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1 – 10 of 177Tharindu Senarathna and Dinuka Wijetunga
This study aimed to test some dynamics related to YouTube advertising clutter and viewers' attitudes towards YouTube channels operated by traditional television (TV) companies…
Abstract
Purpose
This study aimed to test some dynamics related to YouTube advertising clutter and viewers' attitudes towards YouTube channels operated by traditional television (TV) companies (These YouTube channels tend to have a greater ad clutter since their videos have embedded ads of programme sponsors in addition to regular YouTube advertisements).
Design/methodology/approach
Employing a positivistic, quantitative methodology, the study collected data through an online survey from a sample of 295 YouTube viewers in Sri Lanka. Data were analysed using the regression-based PROCESS macro, utilising the SPSS software.
Findings
Ad clutter has a negative impact on viewers' attitudes towards the YouTube channel, but only indirectly, through irritation. Skippability of advertisements does not moderate the relationship between ad clutter and ad irritation, but non-skippability increases ad irritation (direct relationship).
Practical implications
YouTube channel owners should pay careful attention to having an optimum level of advertising because clutter resulting in high ad irritation leading to a negative attitude towards the channel could reduce subscriptions. Offering an ad skippability option is unlikely to reduce irritation if there is high clutter.
Originality/value
Although ad clutter is well-researched, its impact on viewer responses to online media channels is uncommon. With YouTube poised to become a top ad revenue-generating medium, this study contributes by examining some dynamics related to ad clutter in a possibly high-clutter context.
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Ning Zhang and Zhu Liya
The use of brand slogans that represent brand concepts on app launch pages can improve user brand impressions. The purpose of this paper is to investigate the impact of using…
Abstract
Purpose
The use of brand slogans that represent brand concepts on app launch pages can improve user brand impressions. The purpose of this paper is to investigate the impact of using animated or static spokes-characters with brand slogans on app launch pages.
Design/methodology/approach
Using the theory of attention selection, the authors conducted two experiments to study the boundary and mediation path of the influence of the motion attributes of spokes-characters (static vs animated) on brand memory based on app launch time (3Â s vs 5Â s), user engagement with spokes-characters and the level of attention to brand slogans.
Findings
Study 1 explores the effect of the interaction between launch time and the motion attributes of spokes-characters on brand memory. The results show that when the launch time of the app is 3Â s, the advertisement memory effect of using a static spokes-character is better than that of using an animated spokes-character; when the launch time of the app is 5Â s, the advertisement memory effect of using an animated spokes-character is better than that of using a static spokes-character. Study 2 shows that user engagement with spokes-characters and the level of attention given to brand slogans play a continuous mediating role in the effect of the interaction between launch time and the motion attributes of spokes-characters on brand memory.
Originality/value
This paper contributes to the marketing literature by expanding the knowledge of spokes-characters and animated visual images, providing new insights for future research.
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Alyssa Dana Adomaitis, Diana Saiki and Juan del Pozo Severino
This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements…
Abstract
Purpose
This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products, with limited research on its influence on the consumer. However, the use of sexuality in luxury advertisements may counter the ethical expectations of brands by the current consumer in the United States.
Design/methodology/approach
A sample of 1,266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement that featured a same-gendered model at one of four levels of sexuality (fully clothed to nude). IBM SPSS Statistics was used to analyze the data which included descriptive statistics and a two-way multivariate analysis of variance followed by an analysis of variance.
Findings
The results indicated that less sexuality in luxury advertisements was better in generating attractiveness to and identification with the brand. The advertisements with models fully clothed were rated highest on brand attractiveness and identification. These relationships were statistically significant among groups of men and women.
Originality/value
These findings are important to scholars and marketers of luxury brands as sexuality in luxury brands continues to increase and becomes more provocative, as well as socially conscious.
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Chetana Balakrishna Maddodi and Pallavi Upadhyaya
The purpose of this study is to review and synthesize the literature on in-app advertising, identify gaps and propose future research directions.
Abstract
Purpose
The purpose of this study is to review and synthesize the literature on in-app advertising, identify gaps and propose future research directions.
Design/methodology/approach
The authors use a systematic literature review (SLR) approach, following the PRISMA guidelines, to investigate the current state of research in in-app advertising. The study uses 44 shortlisted articles from the Scopus and Web of Science databases. Using the Theory-Context-Characteristics-Methodology (TCCM) framework, the authors analyze the gaps in theory, context, characteristics and methods.
