contradicts theoretical literature. The product category in this study is mature and
includes brands with high awareness. Increasing advertising likely has lile effect on
increasing brand awareness. The market share leaders have higher advertising
expenditures and may experience diminishing returns unless their advertising provides
some unique/new information about products, such as new product development.
In conclusion, brand awareness includes both brand recall and brand recognition
(according to Keller, 1993) but this research did not examine them separately. For
future research should develop separate measures to assess brand recall and brand
recognition respectively-further exploring their relationship with market outcomes. For
other product categories, the impact of brand recall and brand recognition on market
outcome may be different. The effects of marketing mix elements may also show
differences on brand recall and brand recognition constructs.
SECOND
Alhabeeb M.J., (2007). On consumer trust and product loyalty. International Journal of
Consumer Studies. 31, 609-612. [online] Available from: Business Source Premier
[Accessed 12 March 2016].
This article we found would be useful to understand how NOKIA could regain the trust
of their consumers, aer they start producing again. This is linked again with brand
