How brand exposure and experience impac...ll - Marketing science - CMO Australia

How brand exposure and experience impac...ll - Marketing science - CMO Australia

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Unformatted text preview: Insights: Blogs (/blog/) sciencel) ldom/bmxklexposumaand Digital Marketing (/section/digital marketing/1 Marketing science (lblog/marketing- expenenceinxxxfitxand recaH Dr Chris Baumann /blo lcontributor/dr-chris-baumann/ 22 January, 2015 10:04 1 Comment lblo Imarketin -science/2015/01/22/how-brand-ex osure-and-ex erience-im act-brand- recall/#bloqs comments) are Is post One of the most important dimensions in brand management is for consumers to remember our brands. New research by Macquarie University gives brands fresh insights as they grapple with the relationship between brand exposure, brand trust and brand recall. Australian and global brand ambassadors are always hunting for more effective ways to target consumers with their marketing efforts, and hope their brand will be the first one that comes to mind. While the importance of this 'brand recall’ in the race to secure the largest slice of the consumer’s wallet is undisputed, what is less clear is what ultimately leads to consumers being able to actually recall a brand name. If they can't recall a brand, they are less likely to purchase it. So what can marketers do to build these brand memories? Macquarie University has scientifically investigated the roles brand experience (using a brand) and exposure (via advertising) have in brand recall. The research has closed the gap on related research undertaken thus far by establishing the importance of the way consumers experience a brand that will impact their affection for a brand, ultimately building brand recall. The research was tested in two product categories — fast moving consumer goods (FMCGs) and durable goods. It found trust Dr Chris Baumann (lblog/contributor/dr- chris-baumannl) Dr Chris Baumann is an associate professor at Macquarie University in Sydney, researching competitiveness, education, East Asia and customer loyalty. He has authored more than 50 refereed journal articles and conference papers with more than 350 citations. He has been awarded for his research and teaching, including from the Australian government for enthusiastic approach to education. Dr Baumann is also visiting professor at Seoul National University (SNU) in Korea and at Aarhus University, Denmark. He introduced ground breaking concepts: Competitive Productivity, Latecomer Brand, Premium Generic Brand (PGB) and the 'country of origin of service staff (COSS)’ effect. He has a long- standing relationship with Simon Fraser University (SFU), Canada, as MBA Alumni and research collaborator. Leadership (lsection/leadership/l Social Media {/sectmnm'gjmedia/l Events READ hBOUT OUR INRUGURAL CMo50 2015 list revealed .htt :// ADMA SUPPORTING ASSOCIATION “m "‘“mmw‘M” lhttp:// POPULAR 4 epic social media marketing CMO Interview: 10 tips to How Woolworths reinvented its Luxottica marketing chief: Sonos' approach to customer TWeetS by @CMOAustralia CMOAustralia @CMO... Kmart Australia CEO & new Target chief talks about the life of the 2 brands idg.to/bJFl CMO 2h CMOAustralia @CMO... You got your live video strategy sorted yet? Well, it's on its way, led by @facebook & @Snapchat cmo.com.au/article/596131 CMO Embed View on Twitter BLOG POSTS Content marketing — there’s still a long road aheadof us IS a Key TaCtOl’ mediating between exposure and brand recall of FMCGs (such as shampoo), and also between experience and creative/2016/o3/o7/COI brand recall for durable goods (such as car marques). marketing_theres_sti"_ . . . . . a_lnnn-rnarl_ahnarl-nf_ In other words, consumers are heaVIly Influenced by advertISIng when It comes “ "" ' ' "‘*“" “' "m" V' to FMCG, and that builds trust and brand recall. Whereas for cars, consumers M lo/ - tn '8! need to have driven them to build that trust and brand recall. ' l ' ' .1 V . a. ‘ - Ingto the Our research also tested whether a higher emotional attachment to a brand 0“ 9” arketing 'nStitUte's r-A__A.-_a. na....l.-;.:.._,. :.. A..-4......I:.. find rl leads to better brand recall. The research team introduced a new term to capture these emotions in brand building: Affectional drivers. Participants were asked to rate independent variables related to exposure, experience and affectional drivers including perceived brand image, self-image congruence and brand trust. Participants were then asked to list the first three Excellent article and / can certainly automobile and shampoo brands that came to mind, and that reflected their confirm I’ve had brand recall nothing but the best As this study focused on the affectional drivers of brand recall, the actual brands CUStomer recalled questions were not of particular interest. The first brand of each type experience With my recalled was treated as a reference point for the remaining questions regarding sonogflrmm'egor the predictors of brand recall, meaning brand recall was measured in this study, rather than merely self-reported. This approach adds to the scientific credibility and reflects the study’s rigorous methodology. Sonos' approach to customer experience hnmp VPI’l/ murh , Shampoo test Despite advertising spend aimed at increasing brand imagery in the shampoo, beauty industry and other FMCG sectors, our research found perceived brand image did not actually increase brand recall. Instead, consumers