The Moderate Effect of Consumer’S Brand Awareness on Attitude Change of Well-Known Brand

Jinsong Huang, Beijing University of Aeronautics and Astronautics, China
Ping Zhao, Tsinghua University, China
Raymond Liu, University of Massachusetts, Boston
Past ad researches seldom pay attention to heterogeneity in consumers of well-known brand. In this study, we split consumers of well-known brand into low and high brand awareness categories. The results show that 1) participants with low brand awareness change their attitudes from pre-ad to post-ad; 2) their brand attitude does significantly change only when they have low brand awareness and high message involvement; and 3) the brand attitude curve is S shape with segments of none brand awareness, low brand awareness and high brand awareness.
[ to cite ]:
Jinsong Huang, Ping Zhao, and Raymond Liu (2008) ,"The Moderate Effect of Consumer’S Brand Awareness on Attitude Change of Well-Known Brand", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 909-910.