he influence of brand awareness and advertising involvement on brand attitude
Posted: Tue Feb 18, 2025 7:19 am
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.
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.