Cued-recall asymmetries: the case of brand names and logos

While much research has examined the influence of well-known brands on preferences, the current studies focus on the equally important but less-examined topic of brand-knowledge formation as brands are first encountered. Zeroing in on the process of learning and associating a brand’s name and logo, the authors posit and demonstrate that consumers are more likely to accurately recall a newly-encountered brand’s logo when cued by its name than the converse (recalling the name when cued with the logo). Importantly, this cued-recall asymmetry is shown to not be a mere artifact of logos being more easily recalled. The asymmetry holds when the target logos and names are equally independently memorable, and logos are not more accurately recalled than names when both are cued by other associations (e.g., color). The concept-based theory of word meaning helps explain these results.

This version of the article has been accepted for publication, after peer review (when applicable) and is subject to Springer Nature’s AM terms of use, but is not the Version of Record and does not reflect post-acceptance improvements, or any corrections. The Version of Record is available online at: http://dx.doi.org/10.1007/s11002-023-09697-0

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Work Title Cued-recall asymmetries: the case of brand names and logos
Access
Open Access
Creators
  1. Sara Loughran Dommer
  2. Jeffrey R. Parker
Keyword
  1. Asymmetric cued-recall
  2. Brand name
  3. Logo
  4. Memory
  5. Counterfeits
License In Copyright (Rights Reserved)
Work Type Article
Publisher
  1. Marketing Letters
Publication Date September 13, 2023
Publisher Identifier (DOI)
  1. https://doi.org/10.1007/s11002-023-09697-0
Deposited March 07, 2024

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Version 1
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  • Created
  • Added Cued_Recall_Asymmetries_R3_Revision_Final-1.docx
  • Added Creator Sara Loughran Dommer
  • Added Creator Jeffrey R. Parker
  • Published
  • Updated Keyword, Publication Date Show Changes
    Keyword
    • Asymmetric cued-recall, Brand name, Logo, Memory, Counterfeits
    Publication Date
    • 2023-12-13
    • 2023-09-13
  • Updated