Cued-recall asymmetries: the case of brand names and logos

Sara Loughran Dommer () and Jeffrey R. Parker ()
Additional contact information
Sara Loughran Dommer: Pennsylvania State University
Jeffrey R. Parker: University of Illinois Chicago

Marketing Letters, 2023, vol. 34, issue 4, No 9, 669-684

Abstract: Abstract While much research has examined the influence of well-known brands on preferences, the current studies focus on the equally important but less-examined topic of brand-knowledge formation as brands are first encountered. Zeroing in on the process of learning and associating a brand’s name and logo, the authors posit and demonstrate that consumers are more likely to accurately recall a newly-encountered brand’s logo when cued by its name than the converse (recalling the name when cued with the logo). Importantly, this cued-recall asymmetry is shown to not be a mere artifact of logos being more easily recalled. The asymmetry holds when the target logos and names are equally independently memorable, and logos are not more accurately recalled than names when both are cued by other associations (e.g., color). The concept-based theory of word meaning helps explain these results.

Keywords: Asymmetric cued-recall; Brand name; Logo; Memory; Counterfeits (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s11002-023-09697-0 Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:mktlet:v:34:y:2023:i:4:d:10.1007_s11002-023-09697-0

Ordering information: This journal article can be ordered from
http://www.springer. ... etailsPage=societies

DOI: 10.1007/s11002-023-09697-0

Access Statistics for this article

Marketing Letters is currently edited by Joel Steckel and Peter Golder

More articles in Marketing Letters from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().