Brian D. Till

Brian D. Till
Xavier University | XU · Department of Marketing

About

31
Publications
67,735
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3,971
Citations

Publications

Publications (31)
Article
Full-text available
Advertising practitioners and academics have long focused on adaptation of marketing communications when entering foreign markets. This paper extends and replicates past research on this topic by examining adaptation of outdoor advertising in response to cultural differences and level of country development. A content analysis of outdoor advertisem...
Chapter
Branding strategies have become increasingly important to both marketing academics and practitioners in recent years. This research focuses on an emerging and popular branding strategy for consumer products – co-branding. Through an experiment, we investigated the impact of co-branding on consumers’ brand equity evaluations of both the co-branded p...
Article
Creativity is seen as an essential component of advertising and is continuing to attract research interest. While there is widespread agreement on the value of creativity, there are two different perspectives on the key components of creativity. One perspective sees creativity as primarily divergence, containing elements of novelty, aesthetic repre...
Article
The researchers investigated the long-term effects of classically conditioned attitudes toward a brand. In two experiments, subjects were exposed to classical conditioning procedures in which favorable images were paired with a fictitious brand of mouthwash. Study 1, a within-subjects design, examined attitudes of a single subject pool immediately...
Article
The use of celebrity endorsers is a popular executional device, but it is not without risk. The authors report three studies examining how negative information about a celebrity can affect the brand the celebrity endorses. Using an associative network model of memory as a theoretical framework, they considered four moderating variables: the size of...
Article
Full-text available
Two studies are presented that examine the role of attractiveness and expertise in the “match-up hypothesis.” Much “match-up hypothesis” research has focused on physical attractiveness. Study One examined physical attractiveness as a match-up factor and its impact on brand attitude, purchase intent and key brand beliefs. In a 2 × 2 experiment, endo...
Article
Creativity is an important component of advertising. This research examines the potential effectiveness of creative advertising in enhancing recall, brand attitude, and purchase intent. Our basic methodology compares a set of randomly selected award-winning commercials (Communication Arts) with a random sample of control commercials. The commercial...
Article
Full-text available
In a time when the growth of traditional advertising is declining, out-of-home (OOH) advertising has become a prominent component of advertising plans. Despite this prominence, OOH advertising is often plagued by inattentiveness and incidental exposure making it even more important to link theoretical frameworks on advertising effectiveness to actu...
Article
Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads. However, the boundary conditions around this effect are less understood. This research examines how creativity influences recall across repeated ad exposures. Additionally, this paper investigates the influence of creativit...
Article
Full-text available
The marketing and advertising of alcoholic beverages is socially and ethically sensitive and subject to particular interest of regulators, public interest groups, and societal watchdogs because of its potential impact on vulnerable populations such as low-income consumers, certain ethnicities, adolescents, and alcoholics. While alcohol advertising...
Chapter
Full-text available
The article presents the Non-traditional Advertising Message Processing (NAMP) framework, which is a useful and powerful tool to explain the effectiveness of non-traditional advertising such as billboards, mobile advertising, transit advertising, and the like. The framework dichotomizes the target audience and media vehicles into four quadrants bas...
Article
Purpose – The primary purpose of this paper is to illustrate a new methodology for gaining actionable, strategic insight into a brand's associations and its competitive uniqueness vis-à-vis key competitors. Design/methodology/approach – The authors integrate free association protocols, response latency, and more conventional scale items to develop...
Article
Full-text available
Product placement is increasing in importance as a non-traditional method to reach consumers. A review of previous research on this topic indicates three research gaps: the need for additional ecologically valid field testing, more research using categorycued recall of the brand as the basic measure of product placement effectiveness, and more stud...
Article
Full-text available
The current study explores the impact of in-store video advertising, which has been developing quickly but has been little researched. The study consists of three field studies that examine the effectiveness of this medium. Study 1 utilized a head- mounted mini-camera to identify the extent to which in-store video advertising appeared in consumers’...
Article
Full-text available