Findings
Using thematic analysis, the authors identify five main themes in the in-app advertising literature, namely, ad platform optimization; mobile app user psychology and behavior; ad effectiveness; ad fraud; and security, privacy and other user concerns. The findings show the need for empirical research, with a strong theoretical foundation in emerging ad formats of in-app advertising, user behavior and buy-side of in-app advertising.
Originality/value
This is a maiden study to conduct a domain-based SLR in the emerging field of in-app advertising using the TCCM framework. The authors highlight the key differences between in-app advertising and mobile web advertising. The authors propose theories in the advertising field that could be used in future empirical studies of in-app advertising.
Propósito
El propĂłsito de esta investigaciĂłn es revisar y sintetizar la literatura sobre la publicidad en Apps, identificar lagunas y proponer futuras direcciones de investigaciĂłn.
Diseño
Utilizamos un enfoque de revisiĂłn sistemática de la literatura, siguiendo las directrices PRISMA, para investigar el estado actual de la investigaciĂłn en publicidad en aplicaciones. El estudio utiliza 44 artĂculos preseleccionados de las bases de datos Scopus y Web of Science (WoS). Utilizando el marco TeorĂa-Contexto-CaracterĂsticas-MetodologĂa (TCCM), analizamos las lagunas en teorĂa, contexto, caracterĂsticas y mĂ©todos.
Conclusiones
Mediante un análisis temático, identificamos cinco temas principales en la literatura sobre publicidad en aplicaciones, a saber: optimizaciĂłn de plataformas publicitarias; psicologĂa y comportamiento de los usuarios de aplicaciones mĂłviles; eficacia publicitaria; fraude publicitario; seguridad, privacidad y otras preocupaciones de los usuarios. Nuestros hallazgos muestran la necesidad de investigaciĂłn empĂrica, con una sĂłlida base teĂłrica en los formatos publicitarios emergentes de la publicidad en Apps, el comportamiento del usuario y el buy-side de la publicidad en Apps.
Originalidad
Se trata de un estudio pionero para realizar una revisiĂłn sistemática de la literatura basada en el dominio en el campo emergente de la publicidad en Apps utilizando el marco TCCM. Destacamos las principales diferencias entre la publicidad en aplicaciones y la publicidad en la web para mĂłviles. Proponemos teorĂas en el campo de la publicidad que podrĂan utilizarse en futuros estudios empĂricos sobre la publicidad en Apps.
目的
ćś¬ç ”ç©¶ć—¨ĺś¨ĺ›žéˇľĺ’Ść€»ç»“ćś‰ĺ…łĺş”ç”¨ĺ†…ĺążĺ‘Šçš„ć–‡çŚ®, 找出差距并ćŹĺ‡şćśŞćťĄçš„ç ”ç©¶ć–ąĺ‘。
设计
ć‘们采用系统性文献综述方法, éµĺľŞ PRISMA 指南, č°ćźĄĺş”ç”¨ĺ†…ĺążĺ‘Šçš„ç ”ç©¶çŽ°çŠ¶ă€‚ç ”ç©¶ä˝żç”¨äş† Scopus ĺ’Ś Web of Science (WoS) 数据库ä¸çš„ 44 çŻ‡ĺ…Ąĺ›´ć–‡ç« ă€‚ĺ©ç”¨ç†č®ş-čŚć™Ż-特ĺľ-ć–ąćł•ďĽTCCM)框架, ć‘们ĺ†ćžäş†ç†č®şă€čŚć™Żă€ç‰ąĺľĺ’Ść–ąćł•ć–ąéť˘çš„差距。
研究结果
通过主é˘ĺ†ćž, ć‘们确定了应用内广告文献的五大主é˘, 即广告平台äĽĺŚ–; 移动应用用ć·ĺżç†ĺ’ŚčˇŚä¸ş; ĺążĺ‘Šć•ćžś; 广告欺čŻ; 安全ă€éšç§ĺ’Śĺ…¶ä»–用ć·ĺ…łćł¨ç‚ąă€‚ć‘ä»¬çš„ç ”ç©¶ç»“ćžśčˇ¨ćŽ, 有必č¦ĺś¨ĺş”用内广告的新兴广告形式ă€ç”¨ć·čˇŚä¸şĺ’Śĺş”用内广告买方ç‰ć–ąéť˘ĺĽ€ĺ±•ĺ®žčŻç ”究, ĺą¶ĺĄ ĺ®šĺťšĺ®žçš„ç†č®şĺźşçˇ€ă€‚
独创性
čż™ćŻä¸€éˇąé¦–次使用 TCCM ćˇ†ćž¶ĺŻąć–°ĺ…´çš„ĺş”ç”¨ĺ†…ĺążĺ‘Šé˘†ĺźźčż›čˇŚĺźşäşŽé˘†ĺźźçš„çł»ç»źć€§ć–‡çŚ®ç»Ľčż°çš„ç ”ç©¶ă€‚ć‘们强č°äş†ĺş”用内广告与移动网络广告的主č¦ĺŚşĺ«ă€‚ć‘们ćŹĺ‡şäş†ĺążĺ‘Šé˘†ĺźźçš„ç†č®ş, 可用于未来的应用内广告实čŻç ”究。
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Jakub Berčík, Anna Mravcová, Esther Sendra Nadal, David Bernardo López Lluch and Andrea Farkaš
The purpose of this paper is to examine FaceReader as a tool to compare the olfactory preferences of two selected countries. This paper examines the olfactory preferences of…
Abstract
Purpose
