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AbstractThe Moderating Roles of Brand Familiarity and Message Similarity in the Effects of Ad Repetition-Variation Strategies on Consumer MemoryLee, Sung-ho(Associate Professor, Faculty of Business, University of Seoul)
When and/or why to use the ad variation or repetition strategy is a very important decision making. The academic efforts, however, have been insufficient for giving a guidance on this decision making issue. Considering the realistic ad situations, this research examined how the strategies of varying or repeating ads can affect consumer memory, given the different levels of brand familiarity and message similarity. Deriving four hypotheses, based on the theoretical arguments found in brand schemata, encoding variability hypothesis, and consumer motivations to process brand claims, we tested them using the results of four experimental studies. Our study results suggest that the strategy of varying ads is desirable for the brands of superior familiarity, whereas the specific strategy in need depends on the message similarity levels for the brands of inferior, equivalent, and/or low familiarity. The limitations and future research directions are provided with specific discussions of our results.
Key words : advertising variation strategy, advertising repetition strategy, brand familiarity, message similarity, competitive ad interference, consumer memory |
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