Abstract
Brand awareness measures the accessibility of brand in
memory, and can be measured through brand recall or
brand recognition. This study aimed at the recall of the
brands in post purchase satiation having focus on effects
of advertisement and media which help in the recall of
the product. The variables studied were recall and
recognition and analyze with logistics regression. It was
observed that the place and space of the advertisement
play an important role in the recall of the brand besides
this the proper categorization and shelving of the product
also play a significant role in the recall. Results show
that single eye fixation can create indirect priming
affects, inhabiting or enhancing the recall of related
brands depending on the relative accessibility in memory
of the primed and target brands. However the study
found no primacy effect, no decay effect, a reverse
recency effect and reverse mirror effect
Mr. Mohsin Ullah, Muhammad Farooq Jan, Muhammad Faheem Jan. (2011) Elements Of Brand Salience And Its Impacts On Buying Behavior And Sales, Abasyn Journal of Social Sciences, Volume-04, Issue-2.
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