the brand. Future research should be qualitative or mixed methods to obtain a richer qualitative interpretation, and cohort or longitudinal research should be conducted to study these effects eventually.

A postgrad marketing journey: How University of Limerick created and implemented its first university-wide postgraduate marketing campaign

The Stay Curious campaign for postgraduate studies at the University of Limerick, Ireland is one of the most successful campaigns that the institution has ever had, not just in terms of student recognition and brand recall, but more importantly, in the sense of ownership it has given the campus community. The strength of the campaign has resulted in consistent messaging and narratives across postgraduate marketing as the university continues to implement a devolved model of marketing and communications. The key has been anchoring the campaign in extensive research to achieve mass buy-in and making it as easy as possible for the wider university to get on board — creatively and collaboratively. While they are not without their challenges, this paper should illustrate that devolved models of university marketing and communications can work if there is a strong overarching campaign that key units can get behind. This paper argues that maximising the expertise in-house and maintaining an institutional focus rather than a departmental one can yield positive results.

The Semiotic Role of Color in Alcoholic Beverage Packaging and Its Advertising Synergy

This study explores the semiotic role of color in alcoholic beverage packaging and its synergy with advertising campaigns. Through a mixed-methods approach involving content analysis, case studies, and consumer surveys, we examine how color choices in packaging influence consumer perception, brand identity, and marketing effectiveness. This finding reveal that specific colors evoke distinct psychological responses and cultural meanings, which significantly impact brand recognition and consumer loyalty. The research highlights successful strategies used by brands such as Absolut Vodka, Coca-Cola, and Heineken, demonstrating the importance of color consistency across packaging and advertising in creating a cohesive and memorable brand image. Additionally, this study discusses the role of digital advertising in maintaining color synergy and the need for cultural adaptation in global marketing. This study provides valuable insights for brand managers and marketers, emphasizing the strategic use of color to enhance visual identity, brand recall, and consumer engagement.

Creating Emotional Resonance in Advertising Language Strategies and Consumer Identity

This study explores the interplay between language strategies in advertising and consumer identity, focusing on their combined effect on emotional resonance. Through a mixed-methods approach that includes content analysis, surveys, and experimental designs, the research examines how storytelling, metaphors, and informational language strategies impact emotional engagement, brand recall, and purchase intention. The findings reveal that storytelling and metaphorical language significantly enhance emotional resonance, with advertisements employing these strategies evoking stronger emotional responses and higher engagement scores compared to informational ads. The study also highlights the critical role of consumer identity in moderating the effectiveness of these language strategies. Advertisements that align with the consumer’s self-concept and social identity are perceived as more relevant and compelling, leading to better marketing outcomes. Furthermore, the research underscores the importance of cultural context, showing significant variations in how language strategies are received across different cultural settings. These insights provide valuable guidance for advertisers and marketers seeking to enhance the emotional appeal and effectiveness of their campaigns.

Exploring the Power of Visual Aesthetics in Advertising

Marketing plays a crucial role in determining the success of any organisation. Businesses can achieve significant growth by implementing a strategy that prioritises the needs and preferences of their customers. A recent study has emphasised the crucial significance of visual attractiveness in attracting customer attention and involvement. A favourable aesthetic experience can enhance the user's involvement with the interface. This article seeks to examine the capacity of utilising visual aesthetics to mould brand identity, impact consumer perception, and affect behaviour in advertising campaigns. This study will use Gestalt theory principles to enable advertisers to create more impactful and captivating advertising that captures viewers' attention, facilitates information processing, and improves brand recall. The study will utilise a quantitative methodology, using data collected via a self-administered questionnaire. The data analysis will employ structural equation modelling (SEM). The study's findings will unquestionably equip advertising marketers to improve product promotion techniques and tailor advertising campaigns.

Unveiling The Relation Between Product Placement and Consumer Minds in the 'Stranger Things' Series

Product placement is a marketing strategy that involves the integration of branded products into media content. One of the most popular TV series that effectively uses product placement is 'Stranger Things', created by The Duffer Brothers. This paper analyzes the impact of product placement on consumer behavior in the context of the 'Stranger Things' series. This paper examines the brands that have been featured in the series, the value of their placement, and the effect on consumer behavior. This research uses traditional literature reviews, with analyzing data and journals as the main sources of data. The findings revealed that the appearance of branded products in the series has increased brand awareness and recall among viewers. The paper concludes that product placement in 'Stranger Things' has been a successful marketing strategy that has influenced consumer behavior and it is a step that future marketers should consider.

