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

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.



Citation:

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.

Authors

Jinsong Huang, Beijing University of Aeronautics and Astronautics, China
Ping Zhao, Tsinghua University, China
Raymond Liu, University of Massachusetts, Boston



Volume

NA - Advances in Consumer Research Volume 35 | 2008



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