Beteiligte: | , |
---|---|
In: | Journal of Advertising, 36, 2007, 1, S. 69-80 |
veröffentlicht: |
M. E. Sharpe, Inc.
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 69-80 |
---|---|
ISSN: |
0091-3367
1557-7805 |
veröffentlicht in: | Journal of Advertising |
Sprache: | Englisch |
Kollektion: | sid-55-col-jstorbusiness sid-55-col-jstoras6 sid-55-col-jstorbusiness2archive JSTOR Business & Economics JSTOR Arts & Sciences VI Archive JSTOR Business II Archive |
<p>Prior research has found that advertising contextual information can affect how consumers evaluate the target ad as well as the brand. This study extends the existing research by investigating how the immediate and long-term effects of contextual priming on ad attitudes and brand evaluations may differ due to the low or high applicability of the contexts to the advertised brand. Results in the first experiment revealed significant interactions between context and applicability, while results from the second experiment indicated that, after a delay, context had significant main effects on ad attitude and brand evaluations regardless of the applicability levels. These findings have both theoretical and managerial implications.</p> |