Attention Spillovers from News to Ads: Evidence from an Eye-Tracking Experiment

The authors investigate the impact of online news content on the effectiveness of display advertising. In a randomized online experiment, participants read news articles randomly paired with brand advertisements. Leveraging nonintrusive eye-tracking technology, the authors measure individual attention to both articles and ads. The authors then measure ad recall, and participants choose between cash and brand-specific vouchers. Heightened attention to articles results in “spillover” attention to ads on the same page, which, in turn, increases both brand recall and purchase probability. The authors also consider the effect of news content type, differentiating between “hard” and “soft” news. They find that advertising next to hard news is at least as effective as advertising next to soft news. This provides evidence against the blunt implementation of “block lists” for sensitive news topics by advertisers. The authors discuss the implications of attention spillovers for firms contemplating investments in engaging news content within the digital advertising landscape.

Unveiling the Nexus of Distribution Personalization and Content Decentralization: Exploring Brand Recall among Gen Z in Region III, Philippines

The study emphasized the pivotal role of distribution personalization, mediated by content decentralization, in influencing brand recall among Gen Z consumers, highlighting the importance of advanced data analytics, optimized distribution channels, user-generated content incorporation, and user-centric storytelling for effective brand engagement in the modern market. This research studied the effects of distribution personalization and content decentralization on brand recall among Gen-Z, focusing on causal relationship and the issue of attention competition. It used Partial Least Squares Structural Equation Modeling to analyze 385 responses from Region III, Philippines Gen Z participants. The results indicate that personalized distribution has direct influence on brand recall through an ability to remember brand features amid consumer attention competition. Content decentralization partially mediates this effect, suggesting challenges in maintaining consistent brand identity across diverse platforms. The research underscores the importance of distribution personalization in brand recall, highlighting how content decentralization and variety of content across platforms can dilute brand consistency and hinder Gen Z's brand recall. These suggest centralizing content from a single source to ensure uniformity in branding while also using advanced analytics for targeted personalization. The study recommends optimizing distribution channels and incorporating user-centric storytelling to enhance brand association. Researchers need to continuously analyze consumer trends and feedback to refine distribution personalization strategies and stay responsive to changing market conditions. Content decentralization makes it difficult to reach and engage with the entire audience effectively, as they may be spread out across numerous channels, thus future researchers may look into this aspect.

Kültürel Semboller ve Halkla ilişkiler: Yerel ve Küresel Yaklaşımlar

This study has comprehensively examined the critical role of cultural symbols in public relations in creating brand identity, connecting with audiences, and executing successful public relations campaigns. Cultural symbols serve not only as visual or symbolic elements when shaping the identity of brands, but also as an important means of establishing emotional and cultural bonds with target audiences. It was also emphasized in the study that these ties create a feeling of trust, belonging and shared values in consumers, thus having the potential to increase brand loyalty. For public relations professionals, the use of cultural symbols is of critical importance in various areas such as crisis management, consumer relations and social responsibility, beyond creating brand identity. Cultural symbols help a brand connect deeply with its target audience and appeal to their emotional world. Brands that communicate in harmony with local culture and traditions gain deeper acceptance within that community. At the same time, cultural symbols contribute to the brand gaining a competitive advantage in the international arena by managing the way it is perceived in local communities and the global market. With the global access opportunities brought by the digital age, the potential of brands to reach a global audience through cultural symbols has increased. However, this also brings with it the requirements of cultural sensitivity and ethical responsibility. It is critical for a brand to be careful when communicating with cultural symbols to avoid potential misunderstandings and avoid situations that could cause a negative reaction among consumers. Symbols used in harmony with local cultural values enable brands to establish strong ties with local communities and receive support from these ties. Additionally, integrating cultural symbols with universal themes increases the ability of brands to exist in global markets and contributes to effective communication at the international level. The effectiveness of cultural symbols is evaluated through criteria such as audience engagement, brand recall and sentiment analysis. Social listening tools and ethnographic research are critical to understanding how cultural symbols are perceived and resonate. Using these tools together provides a solid framework for evaluating the impact of cultural symbols in public relations. Key Words: Cultural Symbols, Public Relations, Local Approaches, Global Approaches, Brand Identity

In-Game Advertising: Role of Virtual Reality and Persuasion Knowledge

ABSTRACT This experimental research examines the effect of brand placement (prominent or subtle) and use of technology (2D or head-mounted-display (HMD) VR) in in-game advertising (IGA) on brand recall and how persuasion knowledge moderates this relationship. Results showed that for a prominent brand placement, a 2D game resulted in higher brand recall than an HMD VR game. Players with high persuasion knowledge, showed superior recall for the embedded brands in two game conditions: a prominent placed 2D game and a prominent placed HMDVR game. However, insignificant results were found for a subtle brand placement-2D game and a subtle placement-HMD VR game irrespective of whether the player has high or low persuasion knowledge. Further the study provides strong theoretical and managerial implications and avenues for future research in the gamified-advertising context.

