Hot Brands, Hot Cognition: the Effects of Incumbency and Negative Advertising on Brand Preference and Choice—A Longitudinal Field Experiment

Joan M. Phillips, Loyola University Chicago, USA
Joel Urbany, University of Notre Dame, USA
The World Cup and the battle between Nike and Adidas to secure leadership of the world soccer market presented an opportunity to examine the impact of negative advertising in a natural setting to identify the conditions under which an attack-brand might use negative advertising to capture leadership from the incumbent-brand.
[ to cite ]:
Joan M. Phillips and Joel Urbany (2012) ,"Hot Brands, Hot Cognition: the Effects of Incumbency and Negative Advertising on Brand Preference and Choice—A Longitudinal Field Experiment", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1134-1134.