The Relationship between Brand Usage and Advertising Tracking Measurements: International Findings
研究发现消费者与品牌的既有心理关系（如品牌承诺、转换倾向）会显著影响他们对广告的反应，指出不考虑品牌关系的广告评估方法存在根本缺陷。
Research often explores the impact that advertising has on consumers. What it does far less, however, is explore the impact of what's already in consumers' minds on advertising. In this paper, we explore the impact that consumers' prior psychological relationships with brands have on their interpretation of advertising. We show that the response of consumers who are committed to a brand differs significantly from that of those who are uncommitted. Similarly, nonconsumers of a brand who are close to switching to the brand differ in their response to advertising from those who are unavailable for switching. The results of our studies suggest that norm-based approaches to advertising evaluation are fundamentally flawed, unless they take consumer brand relationships into account.