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 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.
| Translated title of the contribution | Priming and context effects of banner ads on consumer based brand equity: A pilot study |
|---|---|
| Original language | German |
| Title of host publication | Lecture Notes in Computer Science |
| Publisher | Springer |
| Publication status | Published - 2019 |
| Event | 8th International Workshop on New Frontiers in Mining Complex Patterns, NFMCP 2019, held in conjunction with the European Conference on Machine Learning and Principles and Practice of Knowledge Discovery in Databases, ECML-PKDD 2019 - Würzburg, Germany Duration: 16 Sept 2019 → 16 Sept 2019 |
Workshop
| Workshop | 8th International Workshop on New Frontiers in Mining Complex Patterns, NFMCP 2019, held in conjunction with the European Conference on Machine Learning and Principles and Practice of Knowledge Discovery in Databases, ECML-PKDD 2019 |
|---|---|
| Country/Territory | Germany |
| City | Würzburg |
| Period | 16.09.2019 → 16.09.2019 |