Competitive interference effects in consumer memory for advertising: The role of brand familiarity
Kent and Allen varied the familiarity of featured and competing brands in a factorial experiment, controlling for execution, prior exposure, processing goals and exposure time. Familiar brands produced much better recall of new product information, and competing advertising interfered less with memory for them; the authors conclude that established brands hold a memory advantage. Journal of Marketing 58(3), 1994; authors Robert J. Kent and Chris T. Allen.
Kent and Allen varied the familiarity of featured and competing brands in a factorial experiment, controlling for execution, prior exposure, processing goals and exposure time. Familiar brands produced much better recall of new product information, and competing advertising interfered less with memory for them; the authors conclude that established brands hold a memory advantage. Journal of Marketing 58(3), 1994; authors Robert J. Kent and Chris T. Allen.
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Kent, R. J., & Allen, C. T. (1994). Competitive interference effects in consumer memory for advertising: The role of brand familiarity. Journal of Marketing, 58(3). doi:10.1177/002224299405800307 https://doi.org/10.1177/002224299405800307