The Incidental Effect of Promotional Merchandise on Consumer Reactions to a Brand
Even if they use it, consumers devote limited attention to promotional merchandise. In two experiments we show that even incidental encounters with promotional merchandise can affect reactions to unfamiliar brands. Moreover, we find that at similar level of exposure promotional merchandise outperforms billboards.
Eva Marckhgott and Bernadette Kamleitner (2018) ,"The Incidental Effect of Promotional Merchandise on Consumer Reactions to a Brand ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 287-287.
Eva Marckhgott, WU Vienna, Vienna
Bernadette Kamleitner, WU Vienna, Vienna
E - European Advances in Consumer Research Volume 11 | 2018
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