purchasing shampoo are more influenced by brand trust, which implies the products consumers use for their hair is of personal importance. LATEST PODCAST Closing the Gap With shampoo and other personal care products such a toothpaste and tissue Episode 11: Achieving paper, consumers form trust to a brand based on media exposure such as marketing ROI advertising, rather than based on product use where the actual quality of many (/podcast/586672/closing_ FMCG products is quite challenging tojudge simply from everyday use. gap_episode_11 _asahi_ This means brand recall for shampoo comes from exposure in the media, rather than from experience. Again, this could indicate consumers are unable tojudge h' f't lk 'r I the quality of shampoo brands, and subsequently there is little perceived difference between the products available to the consumer. I/podcast/586672/closing-gap- episode-1’I-asahi-beverages- All up, we can still say improving brand image is necessary for FMCG brands, WW given that it does not yet contribute to brand recall. But marketers and brand In the 11th and final episode Ofthe managers need to focus on a more effective approach to ensure their brand Closing the Gap podcast series, image will ultimately also lead to brand recall. produced by Brandhook, Asahi Beverages' former marketing Brand imagery strategy director, Darryn Wallace, chats about delivering a true ROI on While there is a clear relationship between exposure and brand image, this marketing programs. doesn’t actually lead to brand recall. A possible explanation for this incongruity 14 OCTOBER 2015 I 020207 I , M could be that perceived brand images of FMCGs are not sufficiently refined for PODCAST (lPODCAST/58667ZICLOSING- consumers to notice a difference. W W) In other terms, consumers can distinguish to what degree they trust an FMCG brand, leading to brand recall, but the images may not be distinct or unique MORE PODCASTS) enough to really make a difference in the consumers’ minds. Ultimately, this means brand images do not lead to brand recall. The results of our research have both theoretical and practical implications, particularly for FMCGs wishing to develop strategies that help increase brand SIGN 'N recall for existing as well as potential customers. Username Password The study also indicates exposure to advertising is more relevant for FMCG Username brands, while experience via personal usage is of greater importance for durable goods, in terms of the development of affection and brand recall. Similarly, the research uncovered a difference in how a consumer’s exposure and experience impact affectional drivers of brand recall. For durable goods for example, experience is the key driving factor in brand recall, while for FMCG, exposure has the most significant influence. Automotive trends However, it’s a completely different matter in the automotive sector. Because of the possible implications of the research findings to the automotive industry, we decided to investigate the brand recall of first-time buyers of automobiles. To achieve this, the research was conducted using Australian metropolitan university students. This consumer segment has the potential to provide relatively high lifetime value to a brand, compared to the general car-buying population. Customers in their early 205 may yet buy five to 10 cars in their lifetime, and building a relationship with a car brand early may have the potential to form a loyalty that spans over the consumer’s lifetime. The research subsequently asked these students about their perception of a brand's overall image, rather than specific image attributes. This new research will provide valuable insights for both the automotive and shampoo industries and of course other providers of durables and FMCG, if not even services, and help both target marketing strategies more effectively increase the brand recall of their brands for existing and potential consumers. The study should also be useful to brands operating in both FMCG and durable product categories to identify what aspects of business is more important to improve brand recall, as consumers' feelings prior to making a purchase are generally not readily available to these firms. The full study can be found via the Science Direct website: lhttp://wwwsciencedirect.com/science/article/pii/SO969698914001532) The paper is co-authored by Dr Hamin, Dean at the Krida Wacana Christian University (UKRIDA) in Indonesia, and by Amy Chong, who completed her Masters studies at Macquarie University. Tags: market research (lblog/tag/market%20research/), marketing strategy (lblog/tag/marketing%ZOstrategy/), brand strategy (lblog/tag/brand%ZOstrategy/) 1 Comment 1 Comment Citric; {.2.._~-.':v-.r; F'i!::c‘.r:-=?‘.=?n;-I‘=-:i Ff"; film-u: guy; My igusé Shevery Lynn Yu - hi, good luck for the presentation tomorrow. Looking forward to your next week of Login Sign up (luser/registerl? location=rhs widget) or Forgot password (Iuser/passwordl) lecture :) Have a good day Kind Regards, Lynn About us (/about) | Contact us (/contacts) | Privacy Policyi/privacy) | RSS (Irss/tax/news/l Copyright 2016 IDG Communications. ABN 14 001 592 650. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of IDG Communications is prohibited. IDG Sites: CIO ( ) | PC World ( ) | Computerworld Australia lhttp:// | CSO Online ( ) | Techworld 1http:// ) | ARN ( ) | GoodGearGuide ihttp:// ) | CIO Executive Council htt :l/ ...
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