Let's be strange: brand familiarity and ad-brand incongruency
Reports on an experimental study where the effects of ad-brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in raising br...
Ausführliche Beschreibung
Gespeichert in:
| Autor*in: |
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| Format: |
E-Artikel |
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| Sprache: |
Englisch |
| Erschienen: |
2003 |
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| Schlagwörter: |
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| Umfang: |
13 |
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| Reproduktion: |
Emerald Fulltext Archive Database 1994-2005 |
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| Übergeordnetes Werk: |
In: The journal of product & brand management - Bingley : Emerald, 1992, 12(2003), 7, Seite 449-461 |
| Übergeordnetes Werk: |
volume:12 ; year:2003 ; number:7 ; pages:449-461 ; extent:13 |
| Links: |
|---|
| DOI / URN: |
10.1108/10610420310506010 |
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NLEJ219956413 |
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| 520 | |a Reports on an experimental study where the effects of ad-brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in raising brand interest and brand memorability. However, this depends on the familiarity of the brand: the incongruency reinforces the existing associations for a familiar brand by increasing elaboration of the brand message, whereas the incongruent associations may take the upper hand for an unfamiliar brand with weaker existing associations. The results show that ad-brand incongruency enhances brand attitude and brand memorability and reduces ad memorability for the familiar brand. The only significant effect of ad-brand incongruency for the unfamiliar brand is a reduced brand memorability. | ||
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10.1108/10610420310506010 doi (DE-627)NLEJ219956413 DE-627 ger DE-627 rakwb eng XA-GB Let's be strange: brand familiarity and ad-brand incongruency 2003 13 nicht spezifiziert zzz rdacontent nicht spezifiziert z rdamedia nicht spezifiziert zu rdacarrier Reports on an experimental study where the effects of ad-brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in raising brand interest and brand memorability. However, this depends on the familiarity of the brand: the incongruency reinforces the existing associations for a familiar brand by increasing elaboration of the brand message, whereas the incongruent associations may take the upper hand for an unfamiliar brand with weaker existing associations. The results show that ad-brand incongruency enhances brand attitude and brand memorability and reduces ad memorability for the familiar brand. The only significant effect of ad-brand incongruency for the unfamiliar brand is a reduced brand memorability. Emerald Fulltext Archive Database 1994-2005 Advertising Brand awareness Brands schema Information strategy Memory Lange, Fredrik oth Dahlén, Micael oth In The journal of product & brand management Bingley : Emerald, 1992 12(2003), 7, Seite 449-461 Online-Ressource (DE-627)NLEJ21957863X (DE-600)2020682-3 nnns volume:12 year:2003 number:7 pages:449-461 extent:13 http://dx.doi.org/10.1108/10610420310506010 GBV_USEFLAG_U ZDB-1-EFD GBV_NL_ARTICLE AR 12 2003 7 449-461 13 |
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10.1108/10610420310506010 doi (DE-627)NLEJ219956413 DE-627 ger DE-627 rakwb eng XA-GB Let's be strange: brand familiarity and ad-brand incongruency 2003 13 nicht spezifiziert zzz rdacontent nicht spezifiziert z rdamedia nicht spezifiziert zu rdacarrier Reports on an experimental study where the effects of ad-brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in raising brand interest and brand memorability. However, this depends on the familiarity of the brand: the incongruency reinforces the existing associations for a familiar brand by increasing elaboration of the brand message, whereas the incongruent associations may take the upper hand for an unfamiliar brand with weaker existing associations. The results show that ad-brand incongruency enhances brand attitude and brand memorability and reduces ad memorability for the familiar brand. The only significant effect of ad-brand incongruency for the unfamiliar brand is a reduced brand memorability. Emerald Fulltext Archive Database 1994-2005 Advertising Brand awareness Brands schema Information strategy Memory Lange, Fredrik oth Dahlén, Micael oth In The journal of product & brand management Bingley : Emerald, 1992 12(2003), 7, Seite 449-461 Online-Ressource (DE-627)NLEJ21957863X (DE-600)2020682-3 nnns volume:12 year:2003 number:7 pages:449-461 extent:13 http://dx.doi.org/10.1108/10610420310506010 GBV_USEFLAG_U ZDB-1-EFD GBV_NL_ARTICLE AR 12 2003 7 449-461 13 |
