Loading…
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...
Saved in:
| Published in: | Journal of marketing 1998-01, Vol.62 (1), p.48-57 |
|---|---|
| Main Authors: | , , |
| Format: | Article |
| Language: | English |
| Subjects: | |
| Citations: | Items that this one cites Items that cite this one |
| Online Access: | Get full text |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| cited_by | cdi_FETCH-LOGICAL-c2423-14e9637ae73377172c12b9b20acdfadaea536425badfd030720b33b2bed9f5013 |
|---|---|
| cites | cdi_FETCH-LOGICAL-c2423-14e9637ae73377172c12b9b20acdfadaea536425badfd030720b33b2bed9f5013 |
| container_end_page | 57 |
| container_issue | 1 |
| container_start_page | 48 |
| container_title | Journal of marketing |
| container_volume | 62 |
| creator | Keller, Kevin Lane Heckler, Susan E. Houston, Michael J. |
| description | 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. |
| doi_str_mv | 10.1177/002224299806200105 |
| format | article |
| fullrecord | <record><control><sourceid>jstor_proqu</sourceid><recordid>TN_cdi_proquest_journals_227772733</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><jstor_id>1251802</jstor_id><sourcerecordid>1251802</sourcerecordid><originalsourceid>FETCH-LOGICAL-c2423-14e9637ae73377172c12b9b20acdfadaea536425badfd030720b33b2bed9f5013</originalsourceid><addsrcrecordid>eNp1kE9LAzEQxYMoWKtfwNOiXlcnk81mcxFqqX-gKGg9L9nNpG5pd2uyLfjtTakHQZzLHOb33jweY-ccrjlX6gYAETPUuoAcATjIAzbgMlOp4oU8ZIMdkO6IY3YSwgLiYKEG7Hb2QcnEOar7kHQuufOmtcmzWVHytpnPKfTNlloK8dgmI7sl3zehaefJK9VmuTxlR84sA5397CF7v5_Mxo_p9OXhaTyapnX8KVKekc6FMqSEUIorrDlWukIwtXXGGjJS5BnKylhnQYBCqISosCKrnQQuhuxi77v23ecmpioX3ca38WWJqJTCaByhy_8gjjrPZY66iBTuqdp3IXhy5do3K-O_Sg7lrszyb5lRdLUXLULf-d8KjGmjveQFoPgGClRvbw</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>227772733</pqid></control><display><type>article</type><title>The Effects of Brand Name Suggestiveness on Advertising Recall</title><source>EBSCOhost Business Source Ultimate</source><source>ABI/INFORM Archive</source><source>JSTOR Archival Journals and Primary Sources Collection</source><source>ABI/INFORM Global</source><creator>Keller, Kevin Lane ; Heckler, Susan E. ; Houston, Michael J.</creator><creatorcontrib>Keller, Kevin Lane ; Heckler, Susan E. ; Houston, Michael J.</creatorcontrib><description>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.</description><identifier>ISSN: 0022-2429</identifier><identifier>EISSN: 1547-7185</identifier><identifier>DOI: 10.1177/002224299806200105</identifier><identifier>CODEN: JMKTAK</identifier><language>eng</language><publisher>New York: American Marketing Association</publisher><subject>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</subject><ispartof>Journal of marketing, 1998-01, Vol.62 (1), p.48-57</ispartof><rights>Copyright 1998 American Marketing Association</rights><rights>Copyright American Marketing Association Jan 1998</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c2423-14e9637ae73377172c12b9b20acdfadaea536425badfd030720b33b2bed9f5013</citedby><cites>FETCH-LOGICAL-c2423-14e9637ae73377172c12b9b20acdfadaea536425badfd030720b33b2bed9f5013</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://www.proquest.com/docview/227772733/fulltextPDF?pq-origsite=primo$$EPDF$$P50$$Gproquest$$H</linktopdf><linktohtml>$$Uhttps://www.proquest.com/docview/227772733?pq-origsite=primo$$EHTML$$P50$$Gproquest$$H</linktohtml><link.rule.ids>314,778,782,11671,11889,27907,27908,36033,36043,44344,44346,58221,58454,74644,74646</link.rule.ids></links><search><creatorcontrib>Keller, Kevin Lane</creatorcontrib><creatorcontrib>Heckler, Susan E.</creatorcontrib><creatorcontrib>Houston, Michael J.</creatorcontrib><title>The Effects of Brand Name Suggestiveness on Advertising Recall</title><title>Journal of marketing</title><description>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.