The Strategic Use of Contextual and Competitive Interference to Influence Brand-Attribute Associations

Abstract

Broadening brand positioning is challenging because strong brand images are resistant to change. Consumers are likely to reject attempts to associate new discrepant attributes due to incongruence with the brand's existing image. This research presents a contextual and competitive interference-based advertising tactic that facilitates acceptance of new attribute information into familiar brand meaning. Advertisers can influence new attribute associations by featuring an advertising image similar in both style and meaning to a competitor. Boundary conditions image similarity and competitor selection, and process variable response time, are investigated. This tactic presents a strategic way to use the cluttered advertising environment advantageously.