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11 – 20 of over 1000David Allan and Stephanie A. Tryce
The purpose of this paper is to quantify and qualify the commercials in the Super Bowl.
Abstract
Purpose
The purpose of this paper is to quantify and qualify the commercials in the Super Bowl.
Design/methodology/approach
This study is a content analysis of the placement of popular music in Super Bowl advertisements over a ten-year period (2005-2014).
Findings
More than a quarter of the commercials analyzed contained popular music. Although the use of popular music in commercials vacillated from year to year, popular music was most often observed in the product category of beverages; the music treatment most often used was original vocals; and song lyrics were most often relevant to the narrative of the commercial, rather than the brand.
Originality/value
This study extends the growing body of Super Bowl advertising research to popular music in commercials and provides a benchmark for all future research in this area.
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Jae-Pil Ha, Mary Hums and T. Christopher Greenwell
Despite the remarkable economic power and rapid growth of the Asian population in the USA, relatively little attention has been paid to this group in the sport management…
Abstract
Purpose
Despite the remarkable economic power and rapid growth of the Asian population in the USA, relatively little attention has been paid to this group in the sport management literature compared to African-Americans and Hispanics. In addition, sport management scholars have paid limited attention to two important cultural factors: ethnic identity and acculturation. The paper aims to discuss this issue.
Design/methodology/approach
This study attempted to examine a comprehensive sport consumption model for Asians by testing theoretical relationships between these two cultural factors (ethnic identity and acculturation), fan identification, and sport consumption behavior.
Findings
The structural equation modeling results indicated that ethnic identity indirectly affected consumption of sport products reflecting attributes of a native country, e.g. ethnic player popular sports in a native country through identification with the sport products. In contrast acculturation indirectly affected consumption of sport products reflecting attributes of a host country, e.g. popular sports in a host country.
Originality/value
The results of this study provide implications on how sport marketers should effectively design sport products based on the Asians’ levels of acculturation and ethnic identity.
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The key purposes of the paper are: firstly, to identify what kind of new media tools are used by managers in communication with foreign business partners for professional purposes…
Abstract
Purpose
The key purposes of the paper are: firstly, to identify what kind of new media tools are used by managers in communication with foreign business partners for professional purposes and which, in their opinion, are the most effective, secondly, to identify the relationships between the usage of new media tools and factors that can impact such communication.
Design/methodology/approach
The method used in the research was IDI (Individual Depth Interview). Interviews were conducted in 334 companies that operate on the Polish market and which are active internationally (e.g. Asia, Europe, Africa, North and South America), the managers responsible for international relations were the main respondents.
Findings
The most popular and most used new media tools are Skype and instant messengers, which were evaluated as good devices for international personal communication. Additionally the results of the research emphasize the significance of cultural and economic factors when taking into account the usage of new media tools in personal communication between business partners from different companies and countries.
Practical implications
The results of the research can be useful for managers doing business internationally and communicating with business partners from different markets and cultures.
Originality/value
The research presented in the paper covers the gap in the literature because it relates to the environmental factors that impact upon the use of new media tools in personal business communication between partners in the international marketplace.
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Cheng-Yue Yin, Nan Bi, Patrick Poon and Yang Sun
The purpose of this paper is to examine the interaction effect of endorser ethnicity (local Chinese vs Western) and portrayal (smart vs sexy) on Chinese women’s attitudes toward…
Abstract
Purpose
The purpose of this paper is to examine the interaction effect of endorser ethnicity (local Chinese vs Western) and portrayal (smart vs sexy) on Chinese women’s attitudes toward luxury advertisements and brands, as well as any moderating effect appearance self-esteem has on the above-mentioned interaction.
Design/methodology/approach
Two online experiments were conducted. Study 1 was a 2×2 factorial design (with 280 participants), while Study 2 was a 2×2 ×2 factorial design (with 320 participants). Data were analyzed using a multivariate analysis of variance (MANOVA) test and simple effect analysis.
Findings
Results demonstrated that Chinese female consumers are more likely to have a positive attitude toward advertisements for luxury goods and brands when a local Chinese (vs Western) endorser is used and portrayed as smart (vs sexy), particularly if consumers have low appearance self-esteem.
Research limitations/implications
The research focused only on female consumers and only one product type was used for the experiments. The use of controls for potential confounding effects was insufficient in this study design.
