Störst, Bäst och Vackrast
En studie av varumärkessaliens påverkan på attityder och attributvärdering
The authors study the effects of brand salience on how consumers form brand attitudes and how consumers value the importance of various brand attributes. The study was conducted through two separate tests, the one focusing on the link between brand salience and brand attitudes and the other focusing on the link between brand salience and evaluations of attribute importance. Both tests measured brand salience as the ease with which brands are recalled by respondents who have been cued with a specific product category. The results show that brand salience has direct effects on both brand attitudes and the evaluation of attribute importance. As brands are recalled, high brand salience for a brand creates a more positive attitude towards that brand in the mind of the consumer. Furthermore, as brands are recalled, high brand salience for a brand makes the consumer value attributes that are characteristic for that brand as more important than other attributes.