The purpose of this paper is to examine FaceReader as a tool to compare the olfactory preferences of two selected countries. This paper examines the olfactory preferences of customers in the bakery department of a grocery store in the Slovak and the Spanish market.
Design/methodology/approach
The aim of this study is to examine subconscious/unconscious preferences in the selection of aromas suitable for the bakery department in the Slovak and the Spanish market. In this case, it is not a classical qualitative sensory testing of the perception of fragrances. The aim is to identify the associations of scents related to the selected sales department through images of the selected aromas. A special platform is used to obtain subconscious/unconscious feedback, which allows online collection of implicit feedback using the software FaceReader 7.
Findings
The authors noticed the different moods of the two groups of respondents when they answered the question about what they associate with the smell of bakery products. The Spanish respondents were slightly pleasantly disposed, while the Slovak respondents were slightly unpleasantly disposed. The smell of bakery products evoked more memories and emotions in the Spanish respondents than in the Slovak respondents, which can be explained by the higher pleasant mood. The main contribution of this work lies in the new opportunities to obtain feedback that can be used in marketing research and that rely not only on explicit but also implicit data. The extension of the methodological apparatus to implicit feedback presupposes some form of control of the data collected by the questionnaire. The use of biometric tools can represent an efficient alternative in terms of time and money to the use of neuroimaging tools in the selection/research of aromas for specific stores/departments.
Research limitations/implications
It must be noted that the sample is small, and adequate conclusions cannot be made about entire population. Based on empirical findings and pandemic-related limitations, the authors plan to conduct similar research with real aroma samples and with even larger sample of tested respondents, considering weather, season, olfactory sensitivity (anosmia, hyposmia and normosmia) and participant fatigue (beginning and end of the week).
Originality/value
Today, marketers are facing the greatest challenge of how to attract consumers’ attention. Every individual has a different perception of the shopping environment based on his own experience, beliefs and attitudes. This is why new marketing techniques and approaches are becoming increasingly popular in the marketing environment.
Objetivo
El objetivo de esta investigaciĂłn es examinar FaceReader como una herramienta para comparar las preferencias olfativas entre dos paĂses. Concretamente, examinamos las preferencias olfativas de los clientes en el departamento de panaderĂa de un supermercado en el mercado eslovaco y español.
Diseño/metodología/enfoque
El objetivo de este estudio es examinar las preferencias subconscientes/inconscientes en la selecciĂłn de aromas adecuados para el departamento de panaderĂa en el mercado eslovaco y español. En este caso, no se trata de una prueba sensorial cualitativa clásica de la percepciĂłn de fragancias. El objetivo es identificar las asociaciones de olores relacionados con el departamento de ventas seleccionado a travĂ©s de imágenes de los aromas seleccionados. Se utiliza una plataforma especial para obtener comentarios subconscientes/inconscientes, que permite la recopilaciĂłn en lĂnea de comentarios implĂcitos utilizando el software FaceReader 7.
