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
Share Proceeding
Featured papers
See MoreFeatured
E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective
Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University
Featured
In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior
Daniela Cristian, City University of London, UK
Bob Fennis, University of Groningen, The Netherlands
Luk Warlop, Norwegian School of Management, Norway
Featured
Exiting Etsy? When Collaboration Among Market Co-Creators Come Undone
daiane scaraboto, Pontificia Universidad Católica de Chile
Eileen Fischer, York University, Canada