he influence of brand awareness and advertising involvement on brand attitude

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Reichert, T. & Lambiase, J. (1997). The effectiveness of humor in advertising: A review. Journal of Advertising, 26(2), 45-64. It turns out that a good laugh in ads is worth its weight in gold. This article takes a close look at how to make people laugh so they remember and like an ad more. But it's tricky; the joke has to come across just right.
Keller, KL (2002). The impact of brand positioning strategies on brand equity. Journal of Marketing Management, 18 (5-6), 635-655. Good old Keller tells us that standing out from the crowd is what matters. This study gets to the heart of showcasing a brand's unique sheen to win and keep the love and trust of the masses.
Green, MC, & Brock, TC (2000). The role of narrative transport in advertising. Journal of Advertising, israel mobile database 29(4), 33-49. Have you ever been so captivated by an advertisement that you felt like you were part of it? Green and Brock explore this and show that a good story can captivate us and even influence our opinions.
Batra, R., Ray, ML, & Bagozzi, RP (1983). Ts. Journal of Advertising, 12(3), 27-35. This article looks at the love affair we have with brands we know. It's like running into a friend while shopping - it makes the whole advertising thing feel more personal and allows us to view the brand with more sympathy.