What Makes a Brand Name Familiar?
Journal of Marketing ResearchPublished 1 February 1973
Leo Bogart, Charles C. Lehman
Citations57
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
This article reports a study of unaided brand recall by female household heads and examines some factors related to brand salience. Findings indicate that brand recall is a complex, dynamic process.
Keywords
Social SciencesBusiness, Management and Accounting