Brand Recall Research Articles

Jingle Modification: Does Slogan Help?

In advertising, jingle modifications are often done to inject freshness and to avoid wear-out. This study seeks to determine the effects of jingle modification on brand attitude and brand recall, and the moderating effects of slogan on that relationship. As past research on the effects of jingle modification and slogan inclusion were conducted independent of each other, the interrelationship of the two variables remains unclear. With classical conditioning as the theoretical lens, a 2 (jingle modification: original, modified) x 2 (slogan inclusion: without slogan, with slogan), between-subject experiment was conducted to test the hypotheses, with brand attitude and brand recall as the dependent variables. The results indicate that jingle modification induce positive and significant effects on brand attitude and brand recall. On the other hand, slogan inclusion was not found to have significant effects on brand attitude and brand recall. No interaction effects were found between jingle modification and slogan inclusion on brand attitude and brand recall. Further analyses indicate that slogan only help to enhance attitude when the original jingle was used but not when it has been modified. Additionally, slogan was not found to enhance brand recall for both the original and modified jingles. The implication is that in advertisements with modified jingles, slogan is not required in enhancing consumers’ brand attitude or brand recall. The study provides a strong support for jingle modification and shows that it can have substantial impact even without incorporating the slogan.

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.

The Role of the Self-Presence for Interactive Large Digital Displays: Gesture Interactivity and Mirrored-Self Image for Advertising Content

ABSTRACT The gesture interactivity and self-mirroring effects of large digital displays, also known as digital signage, was investigated using the self-presence theory and engagement. By extending the interactive effects of gesture and self-mirroring from the immersive environment to a large interactive display (LID), this study found the implicit mediating roles of social presence and engagement for advertising effectiveness through a 2 (gesture; non-gesture vs. gesture interactivity) x 2 (self-representation; non-self-mirroring vs. self-mirroring interactivity) between-subject design (N = 81) experiment. The results indicated that gesture interactivity enhances a feeling of self-presence, not self-mirroring, and it positively fosters psychological engagement with advertising content. In turn, the heightened engagement results in better advertising effectiveness, such as brand attitude, purchase intention, and recall.

Level of Local Community Brand Awareness of Samosir Tourism

This study aims to: (1) determine the level of local community brand awareness of the brand "Negeri Indah Kepingan Surga" in Samosir Regency, and (2) know the local community's perception of the branding "Negeri Indah Kepingan Surga" in Samosir Regency. Methods of data collection through questionnaires and interviews. Data analysis was carried out in descriptive quantitative with a Likert scale and qualitative. In order for qualitative research to be better, member checks and group discussion forums were then carried out. The sample in this study amounted to 96 people, while the informants amounted to 9 people. The results of this study are: (1) the level of brand awareness of the local community towards the brand "Negeri Indah Kepingan Surga" in Samosir Regency is at the brand recall level, and (2) There has not been any unified perception among the local community on the brand "Negeri Indah Kepingan Surga". in Samosir Regency. Some of the ways that must be done in order to achieve brand awareness of local community. The local community's perception of the tourism brand in Samosir Regency is still varied, although it has a positive tone.

Augmented Reality: A New Learning Experience among Health Care Professionals

&lt;p&gt;&lt;strong&gt;Background and Objective:&lt;/strong&gt; Augmented Reality (AR) is an effective tool for learning as well as marketing with multilateral interactive communication. It allows brands to give their customers unique experiences with the convenience of tapping into their mobile devices. This study was conducted to assess the perceptions of healthcare professionals (HCPs) to learn through AR and its effectiveness in HCPs&amp;rsquo; engagement and learning experience.&lt;/p&gt;&#x0D; &lt;p&gt;&lt;strong&gt;Methods:&lt;/strong&gt; An interventional study was conducted with HCPs across various tertiary care hospitals in Pakistan from May 2020 till December 2020.&lt;strong&gt; &lt;/strong&gt;An&lt;strong&gt; &lt;/strong&gt;AR based activity was carried out with the HCPs where they used pictures of objects around them to create a message. These were geo-tagged to a question related to hypertension and participants answered each question. Mobile application &amp;ndash; WallaMe was utilized for this activity. At the end of the activity, HCPs were requested to fill a feedback form based on their experience with the AR app. Data was entered and analyzed by using SPSS version 22.&lt;/p&gt;&#x0D; &lt;p&gt;&lt;strong&gt;Results:&lt;/strong&gt; AR stimulated learning &amp;nbsp;gives the participants an overall exciting (80%), captivating (81%), and fruitful learning experience (82%). AR for marketing campaign was more effective for Brand Recall with paper based campaign for 82.8% and more effective than digital campaign for 85.6% participants. AR was recommended by 80% participants for learning and brand recall.&lt;/p&gt;&#x0D; &lt;p&gt;&lt;strong&gt;Conclusion:&lt;/strong&gt; AR is a useful tool to enhance user experience for learning as well as improves brand recall and can be used for marketing campaigns.&lt;/p&gt;

