..., as researchers have suggested (Briggs and Hollis, 1997 ; Drèze and Hussherr, 2003 ; Yoo, 2009), then empirical evidence more appropriate for measuring brands must be gathered to support this claim. Because cued recall is dependent on a consumer's ability to recall a brand name from memory (MacInnis et al...

... Brand equity Top‐of‐mind awareness Cultural context Brand awareness Memory An executive summary for managers and executive readers can be found at the end of this article. Branding has been common practice since medieval times – when craftsmen marked their goods and artists signed...

... examined. Findings The research showed that there is usually a memory distortion of the original product price information upon retrieval. The degree of distortion is influenced by the characteristics of the prices as well as the focus of attention at encoding and the direction of distortion...

... evidence, compared to unfamiliar brands, that consumers usually have rather elaborate and sophisticated schemas for familiar brands stored in memory (Heckler and Childers, 1992; Kent and Allen, 1994; Low and Lamb, 2000). Low and Lamb (2000) demonstrate that consumers are able to store multiple associations...