Make Your Ad Count: Using Customer-Based Brand Equity to Predict Neurological Engagement of Super Bowl Advertisements

摘要

In the face of fragmented media markets and increases in consumer cord-cutting practices and time-shifted television viewing, marketers are under increasing strain to optimize their investments into commercial advertising. The present study seeks to identify how the level of a sponsor firm's consumer-based brand equity (CBBE) impacts viewers' engagement with corresponding advertising.