</description><subject>Advertising</subject><subject>Advertising campaigns</subject><subject>Advertising research</subject><subject>Advertising to sales ratios</subject><subject>Brand equity</subject><subject>Brand image</subject><subject>Brand names</subject><subject>Brands</subject><subject>Communication</subject><subject>Comparative advertising</subject><subject>Consumer advertising</subject><subject>Consumer attitudes</subject><subject>Consumer research</subject><subject>Consumers</subject><subject>Luggage</subject><subject>Marketing</subject><subject>Memory</subject><subject>Memory interference</subject><subject>Product recalls</subject><subject>Recall</subject><subject>Statistical analysis</subject><subject>Studies</subject><subject>Television sets</subject><issn>0022-2429</issn><issn>1547-7185</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>1998</creationdate><recordtype>article</recordtype><sourceid>M0C</sourceid><recordid>eNp1kE9LAzEQxYMoWKtfwNOiXlcnk81mcxFqqX-gKGg9L9nNpG5pd2uyLfjtTakHQZzLHOb33jweY-ccrjlX6gYAETPUuoAcATjIAzbgMlOp4oU8ZIMdkO6IY3YSwgLiYKEG7Hb2QcnEOar7kHQuufOmtcmzWVHytpnPKfTNlloK8dgmI7sl3zehaefJK9VmuTxlR84sA5397CF7v5_Mxo_p9OXhaTyapnX8KVKekc6FMqSEUIorrDlWukIwtXXGGjJS5BnKylhnQYBCqISosCKrnQQuhuxi77v23ecmpioX3ca38WWJqJTCaByhy_8gjjrPZY66iBTuqdp3IXhy5do3K-O_Sg7lrszyb5lRdLUXLULf-d8KjGmjveQFoPgGClRvbw</recordid><startdate>19980101</startdate><enddate>19980101</enddate><creator>Keller, Kevin Lane</creator><creator>Heckler, Susan E.</creator><creator>Houston, Michael J.</creator><general>American Marketing Association</general><general>SAGE PUBLICATIONS, INC</general><scope>AAYXX</scope><scope>CITATION</scope><scope>FIXVA</scope><scope>FKUCP</scope><scope>ICWRT</scope><scope>JSICY</scope><scope>K30</scope><scope>PAAUG</scope><scope>PAWHS</scope><scope>PAWZZ</scope><scope>PAXOH</scope><scope>PBHAV</scope><scope>PBQSW</scope><scope>PBYQZ</scope><scope>PCIWU</scope><scope>PCMID</scope><scope>PCZJX</scope><scope>PDGRG</scope><scope>PDWWI</scope><scope>PETMR</scope><scope>PFVGT</scope><scope>PGXDX</scope><scope>PIHIL</scope><scope>PISVA</scope><scope>PJCTQ</scope><scope>PJTMS</scope><scope>PLCHJ</scope><scope>PMHAD</scope><scope>PNQDJ</scope><scope>POUND</scope><scope>PPLAD</scope><scope>PQAPC</scope><scope>PQCAN</scope><scope>PQCMW</scope><scope>PQEME</scope><scope>PQHKH</scope><scope>PQMID</scope><scope>PQNCT</scope><scope>PQNET</scope><scope>PQSCT</scope><scope>PQSET</scope><scope>PSVJG</scope><scope>PVMQY</scope><scope>PZGFC</scope><scope>0U~</scope><scope>1-H</scope><scope>3V.</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>87Z</scope><scope>883</scope><scope>88G</scope><scope>8FI</scope><scope>8FJ</scope><scope>8FK</scope><scope>8FL</scope><scope>8G5</scope><scope>ABUWG</scope><scope>AFKRA</scope><scope>AZQEC</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>FRNLG</scope><scope>FYUFA</scope><scope>F~G</scope><scope>GHDGH</scope><scope>GNUQQ</scope><scope>GUQSH</scope><scope>K60</scope><scope>K6~</scope><scope>L.-</scope><scope>L.0</scope><scope>M0C</scope><scope>M0F</scope><scope>M0T</scope><scope>M2M</scope><scope>M2O</scope><scope>MBDVC</scope><scope>PADUT</scope><scope>PQBIZ</scope><scope>PQBZA</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PRINS</scope><scope>PSYQQ</scope><scope>PYYUZ</scope><scope>Q9U</scope></search><sort><creationdate>19980101</creationdate><title>The Effects of Brand Name Suggestiveness on Advertising Recall</title><author>Keller, Kevin Lane ; Heckler, Susan E. ; Houston, Michael J.