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The Effects of Brand-Context Congruence

Bojanowicz, Weronika LU and Hagberg, Johanna LU (2017) BUSN39 20171
Department of Business Administration
Abstract
The purpose of this study is to examine if brand-context congruence has an effect on customer-based
brand equity and whether brand image impacts this relationship. The relationship between
an ad and the surrounding context, so called context congruence, has gained a lot of
attention. This as it has been shown to generate beneficial outcomes for brands, such as better
brand recall, recognition, and higher attention. Simultaneously, the rise of digital marketing and
technological advancements have created new techniques such as targeted advertising, which
allows for ads to target a customer rather than a specific website, leaving the ads uncontrollable.
Recent events have demonstrated the risks of targeted advertising, where brands’... (More)
The purpose of this study is to examine if brand-context congruence has an effect on customer-based
brand equity and whether brand image impacts this relationship. The relationship between
an ad and the surrounding context, so called context congruence, has gained a lot of
attention. This as it has been shown to generate beneficial outcomes for brands, such as better
brand recall, recognition, and higher attention. Simultaneously, the rise of digital marketing and
technological advancements have created new techniques such as targeted advertising, which
allows for ads to target a customer rather than a specific website, leaving the ads uncontrollable.
Recent events have demonstrated the risks of targeted advertising, where brands’ ads appeared
on undesired websites and seeming to endorse, or being affiliated with such content, and thus
met with criticism from consumers. However, hardly any research has been done on the role of
this new phenomenon as a direct impactor on the brand and consequently brand equity.

To test this, an experiment was conducted using two brands with different brand images: symbolic
and functional, and these were exposed to two conditions: congruent and incongruent,
using websites to either create a match or not. These four conditions were then measured on six
dependent variables derived from customer-based brand equity theory. 221 consumers participated
in the experiment. A first test was performed on all subjects, and a follow-up test was run
using subject with high brand awareness leaving 91 respondents. Significance was reached for
the brand-context congruence at a 95% confidence interval, with an effect size reaching up to
18.2%.

Brand awareness was found to be a necessary precondition among the consumers for there to
be an effect. Moreover, a difference of the effect was found depending on the brand image,
where congruence generated different outcomes. It is thus implied that brand-context congruence
is a mutual generation of customer-based brand equity, leaving opportunities to capitalise
on the online environment in a more strategic manner. (Less)
Popular Abstract
The purpose of this study is to examine if brand-context congruence has an effect on customer-based
brand equity and whether brand image impacts this relationship. The relationship between
an ad and the surrounding context, so called context congruence, has gained a lot of
attention. This as it has been shown to generate beneficial outcomes for brands, such as better
brand recall, recognition, and higher attention. Simultaneously, the rise of digital marketing and
technological advancements have created new techniques such as targeted advertising, which
allows for ads to target a customer rather than a specific website, leaving the ads uncontrollable.
Recent events have demonstrated the risks of targeted advertising, where brands’... (More)
The purpose of this study is to examine if brand-context congruence has an effect on customer-based
brand equity and whether brand image impacts this relationship. The relationship between
an ad and the surrounding context, so called context congruence, has gained a lot of
attention. This as it has been shown to generate beneficial outcomes for brands, such as better
brand recall, recognition, and higher attention. Simultaneously, the rise of digital marketing and
technological advancements have created new techniques such as targeted advertising, which
allows for ads to target a customer rather than a specific website, leaving the ads uncontrollable.
Recent events have demonstrated the risks of targeted advertising, where brands’ ads appeared
on undesired websites and seeming to endorse, or being affiliated with such content, and thus
met with criticism from consumers. However, hardly any research has been done on the role of
this new phenomenon as a direct impactor on the brand and consequently brand equity.

To test this, an experiment was conducted using two brands with different brand images: symbolic
and functional, and these were exposed to two conditions: congruent and incongruent,
using websites to either create a match or not. These four conditions were then measured on six
dependent variables derived from customer-based brand equity theory. 221 consumers participated
in the experiment. A first test was performed on all subjects, and a follow-up test was run
using subject with high brand awareness leaving 91 respondents. Significance was reached for
the brand-context congruence at a 95% confidence interval, with an effect size reaching up to
18.2%.

Brand awareness was found to be a necessary precondition among the consumers for there to
be an effect. Moreover, a difference of the effect was found depending on the brand image,
where congruence generated different outcomes. It is thus implied that brand-context congruence
is a mutual generation of customer-based brand equity, leaving opportunities to capitalise
on the online environment in a more strategic manner. (Less)
Please use this url to cite or link to this publication:
author
Bojanowicz, Weronika LU and Hagberg, Johanna LU
supervisor
organization
alternative title
A Quantitative Study on Brand Image-Website Congruence and Customer-based Brand Equity
course
BUSN39 20171
year
type
H1 - Master's Degree (One Year)
subject
keywords
customer-based brand equity, brand equity, digital marketing, brand-context congruence, brand image, targeted advertising, perceived quality, brand associations, brand esteem, brand acceptability, overall attitude, symbolic brand, functional brand
language
English
id
8919422
date added to LUP
2017-06-30 11:32:38
date last changed
2017-06-30 11:32:38
@misc{8919422,
  abstract     = {The purpose of this study is to examine if brand-context congruence has an effect on customer-based
brand equity and whether brand image impacts this relationship. The relationship between
an ad and the surrounding context, so called context congruence, has gained a lot of
attention. This as it has been shown to generate beneficial outcomes for brands, such as better
brand recall, recognition, and higher attention. Simultaneously, the rise of digital marketing and
technological advancements have created new techniques such as targeted advertising, which
allows for ads to target a customer rather than a specific website, leaving the ads uncontrollable.
Recent events have demonstrated the risks of targeted advertising, where brands’ ads appeared
on undesired websites and seeming to endorse, or being affiliated with such content, and thus
met with criticism from consumers. However, hardly any research has been done on the role of
this new phenomenon as a direct impactor on the brand and consequently brand equity.

To test this, an experiment was conducted using two brands with different brand images: symbolic
and functional, and these were exposed to two conditions: congruent and incongruent,
using websites to either create a match or not. These four conditions were then measured on six
dependent variables derived from customer-based brand equity theory. 221 consumers participated
in the experiment. A first test was performed on all subjects, and a follow-up test was run
using subject with high brand awareness leaving 91 respondents. Significance was reached for
the brand-context congruence at a 95% confidence interval, with an effect size reaching up to
18.2%.

Brand awareness was found to be a necessary precondition among the consumers for there to
be an effect. Moreover, a difference of the effect was found depending on the brand image,
where congruence generated different outcomes. It is thus implied that brand-context congruence
is a mutual generation of customer-based brand equity, leaving opportunities to capitalise
on the online environment in a more strategic manner.},
  author       = {Bojanowicz, Weronika and Hagberg, Johanna},
  keyword      = {customer-based brand equity,brand equity,digital marketing,brand-context congruence,brand image,targeted advertising,perceived quality,brand associations,brand esteem,brand acceptability,overall attitude,symbolic brand,functional brand},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Effects of Brand-Context Congruence},
  year         = {2017},
}