214
Views
0
CrossRef citations to date
0
Altmetric
Research Article

Battle of the Brand: Brand Attachment Inoculates Against the Negative Effects of Ad Repetition

Received 28 Jan 2023, Accepted 01 Mar 2024, Published online: 19 Apr 2024

References

  • Acar, A. 2007. “Testing the Effects of Incidental Advertising Exposure in Online Gaming Environment.” Journal of Interactive Advertising 8 (1): 45–56. https://doi.org/10.1080/15252019.2007.10722136.
  • Ahluwalia, R., R. E. Burnkrant, and H. R. Unnava. 2000. “Consumer Response to Negative Publicity: The Moderating Role of Commitment.” Journal of Marketing Research 37 (2): 203–214. https://doi.org/10.1509/jmkr.37.2.203.18734.
  • Anand, P., and B. Sternthal. 1990. “Ease of Message Processing as a Moderator of Repetition Effects in Advertising.” Journal of Marketing Research 27 (3): 345–353. https://doi.org/10.2307/3172591.
  • Ball, A. D., and L. H. Tasaki. 1992. “The Role and Measurement of Attachment in Consumer Behavior.” Journal of Consumer Psychology 1 (2): 155–172. https://doi.org/10.1207/s15327663jcp0102_04.
  • Batra, R., and K. L. Keller. 2016. “Integrating Marketing Communications: New Findings, New Lessons, and New Ideas.” Journal of Marketing 80 (6): 122–145. https://doi.org/10.1509/jm.15.0419.
  • Batra, R., and M. Ray. 1986. “Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond.” Journal of Consumer Research 12 (4): 432–445. https://doi.org/10.1086/208528.
  • Belanche, D., C. Flavián, and A. Pérez-Rueda. 2017. “Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads.” Journal of Interactive Marketing 37:75–88. https://doi.org/10.1016/j.intmar.2016.06.004.
  • Belk, R. W. 1988. “Possessions and the Extended Self.” Journal of Consumer Research 15 (2): 139–168. https://doi.org/10.1086/209154.
  • Bellezza, S., and A. Keinan. 2014. “Brand Tourists: How Non–Core Users Enhance the Brand Image by Eliciting Pride.” Journal of Consumer Research 41 (2): 397–417. https://doi.org/10.1086/676679.
  • Bellman, S., S. Treleaven-Hassard, J. A. Robinson, A. Rask, and D. Varan. 2012. “Getting the Balance Right.” Journal of Advertising 41 (2): 5–24. https://doi.org/10.2753/JOA0091-3367410201.
  • Berger, J., and C. Heath. 2007. “Where Consumers Diverge from Others: Identity Signaling and Product Domains.” Journal of Consumer Research 34 (2): 121–134. https://doi.org/10.1086/519142.
  • Berlyne, D. E. 1960. Conflict, Arousal and Curiosity. New York: McGraw-Hill.
  • Braun, M., and W. W. Moe. 2013. “Online Display Advertising: Modeling the Effects of Multiple Creatives and Individual Impression Histories.” Marketing Science 32 (5): 753–767. https://doi.org/10.1287/mksc.2013.0802.
  • Burton, J. L., J. Gollins, L. E. McNeely, and D. M. Walls. 2019. “Revisiting the Relationship between Ad Frequency and Purchase Intentions: How Affect and Cognition Mediate Outcomes at Different Levels of Advertising Frequency.” Journal of Advertising Research 59 (1): 27–39. https://doi.org/10.2501/JAR-2018-031.
  • Cacioppo, J. T., and R. E. Petty. 1979. “Effects of Message Repetition and Position on Cognitive Responses, Recall, and Persuasion.” Journal of Personality and Social Psychology 37 (1): 97–109. https://doi.org/10.1037/0022-3514.37.1.97.
  • Calder, B., and B. Sternthal. 1980. “Television Commercial Wearout: An Information Processing View.” Journal of Marketing Research 17 (2): 173–186. https://doi.org/10.2307/3150928.
  • Campbell, M. C., and K. L. Keller. 2003. “Brand Familiarity and Advertising Repetition Effects.” Journal of Consumer Research 30 (2): 292–304. https://doi.org/10.1086/376800.
  • Cauberghe, V., and P. De Pelsmacker. 2010. “Advergames.” Journal of Advertising 39 (1): 5–18. https://doi.org/10.2753/JOA0091-3367390101.
  • Chang, C. 2009. “Repetition Variation Strategies for Narrative Advertising.” Journal of Advertising 38 (3): 51–66. https://doi.org/10.2753/JOA0091-3367380304.
  • Chen, J., X. Yang, and R. E. Smith. 2016. “The Effects of Creativity on Advertising Wear-in and Wear-out.” Journal of the Academy of Marketing Science 44 (3): 334–349. https://doi.org/10.1007/s11747-014-0414-5.
