The DOI matches its Crossref record; 44 of the 44 references it cites were found in a registry or an index.
An Examination of the Effects of Activating Persuasion Knowledge on Consumer Response to Brands Engaging in Covert Marketing
Abstract
Both marketers who use covert marketing tactics and those who seek to help consumers deal with them assume that people will be less amenable to covert marketing appeals if they are alerted to such appeals because their theories and beliefs about persuasion tactics—that is, their persuasion knowledge—will be activated. However, there has been little direct examination of the extent to which activating persuasion knowledge actually affects consumer responses to brands that engage in covert marketing. Building on prior research on covert marketing and marketplace persuasion knowledge, the authors investigate the effects of activating persuasion knowledge and explore potential moderating factors. The findings from three experimental studies indicate that activation can negatively affect consumer evaluations of embedded brands; however, negative effects are qualified by perceived appropriateness of covert marketing tactics and by brand familiarity. Further evidence indicates a condition under which activation can actually have a positive effect on consumer evaluations.
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
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Keller, K. L. (1993) · Journal of Marketing · doi:10.1177/002224299305700101 · Cited by 14,686
(2025) · doi:10.53555/acr.v2i2 · Cited by 13,264
Possessions and the Extended Self
Belk, R. W. (1988) · Journal of Consumer Research · doi:10.1086/209154 · Cited by 9,064
Dimensions of Consumer Expertise
Alba, J. W., & Hutchinson, J. W. (1987) · Journal of Consumer Research · doi:10.1086/209080 · Cited by 4,375
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
McCracken, G. (1986) · Journal of Consumer Research · doi:10.1086/209048 · Cited by 2,843
Brand Synthesis: The Multidimensionality of Brand Knowledge
Keller, K. L. (2003) · Journal of Consumer Research · doi:10.1086/346254 · Cited by 1,907
Aaker, J., Fournier, S., & Brasel, S. A. (2004) · Journal of Consumer Research · doi:10.1086/383419 · Cited by 1,490
Campbell, M. C., & Kirmani, A. (2000) · Journal of Consumer Research · doi:10.1086/314309 · Cited by 1,342
The Effects of Sequential Introduction of Brand Extensions
Keller, K. L., & Aaker, D. A. (1992) · Journal of Marketing Research · doi:10.1177/002224379202900104 · Cited by 1,280
Cited by
Authenticity under threat: When social media influencers need to go beyond self-presentation
Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2018.07.008 · Cited by 1,452
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017) · Journal of Interactive Advertising · doi:10.1080/15252019.2017.1366885 · Cited by 921
The defensive consumer: Advertising deception, defensive processing, and distrust
Darke, P. R., & Ritchie, R. J. B. (2007) · Journal of Marketing Research · doi:10.1509/jmkr.44.1.114 · Cited by 609
Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2016.12.002 · Cited by 581
Exploring how consumers cope with online behavioral advertising
Ham, C.-D. (2017) · International Journal of Advertising · doi:10.1080/02650487.2016.1239878 · Cited by 184
Metadata
- Authors
- Wei, M.-L., Fischer, E., & Main, K. J.
- Venue
- Journal of Public Policy & Marketing
- Publisher
- SAGE Publications
- Published
- 2008-04
- Volume
- 27
- Issue
- 1
- Pages
- 34-44
- ISSN
- 0743-9156 (ISSN-L)
- 1547-7207
- OpenAlex
- W2080797216
- Cited by
- 309
- References
- 44
- FWCI
- 20.65
- 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: An Examination of the Effects of Activating Persuasion Knowledge on Consumer Response to Brands Engaging in Covert Marketing. https://app.cochat.ai/papers/10.1509/jppm.27.1.34
- The paper
- Wei, M.-L., Fischer, E., & Main, K. J. (2008). An Examination of the Effects of Activating Persuasion Knowledge on Consumer Response to Brands Engaging in Covert Marketing. Journal of Public Policy & Marketing. https://doi.org/10.1509/jppm.27.1.34
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.
