Hot Brands, Hot Cognition: the Effects of Incumbency and Negative Advertising on Brand Preference and Choice - A Longitudinal Field Experiment

Hot Brands, Hot Cognition: the Effects of Incumbency and Negative Advertising on Brand Preference and Choice - A Longitudinal Field Experiment

The World Cup and the battle between Nike and Adidas to secure leadership of the world soccer market presented an opportunity to examine the impact of negative advertising in a natural setting to identify the conditions under which an attack-brand might use negative advertising to capture leadership...

Ausführliche Beschreibung

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Bibliographische Detailangaben
Hauptverfasser: Phillips, Joan M, Urbany, Joel
Format: Tagungsbericht
Sprache:eng
Schlagworte:
Advertising
Brands
Leadership
Negative campaigning
Political advertising
Professional soccer
Studies
Tournaments & championships
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Beschreibung
Zusammenfassung:The World Cup and the battle between Nike and Adidas to secure leadership of the world soccer market presented an opportunity to examine the impact of negative advertising in a natural setting to identify the conditions under which an attack-brand might use negative advertising to capture leadership from the incumbent-brand.
ISSN:0098-9258