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

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.



Citation:

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.

Authors

Andrei Mikhailitchenko, Cleveland State University, USA
Galina Mikhailitchenko, Psychological Institute of Russian Education Academy, Russia



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Data... the 'Hard' & 'Soft' of it: Impact of Embodied Metaphors on Attitude Strength

Sunaina Shrivastava, University of Iowa, USA
Gaurav Jain, Rensselaer Polytechnic Institute
JaeHwan Kwon, Baylor University
Dhananjay Nayakankuppam, University of Iowa, USA

Read More

Featured

Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption

Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA

Read More

Featured

The Impact of Implicit Rate of Change on Arousal and Subjective Ratings

James A Mourey, DePaul University, USA
Ryan Elder, Brigham Young University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.