The Effects of Brand-Context Congruence
Published: Jan 1, 2017
Abstract
The purpose of this study is to examine if brand-context congruence has an effect on customer-based
brand equity and whether brand image impacts this relationship. The relationship between
an ad and the surrounding context, so called context congruence, has gained a lot of
attention. This as it has been shown to generate beneficial outcomes for brands, such as better
brand recall, recognition, and higher attention. Simultaneously, the rise...
Paper Details
Title
The Effects of Brand-Context Congruence
Published Date
Jan 1, 2017
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