Recall and recognition effects of brand name imagery


  • Kim R. Robertson

    Corresponding author
    1. Trinity University
    • Department of Business Administration, Trinity University, 715 Stadium Drive, San Antonio, Texas 78284
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The strategic marketing decision regarding the selection of a brand name has long been an area neglected by academic researchers. This study attempts to apply psychological theory to this important strategic decision area. Specifically, the applicability of a dual-coding theory of memory to brand name recall/recognition is tested in an experimental setting. Results indicate, on average, a significant one hour and two day recall/recognition advantage of high imagery over low imagery brand names across a variety of product categories.