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Competitive interference effects in memory for advertising: are familiar brands exempt?

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References

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1985

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Methodological and Theoretical Foundations of Advertising Copytesting: A Review

44 cited

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2005Memory for advertising and information content: Comparing the printed page to the computer screen42 cited
2019Impairment effects of creative ads on brand recall for other ads28 cited
2007Decreasing advertising interference: The impact of comparable differences on consumer memory in competitive advertising environments25 cited
2014Weapons of mass intrusion: the leveraging of ambush marketing strategies21 cited
2015The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor19 cited