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Cited by 213Consumer Behavior in Brand Consumption and IdentificationMarketing and Advertising StrategiesConsumer Market Behavior and Pricing

The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.

Conceptualizing and measuring brand salience

Romaniuk, Jenni, Sharp, Byron·2004·Marketing Theory
DOI 10.1177/1470593104047643
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Abstract

Historically, brand salience has been considered synonymous with the brand being ‘top of mind’ (mentioned first) when the product category is used to cue retrieval from memory. In this article we argue that this conceptualization (and associated measure) is too narrow. We show that there is value in distinguishing salience from the concepts of awareness and attitude by conceptualizing brand salience as the brand’s propensity to be noticed or come to mind in buying situations. Brand salience reflects the quantity and quality of the network of memory structures buyers’ hold about the brands. This article offers guidelines to facilitate research on the role of brand salience in brand choice and buyer behaviour that are an important progression from the evaluation (attitude) focus of contemporary marketing theory.

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Metadata

Authors
Romaniuk, J., & Sharp, B.
Affiliations
University of South Australia (AU)
ORCID
Venue
Marketing Theory
Publisher
SAGE Publications
Published
2004-12
Volume
4
Issue
4
Pages
327-342
ISSN
  • 1470-5931 (ISSN-L)
  • 1741-301X
DOI
10.1177/1470593104047643
OpenAlex
W2004211681
Cited by
213
References
2
Citations by year
2026: 13 · 2025: 13 · 2024: 8 · 2023: 14 · 2022: 10 · 2021: 16 · 2020: 14 · 2019: 14 · 2018: 9 · 2017: 12 · 2016: 11 · 2015: 13 · 2014: 15 · 2013: 8 · 2012: 8
FWCI
6.20
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Marketing Theory (publishedVersion)
  • Adelaide Research & Scholarship (AR&S) (University of Adelaide) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Keywords
brand salience, top of mind, brand awareness, brand attitude, brand choice, consumer behavior, memory structure

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