Training Foreign Language Teachers: A Reflective Approach

This research shows that a single auditory exposure to fictitious brand names may create the impression, one day later, that these brand names actually exist. It appears that the judgment that the brands are known is based on brand familiarity coupled with a failure to remember the exposure context. This demonstration, inspired by the false fame effect, is interpreted as the product of an implicit memory process. The result implies that measurement of explicit memory of an ad or other marketing communication may misrepresent (in this case, understate) the influence of that communication. However, the effect was obtained only when attention to the fictitious brand names was deliberate (as opposed to incidental). This suggests that there are lower attentional limits to the influence of one exposure to a brand name on creating familiarity without memory of the exposure context. © 1999 John Wiley & Sons, Inc.

Know the name, forget the exposure: Brand familiarity versus memory of exposure context

Article history: Received: September 30, 2019 Received in revised format: November 12 2019 Accepted: November 12, 2019 Available online: November 12, 2019 This research empirically attempted to assess the effect of brand familiarity and perceived service quality on brand image as well as to explore the position of brand image on student satisfaction in addressing previous efforts' mixed outcomes and bridging the gaps in the private higher education area. The data were collected from students of Jadara university in Jordan. PLS-SEM methods were used to test hypothesized relationships on a sample of 112 students. The findings show that familiarity with the brand and perceived quality of service had an important and beneficial connection with the image of the brand. Also, there was an important and positive connection between brand image and students’ satisfaction. The revision has discussed the finding and an implication compared with past studies. These findings have significant implications for private higher education institutions that may be taken into consideration when developing their marketing plan. The finding will help design strategies to increase students’ satisfaction and improve brand image. It has also presented some of recommendations for upcoming investigation. © 2020 by the authors; licensee Growing Science, Canada

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Examining antecedents and consequences of university brand image

In todayâ€™s post-modern era, brands significantly play an important role in consumer behaviour. This paper aimed at examining how brand trust, brand familiarity and brand experience have an influence on brand attachment using a sample of consumers within the Gauteng Province of South Africa. A quantitative method using Smart PLS was employed to test the relationships among the three hypotheses. A structured questionnaire consisting of validated scales for brand trust, brand familiarity, brand experience and brand attachment was administered to a sample of 181 consumers within the Gauteng province of South Africa. The results of this study showed that brand trust, brand familiarity and brand experience positively influences brand attachment in a significant and direct way. The results of this empirical study provided fruitful implications toacademicians, practitioners as well as policy makers from the perspective of academicians.This study makes a significant contribution to the brand management literature by systematically examiningthe influence of brand trust, brand familiarity and brand experience on brand attachment. On the practitionersâ€™ side, this study therefore submits thatbrand managers for companies in the Gauteng province ought to concentrate on strategies that enhance brand experience because it is likely to yield the desired brand attachment when compared to other research constructs. The results which have been obtained from this study may also be used to generate new policies and revision of the existing policies. Precisely,policies or strategies which exist in numerous organizationsare there in order to make consumers remain attached to certain brands.Moreover, this study vastly add new knowledge to the present body of brand management literature in Africa - a context that is neglected by some academicians in developing countries.

/pdf/the-influence-of-brand-trust-brand-familiarity-and-brand-1pdfb7xpvt.pdf

The Influence of Brand Trust, Brand Familiarity and Brand Experience on Brand Attachment: A Case of Consumers in the Gauteng Province of South Africa

In today’s dynamic environment, delivering exclusive and meaningful consumer interactions is critical for brands to stand out. In this sense, we suggested that consumer loyalty is influenced by online brand interactions due to brand familiarity. In a cross-sectional study conducted on 307 customers of leading and popular online selling brands in China across different industries, we found that online brand experience has significant and positive effect on customer satisfaction. Affective brand experience has a statistically negligible direct impact on customer satisfaction, emotional brand experience has a substantial and optimistic direct effect on customer satisfaction, and behavioural brand experience has a significant and harmful direct effect on customer satisfaction. In addition, it was discovered that brand awareness has a major mediating impact in the relationship between affective and behavioural brand experiences and consumer satisfaction, but no significant mediating influence in the relationship between emotional and cognitive brand experiences and customer satisfaction.

Understanding the effect of online brand experience on customer satisfaction in China: a mediating role of brand familiarity

Online video advertising using the English language is a trend in international marketing. While previous studies have pointed out that individuals’ motivational orientation in the context of advertising plays a key role in ad preference and effectiveness, few studies have been carried out to investigate the effect of online English advertising on international consumers with different motivational orientations in non-English speaking populations. Accordingly, this article examines the effects of motivational orientation and brand familiarity on positive emotions and skepticism in international consumers’ responses to online video English advertising. The results imply that participants’ positive emotions can be influenced more by their motivational orientation than by their familiarity with the brand, while their skepticism can be affected more by brand familiarity than by motivational orientation toward the ad. Moreover, participants high in English promotion orientation displayed higher positive emotions toward unfamiliar brand online advertising than did the English prevention-orientated participants toward a familiar brand ad. Prevention orientation exhibits a higher level of skepticism towards an unfamiliar brand online video advertisement. The effects are more explicit in motivational orientation in English than general motivational orientation. This research suggests that generating positive emotions and reducing the skepticism of non-English-speaking individuals is essential to build brand image in online marketing.

Motivational Orientation and Brand Familiarity： Positive Emotions and Skepticism toward Online Advertising Using the English Language

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Motivational Orientation and Brand Familiarity： Positive Emotions and Skepticism toward Online Advertising Using the English Language