Consumers recall and recognition for brand symbols

Muhammad Subhani (), Syed Akif Hasan and Amber Osman
Authors registered in the RePEc Author Service: Mohsin Hassan Alvi

MPRA Paper from University Library of Munich, Germany

Abstract: Brand Symbols are important for any brand in helping consumers to remember one’s brand at the point of purchase. In advertising different ways are used to grab attention in consumers’ mind and majorly it’s through brand recall and recognition. This research captivates the Brand Symbol concept and determines whether symbols play an important role in creating a differential impact with other brands. Secondly, it also answers that whether brand symbol is the cause of creating positive association and familiarity with the brand. Brand power has prevailed in Pakistan for years now and brand competition is extremely strong in here. As one talks about brands then one has to create a mark able difference in wanting consumers’ attention to purchase. This research is an intriguing answer to brand managers/marketers about the use of brand symbols in their new or existing brands. Questionnaire (18 International brands questions were asked to recall and recognize) was used gather the data from an un-restricted random sampling of 250 consumers using different brands every now and then in Karachi. Gender, age and education are the prime factors in judging the remembrance (recall) and identification (recognition) of the brand symbols. Recall and Recognitions of brand symbols in selection of a brand was tested by applying multiple linear regressions (OLS model). It was found that gender does not play a significant role in the association of recall of brand symbols but gender has an association with brand symbol recognition. For the recall of brand symbols, age plays an important and positive role whereas; education has a negative relation with the recall of brand symbols. Recognition of brand symbols is quite weak as no association has been found with education and age.

Keywords: brand recall; brand recognition; brand symbols; age; gender; education; consumer behavior. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012
New Economics Papers: this item is included in nep-mkt
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