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10.1108/10610420310506010 doi (DE-627)NLEJ219956413 DE-627 ger DE-627 rakwb eng XA-GB Let's be strange: brand familiarity and ad-brand incongruency 2003 13 nicht spezifiziert zzz rdacontent nicht spezifiziert z rdamedia nicht spezifiziert zu rdacarrier Reports on an experimental study where the effects of ad-brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in raising brand interest and brand memorability. However, this depends on the familiarity of the brand: the incongruency reinforces the existing associations for a familiar brand by increasing elaboration of the brand message, whereas the incongruent associations may take the upper hand for an unfamiliar brand with weaker existing associations. The results show that ad-brand incongruency enhances brand attitude and brand memorability and reduces ad memorability for the familiar brand. The only significant effect of ad-brand incongruency for the unfamiliar brand is a reduced brand memorability. Emerald Fulltext Archive Database 1994-2005 Advertising Brand awareness Brands schema Information strategy Memory Lange, Fredrik oth Dahlén, Micael oth In The journal of product & brand management Bingley : Emerald, 1992 12(2003), 7, Seite 449-461 Online-Ressource (DE-627)NLEJ21957863X (DE-600)2020682-3 nnns volume:12 year:2003 number:7 pages:449-461 extent:13 http://dx.doi.org/10.1108/10610420310506010 GBV_USEFLAG_U ZDB-1-EFD GBV_NL_ARTICLE AR 12 2003 7 449-461 13 |
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10.1108/10610420310506010 doi (DE-627)NLEJ219956413 DE-627 ger DE-627 rakwb eng XA-GB Let's be strange: brand familiarity and ad-brand incongruency 2003 13 nicht spezifiziert zzz rdacontent nicht spezifiziert z rdamedia nicht spezifiziert zu rdacarrier Reports on an experimental study where the effects of ad-brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in raising brand interest and brand memorability. However, this depends on the familiarity of the brand: the incongruency reinforces the existing associations for a familiar brand by increasing elaboration of the brand message, whereas the incongruent associations may take the upper hand for an unfamiliar brand with weaker existing associations. The results show that ad-brand incongruency enhances brand attitude and brand memorability and reduces ad memorability for the familiar brand. The only significant effect of ad-brand incongruency for the unfamiliar brand is a reduced brand memorability. Emerald Fulltext Archive Database 1994-2005 Advertising Brand awareness Brands schema Information strategy Memory Lange, Fredrik oth Dahlén, Micael oth In The journal of product & brand management Bingley : Emerald, 1992 12(2003), 7, Seite 449-461 Online-Ressource (DE-627)NLEJ21957863X (DE-600)2020682-3 nnns volume:12 year:2003 number:7 pages:449-461 extent:13 http://dx.doi.org/10.1108/10610420310506010 GBV_USEFLAG_U ZDB-1-EFD GBV_NL_ARTICLE AR 12 2003 7 449-461 13 |
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10.1108/10610420310506010 doi (DE-627)NLEJ219956413 DE-627 ger DE-627 rakwb eng XA-GB Let's be strange: brand familiarity and ad-brand incongruency 2003 13 nicht spezifiziert zzz rdacontent nicht spezifiziert z rdamedia nicht spezifiziert zu rdacarrier Reports on an experimental study where the effects of ad-brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in raising brand interest and brand memorability. However, this depends on the familiarity of the brand: the incongruency reinforces the existing associations for a familiar brand by increasing elaboration of the brand message, whereas the incongruent associations may take the upper hand for an unfamiliar brand with weaker existing associations. The results show that ad-brand incongruency enhances brand attitude and brand memorability and reduces ad memorability for the familiar brand. The only significant effect of ad-brand incongruency for the unfamiliar brand is a reduced brand memorability. Emerald Fulltext Archive Database 1994-2005 Advertising Brand awareness Brands schema Information strategy Memory Lange, Fredrik oth Dahlén, Micael oth In The journal of product & brand management Bingley : Emerald, 1992 12(2003), 7, Seite 449-461 Online-Ressource (DE-627)NLEJ21957863X (DE-600)2020682-3 nnns volume:12 year:2003 number:7 pages:449-461 extent:13 http://dx.doi.org/10.1108/10610420310506010 GBV_USEFLAG_U ZDB-1-EFD GBV_NL_ARTICLE AR 12 2003 7 449-461 13 |
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Reports on an experimental study where the effects of ad-brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in raising brand interest and brand memorability. However, this depends on the familiarity of the brand: the incongruency reinforces the existing associations for a familiar brand by increasing elaboration of the brand message, whereas the incongruent associations may take the upper hand for an unfamiliar brand with weaker existing associations. The results show that ad-brand incongruency enhances brand attitude and brand memorability and reduces ad memorability for the familiar brand. The only significant effect of ad-brand incongruency for the unfamiliar brand is a reduced brand memorability. |
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Reports on an experimental study where the effects of ad-brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in raising brand interest and brand memorability. However, this depends on the familiarity of the brand: the incongruency reinforces the existing associations for a familiar brand by increasing elaboration of the brand message, whereas the incongruent associations may take the upper hand for an unfamiliar brand with weaker existing associations. The results show that ad-brand incongruency enhances brand attitude and brand memorability and reduces ad memorability for the familiar brand. The only significant effect of ad-brand incongruency for the unfamiliar brand is a reduced brand memorability. |
