The DOI matches its Crossref record; 42 of the 42 references it cites were found in a registry or an index.
Brand Familiarity and Advertising Repetition Effects
Abstract
A crucial communication task for unknown brands is to build the knowledge in consumers' minds necessary to become established. However, communication effectiveness may depend on prior familiarity of the advertised brand. The findings of two experiments using television ads and computer Internet ads revealed that brand familiarity influenced repetition effectiveness. In particular, repetition of advertising attributed to an unfamiliar brand showed decreased effectiveness; when the same advertising was attributed to a known, familiar brand, repetition wearout was postponed. Negative thoughts about tactic inappropriateness were seen to arise with repetition, particularly for an ad for an unfamiliar brand, driving, in part, the decreases in repetition effectiveness.
Overview
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Integrity signals
Registry
Cites
Statistics
Verification
Claims the paper makes
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Self-check
Percentages, sums and reported differences re-computed from the paper’s own numbers.
The self-check needs the paper’s full text.
Citations
Cites
Baron, R. M., & Kenny, D. A. (1986) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.51.6.1173 · Cited by 91,532
Dimensions of Consumer Expertise
Alba, J. W., & Hutchinson, J. W. (1987) · Journal of Consumer Research · doi:10.1086/209080 · Cited by 4,375
(2014) · Psychology Press eBooks · doi:10.4324/9781315807102 · Cited by 4,154
Aaker, D. A. (1991) · Cited by 3,818
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Friestad, M., & Wright, P. (1994) · Journal of Consumer Research · doi:10.1086/209380 · Cited by 3,811 · cited 1×
“Recently, there has been growing interest in how consumers’ thoughts about marketers’ persuasion tactics affect their responses to marketing activities (see Friestad and Wright 1994; Kirmani and Wright 1989).”
BackgroundHow advertising works: what do we really know?
Vakratsas, D., & Ambler, T. (1999) · Journal of Marketing · doi:10.1177/002224299906300103 · Cited by 1,436
Novelty, complexity, and hedonic value
Berlyne, D. E. (1970) · Perception & Psychophysics · doi:10.3758/bf03212593 · Cited by 1,431
Campbell, M. C., & Kirmani, A. (2000) · Journal of Consumer Research · doi:10.1086/314309 · Cited by 1,342
Self-citationConsumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments
Sujan, M. (1985) · Journal of Consumer Research · doi:10.1086/209033 · Cited by 1,106
Cognitive Learning, Cognitive Response to Persuasion, and Attitude Change
GREENWALD, A. G. (1968) · Psychological Foundations of Attitudes · doi:10.1016/b978-1-4832-3071-9.50012-x · Cited by 993
Cited by
The effectiveness of celebrity endorsements: a meta-analysis
Knoll, J., & Matthes, J. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-016-0503-8 · Cited by 601
The Effectiveness of Branded Mobile Phone Apps
Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2011.06.001 · Cited by 465
Montoya, R. M., Horton, R. S., Vevea, J. L., Citkowicz, M., & Lauber, E. A. (2017) · Psychological Bulletin · doi:10.1037/bul0000085 · Cited by 389
Finding goldilocks influencers: How follower count drives social media engagement
Wies, S., Bleier, A., & Edeling, A. (2023) · Journal of Marketing · doi:10.1177/00222429221125131 · Cited by 326
Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K. (2012) · Journal of International Marketing · doi:10.1509/jim.10.0140 · Cited by 318
Metadata
- Authors
- Campbell, M. C., & Keller, K. L.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2003-09
- Volume
- 30
- Issue
- 2
- Pages
- 292-304
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2174722713
- Cited by
- 853
- References
- 42
- FWCI
- 23.64
- Type
- journal article
- Language
- en
- Open access
- closed
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
How to cite
Cite CoChat for the checks on this page, and the paper for its own findings.
- This page
- CoChat. (2026). Citation check: Brand Familiarity and Advertising Repetition Effects. https://app.cochat.ai/papers/10.1086/376800
- The paper
- Campbell, M. C., & Keller, K. L. (2003). Brand Familiarity and Advertising Repetition Effects. Journal of Consumer Research. https://doi.org/10.1086/376800
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
