Predicting trademark effectiveness

Abstract

The effectiveness of 7 competing trademarks was studied. 166 male Ss were tested. "Effectiveness is defined in terms of salience, meaning, and memory-value of the trademark. The three characteristics were found to be positively related." Taking memory-value to be the major dependent variable, through a combination of salience and meaning measures, memory-value was predicted "with a high degree of success." (PsycInfo Database Record (c) 2025 APA, all rights reserved)