Affiliation:
1. College of Commerce & Business Administration and Manderson Graduate School of Business, University of Alabama.
2. School of Management, The University of Texas at Dallas.
Abstract
Would regular users of established brands be susceptible to the influence of advertisements that are repeated more than the competition, even if they have heard the advertisements before? The authors conducted an experiment to find out. They paid careful attention to ecological validity and accurate preference measurement, designing an experiment to measure the incremental effect of advertising repetition on awareness, preference shifts, and brand choice. They discuss the results of the experiment in terms of implications for managers, further research on advertising repetition, and theory development.
Subject
Marketing,Business and International Management
Cited by
34 articles.
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