Product Placement and Integrated Marketing Communications Effects on an Informational TV Program

Advertisers are increasing their spending on product placements in TV programs, often with other integrated marketing communications (IMC) elements. This study uses 12 versions of an informational TV program to investigate whether too much product placement in the presence of IMC elements has a negative effect on TV program evaluation. The research reveals that combining placement and IMC presence has interactive, not additive, effects on brand recognition and recall, persuasion knowledge, and program evaluations. IMC elements, particularly a billboard seen before a product placement, have a “hedonic contamination” effect, worsening evaluation of an informational TV program featuring blatant product placement.

The Dynamics between Intrusiveness of Disruptive Ads, Behavior to Seen Disruptive Ads and Brand Response: A Case Study on a Selected Arabic Youth

Through Structural Equation Modelling, the study shed light on the interplay between the intrusiveness of disruptive advertisements, their behavior towards them, and brand preference. The study sought to understand the interrelationships between these three variables instead of limiting the study to using and measuring the level of intrusion and behavior as a precursor to brand preference. In this study, brand preference is measured using four variables i.e., brand recall, message recall, call to action, and brand liking. These variables are adopted from Keller's Brand Equity Model.&#x0D; The variable intrusiveness was represented by 4 exogenous variables- obtrusiveness, intrusiveness, invasiveness, interference, and distraction [1]. The quasi-experimental research was done involving students in an Arabic university to measure these variables. The experiment was done by showing a video clip to the respondents where a disruptive ad pops up randomly. After watching the video, the respondents were asked to answer a questionnaire developed specifically for this reason.&#x0D; The researchers subjected the data through exploratory factor analysis and a two-stage confirmatory factor analysis before arriving at a hypothesized model. Interestingly, it was found out that the respondent's attitude towards a disruptive advertisement has a weak association with both their behavior towards them and brand preference. A significant association, however, was seen between behavior and brand preference.

The potential of salient branding of fresh fruit on the supermarket shelf for consumer brand recall

Product choice in retail stores is influenced by visual recognition and the memory-based presence of brands. As the branding of fresh fruit is uncommon, we tested the effect of visual salient branding on a fresh produce shelf, visual attention, and choice on later brand recall of a fruit product. We showed participants two fresh produce shelves, conducted an eye-tracking experiment to capture visual attention, and administered a structured computer-based questionnaire with open recall of the brands seen during the eye-tracking. We found visual saliency and choice to be significant predictors for brand recall. Visual attention was significant only for the cluttered fresh produce shelf. A higher fixation count improved the probability of recalling the brand.

The effect of novelty in in-game advertising: examining the moderating role of interactivity and congruency

PurposeThe motivation behind the study is to look at the impact of novelty in games on brand recall and attitude, and to dissect the directing job of game interactivity from the points of view of “contrast effect,” “engagement theory” and “transportation theory”.Design/methodology/approachA 2 (novelty: congruent or incongruent) × 2 (game interactivity: high or low) between-subject measures design was used. In total, 172 management students participated in the study. A 2 × 2 between-subjects measure multivariate analysis of variance (MANOVA) was utilized to test the hypotheses.FindingsIncongruent novelty results in higher brand recall but less favorable brand attitude than congruent novelty. Interactivity moderates the relationship between novelty congruence and brand recall such that in a high-interactivity condition, incongruent novelty results in higher brand recall than that in the low-interactivity condition. But, in case of the high-interactivity condition, congruent novelty results in more favorable brand attitude than that in the low-interactivity condition.Practical implicationsDeveloping high brand recall rates and attitudes are the prime objectives of the marketers for choosing a medium to advertise their brands. This investigation adds knowledge to the area of interactive marketing, particularly in-game advertising as a media technique to promote brands taking novelty and game interactivity factors into thought.Originality/valueFrom the perspectives of interactive marketing, psychological elaboration, mind-engagement and transportation of experience, this investigation adds to the literature of advanced media advertising, explicitly to in-game advertising by looking at the effect of novelty and game interactivity.

