培养品牌意识是一种重要管理思想 英文文献及翻译.docVIP

Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising Effectiveness Emma Macdonald and Byron Sharp In 1987 Resister and Percy wrote “Brand awareness is widely misunderstood and often wrongly measured, even by experienced managers”. Yet brand awareness is covered in most texts on advertising measurement, it is a central part of the popular hierarchy of effects advertising model, and marketing managers claim it as an important goal of their communications activities (Kelly 1991). This paper discusses recent theoretical developments which attempt to explain the role which brand awareness plays and then presents empirical findings concerning how Australian managers utilizes brand awareness as a measure of marketing and advertising effectiveness. Keywords: Brand Awareness The Role of Brand Awareness Resister and Percy (1987) describe brand awareness as being essential for the communications process to occur as it precedes all other steps in the process. Without brand awareness occurring, no other communication effects can occur. For a consumer to buy a brand they must first be made aware of it. Brand attitude cannot be formed, and intention to buy cannot occur unless brand awareness has occurred (Resister Percy 1987; Resister et al. 1991). In memory theory, brand awareness is positioned as a vital first step in building the “bundle” of associations which are attached to the brand in memory (Stokes 1985). The brand is concept unlisted as a node in memory which allows other information about the brand to be “anchored” to it ( Asker 1991b). The concept ululation of a network of brand associations in memory with the brand as a central core has been put forward by many others (e.g. Keller 1993; Holden 1993; Holden Lutz 1992). Brand Awareness in Decision Making The above two roles of brand awareness should be well known to marketing managers. The role of brand awareness in decision theory is probably less well known. Bra