Advertising grids such as the Rossiter-Percy grid (Rossiter & Percy 1991, 1997) propose that brand-matching advertising … is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to … evaluation. Two separate experiments were conducted, employing the same brand descriptions and ad scenarios. In the first …

were tested in an experiment with different products and different ads. Advertising effectiveness was measured by brand and … motivation for the brand is more effective. Our finding can be explained in two ways. Firstly, schema theory suggests that a … moderate degree of incongruity between advertising and brand perceptions and unexpected but relevant information in the …

Advertising grids such as the Rossiter-Percy grid (Rossiter & Percy 1991, 1997) propose that brand-matching advertising … is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to … evaluation. Two separate experiments were conducted, employing the same brand descriptions and ad scenarios. In the first …

were tested in an experiment with different products and different ads. Advertising effectiveness was measured by brand and … motivation for the brand is more effective. Our finding can be explained in two ways. Firstly, schema theory suggests that a … moderate degree of incongruity between advertising and brand perceptions and unexpected but relevant information in the …