search query: @indexterm BRAND CHOICE / total: 192
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| Author: | Laroche, M. Cleveland, M. Maravelakis, I. |
| Title: | Competitive advertising interference and ad repetition effects: comparing high-share and low-share brands |
| Journal: | International Journal of Advertising
2006 : VOL. 25:3, p. 271-307 |
| Index terms: | advertising marketing brand choice consumer attitudes competition strategy research |
| Language: | eng |
| Abstract: | In this empirical study, prior research on competitive (hereafter as: comp.) advertising (adv-g.) effects is brought together from two perspectives: ad repetition and brand familiarity. Especially, compared are free and cued recall, attitude accessibility (here as: att-acc.) and valence, and purchase intentions, for high-share (as: h-sh.) and low-share (as: l-sh.) brands in two mature markets, manipulating levels of target ad repetition and comp. adv-g. Overall, recall and att-acc. were the most affected by different combinations of ad repetition and competition (as: comp-n). For l-sh. brands, recall was generally greater in the absence of comp-n. For h-sh. brands, in certain cases, recall was greater in the presence of comp-n. |
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