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Disentangling location-based advertising: the effects of location congruency and medium type on consumers' ad attention and brand choice

Ketelaar, Paul E.; Bernritter, Stefan F.; van't Riet, Jonathan; Hühn, Arief Ernst; van Woudenberg, Thabo J.; Müller, Barbara C. N. and Janssen, Loes. 2017. Disentangling location-based advertising: the effects of location congruency and medium type on consumers' ad attention and brand choice. International Journal of Advertising, 36(2), pp. 356-367. ISSN 0265-0487 [Article]

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Abstract or Description

Research on location-based advertising (LBA) suggests that the merits of LBA lie in the fact that consumers can be targeted with location-congruent ads on their personal mobile devices. However, LBA consists of two underlying constructs: a mobile (vs. point-of-sales) advertising medium and location congruency (vs. location incongruency). This study aims to disentangle these underlying constructs by showing that they differentially affect the efficacy of an ad. Using a virtual reality lab experiment, this study shows that location-congruent ads result in increased choice for the target brand as compared to location-incongruent ads, independent of medium type. However, in location-incongruent situations, mobile ads attracted more attention than point-of-sales display ads. The advantages of LBA thus do not seem to emanate from medium type, but rather from the congruency between the ad and product location. When the ad is received at a different location than the product, the mobile medium is able to enhance consumers' ad attention.

Item Type:

Article

Identification Number (DOI):

https://doi.org/10.1080/02650487.2015.1093810

Keywords:

location-based advertising, location congruency, advertising medium, attention, brand choice

Departments, Centres and Research Units:

Institute of Management Studies

Dates:

DateEvent
2017Published
15 October 2015Published Online
9 September 2015Accepted

Item ID:

24276

Date Deposited:

19 Sep 2018 11:45

Last Modified:

19 Sep 2018 11:45

Peer Reviewed:

Yes, this version has been peer-reviewed.

URI:

http://research.gold.ac.uk/id/eprint/24276

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