Resultados
Observamos diferentes estados de ánimo de los dos grupos de encuestados cuando respondieron a la pregunta sobre quĂ© asociaban con el olor de los productos de panaderĂa. Los encuestados españoles estaban ligeramente más predispuestos hacia aromas más agradables, mientras que los encuestados eslovacos estaban ligeramente más predispuestos hacia aromas menos agradables. El olor de los productos de panaderĂa evocĂł más recuerdos y emociones en los encuestados españoles que en los eslovacos, lo que puede explicarse por el estado de ánimo. La principal contribuciĂłn de este trabajo radica en las nuevas oportunidades para obtener comentarios que pueden ser utilizados en investigaciones de marketing y que no solo se basan en datos explĂcitos, sino tambiĂ©n implĂcitos. La ampliaciĂłn del aparato metodolĂłgico para obtener comentarios implĂcitos presupone algĂşn tipo de control de los datos recopilados mediante el cuestionario. El uso de herramientas biomĂ©tricas puede representar una alternativa eficiente en tĂ©rminos de tiempo y dinero al uso de herramientas de neuroimagen en la selecciĂłn/investigaciĂłn de aromas para tiendas/departamentos especĂficos.
Limitaciones/implicaciones de la investigación
Debe tenerse en cuenta que la muestra utilizada es pequeña y no se pueden extrapolar conclusiones para toda la poblaciĂłn. Basándonos en los resultados empĂricos y con las limitaciones relacionadas con la pandemia, planeamos realizar una investigaciĂłn similar con muestras de aroma reales y con una muestra aĂşn más grande de encuestados, considerando el clima, la temporada, la sensibilidad olfativa (anosmia, hiposmia, normosmia) y la fatiga de los participantes (inicio y fin de semana).
Originalidad
Hoy en dĂa, los profesionales del marketing se enfrentan al gran desafĂo de cĂłmo atraer la atenciĂłn de los consumidores. Cada individuo tiene una percepciĂłn diferente del entorno de compra basada en su propia experiencia, creencias y actitudes. Es por eso que las nuevas tĂ©cnicas y enfoques de marketing se están volviendo cada vez más populares en el entorno del marketing.
目的
本文旨在探讨FaceReader在比čľć–Żć´›äĽĺ…‹ĺ’ŚčĄżçŹç‰™ä¸¤ä¸Şĺ›˝ĺ®¶çš„顾客嗅觉ĺŹĺĄ˝ć–ąéť˘çš„ć•ç”¨ă€‚ć‘们以斯洛äĽĺ…‹ĺ’ŚčĄżçŹç‰™ĺ¸‚场一家食ĺ“杂货店的面点é¨é—¨éˇľĺ®˘ä¸şç ”究对象, č€ĺŻźĺ…¶ĺ—…觉ĺŹĺĄ˝ă€‚
设计/方法/途径
ćś¬ç ”ç©¶çš„ç›®ć ‡ćŻćŽ˘č®¨ĺś¨ć–Żć´›äĽĺ…‹ĺ’ŚčĄżçŹç‰™ĺ¸‚场选择适ĺ面点é¨é—¨çš„香气时潜在的/ć— ć„ŹčŻ†çš„ĺŹĺĄ˝ă€‚ä¸ŽäĽ ç»źçš„ĺ®šć€§ć„źĺ®ćµ‹čŻ•ä¸ŤĺŚ, ć‘们旨在通过选定香气的图ĺŹčŻ†ĺ«ä¸Žé€‰ĺ®šé”€ĺ”®é¨é—¨ç›¸ĺ…łçš„气味的č”ćł, 并通过FaceReader 7软件在线收集éšć€§ĺŹŤé¦ă€‚
研究结果
ć‘们观察ĺ°ä¸¤ç»„受访者在回ç”关于面点产ĺ“气味č”ćłć—¶çš„ĺżĺ˘ĺ·®ĺĽ‚。西çŹç‰™ĺŹ—访者略带愉悦, 而斯洛äĽĺ…‹ĺŹ—访者略带不悦。西çŹç‰™ĺŹ—访者对面点产ĺ“的气味引起的记忆和ć…感更为丰富, 这可č˝ćŻç”±ć›´é«ć„‰ć‚¦ĺżĺ˘ć‰€č§Łé‡Šçš„ă€‚čŻĄç ”ç©¶çš„ä¸»č¦č´ˇçŚ®ĺś¨äşŽćŹäľ›äş†ĺś¨čĄé”€ç ”究ä¸ĺ©ç”¨ĺŹŤé¦çš„新机会, 该反é¦ä¸Ťä»…依赖于ćŽçˇ®çš„数据, čżäľťčµ–于éšć€§ć•°ćŤ®ă€‚将方法ĺ¦ĺ·Ąĺ…·ć‰©ĺ±•ĺ°éšć€§ĺŹŤé¦çš„前ćŹćŻä»Ąćźç§Ťĺ˝˘ĺĽŹĺŻąé—®ĺŤ·ć”¶é›†çš„数据进行控ĺ¶ă€‚在为特定商店/é¨é—¨é€‰ć‹©/ç ”ç©¶é¦™ć°”ć–ąéť˘, 相对于使用神经影ĺŹĺ·Ąĺ…·ĺś¨ć—¶é—´ĺ’Śé‡‘钱方面的花费, 生物测定工具的使用可以作为é«ć•ć›żä»Łă€‚
研究局限性/启示
