Does brand salience have a positive effect on purchase behavior? The presentation „The Battle for Salience: Dimensions, Determinants, and Outcomes of Brand Salience – an Empirical Analysis“ gives an answer.

Brand Salience has received much attention in literature. However, there still remains ambiguity with regard to a common definition and conceptualization. Thus, Beatrix Dietz and Judith Hohmann conceptualize that brand salience consists of three dimensions: brand awareness, brand association, and brand knowledge. They further identify antecedents and consequences of brand salience and empirically test their model based on a sample of 150 respondents. Their results will be presented at the conference DERMARKENTAG2014 at the city of Koblenz (25./26. September 2014).Der Beitrag „The Battle for Salience: Dimensions, Determinants, and Outcomes of Brand Salience – an Empirical Analysis“