Brand familiarity as a moderating factor in the ad and brand attitude relationship and advertising appeals |
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Authors: | Eun Soo Rhee Wan Seop Jung |
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Institution: | 1. Department of Mass Communication and Communication Studies, Towson University, Towson MD, USA;2. Department of Communication Studies, SUNY Cortland, Cortland, NY, USA |
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Abstract: | Studies examining the effects of advertising appeals have yielded conflicting results. Some have found that an emotional appeal is more persuasive than an informational appeal, while others have demonstrated the opposite. The objective of the current study was to explore a theoretical explanation for the conflicting results in advertising appeal research. The findings of this study support the theory that brand familiarity determines the effectiveness of advertising appeal. The study results additionally support the theory that attitudes toward the ad predict the consumer’s attitude toward the brand. In addition, the study found that brand familiarity moderates the strength of the relationship between ad attitude and brand attitude. Other aspects and the implications of these findings are discussed in this paper. |
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Keywords: | Brand familiarity advertising appeal experiment quantitative advertising attitude brand attitude |
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