Construct · 1 fields · 1 citations

brand name suggestiveness: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Branding

the degree to which a brand name conveys the product benefit, which helps recall of that benefit but can hinder recall of later repositioned benefits.

In branding, brand name suggestiveness refers to the degree to which a brand name conveys the product benefit, which helps recall of that benefit but can hinder recall of later repositioned benefits. This meaning comes from Keller (1998) in Journal of Marketing.[1]

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Nearby constructs

degree1 fields · 1 citationsanchor · a standalone construct product3 fields · 3 citationsjingle · one word, three constructs recall4 fields · 10 citationsjingle · one word, four constructs

References

Keller, K. L., Heckler, S. E., & Houston, M. J. (1998). The Effects of Brand Name Suggestiveness on Advertising Recall. Journal of Marketing, 62(1), 48-57. https://doi.org/10.1177/002224299806200105

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