The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments
Abstract
We examine the differential effects of ad novelty and message usefulness—frequently conceptualized as the two major dimensions of ad creativity—on the following variables: attitude toward the ad, attitude toward the brand, brand trust, ad recall, and brand recall. Novelty and usefulness influence attitude toward the brand, but only usefulness influences brand trust. Both relationships are mediated by attitude toward the ad. We also investigate...
Paper Details
Title
The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments
Published Date
Oct 1, 2011
Journal
Volume
40
Issue
3
Pages
5 - 18
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