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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| Principais autores: | , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Taylor & Francis Group
2025-12-01
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| Colecção: | Cogent Business & Management |
| Assuntos: | |
| Acesso em linha: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2480474 |
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