Back to Search
Start Over
Salience Effects in Brand Recall.
- Source :
- Journal of Marketing Research (JMR); Nov86, Vol. 23 Issue 4, p363-369, 7p
- Publication Year :
- 1986
-
Abstract
- The effects of brand salience on brand recall were investigated in five experiments, each involving a different product category. The authors demonstrate that increasing the salience of a single brand can significantly impair unaided recall of competing brands. The effect was observable even in the early stages of the recall process. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00222437
- Volume :
- 23
- Issue :
- 4
- Database :
- Complementary Index
- Journal :
- Journal of Marketing Research (JMR)
- Publication Type :
- Academic Journal
- Accession number :
- 5007830
- Full Text :
- https://doi.org/10.2307/3151812