Brand Familiarity and Advertising Repetition Effects

By Margaret C. Campbell, Kevin Lane Keller. 2003

879 citations recorded by the source corpus.

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

View Paper: https://www.semanticscholar.org/paper/6651eaf209876d7f28cc7f36407d3a8b3a80fcd2

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Citations in the corpus

Family Firm Reputation and Humanization: Consumers and the Trust Advantage of Family Firms Under Different Conditions of Brand Familiarity (2018, background): “Viewpoint 2: Family firm status becomes less important with higher brand familiarity For unfamiliar brands, any incoming information will be perceived as novel and relevant (Campbell & Keller, 2003).”
Effects of Internet Display Advertising in the Purchase Funnel: Model-Based Insights from a Randomized Field Experiment (2015, background): “Also of concern is that people who allow tracking cookies to persist on their machine may differ in some critical, unknown respect from those who disable or frequently delete them.”
Endorser Credibility Effects on Yemeni Male Consumer’s Attitudes towards Advertising, Brand Attitude and Purchase Intention: The Mediating Role of Attitude toward Brand (2012, background): “Therefore, the effect of (Aad) on brand evaluations should be greater when the advertisement is for an unfamiliar rather than a familiar brand (Campbell & Keller, 2003).”
Tailor-made single-item measures of doubly concrete constructs (2009, background): “…magazines and the brands were not available in the local market where the survey was conducted, which means that the only possible causes of ABrand would be the information in the ad and the participants’ attitude towards the ad itself (cf. Campbell & Keller 2003; Bergkvist & Rossiter 2007).”
Positioning Rationality and Emotion: Rationality is Up and Emotion is Down (2015, background): “Consumers viewing an ad for a familiar brand, however, are more likely to use their existing brand knowledge (Campbell and Keller 2003) in evaluating the ad.”
WSJ Category Kings - the impact of media attention on consumer and mutual fund investment decisions (2017, neutral): “Carhart, Kaniel, Musto, and Reed (2002) show winning funds trade to temporarily inflate their fund NAV on the very last day of the year, and argue this is to shift performance between years. Del Guercio and Tkac (2008) suggest that contrary to the implicit assumptions of Brown et al.”
Advertising Repetition: A Meta-Analysis on Effective Frequency in Advertising (2015, methodology): “Some moderator variables were manipulated and tested in primary studies: brand novelty is examined by Campbell and Keller (2003); measurement delay is examined by Craig, Sternthal, and Leavitt (1976), Haugtvedt and colleagues (1994), Singh and colleagues (1994), and Singh, Rothschild, and Churchill…”
Consumer response to different advertising appeals for new products: The moderating influence of branding strategy and product category involvement (2010, background): “Several authors have examined the effects of brand familiarity on response to stimuli ( Campbell and Keller, 2003 ), fi nding that high familiarity actually limits advertising effectiveness ( Stammerjohan et al , 2005 ).”