Brand salience versus brand image: Two theories of advertising effectiveness

How does advertising work? The dominant belief of most advertisers and acad emics over the past several decades has been that advertising primarily wor ks by changing consumer attitudes toward a brand. An analysis of an Ii-year tracking-study in an established service category challenges this assumpti on. The key finding is that advertising primarily influences market share b y increasing brand salience. Advertising had limited impact on brand image.