Priming and Context Effects of Banner Ads on Consumer Based Brand Equity: A Pilot Study

  • Harald KindermannEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10294)


Banner advertising is usually placed on suitable, highly frequented websites. The extent to which the brand of a banner ad and the brand of the website influence each other, has not yet been sufficiently investigated. This article provides initial results based on a pilot study which reveals that a positively perceived website can shift a negative banner perception. Furthermore, it is shown that a congruence between banner ad and the website plays an important role. Congruent content supports each other and noncongruent content counteracts the intended advertising effect. Although the study cannot yet be considered as conclusive, the results have the potential to inform entrepreneurial practice on how and where ads should be placed.


Context effect Assimilation and contrast effects Congruency Priming Banner 


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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.University of Applied Sciences Upper AustriaSteyrAustria

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