Modeling the differential effect of brand strength on the sales effect of advertising

Although marketing managers consider consumer mind-set regarding brand strength a key performance measure of advertising on the premise that it mediates the effect on sales, they rarely consider its moderating influence on advertising effectiveness. This study assumes recall-based brand consideration as a measure of consumers' mind-sets regarding brand strength and explores the moderating role of brand consideration in the short term and the carryover advertising effect on sales. The results reveal that while brand strength has a limited mediating effect, it has a positive moderating influence on the carryover advertising effect and, to a lesser extent, the short-term advertising effect.