Endurance of Advertising-Evoked Brand Image Beliefs in the Face of Product Trial

Abstract

Marketing communications, particularly advertising, are crucial in shaping buyer perceptions and their beliefs about product and brand benefits in order to stimulate purchases. Yet, disconfirmation of evoked expectations, that is, a disconnect between what advertising promises and the actual consumption experience delivered by the product, is a major cause for failing product introductions. This article investigates how marketing communications and product experience interact and delineates guidelines for creating consistent brand-product combinations that increase repeat purchases. Based on a consumer sample, an empirical study examines how consumer exposure to advertising, followed by product experience interacts in shaping buyer beliefs, with downstream effects onto purchase and repeat purchase intention for an innovative juice beverage.

Key Words:

• Consumer research
• integrated marketing communications
• juice beverage
• product trial