Proposal of a method to identify recall ability and brand associations

The purpose of this research is to develop a method to identify the ability to recall brand association and clarify which brand association is able to discriminate the recall ability.

Introduction

To maintain brand power, a brand manager needs consumers to have a good brand image for a long time. Due to the diffusion of smartphones, high-speed Internet communication networks, and social media, the brand manager can obtain effective tools to communicate with consumers. However, it is not enough to only have communication tools. To sustain a good brand image in consumers' memories, the brand manager should understand to what degree consumers understand their brand image correctly and which brand association contributes to the consumers' brand image. A consumer with a high level of comprehension of a particular brand image...

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