Effects of ad-brand incongruency

Lange, FredrikStockholm School of Economics,Handelshögskolan i Stockholm (författare)

LIBRIS-ID:oai:hhs.se:1155083950006056
https://research.hhs.se/esploro/outputs/journalArticle/Effects-of-ad-brand-incongruency/991001480537706056URI
https://doi.org/10.1080/10641734.2005.10505178DOI

In this article, we add to the research on information incongruency in advertising with two studies of ad-brand incongruency. In the first study, subjects were exposed to either an ad that was congruent with the brand schema or an ad that was incongruent with the brand schema. Comparisons showed that the incongruent ad produced a lower ad attitude and ad credibility, but a higher brand attitude and more sophisticated processing of brand-related information. In the second study, the results of ad-brand incongruency on ad attitude, ad credibility and brand attitude were tested at one and two ad exposures. Furthermore, the impact of two moderating variables were tested: need for cognition (NFC), and attitude toward advertising. Theoretical and managerial implications from the two studies are discussed.

Sjödin, HenrikStockholm School of Economics,Handelshögskolan i Stockholm (författare)
Törn, FredrikStockholm School of Economics,Handelshögskolan i Stockholm (författare)
Dahlén, MicaelStockholm School of Economics,Handelshögskolan i Stockholm(Swepub:hhs)66@hhs.se (författare)
Handelshögskolan i StockholmStockholm School of Economics (creator_code:org_t)

Ingår i:Journal of Current Issues and Research in Advertising: Informa UK Limited27:2, s. 1-122164-73131064-1734

Av författaren/redakt...: Lange, Fredrik; Sjödin, Henrik; Törn, Fredrik; Dahlén, Micael

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