A Brief Pause between a Tagline and Bran
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Antonia Mantonakis
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Article
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2011
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John Wiley and Sons
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English
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## Summary This paper explores the outcome of the visual encoding of brands in meaningful sentences (i.e. in taglines) on brand name recognition and preference. In this paper, it is shown that, above and beyond the role of conceptual priming during encoding at increasing recognition memory, there i