Brand name recall: A study of the effects of word types, processing, and involvement levels

摘要

This study extends prior research on brand naming by comparing recall for five types of words in various involvement and processing conditions. Experimental findings show that the differences in recall are higher when there is semantic processing than when there is sensory processing. Involvement is not significant and hence provides no advantage for brand name recall. Several significant interactions among word types and information processing are also observed that extend prior findings in marketing and branding. More specifically, the results showed different recall pattern for the word types between semantic and sensory processing which was not observed in academic literature. Finally, the paper discusses implications for the naming of new products.