Let's be strange: Brand familiarity and ad-brand incongruency

Journal of Product & Brand Management

Volumn 12, Issue 7, 2003, Pages 449-461

  Lange, Fredrik ^a   Dahlén, Micael ^a  

^a STOCKHOLM SCHOOL OF ECONOMICS   (Sweden)

Author keywords

Advertising; Brand awareness; Brands schema; Information strategy; Memory

Indexed keywords

EID: 84986085923     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420310506010     Document Type: Article

References (33)

1. Alba, J.W. and Chattopadhyay, A. (1986), “Salience effects in brand recall”, Journal of Marketing Research, Vol. 23 No. 4, pp. 363-9
2. Alba, J.W. and Hutchinson, J.W. (1987), “Dimensions of consumer expertise”, Journal of Consumer Research, Vol. 13, March, pp. 411-54
3. Broniarczyk, S.M. and Alba, J.W. (1994), “The importance of the brand in brand extension”, Journal of Marketing Research, Vol. 31, May, pp. 214-28
4. Chattopadhyay, A. (1998), “When does comparative advertising influence brand attitude? The role of delay and market position”, Psychology & Marketing, Vol. 15 No. 5, pp. 461-75
5. Chattopadhyay, A. and Nedungadi, P. (1992), “Does attitude toward the ad endure? The effects of delay and attention”, Journal of Consumer Research, Vol. 19 No. 1, pp. 26-33
6. Dahlén, M. (2001), “Banner ads through a new lens”, Journal of Advertising Research, Vol. 41 No. 4, pp. 23-30
7. Erdem, T. and Swait, J. (1998), “Brand equity as a signaling phenomenon”, Journal of Consumer Psychology, Vol. 7 No. 2, pp. 131-57
8. Gardner, M.P., Mitchell, A.A. and Russo, J.E. (1985), “Low involvement strategies for processing advertisements”, Journal of Advertising, Vol. 14 No. 2, pp. 4-13
9. Haider, H. and French, P.A. (1999), “Information reduction during skill acquisition: the influence of task instruction”, Journal of Experimental Psychology – Applied, Vol. 5 No. 2, pp. 129-51
10. Haynes, A., Lackman, C. and Guskey, A. (1999), “Comprehensive brand presentation: ensuring consistent brand image”, Journal of Product & Brand Management, Vol. 8 No. 4, pp. 286-300
11. Heckler, S.E. and Childers, T.L. (1992), “The role of expectancy and relevancy in memory for verbal and visual information: what is incongruency?”, Journal of Consumer Research, Vol. 18, March, No. 475-92
12. Holden, S.J.S. and Vanhuele, M. (1999), “Know the name, forget the exposure: brand familiarity versus memory of exposure context”, Psychology & Marketing, Vol. 16 No. 6, pp. 479-96
13. Janiszewski, C. (1993), “Preattentive mere exposure effects”, Journal of Consumer Research, Vol. 20 No. 3, pp. 376-92
14. Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57, January, pp. 1-22
15. Kent, R.J. and Allen, C.T. (1994), “Competitive interference effects in consumer memory for advertising: the role of brand familiarity”, Journal of Marketing, Vol. 58, July, pp. 97-105
16. Lee, Y.H. (2000), “Manipulating ad message involvement through information expectancy: effects on attitude evaluation and confidence”, Journal of Advertising, Vol. 29 No. 2, pp. 29-43
17. Lee, Y.H. and Mason, C. (1999), “Responses to information incongruency in advertising: the role of expectancy, relevancy, and humor”, Journal of Consumer Research, Vol. 26, September, pp. 156-69
18. Loken, B. and Roedder-John, D. (1993), “Diluting brand beliefs: when do brand extensions have a negative impact?”, Journal of Marketing, Vol. 57, July, pp. 71-84
19. Loken, B. and Ward, J. (1990), “Alternative approaches to understanding the determinants of typicality”, Journal of Consumer Research, Vol. 17, September, pp. 111-26
20. Low, G.S. and Lamb, C.W. Jr (2000), “The measurement and dimensionality of brand associations”, Journal of Product & Brand Management, Vol. 9 No. 6, pp. 350-68
21. Machleit, K.A., Allen, C.T. and Madden, T.J. (1993), “The mature brand and brand interest: an alternative consequence of ad-evoked affect”, Journal of Marketing, Vol. 57, October, pp. 72-82
22. Meyers-Levy, J. and Tybout, A.M. (1989), “Schema congruity as a basis for product evaluation”, Journal of Consumer Research, Vol. 16, June, pp. 39-54
23. Muehling, D.D. and Laczniak, R.N. (1988), “Advertising’s immediate and delayed influence on brand attitudes: considerations across message involvement levels”, Journal of Advertising, Vol. 17 No. 4, pp. 23-34
24. Park. C.W., Jaworski, B.J. and Macinnis, D.J. (1986), “Strategic brand concept-image management”, Journal of Marketing, Vol. 50 No. 4, pp. 135-45
25. Park, C.W., Milberg, S. and Lawson, R. (1991), “Evaluations of brand extensions: the role of product feature similarity and brand concept consistency”, Journal of Consumer Research, Vol. 18, September, pp. 185-93
26. Pechmann, C. and Stewart, D.W. (1990), “The effects of comparative advertising on affection, memory, and purchase intentions”, Journal of Consumer Research, Vol. 17, September, pp. 180-91
27. Ratneshwar, S. and Shocker, A.D. (1991), “Substitution in use and the role of usage context in product category structures”, Journal of Marketing Research, Vol. 28, August, pp. 281-95
28. Simonin, B.L. and Ruth, J.A. (1998), “Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes”, Journal of Marketing Research, Vol. 35, February, pp. 30-42
29. Snyder, R. (1989), “Misleading characteristics of implied-superiority claims”, Journal of Advertising, Vol. 18 No. 4, pp. 54-61
30. Sujan, M. (1985), “Consumer knowledge: effects of evaluation strategies mediating consumer judgments”, Journal of Consumer Research, Vol. 12, June, pp. 31-46
31. Sujan, M., Bettman, J.R. and Sujan, H. (1986), “Effects of consumer expectations on information processing in selling encounters”, Journal of Marketing Research, Vol. 23, November, pp. 346-52
32. Tellis, G.J. (1997), “Effective frequency: one exposure or three factors?”, Journal of Advertising Research, Vol. 37 No. 4, pp. 75-80
33. Machleit, K.A. and Wilson, R.D. (1988), “Emotional feelings and attitude toward the advertisement: the roles of brand familiarity and repetition”, Journal of Advertising, Vol. 17 No. 3, pp. 27-35