Hasan, Syed Akif and Subhani, Muhammad Imtiaz and Osman, Ms. Amber (2012): What affects the most to the recall and recognition of brand symbols? Published in: Archives Des Sciences , Vol. 65, No. 4 (2012)
Download (395kB) | Preview
Recall and Recognition, two important aspects when one talks about advertising and consumers awareness towards the brands. This study has mainly been focused on the brand symbols and its importance in the mind of the consumers. Does a brand symbol really play a role of differentiating a brand from another and how well it gets associated with the consumer? Questions like these are well-answered in this research. 250 respondents from the largest city of Pakistan i.e. Karachi were handed over a questionnaire on 18 brand symbols on an un-restricted non-probability sampling criteria. Education, age and gender are the focus of this study predicting the recall and recognition of the brand symbols. Consumer behavior entails variations towards selection of brand and the change in behavior is mostly due to brand recall and not recognition, which was found by testing the variables through multiple linear regressions (OLS-Model). It was of interest to find that except of gender, there is no association found between recognition of brand symbols and the said variables. Age has positive impact on recall of brand symbols and education has negative impact on recall of brand symbols. Furthermore, gender plays no role in predicting the recall and but somehow associated with recognition of brand symbols.
|Item Type:||MPRA Paper|
|Original Title:||What affects the most to the recall and recognition of brand symbols?|
|English Title:||What affects the most to the recall and recognition of brand symbols?|
|Keywords:||brand recall, brand recognition, brand symbols, age, gender, education, consumer behavior|
|Subjects:||A - General Economics and Teaching > A1 - General Economics|
|Depositing User:||Muhammad Imtiaz Subhani|
|Date Deposited:||29. May 2012 14:14|
|Last Modified:||13. Feb 2013 10:32|
MacInnis, D. J., Shapiro, S. & Mani, G. (1999). Enhancing Brand Awareness through Brand Symbols. Advances in Consumer Research, 26, eds. Eric J. Arnould and Linda M. Scott, Provo, UT: Association for Consumer Research, 601-608.
Kinsky, E. S. & Bichard, S. (2011). Mom! I’ve seen that on a commercial!’’ US preschoolers’ recognition of brand logos. Young Consumer, 12 (2), 145-158.
Moore, K. & Reid, S. (2008). The birth of brand: 4000 years of branding. Business History, 50 (4), 419-432.
Radder, L. & Wei Huang (2008). High-involvement and low-involvement products. A comparison of brand awareness among students at a South African university. Journal of Fashion Marketing and Management, 12 (2), 232-243.
Subhani, M.I. & Osman, A. (2011). A Study on the Association between Brand Awareness and Consumer/Brand Loyalty for the Packaged Milk Brand Industry in Pakistan. South Asian Journal of Management Sciences (SAJMS), 5 (1), 11-23.