Original Research
Brand recognition in television advertising: The influence of brand presence and brand introduction
Submitted: 01 March 2013 | Published: 09 May 2014
About the author(s)
Charlene Gerber, Department of Business Management, Stellenbosch University, South AfricaMarlize Terblanche-Smit, Business School, Stellenbosch University, South Africa
Tracey Crommelin, Department of Marketing and Retail Management, University of South Africa, South Africa
Abstract
Problem investigated: Brand recognition and recall are established advertising effectiveness measurements to assess brand awareness. Of particular interest is whether encoding of brand information as measured by brand recognition is influenced by brand presence and brand introduction.
Design/methodology/approach: A meta-analysis was performed on responses to 25 television advertisements, gathered from 50 000 respondents.
Findings: The findings indicated a positive linear relationship between brand presence and brand recognition but a negative linear relationship between brand introduction and brand recognition, whilst brand introduction and brand presence predicted variance in brand recognition.
Value of research: The researchers concluded that a brand should be present in an advertisement for about two-thirds of the time for optimum brand recognition.
Keywords
Metrics
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Crossref Citations
1. How Jingles in Advertising Affect Retention and Recall of the Product
ASAD SHAKIL, Danish Ahmed Siddiqui
SSRN Electronic Journal year: 2018
doi: 10.2139/ssrn.3302192