Brand Placement in Music Videos: Effectiveness in UK, Spain and Italy

El brand placement es utilizado como una estrategia publicitaria alternativa. Este estudio de caso tuvo como objetivo investigar su eficacia en videos musicales en Reino Unido, España e Italia a través de encuestas. La primera pregunta de investigación tuvo como objetivo determinar el grado de asociación entre la nacionalidad y la familiaridad con la marca. Los resultados mostraron una asociación direccional para la mitad de las marcas anunciadas. La segunda pregunta de investigación tuvo como objetivo determinar la correlación entre la familiaridad con la marca y su recuerdo. Este estudio demostró que cuanto más familiar es una marca, más probable resulta que se recuerde después de ver un video musical. La tercera pregunta de investigación tuvo como objetivo preguntar a los participantes si después de ver el vídeo musical eran más conscientes de las marcas que no conocían. Los resultados mostraron respuestas similares de participantes que estaban de acuerdo o en desacuerdo con la declaración y se obtuvieron resultados similares para la muestra italiana y la británica. Se podría concluir pues que el brand placement en videos musicales es especialmente efectivo en determinadas culturas y situaciones.

Pelatihan Buzz Marketing Pada Sepatu Adidas

Buzz Marketing or word of mouth is an important attribute of Buzz Marketing. There are four attributes in Brand Equality from Brand Awareness , namely Association Brand ,, apartPrecieved Quality (perceived quality), Brand Loyalty (Brand Loyalty) and Other Proprientary Brand Assets (brand assets). other). There are four levels in Buzz Marketing, namely: Top Of Mind , Brand Recall , Brand Recognition , and Unware of Brand . In this review, it only focuses on "Overview of Buzz Marketing in Adidas Shoes", the purpose of this final project is to find out where Adidas is in thePyramid Buzz Marketing. Based on the research results show that Buzz Marketing has an important role in the introduction of adidas shoe products. Good marketing quality can foster high customer satisfaction.&#x0D; &#x0D; Keywords: Buzz Marketing, Top of Mind, Brand Recall, Brand Recognition Unaware of Brand

Digital Marketing Rumah Makan Padang Melalui Instagram Berdasarkan Social Construction of Technology

Technology innovation leads to digitalization through the internet encourages the emergence of social media as a trend in Indonesia, such as Instagram. Nowadays, Instagram optimized as a digital marketing communication media as a form of social construction of technology. Present culinary business often found on Instagram, different from conventional business such as Padang Restaurant which already known before digital era. But nowadays, the present Padang Restaurant pops up and they already have an Instagram account such as Wira Padang Restaurant. This research aims to see the social construction of technology process from Padang Restaurant's Instagram account as a form of social construction of technology and to see its digital marketing process. This research using a qualitative method with case study approach through depth interview. The result shows that Padang Restaurant's Instagram account as a social construction of technology form goes through negotiation of Instagram's users and business owner to reciprocally share information, Instagram's features and services as a business account are satisfying for the relevance social group and Instagram as a business account entering the closure and stabilization form. The broader context seen in the Instagram user's habit to upload their food on Instagram and it's been a trend for business owner to create an Instagram account to receive digital recognition. Digital marketing activities on Instagram seen in branding aspect, executed through contents, tone feeds, caption/style of language, hashtag. Completeness aspect seen through Campsite. Instagram's functionality is user friendly, interactivity seen through the relation that was built, visual communication seen at color identities for brand recall, Instagram ads and publication by influencer, food blogger as the relevant advertisement, community relations maintained through intense, exclusive approach, connectivity with another media social creates virality.

The International Advertising Framework in the Covid-19 CrisisCase Study in Germany, Italy, Spain and United Kingdom

Transculturation describes the phenomenon of merging and converging cultures. Quantifying culture in advertising helps to define the relevant emotional palette a brand can use with a particular audience, as emotions are often conveyed by culture and drive engagement, brand recall and purchase intent. What is more, International Advertising strives for being more cost efficient by merging cultures despite if their own idiosyncrasies. Framed in the Worldwide COVID-19 crisis and the divergent country responses to it, we used the Hofstede method to affirm that the only way to drive engagement, brand recall and purchase intent in International Advertising is plotting countries with similar cultural imaginary.