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c2423-14e9637ae73377172c12b9b20acdfadaea536425badfd030720b33b2bed9f5013</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>1998</creationdate><topic>Advertising</topic><topic>Advertising campaigns</topic><topic>Advertising research</topic><topic>Advertising to sales ratios</topic><topic>Brand equity</topic><topic>Brand image</topic><topic>Brand names</topic><topic>Brands</topic><topic>Communication</topic><topic>Comparative advertising</topic><topic>Consumer advertising</topic><topic>Consumer attitudes</topic><topic>Consumer research</topic><topic>Consumers</topic><topic>Luggage</topic><topic>Marketing</topic><topic>Memory</topic><topic>Memory interference</topic><topic>Product recalls</topic><topic>Recall</topic><topic>Statistical analysis</topic><topic>Studies</topic><topic>Television sets</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Keller, Kevin Lane</creatorcontrib><creatorcontrib>Heckler, Susan E.</creatorcontrib><creatorcontrib>Houston, Michael J.</creatorcontrib><collection>CrossRef</collection><collection>Periodicals Index Online Segment 03</collection><collection>Periodicals Index Online Segment 04</collection><collection>Periodicals Index Online Segment 28</collection><collection>Periodicals Index Online Segment 36</collection><collection>Periodicals Index Online</collection><collection>Primary Sources Access—Foundation Edition (Plan E) - West</collection><collection>Primary Sources Access (Plan D) - International</collection><collection>Primary Sources Access & Build (Plan A) - MEA</collection><collection>Primary Sources Access—Foundation Edition (Plan E) - Midwest</collection><collection>Primary Sources Access—Foundation Edition (Plan E) - Northeast</collection><collection>Primary Sources Access (Plan D) - Southeast</collection><collection>Primary Sources Access (Plan D) - North Central</collection><collection>Primary Sources Access—Foundation Edition (Plan E) - Southeast</collection><collection>Primary Sources Access (Plan D) - South Central</collection><collection>Primary Sources Access & Build (Plan A) - UK / I</collection><collection>Primary Sources Access (Plan D) - Canada</collection><collection>Primary Sources Access (Plan D) - EMEALA</collection><collection>Primary Sources Access—Foundation Edition (Plan E) - North Central</collection><collection>Primary Sources Access—Foundation Edition (Plan E) - South Central</collection><collection>Primary Sources Access & Build (Plan A) - International</collection><collection>Primary Sources Access—Foundation Edition (Plan E) - International</collection><collection>Primary Sources Access (Plan D) - West</collection><collection>Periodicals Index Online Segments 1-50</collection><collection>Primary Sources Access (Plan D) - APAC</collection><collection>Primary Sources Access (Plan D) - Midwest</collection><collection>Primary Sources Access (Plan D) - MEA</collection><collection>Primary Sources Access—Foundation Edition (Plan E) - Canada</collection><collection>Primary Sources Access—Foundation Edition (Plan E) - UK / I</collection><collection>Primary Sources Access—Foundation Edition (Plan E) - EMEALA</collection><collection>Primary Sources Access & Build (Plan A) - APAC</collection><collection>Primary Sources Access & Build (Plan A) - Canada</collection><collection>Primary Sources Access & Build (Plan A) - West</collection><collection>Primary Sources Access & Build (Plan A) - EMEALA</collection><collection>Primary Sources Access (Plan D) - Northeast</collection><collection>Primary Sources Access & Build (Plan A) - Midwest</collection><collection>Primary Sources Access & Build (Plan A) - North Central</collection><collection>Primary Sources Access & Build (Plan A) - Northeast</collection><collection>Primary Sources Access & Build (Plan A) - South Central</collection><collection>Primary Sources Access & Build (Plan A) - Southeast</collection><collection>Primary Sources Access (Plan D) - UK / I</collection><collection>Primary Sources Access—Foundation Edition (Plan E) - APAC</collection><collection>Primary Sources Access—Foundation Edition (Plan E) - MEA</collection><collection>Global News & ABI/Inform Professional</collection><collection>Trade PRO</collection><collection>ProQuest Central (Corporate)</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Trade & Industry (Alumni Edition)</collection><collection>Psychology Database (Alumni)</collection><collection>Hospital Premium Collection</collection><collection>Hospital Premium Collection (Alumni Edition)</collection><collection>ProQuest Central (Alumni) (purchase pre-March 2016)</collection><collection>ABI/INFORM Collection (Alumni Edition)</collection><collection>Research Library (Alumni Edition)</collection><collection>ProQuest Central (Alumni)</collection><collection>ProQuest Central</collection><collection>ProQuest Central Essentials</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central</collection><collection>Business Premium Collection (Alumni)</collection><collection>Health Research Premium Collection</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>Health Research Premium Collection (Alumni)</collection><collection>ProQuest Central Student</collection><collection>Research Library Prep</collection><collection>ProQuest Business Collection (Alumni Edition)</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Professional Standard</collection><collection>ABI/INFORM Global</collection><collection>ABI/INFORM Trade & Industry</collection><collection>Healthcare Administration Database</collection><collection>Psychology Database</collection><collection>Research Library</collection><collection>Research Library (Corporate)</collection><collection>Research Library China</collection><collection>One Business</collection><collection>ProQuest One Business (Alumni)</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central China</collection><collection>ProQuest One Psychology</collection><collection>ABI/INFORM Collection China</collection><collection>ProQuest Central Basic</collection><jtitle>Journal of marketing</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Keller, Kevin Lane</au><au>Heckler, Susan E.</au><au>Houston, Michael J.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>The Effects of Brand Name Suggestiveness on Advertising Recall</atitle><jtitle>Journal of marketing</jtitle><date>1998-01-01</date><risdate>1998</risdate><volume>62</volume><issue>1</issue><spage>48</spage><epage>57</epage><pages>48-57</pages><issn>0022-2429</issn><eissn>1547-7185</eissn><coden>JMKTAK</coden><abstract>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.</abstract><cop>New York</cop><pub>American Marketing Association</pub><doi>10.1177/002224299806200105</doi><tpages>10</tpages></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0022-2429 |
| ispartof | Journal of marketing, 1998-01, Vol.62 (1), p.48-57 |
| issn | 0022-2429 1547-7185 |
| language | eng |
| recordid | cdi_proquest_journals_227772733 |
| source | EBSCOhost Business Source Ultimate; ABI/INFORM Archive; JSTOR Archival Journals and Primary Sources Collection; ABI/INFORM Global |
| 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 |
| title | The Effects of Brand Name Suggestiveness on Advertising Recall |
| url | http://sfxeu10.hosted.exlibrisgroup.com/loughborough?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-01-16T22%3A25%3A14IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-jstor_proqu&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=The%20Effects%20of%20Brand%20Name%20Suggestiveness%20on%20Advertising%20Recall&rft.jtitle=Journal%20of%20marketing&rft.au=Keller,%20Kevin%20Lane&rft.date=1998-01-01&rft.volume=62&rft.issue=1&rft.spage=48&rft.epage=57&rft.pages=48-57&rft.issn=0022-2429&rft.eissn=1547-7185&rft.coden=JMKTAK&rft_id=info:doi/10.1177/002224299806200105&rft_dat=%3Cjstor_proqu%3E1251802%3C/jstor_proqu%3E%3Cgrp_id%3Ecdi_FETCH-LOGICAL-c2423-14e9637ae73377172c12b9b20acdfadaea536425badfd030720b33b2bed9f5013%3C/grp_id%3E%3Coa%3E%3C/oa%3E%3Curl%3E%3C/url%3E&rft_id=info:oai/&rft_pqid=227772733&rft_id=info:pmid/&rft_jstor_id=1251802&rfr_iscdi=true |