<![CDATA[Purpose – This study aims to analyze the influence of brand exposure and brand experience on brand recall. Design/methodology/approach – This study employs a quantitative research design using survey data collected through questionnaires distributed to respondents who are consumers that have received treatment services. The sample consisted of 110 respondents selected using a non-probability sampling technique. Data were analyzed using IBM SPSS Statistics 25.0. Findings – The results indicate that both brand exposure and brand experience have a positive and significant effect on brand recall. These findings suggest that higher frequency of exposure to a brand and more positive consumer experiences contribute to stronger memory and recall of the brand. Originality/value – This study contributes to branding literature by highlighting the combined roles of brand exposure and brand experience in strengthening brand recall. The findings provide practical implications for marketers in enhancing consumer memory retention through consistent exposure strategies and positive experiential marketing.]]>
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