This paper investigates the effects of video advertising in eliciting short-term changes in the strength of brand associations in both the target brand and the main competing brand. Using the «response latency task» defined by Till et al. (2011), the authors compared the strength of the associations related to a target brand and its main competitor before and after eighty participants viewed a video advertising the target brand. Findings suggest that advertising can reinforce brand associations of the target brand, enhancing their strength. Simultaneously, the same advertising also affects the competitor’s brand associations, but the effect is smaller.

Measuring the Effects of Video Advertising on Brand Associations

Francesca Checchinato
2020

Abstract

This paper investigates the effects of video advertising in eliciting short-term changes in the strength of brand associations in both the target brand and the main competing brand. Using the «response latency task» defined by Till et al. (2011), the authors compared the strength of the associations related to a target brand and its main competitor before and after eighty participants viewed a video advertising the target brand. Findings suggest that advertising can reinforce brand associations of the target brand, enhancing their strength. Simultaneously, the same advertising also affects the competitor’s brand associations, but the effect is smaller.
File in questo prodotto:
File Dimensione Formato  
05_caldato_rev.pdf

non disponibili

Tipologia: Documento in Post-print
Licenza: Accesso gratuito (solo visione)
Dimensione 842.94 kB
Formato Adobe PDF
842.94 kB Adobe PDF   Visualizza/Apri

I documenti in ARCA sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10278/3726614
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact