Let’s be strange: brand familiarity and ad‐brand incongruency

By Fredrik Lange, Micael Dahlen. 2003

87 citations recorded by the source corpus.

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

View Paper: https://www.semanticscholar.org/paper/7c84010d9708fc5c41820bc49e849d09dc651f6d

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

1. Hye Jin Yoon

In Marketing

1. Mário Lino Barata Raposo
2. Paulo Duarte
3. Hye Jin Yoon
4. Marko Sarstedt
5. Jörg Henseler

In Sociology and Political Science

1. Mário Lino Barata Raposo
2. Paulo Duarte
3. Pradeep K. Korgaonkar
4. John T. Gironda
5. Hye Jin Yoon

Citations in the corpus

• A PLS Model to Study Brand Preference: An Application to the Mobile Phone Market (2010, background): “Social environment Lau and Lee (1999); Del Rı́o et al.”
• Understanding consumers’ social networking site usage (2014, background): “Furthermore, SNS business pages and advertisements can act as a vehicle for marketers to increase brand familiarity, which has been shown to have a positive impact on the efficacy of brand-related messages (Delgado-Ballester, Navarro, & Sicilia, 2012; Lange & Dahlén, 2003).”
• Understanding schema incongruity as a process in advertising: Review and future recommendations (2013, background): “Lange and Dahlén (2003) measured memorability for ads that depicted congruent versus incongruent associations with the product.”