scholarly journals Effectiveness of pull-based print advertising with QR codes

2019 ◽  
Vol 54 (1) ◽  
pp. 145-167 ◽  
Author(s):  
Rohit Trivedi ◽  
Thorsten Teichert ◽  
Dirk Hardeck
Keyword(s):  
Purchase Intention ◽  
Product Category ◽  
Qr Code ◽  
Print Advertising ◽  
Qr Codes ◽  
German Market ◽  
High Involvement ◽  
Content Type ◽  
Print Advertisements ◽  
Emotional Appeal

Purpose Despite quick response (QR) codes’ prominence, little is known about their embedding in pull-based communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of product category involvement. Design/methodology/approach Data were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions. Findings QR codes steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements’ informational appeals in a low-involvement product category. Research limitations/implications The effects of QR codes on consumers’ responses cannot be analysed in isolation but depend on advertisement context. They interact with advertisements’ informational and emotional appeals and product category involvement. Practical implications Marketers should not use QR codes indiscriminately but should carefully consider advertisement context. QR codes should be used alongside an emotional appeal if the marketer’s objective is to induce purchase intention in low-involvement settings. Advertisements for high-involvement products need to combine QR codes with an informational appeal. Originality/value This study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.

scholarly journals Does explicit comparative advertising affect Indian consumers’ attitudes towards low and high-involvement product?

2015 ◽  
Vol 10 (1) ◽  
pp. 122-140 ◽  
Author(s):  
Varsha Jain ◽  
Rohit H Trivedi ◽  
Vikrant Joshi ◽  
Aarzoo Daswani
Keyword(s):  
Purchase Intention ◽  
Product Category ◽  
Consumer Attitude ◽  
High Involvement ◽  
Comparative Advertising ◽  
Content Type ◽  
Product Categories ◽  
Additional Information ◽  
Growing Domain ◽  
Experimental Treatments

Purpose – With increasing use of explicit comparative advertisement to get share of consumers’ mind and influence their purchase decision in western context, the same is now used extensively in emerging markets like India. However, there has not been sufficient research to understand the effectiveness of explicit comparative advertisement in low and high-involvement product categories. Therefore, the purpose of this paper is to attempt to understand the effectiveness of explicit comparative advertising on consumers’ attitude and purchase intention (PI) towards high and low-involvement products. Design/methodology/approach – The study carried out experimental treatments with 2 × 2 factorial design among 200 Indian young consumers who were in the age group 18-25. The independent variables were product categories and type of advertising (comparative and non-comparative) and dependent variables were consumer attitude and PIs. Findings – It was found that the comparative form of advertisement developed favourable response towards the advertisement, rather than towards the brand or PI. Research limitations/implications – The study found that comparative advertising is effective for high as well as low-involvement product category in changing the consumer’s attitude towards the advertisement. The research has used print media for conducting the experiment. Practical implications – It can be inferred that comparisons should be supplemented with additional information in the form of the unique features and associated emotions and feeling of the product in order to develop favourable attitude towards the brand and PI. Originality/value – Comparative advertising is a growing domain and there has been very little contribution by the researchers specially on high and low-involvement product categories.

Seeking attention: an eye tracking study of in-store merchandise displays

2015 ◽  
Vol 43 (6) ◽  
pp. 561-574 ◽  
Author(s):  
Patricia Huddleston ◽  
Bridget K. Behe ◽  
Stella Minahan ◽  
R. Thomas Fernandez
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Purchase Intention ◽  
Product Information ◽  
Product Category ◽  
Practical Significance ◽  
Content Type ◽  
First Time ◽  
Tracking Technology

