Did you get the message? : exploring the effects of advertising brand perceptions on mental availability /
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(Published version)
Date
2020
Authors
Miari, Christopher
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thesis
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Abstract
To build a brand in memory, new associations must be built while refreshing existing memories. These associations are called ‘brand perceptions’ and describe attributes used to evoke a brand from memory. Mental availability encompasses all associations to a brand, measuring the propensity of the brand to be thought of in buying situations. This study examines the impact of advertising a brand perception on three measures: 1) the association between the brand and perception 2) effects on overall mental availability; and 3) the association between competitors and the perception advertised. The results found brand perceptions that align with a brand’s positioning are associated more often. Furthermore, advertising a perception is more effective for brands with no existing brand knowledge. No effects were seen when advertising a perception strongly associated with a competitor.
School/Discipline
University of South Australia. UniSA Business.
UniSA Business
UniSA Business
Dissertation Note
Thesis (PhD(Marketing and related studies))--University of South Australia, 2020.
Provenance
Copyright 2020 Christopher Miari.
Description
1 ethesis (140 pages) :
illustrations (some colour)
Includes bibliographical references (pages 92-102)
illustrations (some colour)
Includes bibliographical references (pages 92-102)
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506 0#$fstar $2Unrestricted online access