The effects of a consistent ad series on consumer evaluations: a test of the repetition–variation hypothesis in a South Korean context

Changjo Yoo, Hae-Kyong Bang and Youngchan Kim

While academics and practitioners alike appear to widely hold the idea that consistent advertising campaigns can be effective in creating a positive and lasting image for a brand, little empirical evidence of these effects and their nature has been provided in the literature.

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...

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