The effects of a consistent ad series on consumer evaluations: a test of the repetition-variation hypothesis in a South Korean context
Changjo YooSchool of Business, Dongguk University, Seoul, Korea
Hae-Kyong BangVillanova University, Pennsylvania, USA
Youngchan KimYonsei University, Seoul, Korea
INTRODUCTION
Many advertising researchers appear to believe that a consistent advertising strategy-based campaign (i.e. consistent strategies executed differently throughout the campaign period) contributes to the formation of an enduring image of a brand and, thus, enhances one's attitude towards the brand and/or purchase intention. However, relatively little empirical evidence of these effects has been provided in the literature....