This conceptual paper discusses the investigation of the recall of brand associations of consumer for brands of high and low salience, as well as for fabricated brands. There has been research on brand associations for "fake" or counterfeit brands, and also for brands with low residual...

This research contains a novelty in producing a study program brand audit method and developing a brand salience development model in higher education, which has not been widely discussed. A quantitative-explanative research method was used in this study by collecting online survey data on the...