Safe Together, Vulnerable Apart: How Interstitial Space in Text Logos Impacts Brand Attitudes in Tight versus Loose Cultures

2021 ◽  
Author(s):  
Tanvi Gupta ◽  
Henrik Hagtvedt
Keyword(s):  
Field Experiments ◽  
Brand Attitude ◽  
Interstitial Space ◽  
Product Safety ◽  
Social Structures ◽  
Brand Attitudes ◽  
Supportive Evidence ◽  
Safety Perceptions ◽  
Dataset Analysis ◽  
Brand Logos

Abstract This research demonstrates that interstitial space in textual brand logos—that is, spacious (vs. compact) arrangement of letters—unfavorably influences brand attitude by reducing product safety perceptions. When potential threats are salient, the effect tends to occur within tight (but not loose) cultures, characterized by sensitivity to threats and a need for rigid social structures. When threats are not salient, the effect appears to occur across cultures. Five studies, including lab and field experiments, as well as archival dataset analysis, provide supportive evidence.

scholarly journals The Directional Influence Of Music Backgrounds In Television Advertising

2011 ◽  
Vol 10 (1) ◽  
pp. 14 ◽  
Author(s):  
Carl S. Bozman ◽  
Darrel Mueling ◽  
Kathy L. Pettit-O'Malley
Keyword(s):  
Television Advertising ◽  
Brand Attitude ◽  
Attitude Formation ◽  
Future Research ◽  
Brand Attitudes ◽  
Television Commercials ◽  
High Involvement ◽  
Alternative Music ◽  
Relationship Of ◽  
The Relationship

<span>Advertisers frequently incorporate music backgrounds in television commercials as a means of improving ad effectiveness. This paper examines the relationship of alternative music backgrounds on brand attitude formation. Brand attitudes were more favorable when emotive cues deviated from neutral presentations in circumstances of high involvement and when emotive cues were positive in situations of low involvement. Implications for advertising practice as well as suggestions for future research are discussed.</span>

Gap Between Mobile and Online Advergames

2019 ◽  
pp. 125-150 ◽  
Author(s):  
Tugce Ozansoy Çadırcı ◽  
Aysegul Sagkaya Gungor
Keyword(s):  
Brand Attitude ◽  
Flow State ◽  
Brand Attitudes ◽  
Brand Associations ◽  
Mobile Environment ◽  
Lab Experiment ◽  
Brand Recall ◽  
Time Distortion ◽  
Experience Of Flow

Mobile and online advergames are likely to influence brand associations differently. Regardless of the advergame environment, successful games are capable of taking the player into the flow state. How the experience of flow influences the outcomes of the advergames in different environments is a new and an important subject for the advertisers. In order to understand the outcomes (i.e., brand recall and brand attitude) of the advergames in different mediums (online vs. mobile) with the flow introduced, a lab experiment was conducted. Results of the experiment yielded that brand recall and brand attitude were different in different environments. When the interaction of skill and challenge was introduced to the study, however, hypotheses were partially supported. Furthermore, arousal resulted in better brand recall and more positive brand attitudes in the mobile environment. Lastly, time distortion caused no difference in brand attitude, while supporting mobile in brand recall.

Examining search as opposed to experience goods when investigating synergies of internet news articles and banner ads

2015 ◽  
Vol 25 (3) ◽  
pp. 378-398 ◽  
Author(s):  
Anca C. Micu ◽  
Iryna Pentina
Keyword(s):  
Online Advertising ◽  
Brand Attitude ◽  
News Article ◽  
Brand Attitudes ◽  
Experience Goods ◽  
Economics Of Information ◽  
Content Type ◽  
Treatment Groups ◽  
Display Advertising ◽  
Product Categories

Purpose – The purpose of this paper is to examine the applicability of the economics of information-driven product categorization – search vs experience products – when investigating online brand advertising and news synergies. Design/methodology/approach – Randomized controlled post-test experiment with over 400 participants in three treatment groups involving exposures to paid advertising (banner ad-plus-banner ad) and publicity (news article-plus-banner ad and banner ad-plus-news article) for four products. Questionnaire upon web site exit tested differences in brand attitudes among treatment groups and product categories. Findings – Findings indicate that including news about the brand in the online brand communication mix – either before or after ads – generates higher brand attitude scores for experience products. For search products sequence matters and brand attitudes are more positive when consumers are exposed to news articles first followed by advertisements. Research limitations/implications – Findings limited to the four product categories and student participants. Practical implications – When promoting search goods online, brand managers should include publicity only before display advertising efforts. For experience goods, publicity generates higher brand attitude scores when included either before or while running display advertising. Originality/value – First study examining online publicity and advertising synergies from an economics of information theory perspective separating search from experience goods when promoting new/unknown brands online. In the online environment, the line between journalistic/news and promotional/advertising text-based content has become increasingly blurred. Compared to paid online advertising, using third-party attributed communications sources like publicity increases message credibility. Adding product-related news and blog articles to banner advertisements may benefit from synergistic effects and have consumers process the brand message more extensively. The order of exposure to the different brand messages matters when promoting search as opposed to experience products online.

