NDLI: Brand Confusion in Advertising

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Brand Confusion in Advertising

Content Provider	Scilit
Author	Poiesz, Theo B. C. Verhallen, Theo M. M.
Copyright Year	1989
Description	The question of advertising effectiveness (i.e., to what extent is advertising effective or ineffective?) is possibly the most important question asked of or by advertisers. In this article, the authors provide evidence that advertising may also be counter-effective, that is, produce results that an advertiser specifically wants to avoid. Brand confusion is one such undesired result: the advertisement for brand A is taken by consumers as promoting brand B. In other words, the advertiser finances an advertisement for his competitor. In the second part of the article, several possible causes of brand confusion are presented, and practical advertising implications are discussed.
Related Links	https://pure.uvt.nl/ws/files/597744/50.pdf
Ending Page	244
Page Count	14
Starting Page	231
ISSN	02650487
e-ISSN	17593948
DOI	10.1080/02650487.1989.11107108
Journal	International Journal of Advertising
Issue Number	3
Volume Number	8
Language	English
Publisher	Informa UK Limited
Publisher Date	1989-01-01
Access Restriction	Open
Subject Keyword	Applied Ethics Advertising Effective Brand Confusion Extent Ineffective Competitor
Content Type	Text
Resource Type	Article
Subject	Communication Marketing

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