@inproceedings{2e4a639952d849849af60c4f482f175b,
title = "Priming and context effects of banner ads on consumer based brand equity: A pilot study",
abstract = "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 banner ad and the website plays an important role. Congruent content supports each other and noncongruent content counteracts the intended advertising effect. Although 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.",
keywords = "Assimilation and contrast effects, Banner, Congruency, Context effect, Priming",
author = "Harald Kindermann",
year = "2017",
doi = "10.1007/978-3-319-58484-3_5",
language = "English",
isbn = "9783319584836",
series = "Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)",
publisher = "Springer",
pages = "55--70",
editor = "Chuan-Hoo Tan and Nah, {Fiona Fui-Hoon}",
booktitle = "HCI in Business, Government and Organizations",
address = "Germany",
note = "14th International Conference on Logic Programming and Nonmonotonic Reasoning, LPNMR 2017 ; Conference date: 03-07-2017 Through 06-07-2017",
}