Prof. Charles R. Taylor (Villanova University)

Program

• Date: 26.11.2014
  Time: 5pm-7pm
  Location: Kaulbachstr. 45, Remise

Short- and Long-Term Effects of Advertising on Brand Equity: Analysis of the Super Bowl as a Major Brand-Building Event

Daily tracking data on consumer response to Super Bowl advertising as measured by the YouGov BrandIndex for the 2008–2012 games reveal that such advertising has a significant impact on some, but not all, measures of brand equity. Notably, key measures of brand acquaintance and brand favorability, show an increase immediately following advertising exposure. However, while measures such as satisfaction with the product and willingness to recommend that require product usage are not. These effects seem to persist for a period of time but, consistent with prior work on lagged effects of advertising, do wear out within a matter of weeks. The results show that, on average, Super Bowl ads do have a brand building effect in that they generate a positive buzz for a brand and then, after a lag of a few days, produce higher consumer evaluations of overall brand favorability that lasts for a period of about four weeks and thereafter subsides.