Introduction
Current advertising effectiveness measures, such as advertising awareness and brand perception, are suitable for identifying traces of a brand's advertising in consumer memory and growth or decline in brand perceptions following advertising activity (Brown, 1985; McDonald, 2000; Romaniuk, 2013a). However, such measures are not suitable in assessing the effect of a brand's advertising on a brand's mental availability (Romaniuk, 2013b).
Mental availabilityis defined as the propensity of a brand to be noticed or come to mind for individuals in buying or consumption situations (Romaniuk, 2013b, Sharp, 2010). In past literature, this concept is commonly referred to as...