Brand and spokesperson congruence in product advertising : How the level of congruence affects the consumers brand attitude and purchase intention, and how brand involvement moderates this relationship

Thus, it is only when individuals have strong positive feelings (love) for a brand that they will develop strong negative feelings (hate) toward the competing brand.

continued engagement intention and the effect of continued engage- ment intention on brand engagement were strong, positive affect had a medium-sized effect on hedonic

However, consumers feeling connected to a brand based on actual self-brand congruence (brand connection based on self-verification motives) negatively

The research finds that brand (high fit, low fit and unknown), endorser (liked, disliked and not present) and ad (native obvious) all predict ad effectiveness and

Respondents who were not familiar with the brand were expected to report higher levels of cue congruence, mental simulation, store likability, and hence, a higher level

H3: We hypothesize that the combination of the level of recognition between the brand searched for and the brand using hostile advertisement will have a negative

The results show that consumers’ attitudes toward Møllers Tran are negatively affected when engaging in a sponsorship with Henrik Kristoffersen (controversial

The model checks for the change in the variables: Brand Attitude, Perceived Product Quality or Purchase Intention when the ecolabel is placed on a vice or virtue