The effects of brand familiarity in alignment advertising

Sung Yeon Park, Jacqueline Bush Hitchon, Gi Woong Yun

Research output: Contribution to journalArticlepeer-review

Abstract

This study addresses the issues of managerial concern for both nonprofit organizations and profit-oriented organizations by comparing public service advertising, alignment advertising, and traditional brand advertising as marketing communication tools. Previous findings regarding affective and conative advantages of alignment advertising over brand advertising were replicated and further expanded. At the same time, the investigation revealed that alignment advertising is not necessarily at a disadvantage to brand advertising in terms of brand recall.

Original languageEnglish (US)
Pages (from-to)750-765
Number of pages16
JournalJournalism and Mass Communication Quarterly
Volume81
Issue number4
DOIs
StatePublished - Jan 1 2004
Externally publishedYes

ASJC Scopus subject areas

  • Communication

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