Practical implications
To maximize profits, marketers should choose the most appropriate combination of endorser ethnicity and portrayal in the Chinese luxury goods market. Accordingly, if adopting a localization strategy and using a Chinese female endorser, the endorser should be portrayed as smart rather than sexy. In contrast, if a luxury brand adopts an internationalization strategy and uses the same Western female endorser as in other countries, it is more effective to portray her as sexy rather than smart. Furthermore, advertisers should pay particular attention to Chinese female consumers who have low appearance self-esteem when advertising their product and/or brand.
Originality/value
Compared with past studies concerned with consumers’ perceptions of endorser image in advertisements through a focus on endorser ethnicity, this study linked endorser portrayal with his/her ethnicity and discussed the interaction effects between these two factors on consumers’ attitudes toward the advertisement and the brand portrayed in the advertisement. The findings herein contribute new insights to the body of work on luxury marketing and endorser advertising.
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Shubin Yu, Liselot Hudders and Verolien Cauberghe
Behavioral targeting has become a popular marketing strategy among brands as it enables advertisers to display ads to consumers based on their previous surfing behaviors. The…
Abstract
Purpose
Behavioral targeting has become a popular marketing strategy among brands as it enables advertisers to display ads to consumers based on their previous surfing behaviors. The purpose of this paper is to investigate the effectiveness of behaviorally targeted ads for luxury brands and to explore how and when behavioral targeting works.
Design/methodology/approach
A 2 (targeted vs non-targeted ads) ×2 (culture: China vs the Netherlands) between-subjects factorial design is conducted to test the hypothesis.
Findings
The result reveals that as for luxury brands, behavioral targeting can shorten the psychological distance and in turn lead to a more positive attitude toward the ad. However, the effect of behavioral targeting depends on the culture. In the Netherlands, behavioral targeting can enhance the attitude toward the ad by lowering the psychological distance. However, in China, these effects are mitigated.
Practical implications
This study contributes to the research of online luxury marketing. First, luxury brands should adapt their marketing strategy to different regional markets. In addition, luxury marketers should not worry about a shorter distance with consumers caused by the use of internet. A shorter distance does not mean to reduce an aura of mystery, but to build up a closer relationship with consumers. Luxury brands are not necessary to be aloof and supercilious like an indifferent robot. A closer relationship with consumers brings more positive effects.
Originality/value
The current research makes important contributions both to the scientific literature and to the luxury industry. First, this research reveals the effectiveness and underlying mechanisms of behavioral targeting for luxury brands and also compares the effectiveness of behavioral targeting in two cultures, which contributes to the current cross-cultural studies and international marketing research. Second, this study also helps luxury marketers to realize the importance of behavioral targeting and to know how and when they can use this new marketing strategy in a global environment.
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Dana-Nicoleta Lascu, Marta Marcheva and Kendree Thieringer
The purpose of this paper is to investigate the online fashion sponsorship, shedding light on the content and appeal of online fashion magazine advertising. Heeding the call of…
Abstract
Purpose
The purpose of this paper is to investigate the online fashion sponsorship, shedding light on the content and appeal of online fashion magazine advertising. Heeding the call of researchers for cross-cultural advertising investigations, this research offers a comparison of online fashion magazine advertisements in France and the USA in terms of needs appeals, emotional appeals, and sex appeals.
Design/methodology/approach
Elle and Vogue were identified as prominent fashion magazines with an online presence in France and the USA After pretesting to identify appeals that appeared most frequently in online fashion advertisements, a content analysis of website advertisements was conducted with the full population of online advertisements in the US and French Elle and Vogue at the time of the study.
Findings
The research found that need appeals conform primarily to national character and that emotional advertising is more preponderant in French advertisements, whereas sexual advertising is more preponderant in US advertisements. For needs appeals, the need for affiliation was higher for US advertisements, whereas online French magazines advertisements were more likely to use guidance and safety appeals. The need for prominence, attention, and autonomy were higher for online US magazine advertisements, whereas French advertisements were more likely to use escape and aggression appeals.
Originality/value
As fashion magazines develop an online presence that is well coordinated with their print fashion pages, it is important to understand how advertising sponsors on the magazines’ webpages target consumers. This study is a first step in providing cross-cultural comparative insights into advertising appeals in relation to national character and preferences.
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Shijun Zheng, Ting Liang, Yinpin Hong, Ying Li and Jijun Xiong
The paper aims to highlight a wireless pressure-sensitive micro-device with high pressure sensitivity and accuracy. It is based on the partially stabilized Zirconia (PSZ) ceramic…
Abstract
Purpose
The paper aims to highlight a wireless pressure-sensitive micro-device with high pressure sensitivity and accuracy. It is based on the partially stabilized Zirconia (PSZ) ceramic material which is capable of excellent elasticity and robustness.
