The Impact of Ad Repetition and Ad Content on Consumer Perceptions of Incongruent Extensions

By Vicki R. Lane. 2000

297 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/3a1ae7945b1011585efdb34187b1296c91aba93a

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Literature and Literary Theory

In Marketing

In Sociology and Political Science

Citations in the corpus

Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure (2011, background): “It is also the case with Lane (2000), who distinguishes incongruence, as a surprising or unexpected aspect of a brand extension, and fit, as consistency between the extension and the parent brand.6 The different types of congruence The relevancy and expectancy of an association are rarely…”
Celebrities in Advertising: Looking for Congruence or Likability? (2012, unknown): “Lane, V. R. (2000).”
Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit (2008, unknown): “Perceived fit can also be heightened by communications providing a plausible link between the extension and parent brand (Bridges, Keller, & Sood, 2000), thereby giving consumers more opportunity to discover possible links (Lane, 2000), or countering negative inferences about the extension (Aaker & ”
The impact of brand extension success drivers on brand extension price premiums (2010, unknown): “Similarly, several brand extension studies indicate that consumers’ attitudes toward brand extensions positively influence their brand purchases (Bhat & Reddy, 2001; Lane, 2000).”
Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions (2008, background): “zyk & Alba, 1994; Meyvis & Janiszewski, 2004), ownership status (Kirmani, Sood, & Bridges, 1999), ad repetition and content (Lane, 2000), and ambient affect or mood (Barone, 2005).”
Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorship (2007, methodology): “For example, research would appear to suggest that the moderate congruence of a new product in relation to the brand would be conducive to more favorable evaluations by consumers (Meyers-Levy & Tybout, 1989; Meyers-Levy, Louie, & Curren, 1994; Sheinin & Schmitt, 1994), especially in condition of rep”
Improving incongruent sponsorships through articulation of the sponsorship and audience participation (2009, unknown): “This idea is supported by research on brand extensions that shows that the negative effects of low congruence between the parent and the extension brand can be mitigated by repeated exposure to extension information (Lane 2000).”
Consumer innovativeness and consumer acceptance of brand extensions (2008, background): “Lane (2000) argues that incongruent extensions might not necessarily result in failure and that extension consistency is not a necessary determinant of consumer acceptance.”
Brand extension feedback: The role of advertising (2009, background): “Focusing on brand extensions, Lane (2000) analyzes the effect of communicating repeatedly either peripheral associations, such as the label and package, or central associations like the brand benefits.”
How Visual Brand Identity Shapes Consumer Response (2014, background): “This is similar to the positive assimilation effect noted by Lane (2000) for repeated exposure to incongruent brand extensions.”