What is it about?
How consumers respond to brand messages that do not conform to their prior brand experiences. In other words, how consumers react to unexpected marketing communication.
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Why is it important?
It challenges traditional approaches to advertising communication and shows that ad - brand matching may not always be the most effective strategy.
Read the Original
This page is a summary of: The Degree of Ad–Brand Incongruity and the Distinction Between Schema-Driven and Stimulus-Driven Attitudes, Journal of Advertising, October 2014, Taylor & Francis,
DOI: 10.1080/00913367.2014.891087.
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