Author： Brengman Malaika Geuens Maggie De Pelsmacker Patrick
Publisher： Routledge Ltd
ISSN： 1466-4445
Source： Journal of Marketing Communications, Vol.7, Iss.4, 2001-12, pp. : 231-243
Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.
Abstract
Brand confusion takes place when a recipient views an advertisement for a particular brand as a communication about a different brand. The study is conducted in a sample of 153 women, and based on 27 perfume and facial care product advertisements. Advertisements that are perceived as likeable and distinctive, and that are not information-overloaded suffer less from brand confusion. Brands with weak advertising support are more vulnerable to brand confusion. Consumers with higher levels of product category involvement and higher levels of brand awareness and brand loyalty confuse brands less frequently.
Related content
Access to resources
Recommend
