search query: @author Chamblee, R. / total: 1
reference: 1 / 1
« previous | next »
| Author: | Curlo, E. Chamblee, R. |
| Title: | Ad processing and persuasion: The role of brand identification. |
| Journal: | Psychology & Marketing
1998 : MAY, VOL. 15:3, p. 279-299 |
| Index terms: | ADVERTISING RESEARCH BRANDS CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | This article examines the relationship between ad learning and adbased persuasion. It proposes that consumer identification of the adevertising brand positively affects attitude toward the ad, which in turn enhances positive brand attitudes. A model integrating learning learning and attitudinal responses to ads was tested with aggregate readership recognition scores and attitudinal measures for different ads. Results suggested that identification of the advertiser is a crucial operation in ad processing. Ads that facilitated identification of the brand appeared credible, which contributed to enhancing their persuasive impact. |
« previous | next »
SCIMA