The effects of the number of COO markers and brand familiarity on advertisement effectiveness.

Abstract

This experiment investigated the effects of COO markers and brand familiarity on the effectiveness of advertisements. This effectiveness was measured by means of three components: the attitude towards the advertisement, the attitude towards the brand and the purchase intention. This was tested using an online questionnaire that was filled in by Dutch participants (N = 253). The results showed that for the chips brands, the attitude towards the advertisement was influenced by the number of COO markers. When using two or three markers, the attitude was higher than when using no or one marker. The attitude towards the brand and the purchase intention for the chips brands were influenced by brand familiarity: the familiar brand led to a higher attitude and purchase intention than the unfamiliar brand. No significant interaction effect was found. For the fashion brands, there were no significant effects of COO markers or brand familiarity regarding the effectiveness of the advertisement.