Recall vs. Recognition: How the Strength of Sponsor Awareness Influences the Perceived Brand Personality
Andreas Runkel & Holger Preuß · Journal of Economics, Management and Trade · 2021
Aim: The aim of this paper is to investigate whether remembering a sponsor actively (recall) or passively (recognition) has an influence on the perceived brand image. Because brand personality is a psychological and multi-dimensional construct, it is worthwhile to investigate the...
Open access
Research Article
10.9734/jemt/2021/v27i1030372