Research Currents: Brand Salience versus Brand Image: Two Theories of Advertising Effectiveness
本文挑战了广告主要通过改变消费者态度来影响品牌的传统观点，基于一项11年的追踪研究发现，广告主要通过提升品牌显著性来影响市场份额，而对品牌形象的影响有限。
How does advertising work? The dominant belief of most advertisers and academics over the past several decades has been that advertising primarily works by changing consumer attitudes toward a brand. An analysis of an 11-year tracking-study in an established service category challenges this assumption. The key finding is that advertising primarily influences market share by increasing brand salience. Advertising had limited impact on brand image.