scholarly journals Vegetarian Food Social Media Message: An Empirical Study Of The Effects Of Message Design On Consumer Brand Attitude

2021 ◽  
Author(s):  
Wan-Ting Huang
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Source Credibility ◽  
Final Analysis ◽  
Brand Attitude ◽  
Consumer Involvement ◽  
User Generated Content ◽  
Brand Attitudes ◽  
Brand Authenticity ◽  
Message Type

<p><b>Despite a growing interest in social media communication as a marketing tool, research on its persuasive effects is limited. This is especially true for comparisons between brand-generated and user-generated content, despite the relevance of message control for marketing strategy. </b></p> <p>This present study examines two different message sources (brand vs user) and two message types (rational vs emotional) investigating their effects on consumer brand attitude through the creation of brand authenticity, content authenticity and source credibility while considering consumer food involvement. Participants (N = 342) viewed one of four fictional Facebook messages, which used either a rational or emotional message type and was from either a brand or a consumer.</p> <p>Using regression analysis, and splitting the sample to high (N= 172) and low involvement (N=170), we found for participants with a high degree of involvement, emotional brand-generated content created more positive brand attitudes than rational brand-generated content through perceived brand authenticity and source credibility. However, a rational message generated by a brand led to higher levels of effect on brand attitude with higher perceived content authenticity. For user-generated content, for highly involved consumers, rational messages are more persuasive than emotional messages, creating more positive brand attitudes through brand authenticity and source credibility. Content authenticity had no impact on brand attitude in any user-generated message under high consumer involvement. </p> <p>Under low degrees of consumer involvement, emotional brand-generated messages did not significantly impact brand attitude. However, the effect was found in emotional user-generated messages through content authenticity. With regards to rational brand-generated messages, high perceptions of source credibility generated positive brand attitudes. A similar result has been found in user-generated rational messages. The final analysis showed that regardless of message type and message source, low or high consumer involvement, the positive effect of brand attitude on purchase intention is significant. </p> <p>The theoretical and practical implications of these findings are discussed.</p>

scholarly journals THE INFLUENCE OF BRAND ATTITUDE ON BEHAVIORAL INTENTION IN THE CONTEXT OF NATIONAL CARRIER’S SERVICE FAILURE

2021 ◽  
Vol 34 (1) ◽  
pp. 193-196
Author(s):  
Owais B. AL-GHARAIBEH ◽  
◽  
Ahmad Azmi M. ARIFFIN ◽  
Keyword(s):  
Behavioral Intention ◽  
Service Failure ◽  
Causal Attribution ◽  
Sampling Technique ◽  
Two Dimensions ◽  
Brand Attitude ◽  
Brand Attitudes ◽  
Service Failures ◽  
Airline Passengers ◽  
The Relationship

Studies on the service failures involving a national carrier are still very limited. This present study strives to investigate the relationship between brand attitudes and behavioral intentions in the context of national carrier’s service failures as well as the moderating effect of causal attribution on the above main relationship. Data were collected from 419 airline passengers using the purposive sampling technique. Path analysis was used to analyze the data. The effect of brand attitude on behavioral intention is found to be positive significantly. The results also showed that out of the two dimensions of causal attribution, only stability moderates the relationship between brand attitudes on behavioral intention.

Brand it green: young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals

2019 ◽  
Vol 20 (3) ◽  
pp. 190-207 ◽  
Author(s):  
Juhi Gahlot Sarkar ◽  
Abhigyan Sarkar ◽  
Rambalak Yadav
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Control Group ◽  
Brand Attitudes ◽  
Content Type ◽  
Advertising Appeals ◽  
Product Categories ◽  
Brand Advertising ◽  
Young Consumers

Purpose This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers. Design/methodology/approach On the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated. Findings The study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories. Originality/value The value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.

scholarly journals Local, global and glocal consumer brand relationships

2019 ◽  
Vol 23 (3) ◽  
pp. 775-798 ◽  
Author(s):  
Miguel Ángel Lopez-Lomelí ◽  
Joan Llonch-Andreu ◽  
Josep Rialp-Criado
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Marketing Strategies ◽  
Brand Attitudes ◽  
Content Type ◽  
Global Brands ◽  
Brand Quality ◽  
Global Brand ◽  
The Relationship

Purpose This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual. Design/methodology/approach This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed. Findings The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand. Originality/value This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.

