search query: @author Kent, R. / total: 6
reference: 5 / 6
| Author: | Kent, R. Allen, C. |
| Title: | Competitive interference effects in consumer memory of advertising: the role of brand familiarity |
| Journal: | Journal of Marketing
1994 : JUL, VOL. 58:3, p. 97-105 |
| Index terms: | COMPETITION ADVERTISING BRANDS |
| Language: | eng |
| Abstract: | Although consumers often encounter ads for familiar brands, previous advertising interference studies have used ads for low-familiarity brands. The authors focus on brand familiarity's role in increasing ad memorability and moderating competitive interference. They conducted a factorial experiment varying the familiarity of brands featured in test and competing ads. With differences in ad executions, prior exposure, processing objectives subjects displayed substantially better recall of new product information for familiar brands. |
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