Article2005

Advertising weak and strong brands: Who gains?

46 citations0/0 files storedPsychology and Marketing

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

The authors present an empirical study that compares advertising for a weak brand and advertising for a strong brand. The results indicate that brand attitude and purchase intention for the weak brand are higher when subjects cannot recall the ad. The opposite is found for the strong brand. Comparisons between single-brand ads and a joint ad reveal that ad-evoked brand recall increases for the weak brand in the joint ad and decreases for the strong brand. Furthermore, brand attitude and purchase intention are lower in the joint ad for the weak brand and higher for the strong brand. The study adds new insights to the literature on brand exposure without recall and the literature on joint advertising. © 2005 Wiley Periodicals, Inc.

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References

1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1982Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis 1992Choice in Context: Tradeoff Contrast and Extremeness Aversion 1998Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes 1999Signaling Unobservable Product Quality through a Brand Ally 1994Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity 1992The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What is Incongruency?

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