The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas

In mid-1989, a second wave of awareness and attitude research was conducted for comparison to the 1987 study. Although it is not possible to attribute the improvements that were found by this study to any single communications program, several measures indicated that the comprehensive communications program had increased the awareness of the Chevron-Gulf merger (Fig. 21.5). Also, the number of customers that would defect from Chevron stations had decreased to virtually nil (Fig. 21.6).