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.


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.


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


NA - Advances in Consumer Research Volume 34 | 2007

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