Priming and context effects of banner ads on consumer based brand equity: A pilot study

Banner advertising is usually placed on suitable, highly frequented websites. The extent to which the brand of a banner ad and the brand of the website influence each other, has not yet been sufficiently investigated. This article provides initial results based on a pilot study which reveals that a positively perceived website can shift a negative banner perception. Furthermore, it is shown that a congruence between ban-ner ad and the website plays an important role. Congruent content supports each other and noncongruent content counteracts the intended advertising effect. Alt-hough the study cannot yet be considered as conclusive, the results have the potential to inform entrepreneurial practice on how and where ads should be placed.