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racters. According to this literature, in an advertising recognition test, there are two possible responses (i.e., 'yes'or 'no') to two types of advertising stimulus (i.e., real or distractor), which create four possible outcomes. First, a 'hit' is recorded when an individual responds,'yes' to real advertising. If, however, one fails to recognize the real ad, the response is called a 'miss.' Another incorrect judgment by a respondent is 'false alarm' in which the subject answers 'yes' to a bogus advertising stimulus. Finally, a 'correct rejection' occurs when the subject says 'no' to a distractor.

Further analyses of recognition tests mainly use the hit rate (H) and the falsealarm rate (FA) for adjustments and corrections (Leigh & Menon, 1986). A hit rate is calculated by the ratio of targets correctly chosen (Tc) to the total number of target stimuli available (T), whereas the false-alarm rate is the ratio of incorrectly chosen items (Dc) to the total number of distractor items included in the test (D) (Leigh & Menon, 1986). For instance, a hit rate of 1.0 denotes that the respondent correctly selected all target stimuli in the test set. However, a hit rate of 1.0 would not be a brilliant score unless his or her false-alarm rate is also low. Scores of both 1.0 on both hit rates and false-alarm rates imply that the subject answered yes to all items. When one has a same score on both hit rate and false-alarm rate (i.e., H = 0.3, FA = 0.3), it implies that the responses occurred by chance. Therefore, a researcher seeks high hit rates and low false-alarm rates from respondents.

Recognition tests are criticized for their failure to account for respondents' errors. Shapiro (Shapiro, 1994) argued that recognition studies that use only the correct number of responses would be unable to completely understand the human recognition process. He noted that research that merely counts the number of correct responses may incorrectly conclude that recognition memory is substantial, when, in reality, it was changes in judgment about memory. He put forward the argument that a simple measure of hit rate (H) minus false-alarm rate (FA) would suffice. In our study, this formula will be referred to as 'corrected hit rate' or HC.

HC = H—FA

According to Keller (Keller, 1993) Brand Awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs to and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products. For the purpose of our research we have that Brand Recall and Brand Recognition lead to Brand Awareness.

Brand Recall:

The extent to which a brand is recalled as a member of a product class and is distinct from brand recognition. Brand recall is to an extent measured by the degree of unaided recall. For eg, a person can be asked to recall the names of cigarettes or beer brands he may know. Researchers have found that brand recall is the sum of unaided and aided recall.The 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。