Brand schema strength, processing opportunity, and resolution of ad - brand incongruity

What is it about?

The paper focuses on consumer responses to different levels of ad–brand incongruity, taking into consideration two key factors that influence the perception and the resolution of incongruity. Specifically, in experiment 1 we delineate the concept of brand schema strength and investigate ad–brand incongruity for consumers with weak vs. strong brand schema. In experiment 2, we replicate the findings of experiment 1 and further explore the effects of ad–brand incongruity in situations where the opportunity to process incoming information is low vs. high. Finally,Finally, using a non-linear mediation model, we provide evidence for the process underlying attitudinal responses to ad–brand incongruity.

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Why is it important?

This research contributes to the relevant literature by (a) focusing on different levels of incongruent brand messages, (b) by identifying boundaries conditions for the superiority/reversal of moderate incongruity effects, and (c) by providing strong empirical evidence for the process underlying incongruity resolution. Using nonlinear mediation analysis, the present paper also advances our understanding of methodological approaches that can reveal the non-monotonic effects.