publication . Other literature type . Article . 1990

Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product

Wayne D. Hoyer; Steven P. Brown;
  • Published: 01 Sep 1990
  • Publisher: Oxford University Press (OUP)
Abstract
Results of a controlled experiment on the role of brand awareness in the consumer choice process showed that brand awareness was a dominant choice heuristic among awareness-group subjects. Subjects with no brand awareness tended to sample more brands and selected the high-quality brand on the final choice significantly more often than those with brand awareness. Thus, when quality differences exist among competing brands, consumers may "pay a price" for employing simple choice heuristics such as brand awareness in the interest of economizing time and effort. However, building brand awareness is a viable strategy for advertising aimed at increasing brand-choice p...
Subjects
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUSComputerApplications_GENERAL
free text keywords: Brand management, business.industry, business, Brand equity, Advertising, Controlled experiment, Marketing, Brand extension, Heuristics, Brand awareness, Consumer choice
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publication . Other literature type . Article . 1990

Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product

Wayne D. Hoyer; Steven P. Brown;