Skip to main content
SpringerLink
Log in

Brand related information as context: the impact of brand name characteristics on memory and choice

  • Original Empirical Research
  • Published:
Journal of the Academy of Marketing Science Aims and scope Submit manuscript

Abstract

Consumer exposure to new brand names can occur in contexts with or without brand information being present. Whereas previous research has examined the effects of brand name characteristics (association set size and word frequency) on memory in the presence of brand information, this paper also assesses brand name effects in contexts without brand related information and extends it to brand consideration and choice. Two different processes are found to be operating as consumers retrieve brands and make a choice. Recall seems to benefit from a distinctiveness based route, which also guides consideration and choice. In contrast, implicit memory is influenced by familiarity, with corresponding consideration and choice effects. The implications are that firms’ choice of brand names and media needs to consider the combination of brand name characteristics that will lead to desired outcomes vis-à-vis distinctiveness or familiarity based processes.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Figure 1
Figure 2
Figure 3
Figure 4
Figure 5
Figure 6

Similar content being viewed by others

References

  • Alba, J. W., Hutchinson, J. W., & Lynch, J. G., Jr. (1991). Memory and decision making. In T. S. Robertson & H. H. Kassarjian (Eds.), Handbook of consumer behavior (pp. 1–49). Englewood Cliffs: Prentice Hall.

    Google Scholar 

  • Allenby, G. M., & Ginter, J. L. (1995). The effects of in-store displays and feature advertising on consideration sets. International Journal of Research in Marketing, 12(1), 67–80.

    Article  Google Scholar 

  • Bogart, L., & Tolley, B. S. (1988). The search for information in newspaper advertising. Journal of Advertising Research, (April/May): 9–19.

  • Boush, D. M., & Kahle, L. (2001). Evaluating negative information in online consumer discussions: from qualitative analysis to signal detection. Journal of Euro-Marketing, 11(2), 89–105.

    Google Scholar 

  • Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising effects. Journal of Consumer Research, 30, 292–304.

    Article  Google Scholar 

  • Chakravarti, A., & Janiszewski, C. (2003). The influence of macro-level motives on consideration set composition in novel purchase situations. Journal of Consumer Research, 30, 244–258.

    Article  Google Scholar 

  • Coates, J. F. (2004). Keeping up with the future II. Research Technology Management, 47(2), 7–8.

    Google Scholar 

  • Del Rio, B., Vazquez, R., & Iglesias, V. (2001). The role of the brand name in obtaining differential advantages. Journal of Product and Brand Management, 10(7), 452–465.

    Article  Google Scholar 

  • Desai, K. K., & Hoyer, W. D. (2000). Descriptive characteristics of memory-based consideration sets: influence of usage occasion frequency and usage location familiarity. Journal of Consumer Research, 27, 309–323.

    Article  Google Scholar 

  • Duke, C. R., & Carlson, L. (1993). A conceptual approach to alternative memory measures for advertising effectiveness. Journal of Current Issues and Research in Advertising, 15(2), 1–14.

    Google Scholar 

  • Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31, 191–198.

    Article  Google Scholar 

  • Ferraro, R., Bettman, J. R., & Chartrand, T. L. (2009). The power of strangers: the effect of incidental consumer brand encounters on brand choice. Journal of Consumer Research, 35, 729–741.

    Article  Google Scholar 

  • Friestad, M., & Wright, P. (1994). The persuasion knowledge model: how people cope with persuasion attempts. Journal of Consumer Research, 21, 1–31.

    Article  Google Scholar 

  • Graf, P., & Schacter, D. L. (1985). Selective effects of interference on implicit and explicit memory for new associations. Journal of Experimental Psychology: Learning, Memory, and Cognition, 13, 45–53.

    Article  Google Scholar 

  • Gregg, V. H. (1976). Word frequency, recognition, and recall. In J. Brown (Ed.), Recall and recognition (pp. 183–216). London: Wiley.

    Google Scholar 

  • Grimes, A. (2008). Towards an integrated model of low attention advertising effects: a perceptual-conceptual framework. European Journal of Marketing, 42(1/2), 69–86.

    Article  Google Scholar 

  • Heilman, C. M., Bowman, D., & Wright, G. P. (2000). The evolution of brand preferences and choice behaviors of consumers new to a market. Journal of Marketing Research, 37, 139–155.

    Article  Google Scholar 

  • Holden, S. J. S., & Vanhuele, M. (1999). Know the name, forget the exposure: brand familiarity versus memory of exposure context. Psychology and Marketing, 16(6), 479–496.

    Article  Google Scholar 

  • Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141–148.

    Article  Google Scholar 

  • Kiecker, P., & Cowles, D. (2001). Interpersonal communication and personal influence on the internet: a framework for examining online word-of-mouth. Journal of Euromarketing, 11(2), 71–88.

