Competitive advertising interference and ad repetition effects: comparing high-share and low-share brands

This empirical study brings together prior research on competitive advertising effects from two perspectives: ad repetition and brand familiarity.

Competitive advertising interference and ad repetition effects: comparing high-share and low-share brands

Michel Laroche Concordia University, Montréal

Mark Cleveland University of Western Ontario

Irene MaravelakisConcordia University, Montréal...