Understanding brand awareness: Let me give you a c(l)ue!
Despite the importance of brand awareness to brand choice, consumer researchers have given little attention to developing an understanding of awareness as a construct. Focusing on brand awareness in memory-based situations (i.e., where the brands must be brought to mind), this paper reports on a qualitative research project that explores how brands come to mind in a variety of choice situations. A subsequent quantitative study shows that associates identified in the qualitative research act as cues, and that brand awareness varies significantly depending on the cues that are salient.
Stephen S. Holden. "Understanding brand awareness: Let me give you a c(l)ue!" Advances in Consumer Research, eds. Leigh McAlister and Michael L. Rothschild, Provo, UT: ACR 20 (1993): 383-388.
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