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Title: Measures for brand knowledge : comparison of testing formats, languages and product categories
Authors: Cheung, MC
Chan, AS
Issue Date: 2009
Source: The 10th Asian Textile Conference, Ueda, Japan, 7-9 Sep, 2009 (CD) How to cite?
Abstract: Brand knowledge represents the information stored in consumers’ memory about a specific brand within the product category. Research indicate that the fund of knowledge can affect product choice as well as decision making and better knowledge usually facilitates purchase intention. In the marketing research, free recall is the most commonly used tool of knowledge and awareness testing. However, studies have indicated that free recall may not be an accurate representation of memory as the actual fund of knowledge of some individuals with relatively poor expressive ability may be underestimated by the free recall format. The current study aims to compare the use of free recall and recognition format in assessing brand knowledge for different languages and product categories. A total of 40 university students from Institute of Textiles and Clothing, The Hong Kong Polytechnic University were recruited. The results suggested that the participants could recognize more brand names, as compared with free recall format and the difference was greatly significant if the brand names were given in Chinese. In addition, their recognition performance of English and Chinese brand names was differential for product categories. Therefore, accurate measure of individuals’ brand knowledge seems to depend on the testing formats, languages used and product categories.
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