ç”±äşŽćś¬ç ”ç©¶çš„ć ·ćś¬é‡Źčľĺ°Ź, ĺ› ć¤ä¸Ťč˝ĺŻąć•´ä¸ŞäşşĺŹŁĺšĺ‡şĺ……ĺ†çš„结论。基于经验发现和受ĺ°ĺ¤§ćµčˇŚç—…é™ĺ¶, ć‘们计ĺ’čż›čˇŚç±»äĽĽç ”ç©¶, ä˝żç”¨çśźĺ®žçš„é¦™ć°”ć ·ćś¬, 并č€č™‘ć›´ĺ¤§č§„ć¨ˇçš„ĺŹ—čŻ•č€…ć ·ćś¬, ĺŚć—¶č€č™‘ĺ°ĺ¤©ć°”ă€ĺŁčŠ‚ă€ĺ—…觉敏感度ďĽĺ—…觉缺失ă€ĺ—…觉减退ă€ćŁĺ¸¸ĺ—…觉)和参与者疲劳程度ďĽĺ‘¨ĺťĺ’Śĺ‘¨ćś«ďĽ‰ĺŻąĺŹ—试者的影响。
原创性/价值
当今, čĄé”€äşşĺ‘面临着ĺ¸ĺĽ•ć¶č´ąč€…注意的最大挑ćă€‚ćŻŹä¸Şä¸Şä˝“ć ąćŤ®ĺ…¶č‡Şčş«ç»ŹéŞŚă€äżˇä»°ĺ’Ść€ĺş¦ĺŻąč´ç‰©çŽŻĺ˘ćś‰çť€ä¸ŤĺŚçš„ć„źçźĄă€‚ĺ› ć¤, 在čĄé”€çŽŻĺ˘ä¸, ć–°çš„čĄé”€ćŠ€ćśŻĺ’Ść–ąćł•ĺŹĺľ—越来越受欢迎。
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Yung-Cheng Shen, Crystal T. Lee and Wen-Ya Lin
The proliferation of digital communication on social media provides new opportunities for businesses to take advantage of Internet memes to boost customer engagement. Academic…
Abstract
Purpose
The proliferation of digital communication on social media provides new opportunities for businesses to take advantage of Internet memes to boost customer engagement. Academic literature on digital communications mostly focuses on popular forms such as selfies, branded posts, and branded emoticons. Less attention has been paid to brand memes and their implications for brand management. Based on the cue utilization theory, this research aims to investigate the informational cues of brand memes foster brand partnerships.
Design/methodology/approach
The structural equation modeling and importance-performance matrix analysis were used to empirically validate the research hypotheses with 595 respondents to an online survey.
Findings
Three informational cues of brand memes (i.e. comprehensibility, novelty, and meme-brand congruity) stimulated consumers' attitudes, which in turn impacted consumer-brand relationships. Another brand meme informational cue, sarcasm, negatively moderated the relationships between the three informational cues and consumer-brand relationships.
Originality/value
Our findings indicate that a brand can engage consumers in conversations on social media and foster long-term consumer-brand relationships through brand memes.
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Ziyuan Xu, Yuanyuan Cao and Hirotaka Matsuoka
The impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite…
Abstract
Purpose
The impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite numerous factors that impact the effectiveness of sponsor signage at sporting events, there has been a lack of research regarding the language used for such signage around sports facilities’ billboards. Therefore, this study aims to investigate the effects of billboard advertisement language on TV sports audiences’ recognition, recall and search intention to sponsor signage.
Design/methodology/approach
This study employed an online experimental design. Participants (n = 925) were recruited from two linguistically different regions: Chinese and English. Participants were randomly assigned to one of two conditions: watching tennis video matches with billboard advertisements presented in either the Roman alphabet exclusively or in a combination of the Roman alphabet and Chinese characters.
