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| Author: | Campbell, M.C. Keller, K.L. |
| Title: | Brand familiarity and advertising repetition effects |
| Journal: | Journal of Consumer Research
2003 : SEP, VOL. 30:2, p. 292-304 |
| Index terms: | Advertising Brands Communication |
| Language: | eng |
| Abstract: | Building the necessary knowledge in consumers' minds is a crucial communication task for unknown brands to become established. Nevertheless, communication effectiveness may depend on prior familiarity of the advertised brand. The findings of two experiments using television ads and computer Internet ads revealed that brand familiarity influenced repetition effectiveness. Particularly, repetition of advertising attributed to an unfamiliar brand showed decreased effectiveness; when the same advertising was attributed to a known, familiar brand, repetition wearout was postponed. |
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