| Tartalmi leírás: |
In the present two-study mixed-method research, we aimed to
explore how different ad representation dimensions influence the
recognition of new advertising formats. Furthermore, we also
investigated the effect of ad recognition on ad and brand liking.
In line with the past applications of schema theory to advertising
(Evans and Park 2015), as well as categorization theories, we
found in both studies that ad representation dimensions influence
ad recognition of new advertising formats, especially when the
relevant feature is present in the ad. Ad representation dimensions such as branded, biased or selling facilitated ad recognition,
while informative had a negative effect on ad recognition. The
sponsored journal article represented an exception as both branded
and biased representations hindered ad recognition. Furthermore,
the effect of ad recognition on ad and brand liking varied across the
tested messages. Theoretical and practical implications have been
formulated. Future research might consider to further explore the
effect of ad schemas on advertising and brand attitudes.
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