How ad variation and repetition influence memory recall: effects of brand familiarity and message similarity

Appropriately using advertising variation and repetition strategies is critical to marketers’ decision-making process. Previous studies, however, have not considered realistic advertising environments. This study examines how ad variation-repetition strategies influence ad memory in more realistic s...

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Bibliografiske detaljer

Principais autores:	Jeongbin Whang, Sungho Lee
Format:	Artigo
Sprog:	Inglês
Udgivet:	Taylor & Francis Group 2025-12-01
Serier:	Cogent Business & Management
Fag:	Advertising variation strategy advertising repetition strategy interference effects of competitive advertising advertising memory brand schema Advertising
Online adgang:	https://www.tandfonline.com/doi/10.1080/23311975.2025.2480474
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