... and others just once. This study aims to investigate how repeated exposure to brand advertising impacts consumers’ recognition memory, and subsequently their choice, for other non-repeated competitor brands present in the advertising context. It examines how brand repetition impairs recognition for non...

...Felix Septianto; Fandy Tjiptono; Widya Paramita; Tung Moi Chiew Purpose The purpose of this paper is to examine a three-way interaction between the two motivational orientations of religiosity (i.e. intrinsic and extrinsic) and recognition (in this study, an explicit expectation that behavior...

...Chi Pham; Felix Septianto Purpose This paper aims to investigate how to improve the effectiveness of charitable advertising by matching emotional appeal (happy-faced vs sad-faced beneficiary) and message framing (recognition vs request) within advertising messages. Design/methodology/approach...

... of a critical empirical test to discriminate between competing theories in marketing. In psychological research, it is a consensus that recognition memory is essential to explaining how individuals remember (retrieve) information. This is supported by literature that examines recognition memory in relation...

...François Anthony Carrillat; Alain d'Astous; François Bellavance; François Eid Purpose – The purpose of this paper is to assess the effectiveness of field sponsorship through sponsor recall and recognition across two environments that differ on the degree of felt presence they trigger among...