Abstract

Despite its central importance in achieving most long-term advertising goals, the past several decades of academic research have placed too little emphasis on brand awareness (BA), focusing more often on attitude toward the ad, attitude toward the brand, and purchase intention. In part because of this lack of focus, no universally accepted definition of BA has evolved, and there is a need for greater theoretical development of the concept. In response, this article draws on prior work incorporating current developments in the advertising field to derive the following updated definition of BA: Brand awareness is the likelihood that a person retrieves a brand identifier and a product category or category need from memory across brand-relevant situations. In addition, the article summarizes the trajectory of the use of dependent measures of advertising effectiveness and calls for greater focus on the measurement of BA in its various forms. To this end, the article provides guidelines for measuring BA and specific recommendations to future researchers for including BA in studies of advertising effectiveness.

摘要

尽管它在实现大多数长期广告目标方面具有核心重要性，但过去几十年的学术研究对品牌知名度 (BA) 的重视过少，更多地关注于对广告的态度、对品牌的态度和购买意愿。部分由于缺乏重点，没有普遍接受的 BA 定义演变，并且需要对该概念进行更大的理论发展。作为回应，本文借鉴了先前的工作，结合了广告领域的当前发展，得出了以下更新的 BA 定义：品牌知名度是一个人从与品牌相关的记忆中检索品牌标识符和产品类别或类别需求的可能性情况。此外，文章总结了广告效果依赖测量的使用轨迹，并呼吁更加关注各种形式的 BA 测量。为此，本文提供了衡量 BA 的指南，并为未来的研究人员提供了将 BA 纳入广告效果研究的具体建议。