Handbook on Brand and Experience Management
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Handbook on Brand and Experience Management

  • Elgar original reference

Edited by Bernd H. Schmitt and David L. Rogers

This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher’s perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices.
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Chapter 12: The Effects of Incidental Brand Exposure on Consumption

Rosellina Ferraro, Tanya L. Chartrand and Gavan J. Fitzsimons

Extract

12. The effects of incidental brand exposure on consumption Rosellina Ferraro, Tanya L. Chartrand and Gavan J. Fitzsimons Brand names and logos are pervasive in the everyday environment. They are under our feet at the supermarket, they serve as props in our favorite TV shows, they are visible on the side of the city bus driving by, and they are displayed on the clothing our friends wear. These are just a few examples of ways in which people are constantly and consistently exposed to brands in the course of their daily activities. Sometimes these brand displays are able to grab people’s attention. Other times, however, this brand exposure is not the focal point of their attention, and as a result, people may or may not be aware that they have been exposed to brands in these contexts. Yet, even if people are unaware of the brand exposure, these brands may still be processed and have effects on subsequent attitudes and behaviors. This chapter focuses on the ways in which everyday brand exposure influences consumers without their awareness, intent or control, and explores how this non-conscious process occurs. We refer to these types of brand exposures as incidental brand exposure. More formally, an incidental brand exposure refers to automatic processing of visual brand information while conscious attention is directed elsewhere. In this chapter we present evidence from research in both marketing and social psychology that supports the notion that incidental brand exposure can affect consumer behavior. This...

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