Loef, J.; Antonides, Antonides, G.; van Raaij, van … - Erasmus Research Institute of Management (ERIM), … - 2002
Advertising grids such as the Rossiter-Percy grid (Rossiter & Percy 1991, 1997) propose that brand-matching advertising … is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to …. In the first experiment brand(ad combinations were evaluated in line with the Rossiter-Percy advertising grid. If the …