Focus: endorsement
Brand novelty and publicity about athlete endorsers affect cognitive processing and evaluation of ads
Abstract: Using a hierarchy of effects framework (Lavidge and Steiner 1961), the present study investigated how brand novelty and publicity about athlete endorsers influence cognition, affect, and conation in response to ads. In a between-subjects design, a total of 422 participants were exposed to an ad for a fictitious or established soft drink brand that […]
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