Predicting Consumer Brand Memory Across Demographic Segments

We demonstrate that substantial differences in top-of-mind brand recall and accessibility exist across diverse demographic segments. Furthermore, we show that vector semantic models derived from distinct natural language text corpora (e.g. Wikipedia vs. Twitter) better align with brand memory from different segments.



Citation:

Zhihao Zhang and Ming Hsu (2019) ,"Predicting Consumer Brand Memory Across Demographic Segments", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 347-351.

Authors

Zhihao Zhang, University of California Berkeley, USA
Ming Hsu, University of California Berkeley, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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