    Article  Google Scholar 

  • Kirmani, A., & Zhu, R. (2007). Vigilant against manipulation: the effect of regulatory focus on the use of persuasion knowledge. Journal of Marketing Research, 44(4), 688–701.

    Article  Google Scholar 

  • Klink, R. R. (2001). Creating meaningful new brand names: a study of semantics and sound symbolism. Journal of Marketing Theory and Practice, 9(2), 27–34.

    Google Scholar 

  • Klink, R. R. (2003). Creating meaningful brands: the relationship between brand name and brand mark. Marketing Letters, 14(3), 143–157.

    Article  Google Scholar 

  • Klink, R. R., & Smith, D. C. (2001). Threats to the external validity of brand extension research. Journal of Marketing Research, 38(3), 326–335.

    Article  Google Scholar 

  • Kohli, C., & Hemnes, T. M. (1995). A corporation by any other name....? Business Horizons, 38(6), 29–33.

    Article  Google Scholar 

  • Krishnan, H. S., & Chakravarti, D. (1993). Varieties of brand memory induced by advertising: Determinants, measures, and relationships. In D. Aaker & A. Biel (Eds.), Brand equity and advertising: Advertising’s role in building strong brands (pp. 213–231). Hillsdale: Erlbaum.

    Google Scholar 

  • Krishnan, H. S., & Shapiro, S. (1996). Comparing implicit and explicit memory for brand names from advertisements. Journal of Experimental Psychology: Applied, 2, 147–163.

    Article  Google Scholar 

  • Krishnan, H. S., & Chakravarti, D. (1999). Memory measures for pretesting advertisements: an integrative conceptual framework and a diagnostic template. Journal of Consumer Psychology, 8(1), 1–38.

    Article  Google Scholar 

  • Krishnan, H. S., & Trappey, C. V. (1999). Nonconscious memory processes in marketing: a historical perspective and future directions. Psychology and Marketing, 16(6), 451–457.

    Article  Google Scholar 

  • Lee, A. Y. (2002). Effects of implicit memory on memory-based versus stimulus-based brand choice. Journal of Marketing Research, 39(4), 440–454.

    Article  Google Scholar 

  • Lee, Y. H., & Ang, K. S. (2003). Brand name suggestiveness: a chinese language perspective. International Journal of Research in Marketing, 20(4), 323–335.

    Article  Google Scholar 

  • Lee, A. Y., & Labroo, A. A. (2004). The effect of conceptual and perceptual fluency on brand evaluation. Journal of Marketing Research, 41(2), 151–165.

    Article  Google Scholar 

  • Lurie, N. H., & Mason, C. H. (2007). Visual representation: implications for decision making. Journal of Marketing, 71, 160–177.

    Article  Google Scholar 

  • Lustig, C., & Hasher, L. (2001). Implicit memory is not immune to interference. Psychological Bulletin, 127(5), 618–628.

    Article  Google Scholar 

  • Lutz, K. A., & Lutz, R. J. (1977). Effects of interactive imagery on learning: application to advertising. Journal of Applied Psychology, 72, 493–498.

    Article  Google Scholar 

  • Lynch, J. G., Marmorstein, H., & Weigold, M. F. (1988). Choices from sets including remembered brands: use of recalled attributes and prior overall evaluations. Journal of Consumer Research, 15, 169–184.

    Article  Google Scholar 

  • McKechnie, S. A., & Zhou, J. (2003). Product placement in movies: a comparison of chinese and american consumers’ attitudes. International Journal of Advertising, 22(3), 349–374.

    Google Scholar 

  • Meyers-Levy, J. (1989). The influence of a brand name’s association set size and word frequency on brand memory. Journal of Consumer Research, Sept: 197–207.

  • Myers, C. A. (2003). Managing brand equity: a look at the impact of attributes. The Journal of Product and Brand Management, 12(1), 39–51.

    Article  Google Scholar 

  • Nedungadi, P. (1990). Recall and consumer consideration sets: influencing choice without altering brand evaluations. Journal of Consumer Research, 17, 263–276.

    Article  Google Scholar 

  • Nelson, D. L., & Xu, J. (1995). Effects of implicit memory on explicit recall: set size and word frequency effects. Psychological Research, 57, 203–214.

    Article  Google Scholar 

  • Orth, U. R., & Marchi, R. D. (2007). Understanding the relationships between functional, symbolic, and experiential brand beliefs, product experiential attributes, and product schema: advertising-trial interactions revisited. The Journal of Marketing Theory and Practice, 15(3), 219–233.

    Article  Google Scholar 

  • Paivio, A., Yuille, J. D., & Madigan, S. A. (1968). Concreteness, imagery, and meaningfulness values for 925 names. Journal of Experimental Psychology, Monograph Supplement. 76, 3.

