Brand Salience versus Brand Image: Two Theories of Advertising Effectiveness

 

DataScience.ir

Code: Article-3318

Title: Brand Salience versus Brand Image: Two Theories of Advertising Effectiveness

Link: https://www.tib.eu/en/search/id/BLSE%3ARN055491446/Brand-Salience-versus-Brand-Image-Two-Theories/

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How does advertising work? The dominant belief of most advertisers and academics over the past several decades has been that advertising primarily works by changing consumer attitudes toward a brand. An analysis of an 11-year tracking-study in an established service category challenges this assumption. The key finding is that advertising primarily influences market share by increasing brand salience. Advertising had limited impact on brand image.

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