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URL :  'Branding' Explained: Defining and Measuring Brand awareness
Author : John R. Rossiter
Detail : 2014 | PDF | 660 Kb | 19 pages

eBook License: Public Access from University of Wollongong Australia

Writing in the very first issue of this journal, the present author proposed a comprehensive model of 'branding', a managerial process that requires the marketer to establish, in the consumer's mind, two essential communication effects: brand awareness and then brand attitude.

In the present article, he expands this model from two to now three types of brand awareness (brand recognition, category-cued brand-name recall and brand recall-boosted recognition) and from three to now five levels of brand attitude (reject, unaware ,acceptable if on special, one of my several preferred brands and my single preferred brand). Also, he shows how to most efficiently measure these two necessary components of branding. (From Author)

eBook Contents

Abstract - Brand Awareness - Brand Attitude
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