The impact of consumer characteristics and campaign related factors on brand confusion in print advertising

Abstract

Brand confusion takes place when a recipient views an advertisement for a particular brand as a communication about a different brand. The study is conducted in a sample of 153 women, and based on 27 perfume and facial care product advertisements. Advertisements that are perceived as likeable and distinctive, and that are not information-overloaded suffer les from brand confusion. Brands with weak advertising support are more vulnerable to brand confusion. Consumers with higher levels of product category involvement and higher levels of brand awareness and brand loyalty confuse brands less frequently.