Investigating the Interactive Effects of Visual Imagery and Brand Familiarity on Brand Recall: a Cross-Cultural Study

Andrei Mikhailitchenko, Cleveland State University, USA
Galina Mikhailitchenko, Psychological Institute of Russian Education Academy, Russia
The authors address the issue of visual imagery in cross-cultural consumer research. The relationship between visual imagery, brand familiarity, and brand claim recall is investigated in two distinct cultural environments – the U.S. and Russia. The paper consists of two studies that explored imagery potency from the point of view of memory-evoking effects. The obtained results suggest that image-intensive tools generate different returns depending on the level of brand familiarity and cultural media. The research findings may be of interest to marketing scientists studying cross-cultural consumer behavior as well as to managing practitioners operating in international advertising and global brand building.
[ to cite ]:
Andrei Mikhailitchenko and Galina Mikhailitchenko (2007) ,"Investigating the Interactive Effects of Visual Imagery and Brand Familiarity on Brand Recall: a Cross-Cultural Study", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 110-111.