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

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

2 Citations (Scopus)

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.

Original languageEnglish
Title of host publicationHCI in Business, Government and Organizations
Subtitle of host publicationSupporting Business - 4th International Conference, HCIBGO 2017 Held as Part of HCI International 2017, Proceedings
EditorsChuan-Hoo Tan, Fiona Fui-Hoon Nah
PublisherSpringer Verlag
Pages55-70
Number of pages16
ISBN (Print)9783319584836
DOIs
Publication statusPublished - 2017
Event14th International Conference on Logic Programming and Nonmonotonic Reasoning, LPNMR 2017 - Espoo, Finland
Duration: 3 Jul 20176 Jul 2017

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume10294 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference14th International Conference on Logic Programming and Nonmonotonic Reasoning, LPNMR 2017
CountryFinland
CityEspoo
Period03.07.201706.07.2017

Keywords

  • Assimilation and contrast effects
  • Banner
  • Congruency
  • Context effect
  • Priming

Fingerprint Dive into the research topics of 'Priming and context effects of banner ads on consumer based brand equity: A pilot study'. Together they form a unique fingerprint.

Cite this