Salient effects of publicity in advertised brand recall and recognition: The list-strength paradigm

Previous research has demonstrated that preexposure of publicity about advertising campaigns facilitates recall of subsequently advertised brands. In this paper, we investigate the potential inhibitive effect; that is, preexposure of publicity can suppress retrieval of other nonpublicized brands that would otherwise have been retrieved. The inhibitive effect was examined in the list-strength paradigm, which posits that strengthened items in a list inhibit memory for nonstrengthened items. We found the inhibitive effect of publicity in free recall. The inhibition was not found in recognition memory, however. This study also examines the effect of publicity on the criterion placement in recognition tests. Integrated marketing communication (IMC) and its implications are discussed.</p

A customer-focused approach to improve celebrity endorser effectiveness

The current study reveals that a customer-focused approach to choosing celebrity endorsers (based on consumer-endorser identification) is a more useful predictor of endorsement success than a product-focused approach (product-endorser fit) alone. Specifically, the findings suggest consumer-endorser identification offers a potentially more consistent criterion for predicting endorsement effectiveness than fit, which is contingent upon varying consumer perceptions of product-endorser match-up. Across two studies, one survey-based and one longitudinal experiment, increased identification with both male and female endorsers led to increases in endorsement success. Most importantly, the influence of identification is significant for both high and low fit pairings between an endorser and brand. Thus, consumers who identify strongly with an endorser are likely to respond favorably to the endorsement even when fit between the endorser and brand is poor. Moreover, identification with the endorser is found to be consistently linked to purchase intentions over multiple time points