From Sensation to Emotion: A Neuromarketing Study of Sport Sponsorship Effects

Abstract: This study investigated the sport sponsorship effects by applying the traditional response hierarchy models. Measured by a neuromarketing technique (i.e., electroencephalogram [EEG]), the study analyzed how sport fans' sensation and emotion influence sponsorship effects. The Korea Republic National Football Team's A match videos were shown as experiment stimuli to manipulate participants' arousal and emotion in the experiment. Based on alpha blocking and hemispheric laterality theories, the current study found that alpha blocking occurred when participants were exposed to sensational senses (e.g., scoring goals) and that left frontal alpha dominance (LFAD) was reported when participants watched their supporting team's winning games and had positive emotions. However, alpha blocking by brand recall and LFAD by brand attitude were insignificant. These findings support the use of neuromarketing and traditional response hierarchy models in understanding the effects of sport sponsorship. Managerial implications and study limitations will be discussed.

Impact of Media in Brand Recall and Decision Making in Urban and Rural India

Impact of Media in Brand Recall and Decision Making in Urban and Rural India

STUDY OF THE IMPACT OF BRAND AWARENESS OF ENTERPRISES IN THE LEISURE SNACK INDUSTRY ON CONSUMER PURCHASE INTENTIONS: USING PRODUCT EXPECTATIONS AS THE MEDIATING VARIABLE

With rapid economic growth, enterprises in the leisure snack industry have entered a phase of rapid development. Nowadays, it is crucial for leisure snack companies to focus on factors influencing consumer purchase intentions in order to better develop their businesses. When consumers make a purchase decision, factors such as brand awareness have an impact on their willingness to buy, extending beyond the influence of the product itself. Additionally, the internet's development has integrated online shopping into consumers' lives. Due to the inability of online consumers to physically interact with products, there are differences in how consumers perceive product brands. This study aims to investigate the influence of brand awareness, consumer purchase intentions, and product expectations in the leisure snack industry under two purchase scenarios: online and offline. We will test the hypotheses through a literature review, collect data using surveys, and validate the results using SPSS. The research findings indicate that, in both online and offline purchase scenarios, brand awareness of leisure snack companies positively influences consumers' purchase intentions. Specifically, in both online and offline settings, aspects of brand awareness such as "brand recognition, brand recall," and "brand distinctiveness" all have a positive impact on consumer purchase intentions. In the leisure snack industry, product expectations play a mediating role between brand awareness and consumer purchase intentions.

Analyzing the Impact of Meme Marketing on Consumer Engagement in the Digital Era

Analyzing the Impact of Meme Marketing on Consumer Engagement in the Digital Era

A Study on Brand Awareness of the Advertisers among the Viewers after the Koyappa Football Tournament 2023

This study investigates the impact of the Koyappa Football Tournament 2023 on brand awareness among viewers. Sporting events have long been recognized as effective platforms for advertisers to enhance brand visibility. The research employs a mixed-methods approach, combining quantitative analysis through surveys with qualitative insights gathered from interviews and focus group discussions. Key objectives include assessing the level of brand awareness generated by advertisers during the tournament, understanding the factors influencing viewers' brand recall, and exploring the effectiveness of specific advertising strategies. The findings aim to provide advertisers, marketers, and tournament organizers with actionable insights into the effectiveness of sports sponsorships in building and sustaining brand awareness.

Synced ads: effects of mobile ad size and timing

IntroductionSynced ads differ from other forms of targeted advertising on mobile devices because they target concurrent media usage rather than location or predicted interest in the brand. For example, a TV-viewer’s smartphone could listen to the ads playing on the TV set and show matching social media ads. These social media ads could be timed to appear simultaneously with the TV ad, or shortly before or after.MethodsThis research reports a meta-analysis (N = 980) of four lab studies that used representative samples of consumers and realistic manipulations of synced ads. These studies contrasted with most previous studies of synced ads, which have used student samples and unrealistic manipulations or imagined scenarios, which means little is known about whether or why synced ads are effective in real life. These four studies manipulated the effects of synced-ad timing (simultaneous vs. sequential before or after) and the size of the mobile ad, to see if these moderate the effects of synced ads.ResultsThe results showed that synced ads were more effective, measured by unaided brand recall, when they were shown after the TV commercial, rather than simultaneously. Ad size had no moderating effect, which suggests that normal ads can be used, rather than the full-screen or pop-up ads used in previous studies. A final study, in which ad timing was user-controlled, rather than advertiser-controlled, showed that precise timing is not important for synced-ad effectiveness.DiscussionThese results suggest the effects of synced ads are best explained by repetition rather than synergy between the two exposures. There were no significant effects on brand attitude, ad liking, or purchase intention. These results have implications for theoretical models of synced-ad effectiveness, and for advertisers planning to use synced ads.