The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
A model of brand awareness and brand attitude advertising strategies
Abstract
A model is described that helps guide advertising strategy, based upon careful attention to brand awareness and brand attitude. In this model, an important distinction is drawn between recognition brand awareness and recall brand awareness. Brand attitude strategy is seen as reflecting an interaction between a potential consumer's involvement with the purchase decision and the underlying motivation to purchase. Applications of the model are discussed.
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Citations
Cites
Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?
Mitchell, A. A., & Olson, J. C. (1981) · Journal of Marketing Research · doi:10.2307/3150973 · Cited by 1,472
Cited by
Giving electronic word of mouth (eWOM) as a prepurchase behavior: The case of online group buying
Lim, W. M., Ahmed, P. K., & Ali, M. Y. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.03.093 · Cited by 79
Metadata
- Authors
- Percy, L., & Rossiter, J. R.
- Venue
- Psychology & Marketing
- Publisher
- Wiley
- Published
- 1992-07
- Volume
- 9
- Issue
- 4
- Pages
- 263-274
- ISSN
- 0742-6046 (ISSN-L)
- 1520-6793
- OpenAlex
- W2024286457
- Cited by
- 365
- References
- 1
- FWCI
- 1.40
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: A model of brand awareness and brand attitude advertising strategies. https://app.cochat.ai/papers/10.1002/mar.4220090402
- The paper
- Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing. https://doi.org/10.1002/mar.4220090402
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
