The Role of Brand Memory Strength in Consumers' Choices for Food Products

Abstract

Consumers’ choices are shaped by brand memory, with familiar brands more likely to be chosen. A-brands (national brands) are typically more easily recognised than B-brands (private labels). Research on the role of consumption frequency in memory and choice remains mixed. This study examined how brand memory strength impacts consumers’ choices of food products, and how brand type, brand familiarity, and consumption frequency influence this effect. In an online experiment, Dutch participants (N = 29) first viewed unpackaged food products and later completed a recognition task involving the same products with packaging (A- and B-brands). Results showed no evidence of significant differences between A-brands and B-brands in recognition accuracy, reaction time, brand familiarity, or consumption frequency. Recognition accuracy did not differ significantly between old and new trials, but reaction times were significantly faster for old compared to new products within both brand types. A mixed-effects logistic regression revealed that only stimulus type (old vs. new) significantly predicted recognition responses, while brand type, brand familiarity, and consumption frequency did not. These findings suggest that recent product exposure, even without packaging, can enhance recognition speed and activate existing brand associations. When brand familiarity is comparable, B-brands can achieve recognition performance comparable to A-brands, challenging assumptions about inherent A-brand superiority. Although the small sample size limits generalisability, the study offers valuable insights into the importance of exposure in activating brand memory. Future research is needed to confirm and extend these findings.