    Google Scholar 

  • Pavia, T., & Costa, J. A. (1993). The winning number: consumer perceptions of alpha-numeric brand names. Journal of Marketing, 57, 85–98.

    Article  Google Scholar 

  • Reynolds, M., & Besner, D. (2004). Neighborhood density, word frequency, and spelling sound regularity effects in naming: similarities and differences between skilled readers and the dual route cascaded computational model. Canadian Journal of Experimental Psychology, 58(1), 13–31.

    Google Scholar 

  • Roehm, M. M., Roehm, H. A., Jr., & Boone, D. S. (2004). Plugs versus placements: a comparison of alternatives for within-program brand exposure. Psychology and Marketing, 21(1), 17–28.

    Article  Google Scholar 

  • Schacter, D. L. (1987). Implicit memory: history and current status. Journal of Experimental Psychology: Learning, Memory, and Cognition, 13(3), 501–518.

    Article  Google Scholar 

  • Shapiro, S., & Krishnan, H. S. (2001). Memory-based measures for assessing advertising effects: a comparison of explicit and implicit memory effects. Journal of Advertising, 30(3), 1–13.

    Google Scholar 

  • Shapiro, S., MacInnis, D. J., & Heckler, S. E. (1997). The effects of incidental ad exposure on the formation of consideration sets. Journal of Consumer Research, 24(1), 94–104.

    Article  Google Scholar 

  • Sinn, F., Milberg, S. J., Epstein, L. D., & Goodstein, R. C. (2007). Compromising the compromise effect: brands matter. Marketing Letters, 18, 223–236.

    Article  Google Scholar 

  • Thorndike, E. L., & Lorge, I. (1944). The teacher’s word book of 30,000 words. New York: Columbia University Press.

    Google Scholar 

  • Vanden, B., Alder, G. B. K., & Oliver, L. (1987). Linguistic distinction among top brand names. Journal of Advertising Research, 27(4), 39–44.

    Google Scholar 

  • Ward, J. C., & Ostrom, A. L. (2003). The internet as information minefield: an analysis of the source and content of brand information yielded by net searches. Journal of Business Research, 56(11), 907–914.

    Article  Google Scholar 

  • Yang, M., & Roskos-Ewoldsen, D. R. (2007). The effectiveness of brand placements in the movies: levels of placement, explicit and implicit memory, and brand-choice behavior. Journal of Communication, 57, 469–489.

    Article  Google Scholar 

  • Zinkhan, G. M., & Martin, C. R. (1987). New brand names and inferential beliefs: some insights on naming new products. Journal of Business Research, 15(2), 157–172.

    Article  Google Scholar 

Download references

Acknowledgements

This research was made possible by a grant from the Indiana University Kelley School of Business to the second author. We acknowledge the helpful comments of Richard Olshavsky, Carol Pluzinski, and Anand Kumar.

Author information

Authors and Affiliations

  1. Indian School of Business, ISB Campus, Gachibowli, Hyderabad, 500 032, India

    Sridhar Samu

  2. Marketing Department, Kelley School of Business, Indiana University, Bloomington, IN, 47405, USA

    H. Shanker Krishnan

Authors
  1. Sridhar Samu
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. H. Shanker Krishnan
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Sridhar Samu.

Appendices

Appendix 1

Sample copy of ad

figure a

Appendix 2

Sample copy of press release

New cereal launched!

A large multi-product company announced the launch of its new cereal today. The product has been branded as “EARTH.”

This cereal contains all natural ingredients to give users a low fat option. The superb taste makes it suitable for all ages. Developed after intense research, this cereal provides a filling meal that can keep you going all morning.

New anti-perspirant launched

A large multi-product company announced the launch of their new solid anti-perspirant today. The product has been branded as ANSWER.

This anti-perspirant has an added touch of silky softness. It gives powerful protection that glides on easier, for a difference that you feel every time. This is the most important thing you put on before leaving home!

New chewing gum launched

A large multi-product company announced the launch of its new chewing gum today. The product has been branded as OCEAN.

This chewing gum has been designed with YOU in mind. Not only does it taste fresh, but it is also available in a wide variety of flavors. It is exactly what you need when you feel tired!

New jeans launched

A large multi-product company announced the launch of its new jeans today. The product has been branded as STREET.

The new jeans are available in a number of different styles and designs so that you can choose the one that best fits you. They use the highest quality denim and finishing. It is exactly what you need when you are ready to party!

Rights and permissions

Reprints and permissions

About this article

Cite this article

Samu, S., Shanker Krishnan, H. Brand related information as context: the impact of brand name characteristics on memory and choice. J. of the Acad. Mark. Sci. 38, 456–470 (2010). https://doi.org/10.1007/s11747-009-0175-8

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11747-009-0175-8

Keywords

Search

Navigation