Design/methodology/approach
The paper begins with a general introduction to the wireless interrogating method and then the fabrication processes of the device using high temperature co-fired ceramic (HTCC) technology are described in detail.
Findings
A passive wireless micro-device made from a novel material-PSZ ceramic on pressure monitoring is fabricated and tested and the authors proved that the device possesses an advantages over some proposed wireless sensors on interrogating distance. The pressure sensitivity of the device is 336 kHz/bar at readout distance 2.5 cm and that is an excellent property.
Originality/value
The paper shows a new design scheme for wireless pressure measurement. The future application of the wireless device indicates the problem on external packaging and wire connection could be avoided. The allowable interrogation distance between the device and readout circuit reaches 2.5 cm which is mentioned for the first time so far. The distance is long enough to insert a thermal insulation material which can protect the vulnerable readout circuit from harsh environment, so the research finding is meaningful for the modern measurement technology.
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Wen Gong, Rodney L. Stump and Zhan G. Li
This study aims to investigate the role and effect of national culture on social networking web sites (SNWs) use and access across countries while controlling for socio-economic…
Abstract
Purpose
This study aims to investigate the role and effect of national culture on social networking web sites (SNWs) use and access across countries while controlling for socio-economic factors, specifically networked readiness, level of education and mobile penetration.
Design/methodology/approach
Hofstede's multidimensional framework serves as the conceptual basis for the study. Hierarchical regressions are conducted to test the hypothesized effects of cultural dimensions beyond that of the control variables on the penetration of SNWs using a secondary dataset for 36 countries.
Findings
The results provide supporting empirical evidence linking three of Hofstede's cultural dimensions to nations' SNWs use and access.
Research limitations/implications
Limitations include the use of secondary data for a limited number of countries. Only three social-economic variables were included as controls on the relationship between culture and SNWs access and usage. Future research will benefit from examining other cultural frameworks (such as Hall's classifications) and potential factors such as a nation's demographic composition and their roles in adoption and diffusion of the SNWs. Further research is needed to validate the results by including more nations and employing time-series data of social media penetration and diffusion.
Practical implications
Managerial implications are discussed with respect to formulating more effective online marketing strategies for brand engagement and promotional media choice by accommodating for cultural differences.
Originality/value
The paper's original contribution stems from the fact that little can be found in the literature about the influence of national culture on the use of social media. It attempts to establish the importance of understanding cultural impact on consumers' SNWs adoption behavior across countries.
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Dan Li and Nicholas Masafumi Watanabe
This study aims to examine the cross-media effect of Super Bowl ads on online search behavior. Furthermore, the authors explored the role of ad likability in the effect.
Abstract
Purpose
This study aims to examine the cross-media effect of Super Bowl ads on online search behavior. Furthermore, the authors explored the role of ad likability in the effect.
Design/methodology/approach
This study used a quasi-experiment method to test the hypotheses. The subjects of investigation are the brands advertised during the past ten years of Super Bowl from 2011 to 2020 (n = 389). Search volume index data were collected through Google Trends. The authors used Ad Meter ratings to measure ad likability.
Findings
The findings indicate that Super Bowl advertisements stimulate consumers' likelihood to seek information about the advertised brands via search engines. The search volumes for brands hit a peak right after the Super Bowl advertising exposure. Additionally, ad likability influenced the increase in search volume. Consumers tend to search a brand online if they liked its Super Bowl ad.
Originality/value
The study contributes to the literature on Super Bowl advertising effectiveness by examining the impact of Super Bowl advertising on online search behavior and the role of ad likability in the relationship. Marketers will be able to utilize the increase in search volumes after the Super Bowl advertising exposure to further enhance brand engagement.
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Mojtaba Ghasemi Siani, Sardar Mohammadi, Mohammad Soltan Hosseini and Geoff Dickson
The purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also…
Abstract
Purpose
The purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also examined.
Design/methodology/approach
The study utilized a 2 (advertising appeal: emotional vs rational) ×2 (gender: male vs female)×2 (sport product type: utilitarian vs hedonic) research design. Data were collected from 160 sport product users. The collected data were analyzed using three-way analysis of variance (ANOVA).
Findings
The results indicated that emotional advertising has a greater impact on the attitude toward advertising and the intention to purchase sports products. The results also revealed that rational advertising appeals have more impact for utilitarian sports products and that emotional advertising appeals are more effective for hedonic sports products. However, there were no significant effects for gender as a moderating variable.
Originality/value
This is the first study to examine responses to rational and emotional appeals in sports product advertisements.
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