  • Chugani, S. K., J. R. Irwin, and J. P. Redden. 2015. “Happily Ever after: The Effect of Identity-Consistency on Product Satiation.” Journal of Consumer Research 42 (4): ucv040. https://doi.org/10.1093/jcr/ucv040.
  • Escalas, J. E., and J. R. Bettman. 2003. “You Are What They Eat: The Influence of Reference Groups on Consumer Connections to Brands.” Journal of Consumer Psychology 13 (3): 339–348. https://doi.org/10.1207/S15327663JCP1303_14.
  • Escalas, J. E., and J. R. Bettman. 2005. “Self-Construal, Reference Groups, and Brand Meaning.” Journal of Consumer Research 32 (3): 378–389. https://doi.org/10.1086/497549.
  • Feick, L., and H. Gierl. 1996. “Skepticism about Advertising: A Comparison of East and West German Consumers.” International Journal of Research in Marketing 13 (3): 227–235. https://doi.org/10.1016/0167-8116(96)00009-2.
  • Ferraro, R., A. Kirmani, and T. Matherly. 2013. “Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection, and Dilution.” Journal of Marketing Research 50 (4): 477–488. https://doi.org/10.1509/jmr.11.0342.
  • Fitzsimons, G. J. 2008. “Death to Dichotomizing.” Journal of Consumer Research 35 (1): 5–8. https://doi.org/10.1086/589561.
  • Försch, S., and E. de Haan. 2018. “Targeting Online Display Ads: Choosing Their Frequency and Spacing.” International Journal of Research in Marketing 35 (4): 661–672. https://doi.org/10.1016/j.ijresmar.2018.09.002.
  • Galak, J., and J. P. Redden. 2018. “The Properties and Antecedents of Hedonic Decline.” Annual Review of Psychology 69 (1): 1–25. https://doi.org/10.1146/annurev-psych-122216-011542.
  • Gelb, B. D., and G. M. Zinkhan. 1985. “The Effect of Repetition on Humor in a Radio Advertising Study.” Journal of Advertising 14 (4): 13–68. https://doi.org/10.1080/00913367.1985.10672966.
  • Greenwald, A. G. 1968. “Cognitive Learning, Cognitive Response to Persuasion, and Attitude Change.” In Psychological Foundations of Attitudes, edited by A. G. Greenwald, T. C. Brock, and T. C. Ostrom. New York: Academic Press.
  • Has, R. G., I. Katz, N. Rizzo, J. Bailey, and L. Moore. 1992. “When Racial Ambivalence Evokes Negative Affect, Using a Disguised Measure of Mood.” Personality and Social Psychology Bulletin 18 (6): 786–797. https://doi.org/10.1177/0146167292186015.
  • Haugtvedt, C. P., D. W. Schumann, W. L. Schneier, and W. L. Warren. 1994. “Advertising Repetition and Variation Strategies: Implications for Understanding Attitude Strength.” Journal of Consumer Research 21 (1): 176–189. https://doi.org/10.1086/209391.
  • Hawkins, S. A., S. J. Hoch, and J. Meyers-Levy. 2001. “Low-Involvement Learning: Repetition and Coherence in Familiarity and Belief.” Journal of Consumer Psychology 11 (1): 1–11. https://doi.org/10.1207/S15327663JCP1101_1.
  • Heine, S. J., T. Proulx, and K. D. Vohs. 2006. “The Meaning Maintenance Model: On the Coherence of Social Motivations.” Personality and Social Psychology Review 10 (2): 88–110. https://doi.org/10.1207/s15327957pspr1002_1.
  • Hemsley-Brown, J. 2003. “Antecedents and Consequences of Brand Attachment: A Literature Review and Research Agenda.” International Journal of Consumer Studies 47 (2): 611–628. https://doi.org/10.1111/ijcs.12853.
  • Irwin, J. R., and G. H. McClelland. 2001. “Misleading Heuristics and Moderated Multiple Regression Models.” Journal of Marketing Research 38 (1): 100–109. https://doi.org/10.1509/jmkr.38.1.100.18835.
  • Kent, R. J. 1993. “Competitive versus Noncompetitive Clutter in Television Advertising.” Journal of Advertising Research 33 (2): 40–47.
  • Kohli, C. S., K. R. Harich, and L. Leuthesser. 2005. “Creating Brand Identity: A Study of Evaluation of New Brand Names.” Journal of Business Research 58 (11): 1506–1515. https://doi.org/10.1016/j.jbusres.2004.07.007.
  • Kronrod, A., and J. Huber. 2019. “Ad Wearout Wearout: How Time Can Reverse the Negative Effect of Frequent Advertising Repetition on Brand Preference.” International Journal of Research in Marketing 36 (2): 306–324. https://doi.org/10.1016/j.ijresmar.2018.11.008.
