Does brand usage or attitude impact a person's ability to remember the brand in advertising?
Date
2014
Authors
Nguyen, C.
Romaniuk, J.
Faulkner, M.E.
Cohen, J.
Editors
Rundle-Thiele, S.
Kubacki, K.
Arli, D.
Kubacki, K.
Arli, D.
Advisors
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Conference item
Citation
ANZMAC 2014 Proceedings: agents of change, 2014 / Rundle-Thiele, S., Kubacki, K., Arli, D. (ed./s), pp.69-69
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Conference Name
ANZMAC Annual Conference 2014 (1 Dec 2014 - 3 Dec 2014 : Brisbane, Australia)
Abstract
For an advertisement to have an effect consumers need to know whom the advertising isfor. However, most ads in the market achieve low levels of correct branding scores.Despite a solid body of research on the branding quality of ads and advertisingeffectiveness, little is known about how personal characteristics such as brand usage andattitudes relate to correct branding. Testing 48 ad executions, we find that correctbranding scores are 1.4 times higher among users than non-users. Comparing those withand without a positive brand attitude shows a ration of 1.1. We also see variation in thedegree of bias across different media vehicles for usage, but not for attitudes. Ourresults highlight the importance of taking into account usage and attitudes whencapturing or interpreting data reliant on consumers’ memories of advertising, especiallywhen comparing larger brands with more users to smaller brands.
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Copyright 2014 The Authors