The Impact of Degree of Ad-Brand Incongruity in Building Attitudes of Rebranding

• Main Authors: YANG, SHANG-YUN, 楊尚勻
• Other Authors: FANG, WEN-CHANG
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/33818416433613114489

碩士 === 國立臺北大學 === 企業管理學系 === 104 === Recent years have seen increased attention being given to impacts of corporate rebranding strategy on consumers’ attitude structure in empirical research. Based on schema theory, advertising rhetoric and naïve dialecticism, this article contribute to research on using incongruent communication to do rebranding to explore consumer responses and brand attitude formation across different degrees of ad-brand incongruity and cultures. Two studies show the inferiority of extreme incongruity on ad recall and consumers form less favorable attitude toward the ad (Aad) and the brand (Ab) , indicating there is a no monotonic pattern occurs across the degrees of incongruity on both Aad and Ab. Therefore company might be more flexible to innovate new advertising to update their impression among customers. Further, the stimulus has driven brand attitude formation for congruent and extremely incongruent ads, whereas both schema- and stimulus-based affect determine brand attitude for moderately incongruent ads. Some new findings might explain western and non-western cultural differences in expectations of change and tolerance for contradiction. Besides, it is revealed that comprehension of more cognitively challenging ads mediates the effect of incongruity on Ab. To this end, consumers invest additional cognitive resources to revise schematic knowledge of moderately incongruent ads and develop new associations that might update the content of the rebranding brand schema and build better attitudes of rebranding.