| Abstract: | The authors present an empirical study that compares advertising for a weak brand and advertising for a strong brand. The results indicate that brand attitude and purchase intention for the weak brand are higher when subjects cannot recall the ad. The opposite is found for the strong brand. Comparisons between single‐brand ads and a joint ad reveal that ad‐evoked brand recall increases for the weak brand in the joint ad and decreases for the strong brand. Furthermore, brand attitude and purchase intention are lower in the joint ad for the weak brand and higher for the strong brand. The study adds new insights to the literature on brand exposure without recall and the literature on joint advertising. © 2005 Wiley Periodicals, Inc. |
