Proposal of a method to identify recall ability and brand associations

Abstract

The purpose of this research is to develop a method to identify the ability to recall brand association and clarify which brand association is able to discriminate the recall ability. To achieve this purpose, in this research, the reaction and reaction time data to the presented brand association were collected via smartphone, and the data were analyzed by a hierarchy Bayesian model based on the idea of two-parameter model of item response theory (IRT). The result of description data showed that it was the significance to utilized reaction time. The analysis result by a hierarchy Bayesian model indicated that this method enables to efficient brand communication as the proposed model can estimate both the recall ability and the parameter to utilize in brand communication. This research contributes to both academic and business areas by proposing a convenience and effective method to identify consumers’ brand recalling ability.