Effects of Ad-Brand Incongruency

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 tha...

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Bibliographic Details
Published in:Journal of current issues and research in advertising 2005-10, Vol.27 (2), p.1
Main Authors: Dahlen, Michael, Lange, Fredrik, Sjodin, Henrik, Torn, Fredrik
Format: Article
Language:English
Subjects:
Advertising
Attitudes
Brands
Consumer attitudes
Statistical analysis
Studies
Online Access:Get full text
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Summary: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 larger 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. [PUBLICATION ABSTRACT]
ISSN:1064-1734
2164-7313
2164-7313
DOI:10.1080/10641734.2005.10505178