From analysis of over 39 categories Laurent, Kapferer and Roussel (1995) found that top of mind, spontaneous and aided brand awareness measures have the same underlying structure. The difference in scores appears due to the difficulty of the measure. We have successfully replicated this work and extended it to similarly structured advertising awareness measures. However, additional analyses then revealed that while there is a good category level fit, modelling a single brand over time is less successful. Indeed, Laurent et al.'s excellent cross-sectional fit appears due to substantially different levels of salience between larger and smaller brands. This suggests that while the different types of awareness tend to vary with a brand's overall level of salience, this does not mean that the different measures simply reflect a single underlying construct. Further, our finding challenges the previous authors’ claim that knowing the score for one measure allows the estimation of the score for another measure. Instead, the model provides useful norms against which to compare actual scores.
AakerD.A.Managing Brand Equity: Capitalizing on the Value of a Brand Name1991The Free PressNew York
2.
AssaelH.DayG.S.Attitudes and awareness as predictors of market shareJournal of Advertising Research8419683–10
3.
AxelrodJ.N.Attitude measures that predict purchaseJournal of Advertising Research8119683–17
4.
BerensonM.L.LevineD.M.Basic Business Statistics1989Prentice HallNew Jersey
5.
BergerI.E.Toward a new understanding of the effects of advertising: A look at implicit memory processesAdvances in Consumer Research181991688–692
6.
DicksonP.R.SawyerA.G.Point-of-purchase behaviour and price perceptions of supermarket shoppers1986Marketing Science InstituteCambridge, MA
7.
DicksonP.R.SawyerA.G.The price knowledge and search of supermarket shoppersJournal of Marketing54199042–53
8.
du PlessisE.Recognition versus recallJournal of Advertising Research343199475–91
9.
DubowJ.S.Point of view: Recall revisited: Recall reduxJournal of Advertising Research343199492–106
10.
EhrenbergA.S.C.A Primer in Data Reduction1994John Wiley & SonsNew York
11.
FranzenG., 1999. The brand response matrix. Admap.(September).
12.
GibsonL.D.Recall revisited: Recall redux - some reactionsJournal of Advertising Research3431994107–108
13.
HaleyR.I.A rejoinder to conclusions from the ARF's Copy Research Validity ProjectJournal of Advertising Research343199433–34
14.
HaleyR.I.BaldingerA.L.The ARF Copy Research Validity ProjectJournal of Advertising Research31199111–32
15.
HaleyR.I.RichardsonJ.BaldwinB.M.The effects of nonverbal communications in television advertisingJournal of Advertising Research244198411–18
16.
HeathR.Low involvement processing - a new look model of brand communicationJournal of Marketing Communications7200127–33
17.
HeathR and Howard-SpinkJ., 2000. And now for something completely different. Current thinking about the brain means we need to change the way brands are researched.Paper presented at the Annual Market Research Society Conference.
18.
HoyerW.D.An examination of consumer decision making for a common repeat purchase productJournal of Consumer Research111984822–829
19.
HubbardR.ArmstrongS.J.Replications and extensions in marketing: Rarely published but quite contraryInternational Journal of Research in Marketing111994233–248
20.
KellerK.L.DaveyK.K.Building customerbased brand equity2001Advertising Research Foundation WorkshopNew York
21.
KrugmanH.E.Memory without recall, exposure without perceptionJournal of Advertising Research1719777–12
22.
LaurentGKapfererJ.N.RousselF.The underlying structure of brand awareness scoresMarketing Science1431995G170–G179part 2
23.
LeavittC.WaddellC.WellsW.Improving day-after recall techniquesJournal of Advertising Research103197013–17
24.
LynchJ.G.JrSrullT.K.Memory and attentional factors in consumer choice: Concepts and research methodsJournal of Consumer Research9198218–37
25.
MacdonaldE.SharpB.Brand awareness effects on consumer decision making for a common, repeat purchase product: A replicationJournal of Business Research48120005–15
26.
MacdonaldE.SharpB.Management perceptions of the importance of brand awareness as an indicator of advertising effectivenessMarketing Bulletin200314
27.
NedungadiP.Recall and consumer consideration sets: Influencing choice without altering brand evaluationsJournal of Consumer Research171990263–276
28.
PerfectT. and HeatherleyS., 1996. Implicit memory in print ads. Admap(January), 41–42.
29.
RomaniukJ.SharpB.Conceptualising and measuring brand salienceMarketing Theory442004327–342
30.
RossH.L.Recall revisited: Recall redux - more reactionsJournal of Advertising Research3431994109–111
31.
RossiterJ.R.EaglesonG.Conclusions from the ARF's Copy Research Validity ProjectJournal of Advertising Research343199419–32
32.
RossiterJ.R.PercyL.Advertising and Promotion Management1987McGraw-HillSingapore
33.
RossiterJ.R.PercyL.DonovanR.J.A better advertising planning gridJournal of Advertising Research31199111–21
34.
SinghS.N.RothschildM.L.Recognition as a measure of learning from television commercialsJournal of Marketing Research201983235–248(August)
35.
SinghS.N.RothschildM.L.ChurchillG.A.Jr.Recognition versus recall as measures of television commercial forgettingJournal of Marketing Research25198872–80(February)
36.
ThorsonE.RothschildM.L.Recognition and recall of commercials: Prediction from a textcomprehension analysis of commercial scriptsPercyL.Advertising and Consumer Psychology1983Lexington BooksMA287–302
37.
WellsW.D.Recognition, recall, and rating scalesJournal of Advertising Research4319642–8
38.
ZinkhanG.M.LocanderW.B.Dimensional relationships of aided recall and recognitionJournal of Advertising151198638–46
