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
Sizes are Gendered: Impact of Size Cues in Brand Names on Brand Stereotyping
Kuangjie Zhang, Nanyang Technological University, Singapore
Shaobo (Kevin) Li, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
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
Featured
N12. Untangling Different Envy Episodes and their Effects on Brand Attitude
Kirla C Ferreira, EAESP-FGV, Brazil & City University of London, UK
Delane Botelho, EAESP-FGV
Suzana Valente Battistella-Lima, EAESP-FGV