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

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.



Citation:

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.

Authors

Joan M. Phillips, Loyola University Chicago, USA
Joel Urbany, University of Notre Dame, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption

Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College

Read More

Featured

Running Through Time: How Life Rhythms Foster Identity Permanence

Benjamin Rosenthal, Fundação Getúlio Vargas
Eliane Zamith Brito, Fundação Getúlio Vargas

Read More

Featured

Meat the Needs: Ahold Delhaize Sustainable Retailing Model

Darrell Eugene Bartholomew, Pennsylvania State University, USA
Maggie M Mehalko, Pennsylvania State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.