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“Branded, biased and it wants to sell a product”: typical ad representations influence the effect of ad recognition: a mixed-method research

Buvár, Ágnes and Orosz, Gábor (2020) “Branded, biased and it wants to sell a product”: typical ad representations influence the effect of ad recognition: a mixed-method research. International Journal of Advertising, 39 (1). pp. 32-50. DOI https://doi.org/10.1080/02650487.2019.1613848

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Official URL: https://doi.org/10.1080/02650487.2019.1613848

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Abstract

In the present two-study mixed-method research, we aimed to explore how different ad representation dimensions influence the recognition of new advertising formats. Furthermore, we also investigated the effect of ad recognition on ad and brand liking. In line with the past applications of schema theory to advertising (Evans and Park 2015), as well as categorization theories, we found in both studies that ad representation dimensions influence ad recognition of new advertising formats, especially when the relevant feature is present in the ad. Ad representation dimensions such as branded, biased or selling facilitated ad recognition, while informative had a negative effect on ad recognition. The sponsored journal article represented an exception as both branded and biased representations hindered ad recognition. Furthermore, the effect of ad recognition on ad and brand liking varied across the tested messages. Theoretical and practical implications have been formulated. Future research might consider to further explore the effect of ad schemas on advertising and brand attitudes.

Item Type:Article
Uncontrolled Keywords:advertising liking, advertising recognition, advertising representation, categorization theory, persuasion knowledge, schema
Subjects:Marketing
Funders:Fulbright Association, Hungarian Scientific Research Fund
DOI:https://doi.org/10.1080/02650487.2019.1613848
ID Code:5625
Deposited By: Veronika Vitéz
Deposited On:23 Apr 2020 11:59
Last Modified:23 Apr 2020 11:59

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