Effects of Brand Incongruent Advertising in Competitive Settings
This study examines if brand-incongruent advertising (ads which are incongruent with established brand associations) can break through the competitive advertising clutter. Challenging the popular belief in maintaining consistency in brand communications, we show that brand-incongruent ads can lead to an increase in attention, more sophisticated processing of brand associations, better ad and brand recall, as well as improved ad attitudes. Due to the competitive context, however, brand attitudes and purchase intentions remained unchanged. The study contributes to research on competitive advertising and information incongruity, in addition to having practical implications for advertising well-established brands.
Fredrik Torn and Micael Dahlen (2007) ,"Effects of Brand Incongruent Advertising in Competitive Settings", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 234-239.
Fredrik Torn, Center for Consumer Marketing, Stockholm School of Economics
Micael Dahlen, Center for Consumer Marketing, Stockholm School of Economics
E - European Advances in Consumer Research Volume 8 | 2007
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