Trust is a key component of many successful businesses, and while there are many factors in advertising that can aid in establishing trust, this paper focuses on business tenure and local ownership as potential cues of trustworthiness. Additionally we consider industry type as a potential moderating variable. Two studies were conducted. Study 1 exa...
Article
Full-text available
Using a combination of exploratory and traditional approaches, we replicate and extend previous research on creativity and memory effects. The first study examines creativity's effect on advertising recall using two nontraditional media: airport terminal and preshow cinema advertising. Results suggest that differences in how consumers interact with...
Article
Full-text available
Transit advertising is a growing category of out-of-home advertising and an area that has received little academic attention. A field study was conducted in New York City's LaGuardia Airport to explore the effectiveness of airport advertising. The results of three studies—ethnographic, recognition, and recall—produced five general themes. Of partic...
Article
Three studies attempt to better explain how celebrities are used effectively as conditioned stimuli in the associative learning process. Study 1 establishes that direct affect transfer can occur using celebrities via conditioning. Study 2 suggests that celebrity conditioning will be more effective when there is an appropriate fit (belongingness) be...
Article
Full-text available
Using a large-scale database, we present, test, and refine a model for direct-to-consumer (DTC) advertising effectiveness via structural equation modeling. Results suggest that consumers who are greatly involved in their healthcare and possess positive attitudes toward DTC advertising appear to be more likely to contact a doctor about the prescript...
Article
This research examines brand alliances, a specific marketing strategy designed to transfer the positive brand equity of two or more partner brands to the newly created joint brand. The study explores how customer-based brand equity (that is, brand equity as seen from the customer's perspective) of partner brands affects consumer evaluations of an a...
Article
This research investigates the role of involvement and need for cognition in influencing contingency awareness in attitude formation. Two experiments examine the nature of favorable attitudes formulated through established classical conditioning procedures. The results of Experiment 1 indicate that awareness influences attitudes toward a condition...
Article
Previous researchers have established that brand names are important in determining perceptions of brand quality and attitude towards the product. In this research we investigate the role of brand name in shaping consumers’ evaluation of search, experience, and credence attributes. The findings confirm that, prior to trial, brand name increases con...
Article
Advertising is a powerful tool for imbuing brands with meaning. Classical conditioning has been identified as an important theoretical mechanism for building such associations around brands. Although a number of conditioning studies have examined the conditioning of brand attitude, only recently has research turned toward whether or not inferential...
Article
Companies have become increasingly active in developing relationships between their brands and popular causes in such areas as the environment (e.g. nature conservancy) and health issues (e.g. breast cancer awareness crusade). As such alliances become a more important strategic component of the brand’s marketing mix, managers seek direction as to h...
Article
Co-branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co-brand (composite brand). This research examines the effects of co-branding on the brand equity of both the co-branded product and the constituent brands that comprise it, both be...
Article
Conditioning as a mechanism for attitude change has received much attention over the past 10 years. This research examines stimulus generalization, the extent to which a response conditioned to one stimulus transfers to similar stimuli. Stimulus generalization relates to both brand extension and private-label imitations of national brands. Two stud...
Article
Full-text available
The importance of fit between the endorser and the endorsed product has been described as the “match-up hypothesis”. Much “match-up hypothesis” research has focused on physical attraction. We present two studies which collectively suggest that, while attractive endorsers do positively affect attitude toward the endorsed brand, expertise is a more i...
Article
The use of celebrity endorsers in advertising is wide-spread – as much as 20 percent of all advertising use some type of celebrity endorser. Marketers invest significant dollars in securing the promotional support of well-known individuals. Associative learning principles are presented as a useful framework for understanding how celebrity endorsers...
Article
The researchers investigated the long-term effects of classically conditioned attitudes toward a brand, in two experiments, subjects were exposed to classical conditioning procedures in which favorable images were paired with a fictitious brand of mouthwash. Study 1, a within-subjects design, examined attitudes of a single subject pool immediately...

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