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Reports on an experimental study where the effects of ad-brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in raising brand interest and brand memorability. However, this depends on the familiarity of the brand: the incongruency reinforces the existing associations for a familiar brand by increasing elaboration of the brand message, whereas the incongruent associations may take the upper hand for an unfamiliar brand with weaker existing associations. The results show that ad-brand incongruency enhances brand attitude and brand memorability and reduces ad memorability for the familiar brand. The only significant effect of ad-brand incongruency for the unfamiliar brand is a reduced brand memorability. |
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<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01000caa a22002652 4500</leader><controlfield tag="001">NLEJ219956413</controlfield><controlfield tag="003">DE-627</controlfield><controlfield tag="005">20210707095630.0</controlfield><controlfield tag="007">cr uuu---uuuuu</controlfield><controlfield tag="008">090811s2003 xxk|||||o 00| ||eng c</controlfield><datafield tag="024" ind1="7" ind2=" "><subfield code="a">10.1108/10610420310506010</subfield><subfield code="2">doi</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-627)NLEJ219956413</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-627</subfield><subfield code="b">ger</subfield><subfield code="c">DE-627</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1=" " ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="c">XA-GB</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Let's be strange: brand familiarity and ad-brand incongruency</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="c">2003</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">13</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="a">nicht spezifiziert</subfield><subfield code="b">zzz</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="a">nicht spezifiziert</subfield><subfield code="b">z</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="a">nicht spezifiziert</subfield><subfield code="b">zu</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="a">Reports on an experimental study where the effects of ad-brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in raising brand interest and brand memorability. However, this depends on the familiarity of the brand: the incongruency reinforces the existing associations for a familiar brand by increasing elaboration of the brand message, whereas the incongruent associations may take the upper hand for an unfamiliar brand with weaker existing associations. The results show that ad-brand incongruency enhances brand attitude and brand memorability and reduces ad memorability for the familiar brand. The only significant effect of ad-brand incongruency for the unfamiliar brand is a reduced brand memorability.</subfield></datafield><datafield tag="533" ind1=" " ind2=" "><subfield code="f">Emerald Fulltext Archive Database 1994-2005</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Brand awareness</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Brands schema</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Information strategy</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Memory</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Lange, Fredrik</subfield><subfield code="4">oth</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Dahlén, Micael</subfield><subfield code="4">oth</subfield></datafield><datafield tag="773" ind1="0" ind2="8"><subfield code="i">In</subfield><subfield code="t">The journal of product & brand management</subfield><subfield code="d">Bingley : Emerald, 1992</subfield><subfield code="g">12(2003), 7, Seite 449-461</subfield><subfield code="h">Online-Ressource</subfield><subfield code="w">(DE-627)NLEJ21957863X</subfield><subfield code="w">(DE-600)2020682-3</subfield><subfield code="7">nnns</subfield></datafield><datafield tag="773" ind1="1" ind2="8"><subfield code="g">volume:12</subfield><subfield code="g">year:2003</subfield><subfield code="g">number:7</subfield><subfield code="g">pages:449-461</subfield><subfield code="g">extent:13</subfield></datafield><datafield tag="856" ind1="4" ind2="0"><subfield code="u">http://dx.doi.org/10.1108/10610420310506010</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">GBV_USEFLAG_U</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-1-EFD</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">GBV_NL_ARTICLE</subfield></datafield><datafield tag="951" ind1=" " ind2=" "><subfield code="a">AR</subfield></datafield><datafield tag="952" ind1=" " ind2=" "><subfield code="d">12</subfield><subfield code="j">2003</subfield><subfield code="e">7</subfield><subfield code="h">449-461</subfield><subfield code="g">13</subfield></datafield></record></collection>
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