儿童时期接触品牌是否能提高品牌认知度?

IF 2.1 4区 管理学 Q3 BUSINESS Journal of Advertising Research Pub Date : 2023-11-14 DOI:10.2501/jar-2023-025
Peilin Phua, Bill Page, Giang Trinh, Nicole Hartnett, Rachel Kennedy
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引用次数: 0

摘要

习得年龄效应表明,在生命早期学到的东西,包括品牌名称,被识别得更快、更准确。这项研究证实了这一效应,但警告说,收购年龄对管理层的影响很小。品牌曝光频率和使用频率对认知度的影响远大于获取年龄。在不熟悉品牌的个体中观察到最强烈的习得年龄效应,这表明重复是必要的,比如在广告中。受访者识别15岁之前发布的品牌的速度较慢,这表明早期学习的品牌基于记忆的过程,而晚学习的品牌更多地依赖于非记忆的过程,比如猜测。
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Does Childhood Exposure to a Brand Improve Brand Name Recognition?
The age-of-acquisition effect suggests that things learned early in life, including brand names, are recognized faster and more accurately. This study confirms this effect but cautions that the managerial impact of age of acquisition is small. Brand exposure frequency and usage recency have a far greater effect on recognition than age of acquisition. The strongest age-of-acquisition effect is observed among individuals who are unfamiliar with the brand, suggesting that repetition, such as in advertising, is necessary. Respondents were slower to identify brands released before they turned 15, indicating that memorybased processes occur for early-learned brands, whereas late-learned brands relied more on processes that were not memory based, such as guessing.
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来源期刊
CiteScore
4.20
自引率
12.00%
发文量
25
期刊介绍: The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
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