Brand awareness indicates the prominence of a brand in the memory of the consumer and is measured by recall and recognition. Before consumers obtain information about a brand, remember this information and use it for attitude formation and possibly purchase of a certain brand, they should first be aware of the brand. The choice between using a celebrity or a non-celebrity endorser in a television commercial to advertise a brand has an effect on the recognition and recall of the commercial. Whether or not a recurring narrative is used in the advertisement also has an impact on recall and recognition of the brand. We expect a non-celebrity endorser in a television commercial using a recurring narrative will have the optimal effect on recall and recognition of the brand.
Keywords: (non-)celebrity endorsers, narrative, brand recognition, brand recall