Toward Financially Accountable Brand Awareness Building: Predicting the Effects of Altering Brand Recall on Choices
We present an ongoing study that aims to quantitatively predict how changes in brand awareness translate into brand choices, based on a newly-developed formal model of memory-based choices. Findings can have significant implications for marketers who face increasing pressure to justify the financial return on marketing investments.
Citation:
Siyana Hristova, Zhihao Zhang, and Ming Hsu (2021) ,"Toward Financially Accountable Brand Awareness Building: Predicting the Effects of Altering Brand Recall on Choices", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 931-931.
Authors
Siyana Hristova, University of California, Berkeley
Zhihao Zhang, University of California, Berkeley
Ming Hsu, University of California, Berkeley
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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