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英文文献

ManagementPerceptionsoftheImportanceofBrandAwareness

asanIndicationofAdvertisingEffectiveness

EmmaMacdonaldandByronSharp

In1987ResisterandPercywrote“Brandawarenessiswidelymisunderstood

andoftenwronglymeasured,evenbyexperiencedmanagers”.Yetbrand

awarenessiscoveredinmosttextsonadvertisingmeasurement,itisacentral

partofthepopularhierarchyofeffectsadvertisingmodel,andmarketing

managersclaimitasanimportantgoaloftheircommunicationsactivities

(Kelly1991).Thispaperdiscussesrecenttheoreticaldevelopmentswhich

attempttoexplaintherolewhichbrandawarenessplaysandthenpresents

empiricalfindingsconcerninghowAustralianmanagersutilizesbrand

awarenessasameasureofmarketingandadvertisingeffectiveness.

Keywords:BrandAwareness

TheRoleofBrandAwareness

ResisterandPercy(1987)describebrandawarenessasbeingessentialfor

thecommunicationsprocesstooccurasitprecedesallotherstepsinthe

process.Withoutbrandawarenessoccurring,noothercommunicationeffects

canoccur.Foraconsumertobuyabrandtheymustfirstbemadeawareofit.

Brandattitudecannotbeformed,andintentiontobuycannotoccurunlessbrand

awarenesshasoccurred(ResisterPercy1987;Resisteretal.1991).

Inmemorytheory,brandawarenessispositionedasavitalfirststepin

buildingthe“bundle”ofassociationswhichareattachedtothebrandin

memory(Stokes1985).Thebrandisconceptunlistedasanodeinmemorywhich

allowsotherinformationaboutthebrandtobe“anchored”toit(Asker

1991b).Theconceptululationofanetworkofbrandassociationsinmemory

withthebra