Brand salience for fast-moving consumer goods: An empirically based model

Vieceli, Julian; Shaw, Rod

doi:10.1080/0267257x.2010.523009

Cited by 37 publications

(35 citation statements)

References 42 publications

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“…However, a brand that is retrieved early and recalled easily will have a stronger impression in the consumer's consideration set (Alba and Chattopadhyay 1986), which in turn influences product purchase (Vieceli and Shaw 2010). A brand with a positive image that is recalled prior to other brands of the same category may have more positive brand equity compared to competing brands.…”

Section: Moderating Effect Of Wommentioning

confidence: 98%

Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth

2017

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In today's competitive landscape, organizations are progressively searching for valuable practices to create strong consumer-based brand equity. Managers must remain vigilant and receptive to factors that influence brand equity. Accordingly, this paper addresses this issue. Specifically, the paper empirically investigates the mediating roles of three drivers of brand equity in the brand image-consumer-based brand equity relationship and explores the moderating roles of product type and word of mouth (WOM) on the linkages between brand image and brand equity. In order to understand these relationships, a questionnaire survey was administered among brand consumers, yielding a total of 321 responses. Confirmatory factor analysis and Cronbach's alpha were utilized to estimate the validity and reliability of the measures. Structural equation modeling with maximum likelihood estimation was employed to test the hypotheses. The authors find that brand image positively affects brand attachment, brand attitude, and brand awareness. Brand attachment and attitude positively influence consumer-based brand equity. The findings show that brand attachment and brand attitude partially mediate the relationship between brand image and brand equity. Product type and WOM have a significant moderating effect on the relationships among brand image, drivers of brand equity, and brand equity. The authors discuss the limitations of the study and provide future research directions.Keywords Brand image Á Consumer-based brand equity Á Drivers of brand equity Á Word of mouth Á Contingent effects JEL Classification M310

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Section: Moderating Effect Of Wommentioning

confidence: 98%

Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth

2017

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“…Diversos outros modelos de decisão emergiram no eixo desta proposição, tais como estratégias de decisão baseada em eliminação por aspectos (TVERSKY, 1972), decisão baseada em modelos lexicográficos e modelos compensatórios (MOWEN;MINOR, 1998 PRIESTER, 2009, VIECELI;SHAW, 2010). A memória atua como fonte de informações internas na formação das opções a serem consideradas no processo de compra e, posteriormente, na definição de opções que restarão para escolha final.…”

Section: Tomada De Decisão No âMbito Do Comportamento Do Consumidorunclassified

“…A credibilidade de uma marca aumenta a crença nos atributos da marca, reduz a percepção de risco da compra e reduz os custos de procura de informações. Sobretudo, a credibilidade da marca influencia a escolha das marcas a se Teórica 484 considerar para a compra, as preferências dos consumidores e a discriminação entre estas preferências (ERDEM; SWAIT,2007, VIECELI;SHAW, 2010).…”

Section: Flávio Santino Bizarrias Evandro Luiz Lopes Sibele G S Funclassified

“…Nestes estudos o contexto parece ter grande relevância. Diversos fatores vão influenciar a tomada de decisão do consumidor, como memória (BAGOZZI; GURHAN-CANLI;PRIESTER, 2009, VIECELI;SHAW, 2010), afeto (PHAN, 1998, BAGOZZI;GOPINATH;NYER, 1999), humor (SCHARZ;CLORE, 2003), autorregulação do consumidor (FLORACK; SCARABIS, 2006) e ambiente (LURIE; MASON, 2007).…”

Section: Introductionunclassified

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Influência Das Marcas Na Tomada De Decisão Do Consumidor: Um Revisão Teórica

Bizarrias

Lopes

Farias³

et al. 2015

GeS

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As marcas são um meio de diferenciação de produtos e são usadas para influenciar as decisões de consumo. Em um mundo sobrecarregado de informações, fazer avaliações e tomar decisões de consumo pode ser difícil. Marcas destacam-se como um dos principais aspectos de influência sobre os consumidores. Este trabalho tem por objetivo analisar e debater a influência da marca no processo decisório do consumidor, através de ensaio teórico, baseado em pesquisa bibliográfica. O estudo destaca que a marca exerce influência sobre as dimensões cognitivas e afetivas no processo de decisão do consumidor, desde o reconhecimento de necessidades até a decisão final.

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“…To evaluate the effectiveness of slogans, the recall and recognition were used as dependent variables, because the prominence of activation of a brand in memory has been linked to brand choice, since it makes the associations about the brand more salient and, consequently, the brand has a higher chance to be included in the evoked and consideration set (Vieceli & Shaw, 2010). Besides that, Rosengren and Dahlén (2006) mention that recall and recognition are main elements of memorability commonly employed to evaluate brand awareness.…”

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confidence: 99%

Do Brands "JUST DO IT"? Studying the Effectiveness of B2C Slogans

Silveira¹,

Galvão²

2016

European Proceedings of Social &Amp; Behavioural Sciences

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This study aims to contribute to a more effective creation and management of slogans in the context of branding and advertising, testing which factors might influence the brand slogan recall and recognition. An empirical study was conducted, via a self-administered original questionnaire, applied to a sample of 156 elements, analyzing the recall and recognition rates for twenty-nine slogans, from nine different product categories: retailing, cokes, juices, water, sports, telecoms (mobiles), beer, personal care, and ice-cream. The independent variables used to analyze each slogan recall and recognition were: slogan length, slogan antiqueness, brand industry, slogan language, brand consuming frequency and sympathy towards the brand. A positive relationship was found between the antiqueness of slogans and their spontaneous recall. It was also found that the spontaneous recall of slogans has high variation among brands and shorter slogans have higher recall rates. Other variables (slogan language, brand consuming frequency and sympathy towards the brand) did not show a significant impact on the recall/recognition of slogans.

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Brand salience for fast-moving consumer goods: An empirically based model

Cited by 37 publications

References 42 publications

Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth

Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth

Influência Das Marcas Na Tomada De Decisão Do Consumidor: Um Revisão Teórica

Do Brands "JUST DO IT"? Studying the Effectiveness of B2C Slogans

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