ISSN 1671-3710
CN 11-4766/R

Advances in Psychological Science ›› 2020, Vol. 28 ›› Issue (12): 1989-1999.doi: 10.3724/SP.J.1042.2020.01989

• Conceptual Framework • Previous Articles     Next Articles

The mechanism and distribution trend of spillover effect of strong brand for advertising competition in traditional media

JIN Xiangdong1,2(), FAN Xiucheng1, ZHU Huawei3, YUAN Jingbo4   

  1. 1School of Management, FuDan University, Shanghai 200433, China
    2Institute for Advanced Studies in Humanities and Social Sciences, Central China Normal University, Wuhan 430079, China
    3Economics and Management School, Wuhan University, Wuhan 430072, China
    4College of Management, Shenzhen University, Shenzhen 518060, China
  • Received:2020-04-13 Online:2020-12-15 Published:2020-10-26
  • Contact: JIN Xiangdong


The advertisement of an enterprise not only promotes its own market demands, but also influences the market demand of its competitors’ products, which is called the Spillover Effect of Advertisement. Previous studies have found that strong brands’ advertising competition cause spillover effects on weak brands). This research extends current studies by examining the underlying mechanism using two experiments. Study 1 explores several mediating and moderating variables. The mediating variables include involvement of a strong brand, perceived product quality, and changes of market share. The moderating variables include product life cycle and product homogeneity, attitude towards advertising, and consumer task orientation. Study 2 examines the overall distribution rule of the spillover effect of strong brands’ advertising competition on weak brands. We focus on the periods of product growth and maturity. In conclude, we unravel the mechanism and overall distribution rule of strong brands’ advertising competition, which will enrich the theory of spillover effect and advertising effect.

Key words: advertising competition, spillover effect, consumer involvement, perceived product quality

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