培養(yǎng)品牌意識是一種重要的管理思想英文文獻(xiàn)及翻譯(已修改)
2024-09-29 09:35 本頁面
【正文】 1 Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising Effectiveness Emma Macdonald and Byron Sharp In 1987 Resister and Percy wrote “Brand awareness is widely misunderstood and often wrongly measured, even by experienced managers”. Yet brand awareness is covered in most texts on advertising measurement, it is a central part of the popular hierarchy of effects advertising model, and marketing managers claim it as an important goal of their munications activities (Kelly 1991). This paper discusses recent theoretical developments which attempt to explain the role which brand awareness plays and then presents empirical findings concerning how Australian managers utilizes brand awareness as a measure of marketing and advertising effectiveness. Keywords: Brand Awareness The Role of Brand Awareness Resister and Percy (1987) describe brand awareness as being essential for the munications process to occur as it precedes all other steps in the process. Without brand awareness occurring, no other munication effects can occur. For a consumer to buy a brand they must first be made aware of it. Brand attitude cannot be formed, and intention to buy cannot occur unless brand awareness has occurred (Resister amp。 Percy 1987。 Resister et al. 1991). In memory theory, brand awareness is positioned as a vital first step in building the “bundle” of associations which are attached to the brand in memory (Stokes 1985). The brand is concept unlisted as a node in memory which allows other information about the brand to be “anchored” to it ( Asker 1991b). The concept ululation of a work of brand associations in memory with the brand as a central core has been put forward by many others (. Keller 1993。 Holden 1993。 Holden amp。 Lutz 1992). Brand Awareness in Decision Making The above two roles of brand awareness should be well known to marketing managers. The role of brand awareness in decision theory is probably less well 2 known. Brand awareness and the consideration set Brand awareness has been hypothesized to play a crucial role in determining the consideration set: the small set of brands which a consumer gives serious attention when making a purchase (Howard amp。 Seth 1969。 Mahayana amp。 Makin 1975). The position of this small set of brands which are considered during decisionmaking is important. A brand that is not considered cannot be chosen (Baker et al. 1986), and further, the probability of the brand being chosen is a function of the number of other brands in the consideration set, for instance, the probability of a brand being selected from 1, 2, 3, or 4 brands, decreases rapidly from , , and respectively. In a situation where the consumer is aware of a number of brands which fit the relevant criteria, he or she is unlikely to expend much effort in seeking out information on unfamiliar brands. A brand that has some level of brand awareness is far more likely to be considered, and therefore chosen, than brands which the consumer is unaware of. Additionally, the strength of awareness of the brands within the consideration set can also be significant. Wilson (1981cited in Woodside
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