Matching Communication Modalities: The Effects of Modality Congruence and Processing Style on Brand Evaluation and Brand Choice

Previous research has shown that prior brand exposure (e.g., through advertising) can positively influence brand consideration, brand attitudes, and brand choice. In the present studies, the authors argue that the effects of prior brand exposure depend on the communication modality (visual vs. aural...

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Veröffentlicht in:	Communication research 2010-08, Vol.37 (4), p.576-598
Hauptverfasser:	Fransen, Marieke L., Fennis, Bob M., Pruyn, Ad Th. H.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Brand preferences Communication Consumer spending Consumers Exposure Influence Product choice Studies
Online-Zugang:	Volltext
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