Conceptualizing and measuring brand salience
Romaniuk and Sharp note that brand salience has traditionally been treated as top of mind, the brand mentioned first when the category is the cue, and argue that this conceptualisation and its measure are too narrow. They propose that brand salience is a brand's propensity to be noticed or to come to mind in buying situations, reflecting the quantity and quality of the network memory structures buyers hold about brands, and that it should be distinguished from awareness and attitude. The paper offers guidelines for research on salience in choice and buyer behaviour and presents it as an important step in the progression from awareness to evaluation. Marketing Theory 4(4), 2004.
Romaniuk and Sharp note that brand salience has traditionally been treated as top of mind, the brand mentioned first when the category is the cue, and argue that this conceptualisation and its measure are too narrow. They propose that brand salience is a brand's propensity to be noticed or to come to mind in buying situations, reflecting the quantity and quality of the network memory structures buyers hold about brands, and that it should be distinguished from awareness and attitude. The paper offers guidelines for research on salience in choice and buyer behaviour and presents it as an important step in the progression from awareness to evaluation. Marketing Theory 4(4), 2004.
Written from the abstract, OpenAlex record, 2026-11-03.
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doi:10.1177/1470593104047643. Read at the level of the abstract.