The International Advertising Framework in the Covid-19 CrisisCase Study in Germany, Italy, Spain and United Kingdom

Transculturation describes the phenomenon of merging and converging cultures. Quantifying culture in advertising helps to define the relevant emotional palette a brand can use with a particular audience, as emotions are often conveyed by culture and drive engagement, brand recall and purchase intent. What is more, International Advertising strives for being more cost efficient by merging cultures despite if their own idiosyncrasies. Framed in the Worldwide COVID-19 crisis and the divergent country responses to it, we used the Hofstede method to affirm that the only way to drive engagement, brand recall and purchase intent in International Advertising is plotting countries with similar cultural imaginary

When Brands Lead the Scene: A Longitudinal Analysis of Product Placement in the Transformers Movies Franchise

Transmedia narratives became an entertainment experience in which visual elements, characters, and objects create an imaginary world, conquering large audiences in a sequence of movies. From toy lines to Hollywood blockbusters, the Transformers movies franchise has turned into an opportunity for brands to reach consumers in a world where technological devices have changed how they absorb advertisements. In this context, we propose a longitudinal analysis of brand placements in the five movies launched under the Transformers label from 2007 to 2017. A 65-hours passive observation of the movies’ content identified several insertions, most frequent brands, and most frequent product categories in each film, classifying data according to placement type, prominence, congruency, and product category criteria. A longitudinal analysis of the five films revealed that brand placement constitutes an effective strategy once its use showed to be consistent over the years. Congruency was the most relevant factor in brand communication and the movies over time, helping consumers familiarize themselves with brands, associate brands to the story, and enhance brand recall. This analysis indicates a successful integration of brand and film components, resulting in adequate placement insertions, promoting benefits for companies, brands, and the cinematographic industry.

Can You See How it Smells? What Eye Tracking Can Tell us about the Shelf Management of Luxury Perfumes

Abstract The purpose of this paper is to advance the theory and contribute to the practice of luxury perfumes’ shelf management by decoding the relationship between attention on the shelf, purchase decision-making, and brand recall. It employs an eye-tracking experiment to analyze attention spans and fixations, which is combined with a questionnaire to uncover recall and purchase intent. The research identifies attention patterns and the influence of attention on recall and purchase intention. It further reveals the main factors that influence attention on the shelf in the luxury perfume industry. This is a milestone for further elaboration on the benefits of the fashion mainstream for luxury perfumes and the debate regarding whether luxury perfumes should be treated similar to mainstream fashion or similar to any other product in basic shelf management rules. This study enables shelf managers and marketers to place the perfumes both on the shelf and in consumer minds to maintain a top-of-the-mind brand position. Managerial implications are significant and address perfume industry packaging as well as shelf positioning.

The Influence of Online Advertising on the Consumer Behavior of Smartphone Customers

Purpose: The fundamental purpose of the study was to determine which domain of the online advertising significantly influence consumer buying behavior.&#x0D; Design/methodology/approach: This study employed a quantitative non-experimental research design utilizing correlational technique. The survey was conducted at Tagum City, Davao del Norte, Philippines. A total of 365 customers participated in this study.&#x0D; Findings: Results revealed that online advertising is much evident as perceived by the customers. On the other hand, the consumer buying behavior towards purchasing smartphones is much observed. The statistical result further revealed that there was a significant relationship between online advertising and consumer buying behavior of smartphone customers.&#x0D; Research limitations/implications: There are only two variables considered in this paper: Online advertising and consumer buying behavior; Intervening variables are not considered and the sample for this study is 365 using a random sampling method. &#x0D; Practical implications: Among the five indicators, stimulation, brand recall, and necessity were found to have significantly predicted consumer buying behavior in purchasing smartphones.&#x0D; Originality/value: This paper is a collaborative effort of the researchers to understand consumer behavior of smartphone customers relative to online advertising.&#x0D; Paper type: Research paper&#x0D;

