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- W2907029230 endingPage "798" @default.
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- W2907029230 abstract "Although sold by television channels for high fees, the effectiveness of tandem-spots and brand exclusivity has not been investigated so far. A 2 × 2 between-subjects experiment (N = 325) was conducted to investigate the effects of repetition (tandem-spot) and conceptual priming (competing spot) on brand memory, evaluation, and behavioral intentions toward the brand, while applying the processing fluency construct as theoretical foundation. Tandem-spots improved brand recall, but no significant effects were found concerning brand evaluation or behavioral intentions. Competing spots meanwhile acted as conceptual primes, enhancing brand memory, evaluation, and behavioral intentions. These findings partially contradict offerings and recommendations made by television channels." @default.
- W2907029230 created "2019-01-11" @default.
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- W2907029230 date "2019-01-02" @default.
- W2907029230 modified "2023-09-26" @default.
- W2907029230 title "Fluency in Commercial Breaks: The Impact of Repetition and Conceptual Priming on Brand Memory, Evaluation, and Behavioral Intentions" @default.
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- W2907029230 doi "https://doi.org/10.1080/10496491.2018.1536620" @default.
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