Findings
This study revealed that although language cannot significantly impact audiences’ unaided recall of a brand, it does have a discernible effect on brand recognition and search intention among audiences. Additionally, people are more likely to search for brands in their native language. Participants from various regions tend to have different recognition rates and search intentions for sport sponsors.
Originality/value
This is the first manuscript examining the use of different languages in relation to audiences’ recognition and recall of sports sponsorship. It provides empirical evidence of the importance of carefully considering the language used in sponsor signage around stadium billboards to optimize the efficacy of sponsorships at sports events.
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Reihaneh Alsadat Tabaeeian, Shakiba Rahgozar, Atefeh Khoshfetrat and Samira Saedpanah
The purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media.
Abstract
Purpose
The purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media.
Design/methodology/approach
Drawing from the gamification literature, immersion, achievement and social interaction features were identified as features, and advertising effectiveness factors were brand attention, brand liking and recall. A questionnaire was used for collecting data, and a structural equation modeling approach was applied to examine the model.
Findings
The results indicated that immersion, achievement and social interaction features affect advertising effectiveness. Furthermore, advertising effectiveness factors had a significant effect on purchase intentions.
Originality/value
The study contributes to the combination of gamification in advertising by offering characteristics for gamification that can enhance advertising effectiveness through brand attention, liking and recall. Finally, it provides managerial guidance on how they can use gamification in their advertising process.
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Charlene Elliott, Emily Truman and Jordan LeBel
Food marketing has long been recognized to influence food preferences, consumption and health, yet little is known about the nature and extent of food marketing to young adults  
Abstract
Purpose
Food marketing has long been recognized to influence food preferences, consumption and health, yet little is known about the nature and extent of food marketing to young adults – especially with respect to their real-world encounters with food marketing and the appeals they find persuasive. This study aims to engage young adults to explore the persuasive power of food marketing and its platforms of exposure.
Design/methodology/approach
Participatory research with 45 young adults, who used a specially designed mobile app to capture the food marketing they encountered for seven days, including information on brand, product, platform and “power” (i.e. the specific techniques that made the advertisement persuasive).
Findings
A total of 618 ads were captured for analysis. Results revealed the dominance of digital platforms (especially Instagram, comprising 43% of ads), fast food and beverage brands (48% of ads) and the top persuasive techniques of visual style, special offer and theme.
Originality/value
This study uniquely draws from framing theory to advance the notions of selection and salience to understand food marketing power. It is the first study of its kind to provide a comprehensive look at the platforms and persuasive techniques of food marketing to adults as selected, captured and tagged by participants. It provides timely insights into young adults and food marketing to adults, including where it is encountered, the (generally unhealthy) brands and products promoted and how it is made meaningful.
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Nirma Sadamali Jayawardena, Sara Quach, Chinmoy Bandyopadhyay and Park Thaichon
This study examined the differential effects of printed advertisements with luxury and nonluxury brands on consumer brand attitude persuasion using a qualitative experimental…
Abstract
Purpose
This study examined the differential effects of printed advertisements with luxury and nonluxury brands on consumer brand attitude persuasion using a qualitative experimental approach.
Design/methodology/approach
The authors adopted a qualitative experimental approach and the authors conducted two experiments over six months. In the first experiment, participants were asked to view five print advertisements related to five different luxury brands. In the second experiment, the same participants were asked to view another five print advertisements on non-luxury brands. The qualitative thematic differences for each brand were analyzed using NVivo software, employing the theoretical assumptions of Petty and Cacioppo's (1981) elaboration likelihood model (ELM).
Findings
In experiments 1 and 2, it was identified that brand experience, personalized brand experience, product quality, product quantity, personal image-conscious, nonpersonal image-conscious, affordability and unaffordability as the main thematic findings leading to consumer attitude persuasion.
Practical implications
The two main contributions are as follows: theoretically, applying a social psychology theory to the advertising industry offers an understanding of the social cognition stages of a human mindset. As a practical implication, this study's findings guide advertising agencies, marketers and salespeople regarding how to design effective print advertisements in a way that persuades consumer attitudes.
Originality/value
Through the theoretical assumptions of Petty and Cacioppo's (1981) ELM, this paper can be considered one of the first studies to combine social psychology and advertising to investigate the differential effects on consumer brand attitude persuasion for luxury and nonluxury brands.
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