Year: 2026 | Month: March | Volume: 13 | Issue: 3 | Pages: 185-193
DOI: https://doi.org/10.52403/ijrr.20260322
An Empirical Investigation for Measuring the Impact of Brand Exposure and Brand Experience on Brand Recall
Srinivas Rao K1, Sunil Kumar Pradhan2, Yadav Devi Prasad Behera3, Tushar Ranjan Sahoo4
1Research Scholar, Department of Business Administration, Berhampur University Odisha, India
2Department of Business Administration, Berhampur University, Odisha, India
3Department of Commerce, Laxminarayan College, Jharsuguda, Odisha, India
4Department of Management Studies, Amity Business School, Amity University, Raipur, India
Corresponding Author: Srinivas Rao K
ABSTRACT
In today's competitive marketplace, understanding the dynamics of branding is imperative for businesses striving to capture consumer attention and loyalty. This dissertation explores the intricate interplay between brand exposure, brand experience, and brand recall, seeking to unveil their collective impact on consumer behaviour and brand perception. The research methodology employed a combination of quantitative surveys and qualitative interviews to gather data from a diverse sample of consumers across different demographics and psychographics. Statistical analyses, including regression modelling and structural equation modelling, were conducted to assess the relationships between brand exposure, brand experience, brand recall, and their influence on consumer preferences and purchasing decisions. Findings revealed that brand exposure through various channels significantly influences brand recall, with digital media emerging as a potent platform for enhancing brand visibility. Moreover, brand experience was found to be a pivotal factor shaping consumer perceptions, as positive interactions with a brand led to increased brand recall and favourable attitudes towards the brand. Furthermore, the study uncovered nuanced relationships between brand exposure, brand experience, and brand recall across different industries and consumer segments. While certain industries benefited more from traditional forms of brand exposure, others thrived in immersive brand experiences facilitated by experiential marketing initiatives.
The implications of these findings extend to marketers, offering insights into optimizing brand strategies to enhance brand recall and foster meaningful brand experiences. By leveraging a holistic understanding of brand exposure, brand experience, and brand recall, businesses can cultivate stronger brand loyalty and competitive advantage in today's dynamic marketplace.
This study contributes to the existing body of knowledge by shedding light on the intricate mechanisms underlying consumer-brand interactions, paving the way for future research endeavours and strategic brand management practices aimed at building enduring connections with consumers in an increasingly cluttered and competitive landscape.
Keywords: Brand Experience, Brand Recall, Brand Management, Brand exposure, Brand Perception
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