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'Branding' explained: defining and measuring brand awareness and brand attitude

Journal Article


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Abstract


  • Writing in the very first issue of this journal, the present author proposed a comprehensive model of 'branding', a managerial process that requires the marketer to establish, in the consumer's mind, two essential communication effects: brand awareness and then brand attitude. In the present article, he expands this model from two to now three types of brand awareness (brand recognition, category-cued brand-name recall and brand recall-boosted recognition) and from three to now five levels of brand attitude (reject, unaware, acceptable if on special, one of my several preferred brands and my single preferred brand). Also, he shows how to most efficiently measure these two necessary components of branding.

Publication Date


  • 2014

Citation


  • Rossiter, J. R. (2014). 'Branding' explained: defining and measuring brand awareness and brand attitude. Journal of Brand Management, 21 (7/8), 533-540.

Scopus Eid


  • 2-s2.0-84920093156

Ro Full-text Url


  • http://ro.uow.edu.au/context/buspapers/article/1637/type/native/viewcontent

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/635

Has Global Citation Frequency


Number Of Pages


  • 7

Start Page


  • 533

End Page


  • 540

Volume


  • 21

Issue


  • 7/8

Place Of Publication


  • United Kingdom

Abstract


  • Writing in the very first issue of this journal, the present author proposed a comprehensive model of 'branding', a managerial process that requires the marketer to establish, in the consumer's mind, two essential communication effects: brand awareness and then brand attitude. In the present article, he expands this model from two to now three types of brand awareness (brand recognition, category-cued brand-name recall and brand recall-boosted recognition) and from three to now five levels of brand attitude (reject, unaware, acceptable if on special, one of my several preferred brands and my single preferred brand). Also, he shows how to most efficiently measure these two necessary components of branding.

Publication Date


  • 2014

Citation


  • Rossiter, J. R. (2014). 'Branding' explained: defining and measuring brand awareness and brand attitude. Journal of Brand Management, 21 (7/8), 533-540.

Scopus Eid


  • 2-s2.0-84920093156

Ro Full-text Url


  • http://ro.uow.edu.au/context/buspapers/article/1637/type/native/viewcontent

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/635

Has Global Citation Frequency


Number Of Pages


  • 7

Start Page


  • 533

End Page


  • 540

Volume


  • 21

Issue


  • 7/8

Place Of Publication


  • United Kingdom