Abstract
The purpose of the present study is to investigate the effect of advertisement strategy (informational, positive emotional, negative emotional) and brand awareness (high, low) on brand name recall and change in brand attitude. The study extends previous research by focusing on fashion sportswear brands and including personal involvement toward fashion sportswear as a moderating variable. Online survey participants were divided into two groups; one group viewed ads featuring high-awareness brands' logos and the other viewed ads from a low-awareness brand. Results indicated that compared to informational ad strategy, emotional ad strategies led to greater change in brand attitude. Also, positive and negative change in brand attitude after viewing positive and negative emotional ads depended on the brand awareness. The findings of the present study emphasize the importance for brands of raising brand awareness and utilizing emotional advertisement strategies.
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