Abstract
In this article, the author investigates the effects of cooperative advertising from a consumer's perspective according to the theoretical framework developed by Samu, Krishnan, and Smith (1999). The author identifies compatibility of the usage occasion, type of ad processing strategy (Top-Down versus Bottom-Up advertising), and type of differentiation strategy (POP versus POD advertising) as important factors in determining ad effectiveness. The conceptualization captures the effects of these factors on brand awareness and brand belief. Several hypotheses are induced based on variables above and tested in an experiment.
