The DOI matches its Crossref record; 21 of the 21 references it cites were found in a registry or an index.
The Effects of Brand Name Suggestiveness on Advertising Recall
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.
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Citations
Cites
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Keller, K. L. (1993) · Journal of Marketing · doi:10.1177/002224299305700101 · Cited by 14,686
Self-citationDesign and Analysis: A Researcher's Handbook
Beaton, A. E., & Keppel, G. (1975) · American Educational Research Journal · doi:10.2307/1162588 · Cited by 5,822
Aaker, D. A. (1995) · Cited by 4,431
Aaker, D. A. (1991) · Cited by 3,818
Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity
Kent, R. J., & Allen, C. T. (1994) · Journal of Marketing · doi:10.1177/002224299405800307 · Cited by 843
The Psychology of Human Learning
Newman, E. B., McGeoch, J. A., & Irion, A. L. (1953) · The American Journal of Psychology · doi:10.2307/1418975 · Cited by 792
Conditions for a Picture-Superiority Effect on Consumer Memory
Childers, T. L., & Houston, M. J. (1984) · Journal of Consumer Research · doi:10.1086/209001 · Cited by 611
Self-citationMemory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations
Keller, K. L. (1987) · Journal of Consumer Research · doi:10.1086/209116 · Cited by 480
Self-citationTulving, E. (1974) · American Scientist · Cited by 463
Competitive Interference and Consumer Memory for Advertising
Burke, R. R., & Srull, T. K. (1988) · Journal of Consumer Research · doi:10.1086/209145 · Cited by 437
Cited by
An Examination of Selected Marketing Mix Elements and Brand Equity
Yoo, B., Donthu, N., & Lee, S. (2000) · Journal of the Academy of Marketing Science · doi:10.1177/0092070300282002 · Cited by 3,363
Customer Experience Management in Retailing: Understanding the Buying Process
Puccinelli, N. M., Goodstein, R. C., Grewal, D., Price, R., Raghubir, P., & Stewart, D. (2009) · Journal of Retailing · doi:10.1016/j.jretai.2008.11.003 · Cited by 960
The marketing advantages of strong brands
Hoeffler, S., & Keller, K. L. (2003) · Journal of Brand Management · doi:10.1057/palgrave.bm.2540139 · Cited by 607
Self-citationThe interactive effects of colors and products on perceptions of brand logo appropriateness
Bottomley, P. A., & Doyle, J. R. (2006) · Marketing Theory · doi:10.1177/1470593106061263 · Cited by 293
Janiszewski, C., Noel, H., & Sawyer, A. G. (2003) · Journal of Consumer Research · doi:10.1086/374692 · Cited by 268
Metadata
- Authors
- Keller, K. L., Heckler, S. E., & Houston, M. J.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1998-01
- Volume
- 62
- Issue
- 1
- Pages
- 48-57
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2137370768
- Cited by
- 444
- References
- 21
- FWCI
- 20.40
- Type
- journal article
- Language
- en
- Open access
- closed
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- Keller, K. L., Heckler, S. E., & Houston, M. J. (1998). The Effects of Brand Name Suggestiveness on Advertising Recall. Journal of Marketing. https://doi.org/10.1177/002224299806200105
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.