Empirical generalisations in customer mindset metrics

AbstractTwo very well‐known empirical generalisations in marketing are Double jeopardy (DJ) and the duplication of purchase law (DoP). These generalisations provide important insights into consumer buying behaviour but require ongoing replication and extension to determine the conditions under which they hold. Surprisingly, despite growing recognition of the role of customer mindset metrics in brand choice, DJ, and DoP have not been extensively tested within this context. We therefore analyse survey data (n = 1862) in three repertoire and two subscription markets to determine whether two key mindset metrics, brand awareness and brand consideration, also follow DJ and DoP patterns. Our study successfully demonstrates that brands with low recognition suffer twice with lower unaided brand recall and lower purchase consideration. While brand recall and consideration follow a linear DJ trend, brand recognition and consideration follow an exponential DJ trend. We also confirm the existence of Duplication of Awareness and Duplication of Consideration patterns. Brands share greater awareness or consideration levels with other highly recognised or considered brands than with lowly recognised or considered brands. However, contrary to the DoP law, we find consistent market partitioning, with category buyers who are aware of, or consider smaller brands also being aware of, or considering other smaller brands at a slightly greater rate than expected. We provide possible explanations for differing DJ slopes and duplication partitions, as well as theoretical and managerial implications.

Social branding framework to address smoking among alternative peer crowd teens

PurposeThis paper aims to describe the Social Branding framework, which uses lifestyle branding to change behaviour within psychographically-defined target audiences. Syke, a Social Branding programme to reduce cigarette use within the higher-risk alternative teen peer crowd in Virginia, USA, is presented as a case study with evaluation results.Design/methodology/approachSocial Branding first creates an authentic lifestyle brand that appeals to a psychographically-defined audience. Once sociocultural authority is built, the lifestyle brand introduces tailored behavioural messaging using targeted messaging channels, relying on experiential marketing events and in-group influencers to align the desired behaviour with the audience’s social identity and values. The evaluation consisted of annual cross-sectional surveying (2011–2014; n = 2,266) on brand recall, liking, message comprehension and current smoking. Among those with recall, the prevalence of liking/comprehension categories (disliked and did not understand; liked or understood; liked and understood) and of smoking within categories was compared across years using chi-square tests. Multivariate logistic regression explored liking/comprehension as a predictor of smoking.FindingsRecall, liking and comprehension were significantly higher in 2014 than in 2011, as was the proportion who both liked and understood Syke. Those who liked and understood Syke had half the odds of current smoking compared to those who disliked and did not understand it.Originality/valueSyke reached, was liked by and was understood by the target audience. The Social Branding framework effectively appeals to and reaches higher-risk audiences, with learnings applicable to other behaviours and populations.

Creativity in Advertising: Impact on Communication-effect and Consumer purchase behaviour

Introduction and Background: Introduction of the triple mantra, Liberalization, Privatization and Globalization (LPG) in Indian Economy towards the beginning of 1990’s attracted many Multi-National Companies to Indian Consumer market. This new entry of MNC’s coupled with the struggle of traditional Indian corporate to survive in the market resulted in increased volume of advertisements and now the media are flooded with the advertisements of competing brands. Objectives: 1. To compare the level of Communication-Effect in terms of Advertising Effectiveness, among highly Creative advertising and Conventional Advertising. 2. To see the differences in Communication-Effect in terms of fulfilling Communication Objectives, in two groups of advertising. 3. To measure and compare the Attitude towards Advertisements generated by the two types of advertisements. Methods: The study reported here embodies a quantitative perspective and the type of research was designated as diagnostic research. The research method used to collect data was Sample Survey method. The sample size was determined as 200 and Multi-Stage Stratified Random Sampling method was resorted to as the sampling procedure. The research participants consisted of women, aged 18 to 49. Results: Among The Five Most Liked Ads by consumers, without any form of aid, Liril Toilet Soap’s commercial showing the fantasy of a dancing girl under waterfall gets the highest liking position. Other most liked ads are the commercials of Santhoor soap, Kanan Devan Tea, Close-up paste and Rasna soft drink. Highly Creative advertising has more Communication Effect in terms of Advertising Effectiveness when compared to Conventional advertising. Firstly, Highly Creative group gets higher level of Recall measured by both Brand and Ad Recall. Highly Creative advertising has significantly more Communication Effect in terms of other measures of Advertising Effectiveness. It has more Interest or Cognitive Affect (ICA), more Information value, lower Irritation level and higher positive Attitude towards Ads.