Związek między efektami komunikacyjnymi dotyczącymi reklamy a efektami dotyczącymi marki w świetle wyników badania
Communication effects of advertisements and brand effects: the results of the research

Summary/Abstract: The relationship between key effects of advertising, concerning brand, product category or advertiser, and awareness or likeability of advertisements has been the subject of research for many years. Their results suggest the positive relationship between attitude towards the advertisement and brand attitude or brand purchase intent. These results made ground for such theories as affect transfer model, emotional conditioning concept and dual mediation model. One of the goals of research project devoted to the identification and evaluation of advertising effects was to measure the direction and strength of relationship between chosen consumers cognitive and affective reactions to advertisements and the communication brand effects. The results of research concerning 20 brands representing 10 consumer product categories and their advertisements, in which 508 respondents took part, seem to show the relatively weak positive relationship between these effects

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