Brand awareness and mental availability: does more than one cue matter?
Date
2016
Authors
Ludwichowska, G.
Nenycz Thiel, M.
Sharp, B.
Dawes, J.
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Conference paper
Citation
Proceedings of the Engineering mathematics and applications conference, 2016, pp.1-8
Statement of Responsibility
Conference Name
12th Engineering Mathematics and Applications Conference (EMAC 2015) (6 Dec 2015 - 9 Dec 2015 : Adelaide, Australia)
Abstract
This paper explores the relationship between two memory metrics: one traditional metric - prompted awareness, and one recently developed by Romaniuk (2013a) -associative penetration. Our results reveal high stability and little congruence between the two metrics over time, at both category and brand level. There is slightly more variation in prompted awareness for smaller brands than for larger brands (v/v for associative penetration). These findings have implications for marketing theory and practice as they set the focus and expectations for these metrics for smaller and larger brands.