Speaking candidly: how managers’ political stances affect consumers’ brand attitudes

2015 ◽  
Vol 24 (5) ◽  
pp. 494-503 ◽  
Author(s):  
Roland L Leak ◽  
Omar P Woodham ◽  
Kimberly R McNeil
Keyword(s):  
Linear Models ◽  
Brand Attitude ◽  
Brand Strategy ◽  
Brand Attitudes ◽  
Measured Variable ◽  
Content Type ◽  
Corporate Managers ◽  
Public Managers ◽  
Consumer Reaction ◽  
Dependent Variables

Purpose – This paper aims to investigate how consumers react to corporate managers publicly espousing an ideological belief regarding a social issue. In particular, this paper investigates anger derived by consumers as a mediator explaining why consumer attitudes change. Design/methodology/approach – An experiment was used to present respondents with a scenario about managers espousing specific ideological beliefs. All independent and dependent variables were measured. Variable relationships were analyzed utilizing general linear models to understand direct effects and bootstrapping to understand mediation. Findings – When made public, managers’ stances can make multiple, possibly competing, ideologies salient to consumers. Consumer reaction to a stance is most positive when held ideological beliefs are competing and consumers anchor on one ideology in agreement with the manager’s stance, leading to less anger and enhanced brand attitudes. When competing beliefs exist, consumers minimize the importance of dissonant beliefs. Further, preexisting brand attitudes provide a halo effect which helps to determine the amount of anger derived and any potential shift in brand attitude. Practical implications – This paper offers insights into when a reparative brand strategy may need to be structured after a manager’s ideological stance is made public. Not all of a company’s targeted demographic will take offense, and any reparative communications may need to focus on the consumer relationship with the brand rather than an outright apology. Originality/value – This paper adds to the literature investigating the intersection of ideology and marketing. This paper shows that there is an opportunity for managers to strategically shape marketing messages to capitalize on situations where consumers hold multiple, possibly competing ideological beliefs. Thus, this paper highlights that understanding consumers’ brand attitude shifts requires a more encompassing view of ideologies, as opposed to viewing them in isolation.

scholarly journals Unexpected events and brand loyalty. The case of Crusaders Rugby Club

2021 ◽  
Author(s):  
◽  
Paula Ash
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Demographic Data ◽  
Positive Influence ◽  
Brand Attitude ◽  
Brand Attitudes ◽  
Unexpected Event ◽  
Sports Team ◽  
Research Questions

<p>Prompted by the Christchurch mosque massacres of March 2019, considerable concern was expressed by society around the world, and New Zealand in particular, about anything that might provoke further attacks on Muslims. Consequently, the branding of the Crusaders rugby club in Christchurch came under scrutiny - and became the topic of this research. The research questions were: which brand elements of a sports team would have the greatest impact on attitude to that brand and consequently the brand loyalty; and how will time and an unexpected event change attitudes to a brand, especially the influence of brand elements? Although indications are that sports related brand elements should influence brand attitude and in turn positively influence brand loyalty, this has never been researched against the backdrop of an unexpected event.   Adopting a post-positivist approach, a quantitative study was undertaken to answer the research questions. An anonymous online survey yielded 361 usable responses, of which 103 were from Crusaders fans. The analysis was conducted as two studies: (1) the whole participant group and (2) only the Crusaders fans. Study one provided demographic data and consumer views on sports brand elements influencing brand attitudes, either side of an unexpected event. For study two, factor analysis and structural equation modelling provided an indication of the hypothesized relationships between certain brand elements (name, logo, characters, pageantry) and past success on attitude to the brand and thence to brand loyalty.  Findings indicate that before such an event, only name and characters exerted a positive influence on attitude towards the brand, whereas after the event, name, characters, logo and past success all exerted an influence on attitude. In neither situation did pageantry exert a significant influence on brand attitude. In both situations, attitude influenced brand loyalty positively.  This study seeks to contribute empirical evidence for academics and practitioners alike, that supports the identification of relevant brand elements influencing brand attitudes and brand loyalty, in a sports setting. Since loyalty is longitudinal in nature, further unique temporally orientated insights into potential societal attitude shifts, are also contributed.</p>

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