Branding potentials of keyword search ads: : the effects of ad rankings on brand recognition and evaluations

• Autores: Chan Yun Yoo
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 43, Nº 1, 2014, págs. 85-99
• Idioma: inglés
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• Dialnet Métricas: 2 Citas
• Resumen

  • From the long-term branding perspective, this study examined the effects of ad rankings in search engine result pages on memory and evaluations, particularly for unknown brands. Subjects� topic knowledge (TK) and persuasion knowledge (PK) about keyword search ads were examined as moderators. Holding click-through rates constant, the results of an experiment, in general, suggest that top-ranked keyword search ads for the unknown brand may generate greater recognition and more favorable brand evaluations along the primed attribute than ones ranked lower than well-known brands. Online users� TK and PK about keyword search ads are working together to enhance or attenuate such ranking effects on brand recognition and evaluations. Theoretical and practical implications of these findings are discussed.