Original Research

Brand recognition in television advertising: The influence of brand presence and brand introduction

Charlene Gerber, Marlize Terblanche-Smit, Tracey Crommelin
Acta Commercii | Vol 14, No 1 | a182 | DOI: https://doi.org/10.4102/ac.v14i1.182 | © 2014 Charlene Gerber, Marlize Terblanche-Smit, Tracey Crommelin | This work is licensed under CC Attribution 4.0
Submitted: 01 March 2013 | Published: 09 May 2014

About the author(s)

Charlene Gerber, Department of Business Management, Stellenbosch University, South Africa
Marlize Terblanche-Smit, Business School, Stellenbosch University, South Africa
Tracey Crommelin, Department of Marketing and Retail Management, University of South Africa, South Africa


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Abstract

Purpose: To assess the relationship between brand recognition and brand presence and brand introduction.

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.


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