The Effects of Brand Name Suggestiveness on Advertising Recall

The authors report the results of a laboratory experiment examining the effects of the meaningfulness of brand names on recall of advertising. The findings indicate that a brand name explicitly conveying a product benefit (e. g., PicturePerfect televisions) leads to higher recall of an advertised be...

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Bibliographic Details
Published in:Journal of marketing 1998-01, Vol.62 (1), p.48-57
Main Authors: Keller, Kevin Lane, Heckler, Susan E., Houston, Michael J.
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Advertising research
Advertising to sales ratios
Brand equity
Brand image
Brand names
Brands
Communication
Comparative advertising
Consumer advertising
Consumer attitudes
Consumer research
Consumers
Luggage
Marketing
Memory
Memory interference
Product recalls
Recall
Statistical analysis
Studies
Television sets
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Summary:The authors report the results of a laboratory experiment examining the effects of the meaningfulness of brand names on recall of advertising. The findings indicate that a brand name explicitly conveying a product benefit (e. g., PicturePerfect televisions) leads to higher recall of an advertised benefit claim consistent in meaning with the brand name compared with a nonsuggestive brand name (e. g., Emporium televisions). Conversely, a suggestive brand name leads to lower recall of a subsequently advertised benefit claim unrelated in product meaning (e. g., superior sound) compared with a nonsuggestive brand name. The authors discuss implications of these findings for marketers with respect to advertising strategies and the optimal use of meaningful brand names in building and managing brand equity.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224299806200105