To Challenge or Not to Challenge: Ad-Brand Incongruency and Brand Familiarity

Dahlén, Micael; Lange, Fredrik

doi:10.1080/10696679.2004.11658522

Cited by 76 publications

(80 citation statements)

References 44 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Subjects were required to rate the fit between the model ethnicity and the COPC on a ten-point scale, for example, "How well do the model and product fit together?" (Dahlen & Lange, 2004). The mean values were 7.6 (steamed vermicelli roll) and 7.0 (egg custard tart) for the congruent subset advertisements (p = .221) and 3.0 (steamed vermicelli roll) and 2.5 (egg custard tart) for the incongruent subset advertisements (p = .325).…”

Section: Pretest Of the Mock Advertisementsmentioning

confidence: 95%

“…Following a similar procedure used by Dahlen and Lange (2004) when determining brand associations, the study involved ten undergraduate business students from a major university in China and asked them to develop a list of typical Chinese and Western product categories. The participants were given examples like lanterns and pizza, but were emphasized to provide products which were strongly associated with something either Chinese or Western.…”

Section: Selection Of Local Versus Foreign Product Categorymentioning

confidence: 99%

See 1 more Smart Citation

Consumers' reactions to global versus local advertising appeals: A test of culturally incongruent images in China

Ling

Poon²,

Wang

2015

Journal of Business Research

View full text Add to dashboard Cite

Section: Pretest Of the Mock Advertisementsmentioning

confidence: 95%

Section: Selection Of Local Versus Foreign Product Categorymentioning

confidence: 99%

Consumers' reactions to global versus local advertising appeals: A test of culturally incongruent images in China

Ling

Poon²,

Wang

2015

Journal of Business Research

View full text Add to dashboard Cite

“…Furthermore, storing inconsistent information requires a strong cognitive effort because the consumer must harmonize the inconsistencies. Therefore, inconsistencies usually remain in the brand schema and lead to an incoherent brand image ( Taylor and Crocker, 1981 ;Dahlen and Lange, 2004 ;Dahlen et al , 2005 ; T ö rn and Dahlen, 2008 ).…”

Section: Credibilitymentioning

confidence: 97%

The impact of brand confusion on sustainable brand satisfaction and private label proneness: A subtle decay of brand equity

Kocyigit¹,

Ringle²

2011

J Brand Manag

View full text Add to dashboard Cite

The escalating competition between fi rms, the surge in brand advertising and the fragmentation of the media epitomize the most recent transformations in the consumer environment. These transformations add to the challenge when brand managers attempt to clearly present their brand ' s core associations. Customers are often unintentionally given indistinct and inconsistent brand messages, resulting in brand confusion (BC). When brands confuse consumers, they develop a negative perception of the brand equity, and the brands become dysfunctional. This occurrence threatens brand strength and is therefore of major importance for marketing managers. Studies exploring BC describe it as comprising three dimensions (that is, brand similarity, brand clarity and brand credibility). This research is the fi rst to include fi ve important components and thus views BC more in its entirety. The two new key dimensions that we introduce are brand continuity and brand diversity. In addition to extending the explanation of BC, this study initially shows this construct ' s strong direct impact on sustainable brand satisfaction (SBS). Our fi ndings reveal that BC affects SBS negatively, leading to a greater proneness to buy private label brands, thereby harming brand equity. confusion (BC) is a state of mind in which consumers have a confused and / or unclear image of a brand stored in their memory. Burmann and Weers (2006) conceptualize BC as a three-dimensional phenomenon that occurs when brands are perceived as (a) similar (brand similarity), (b) inconsistent (brand clarity) and / or (c) inauthentic (brand credibility). In spite of these authors ' major contributions in capturing the dimensions of BC, there are still certain important dimensions that have not as yet been detected. We believe that (d) brand continuity and (e) brand diversity are these additional important dimensions of BC. We thus extend the contents of the BC construct, which will help brand managers grasp this key area of concern more precisely. From a managerial perspective, understanding the factors that affect BC is the main precondition for counteracting brand equity decay. Weers (2008) , who was the fi rst to test BC empirically, focuses on the confusion of brands within a product category and analyzes the moderating effect of BC on the link between satisfaction and loyalty. He fi nds empirical evidence that the higher the BC, the weaker the link between customer satisfaction and brand loyalty. However, the moderator effect is very low. In contrast, our research focuses on a specifi c, single brand, which allows us to analyze the direct effect of BC on sustainable brand satisfaction (SBS); that is, a construct that combines the elements of brand satisfaction and brand loyalty. We replicate and extend Weers ' research by considering brand satisfaction and brand loyalty as well, but more importantly we generate new insights by not only extending BC with two new dimensions, but also by analyzing BC ' s direct effect on brand satisfaction and brand loyalty. Testi...

show abstract

“…For instance, incongruent information can lead to more careful processing (Sujan et al, 1986;Lee, 2000); incongruent information can make a brand "stand out" (Dahlen and Lange, 2004) because it is novel and enhances arousal (Lee and Mason 1999) or because it may induce curiosity (Muehling and Lazniak, 1988); incongruent information can increase memorability of advertising (Heckler and Childers, 1992) and enhance ad/brand attitudes (Lee and Mason, 1999) partly because it can increase message involvement (Lee, 2000), viewing time and elaboration (Goodstein, 1993). On the other hand, congruent information is more automatically understood and more often seen as relevant (Kamins and Gupta, 1994) because it matches expectations (Nedungadi and Hutchinson, 1985).…”

Section: Schema Congruent Vs Incongruent Informationmentioning

confidence: 99%

Mood, information congruency, and overload

Braun-LaTour

Puccinelli

Mast

2007

Journal of Business Research

View full text Add to dashboard Cite

Marketers seek new ways of gaining attention in our age of information bombardment, and one popular way has been to utilize schemaincongruent language. The present article investigates how a common situational factor-consumer mood-influences consumers' ability to process incongruent information in an information overload environment. Two experiments find positive mood increases (and negative mood decreases) consumers' ability to respond to incongruent information. Both experiments utilize computer reaction tests on healthy adult consumers; the first uses the Stroop test, the second uses the IAT (Implicit Association Test). This article discusses the implications of the findings for marketers attempting to gain consumers attention as well as the theoretical implications for the growing research on consumer mood and processing.

show abstract

To Challenge or Not to Challenge: Ad-Brand Incongruency and Brand Familiarity

Cited by 76 publications

References 44 publications

Consumers' reactions to global versus local advertising appeals: A test of culturally incongruent images in China

Consumers' reactions to global versus local advertising appeals: A test of culturally incongruent images in China

The impact of brand confusion on sustainable brand satisfaction and private label proneness: A subtle decay of brand equity

Mood, information congruency, and overload

Contact Info

Product

Resources

About