  • Lane, V. R. 2000. “The Impact of Ad Repetition and Ad Content on Consumer Perceptions of Incongruent Extensions.” Journal of Marketing 64 (2): 80–91. https://doi.org/10.1509/jmkg.64.2.80.17996.
  • Lehnert, K., B. D. Till, and B. D. Carlson. 2013. “Advertising Creativity and Repetition: Recall, Wearout and Wearin Effects.” International Journal of Advertising 32 (2): 211–231. https://doi.org/10.2501/IJA-32-2-211-231.
  • Li, C., and R. Meeds. 2007. “Factors Affecting Information Processing of Internet Ads: A Test on Exposure Condition, Psychological Reactance, and Advertising Frequency.” In 2007 American Academy of Advertising Conference Proceedings (AMA), 93–101.
  • Malaviya, P. 2007. “The Moderating Influence of Advertising Context on Ad Repetition Effects: The Role of Amount and Type of Elaboration.” Journal of Consumer Research 34 (1): 32–40. https://doi.org/10.1086/513044.
  • Malaviya, P., J. Meyers-Levy, and B. Sternthal. 1999. “Ad Repetition in a Cluttered Environment: The Influence of Type of Processing.” Psychology and Marketing 16 (2): 99–118. https://doi.org/10.1002/(SICI)1520-6793(199903)16:2<99::AID-MAR3>3.0.CO;2-5.
  • Montoya, R. M., R. S. Horton, J. L. Vevea, M. Citkowicz, and E. A. Lauber. 2017. “A Re-Examination of the Mere Exposure Effect: The Influence of Repeated Exposure on Recognition, Familiarity, and Liking.” Psychological Bulletin 143 (5): 459–498. https://doi.org/10.1037/bul0000085.
  • Muniz, A. M., Jr., and T. C. O’Guinn. 2001. “Brand Community.” Journal of Consumer Research 27 (4): 412–432. https://doi.org/10.1086/319618.
  • Noel, H. 2006. “The Spacing Effect: Enhancing Memory for Repeated Marketing Stimuli.” Journal of Consumer Psychology 16 (3): 306–320. https://doi.org/10.1207/s15327663jcp1603_12.
  • Nordhielm, C. L. 2002. “The Influence of Level of Processing on Advertising Repetition Effects.” Journal of Consumer Research 29 (3): 371–382. https://doi.org/10.1086/344428.
  • Park, C. W., D. J. MacInnis, J. Priester, A. B. Eisingerich, and D. Iacobucci. 2010. “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers.” Journal of Marketing 74 (6): 1–17. https://doi.org/10.1509/jmkg.74.6.1.
  • Pechmann, C., and D. W. Stewart. 1988. “Advertising Repetition: A Critical Review of Wearin and Wearout.” Current Issues and Research in Advertising 11 (1-2): 285–329. https://doi.org/10.1080/01633392.1988.10504936.
  • Royo-Vela, M., and F. Meyer. 2016. “Exploring Wearout and Some Insights and Replies to Factors Affecting Irritation and Attitudes towards Mobile Advertising.” In Advertising in New Formats and Media, edited by P. De Pelsmacker, 211–241. Emerald Group Publishing Limited.
  • Rucker, Derek D., and Adam D. Galinsky. 2008. “Desire to Acquire: Powerlessness and Compensatory Consumption.” Journal of Consumer Research 35 (2): 257–267. https://doi.org/10.1086/588569.
  • Sawyer, A. G. 1981. “Repetition and Cognitive Response.” In Cognitive Responses in Persuasion, edited by R. E. Petty, T. Ostrom, and T. C. Brock. Hillsdale, NJ: Lawrence Erlbaum.
  • Schmidt, S., and M. Eisend. 2015. “Advertising Repetition: A Meta-Analysis on Effective Frequency in Advertising.” Journal of Advertising 44 (4): 415–428. https://doi.org/10.1080/00913367.2015.1018460.
  • Schuster, S. S. 2020. “Does Campaign Spending Affect Election Outcomes? New Evidence from Transaction-Level Disbursement Data.” The Journal of Politics 82 (4): 1502–1515. https://doi.org/10.1086/708646.
  • Shebbeare, A. 2014. “Everything You Know About Frequency is Wrong.” AdExchanger. http://adexchanger.com/data-driven-thinking/everything-know-frequency-wrong/
  • Sivanathan, N., and N. C. Pettit. 2010. “Protecting the Self through Consumption: Status Goods as Affirmational Commodities.” Journal of Experimental Social Psychology 46 (3): 564–570. https://doi.org/10.1016/j.jesp.2010.01.006.
  • Smith, J. W., A. Clurman, and G. Wood. 2006. “Coming to Concurrence: Improving Marketing Productivity by Reengaging Resistant Consumers.” In Does Marketing Need Reform?, edited by J. Shethand and R. Sisodia, 15–25. Armonk, NY: M. E. Sharpe.
  • Solomon, M. R., and H. Assael. 1988. “The Forest of the Trees?: A Gestalt Approach to Symbolic Consumption.” In Marketing and Semiotics: New Directions in the Study of Signs for Sale, edited by J. Umiker-Sebeok and S. J. Levy. Bloomington, IN: Indiana University Press.
  • Song, X., F. Huang, and X. Li. 2017. “The Effect of Embarrassment on Preferences for Brand Conspicuousness: The Roles of Self-Esteem and Self-Brand Connection.” Journal of Consumer Psychology 27 (1): 69–83. https://doi.org/10.1016/j.jcps.2016.05.001.
  • Srinivasan, S., and D. M. Hanssens. 2009. “Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions.” Journal of Marketing Research 46 (3): 293–312. https://doi.org/10.1509/jmkr.46.3.293.
  • Srinivasan, S., K. Pauwels, J. Silva-Risso, and D. M. Hanssens. 2009. “Product Innovations, Advertising, and Stock Returns.” Journal of Marketing 73 (1): 24–43. https://doi.org/10.1509/jmkg.73.1.24.
  • Stayman, D. M., and D. A. Aaker. 1988. “Are All the Effects of Ad-Induced Feelings Mediated by a Ad?” Journal of Consumer Research 15 (3): 368–373. https://doi.org/10.1086/209173.
  • Steele, C. M. 1988. “The Psychology of Self-Affirmation: Sustaining the Integrity of the Self.” In dvances in Experimental Social Psychology, edited by L. Berkowitz, Vol. 21, 261–302. San Diego, CA: Academic Press.
  • Stuppy, A., N. L. Mead, and S. M. Van Osselaer. 2020. “I Am, Therefore I Buy: Low Self-Esteem and the Pursuit of Self-Verifying Consumption.” Journal of Consumer Research 46 (5): 956–973. https://doi.org/10.1093/jcr/ucz029.
  • Swann, W. B., Jr. 1983. “Self-Verification: Bringing Social Reality into Harmony with the Self.” In Social Psychology Perspectives, edited by J. Suls and A. G. Greenwald, Vol. 2, 33–66. Hillsdale, NJ: Erlbaum.
  • Swann, W. B. 2012. “Self-Verification Theory.” In Handbook of Theories of Social Psychology, edited by A. Kruglanski, P. Van Lang, and E. T. Higgins, 23–42. London: Sage.
  • Tajfel, H., ed. 2010. Social Identity and Intergroup Relations. Vol. 7. Cambridge: Cambridge University Press.
  • Thompson, R. F., and W. A. Spencer. 1966. “Habituation: A Model Phenomenon for the Study of Neuronal Substrates of Behavior.” Psychological Review 73 (1): 16–43. https://doi.org/10.1037/h0022681.
  • van Harreveld, F., J. van der Pligt, and Y. N. de Liver. 2009. “The Agony of Ambivalence and Ways to Resolve It: Introducing the MAID Model.” Personality and Social Psychology Review 13 (1): 45–61. https://doi.org/10.1177/1088868308324518.
  • Van Steenbergen, H., and G. P. H. Band. 2013. “Pupil Dilation in the Simon Task as a Marker of Conflict Processing.” Frontiers in Human Neuroscience 7: 215. https://doi.org/10.3389/fnhum.2013.00215.
  • Verlegh, P. W J., J. B. E. M. Steenkamp, and M. T. G. Meulenberg. 2005. “Country-of-Origin Effects in Consumer Processing of Advertising Claims.” International Journal of Research in Marketing 22 (2): 127–139. https://doi.org/10.1016/j.ijresmar.2004.05.003.
  • White, K., and D. W. Dahl. 2007. “Are All out-Groups Created Equal? Consumer Identity and Dissociative Influence.” Journal of Consumer Research 34 (4): 525–536. https://doi.org/10.1086/520077.
  • Wright, P. 1973. “The Cognitive Processes Mediating Acceptance of Advertising.” Journal of Marketing Research 10 (1): 53–62. https://doi.org/10.1177/002224377301000108.
  • Zajonc, R. B. 1968. “Attitudinal Effects of Mere Exposure.” Journal of Personality and Social Psychology Monograph Psychology 9 (2, Pt.2): 1–27. https://doi.org/10.1037/h0025848.
  • Zarantonello, L., K. Jedidi, and B. H. Schmitt. 2013. “Functional and Experiential Routes to Persuasion: An Analysis of Advertising in Emerging versus Developed Markets.” International Journal of Research in Marketing 30 (1): 46–56. https://doi.org/10.1016/j.ijresmar.2012.09.001.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.