Purpose – The purpose of this paper is to elucidate the role that visual measures of attention to product and information and price display signage have on purchase intention. The authors assessed the effect of visual attention to the product, information or price sign on purchase intention, as measured by likelihood to buy. Design/methodology/approach – The authors used eye-tracking technology to collect data from Australian and US garden centre customers, who viewed eight plant displays in which the signs had been altered to show either price or supplemental information (16 images total). The authors compared the role of visual attention to price and information sign, and the role of visual attention to the product when either sign was present on likelihood to buy. Findings – Overall, providing product information on a sign without price elicited higher likelihood to buy than providing a sign with price. The authors found a positive relationship between visual attention to price on the display sign and likelihood to buy, but an inverse relationship between visual attention to information and likelihood to buy. Research limitations/implications – An understanding of the attention-capturing power of merchandise display elements, especially signs, has practical significance. The findings will assist retailers in creating more effective and efficient display signage content, for example, featuring the product information more prominently than the price. The study was conducted on a minimally packaged product, live plants, which may reduce the ability to generalize findings to other product types. Practical implications – The findings will assist retailers in creating more effective and efficient display signage content. The study used only one product category (plants) which may reduce the ability to generalize findings to other product types. Originality/value – The study is one of the first to use eye-tracking in a macro-level, holistic investigation of the attention-capturing value of display signage information and its relationship to likelihood to buy. Researchers, for the first time, now have the ability to empirically test the degree to which attention and decision-making are linked.

scholarly journals Which cues cause consumers to perceive brands as more global? A conjoint analysis

2015 ◽  
Vol 32 (6) ◽  
pp. 606-626 ◽  
Author(s):  
Sarah De Meulenaer ◽  
Nathalie Dens ◽  
Patrick De Pelsmacker
Keyword(s):  
Cluster Analysis ◽  
Conjoint Analysis ◽  
Consumer Culture ◽  
Design Methodology ◽  
Product Category ◽  
Relative Importance ◽  
Brand Name ◽  
High Involvement ◽  
Content Type ◽  
Practical Implications

Purpose – The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers’ perceived brand globalness. Design/methodology/approach – The authors conducted conjoint analyses for two products differing in product category involvement (chocolates vs computer) with 200 consumers from the Netherlands. Additionally, based on cluster analysis, the authors divide respondents into two groups: local vs global consumer culture individuals, and the authors compare the results of the conjoint analysis for these two clusters. Findings – Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand name is more important for a high-involvement product. Further, the spokesperson and the brand logo are relatively more important for global consumer culture individuals, while local consumer culture individuals find the brand name and advertising copy relatively more important. Practical implications – The most important cue to position a brand as global is the advertising copy. Brand managers of a low-involvement product and/or targeting global-minded consumers should concentrate on the spokesperson and the brand logo to position their brand. Managers of a high-involvement product and/or targeting local-minded people should focus on the brand name. Originality/value – While a number of researchers have emphasized the importance of perceived brand globalness for international consumer behavior, the present study is the first to the authors’ knowledge to investigate the relative importance of different cues in creating perceptions of brand globalness.

Assessing the role of product category involvement and relationship proneness in the satisfaction–loyalty link in retailing

2019 ◽  
Vol 48 (2) ◽  
pp. 207-226 ◽  
Author(s):  
Choukri Menidjel ◽  
Abderrezzak Benhabib ◽  
Anil Bilgihan ◽  
Melih Madanoglu
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Purchase Intention ◽  
Critical Role ◽  
Product Category ◽  
Retail Industry ◽  
Mediating Effects ◽  
Content Type ◽  
The Relationship

Purpose Product category involvement and relationship proneness are crucial in explaining relationship outcomes. Nevertheless, the authors know little about their roles in the formation of loyalty, especially in the retail industry. Individual consumer traits and preferences are likely to play a critical role in the success of relationship marketing. Yet, relationship marketing studies have fallen short of considering such individual differences. The purpose of this paper is to examine the mediating effects of product category involvement and relationship proneness on the relationship between satisfaction and loyalty in retail clothing stores. Design/methodology/approach Data were obtained using a survey of 220 consumers. Partial least squares structural equation modeling was employed to test the proposed theoretical model. Findings The results show that satisfaction significantly affects product category involvement and relationship proneness, which, in turn, significantly affect purchase intention and word-of-mouth (WOM). The results also show that product category involvement and relationship proneness partially mediate the impact of satisfaction on purchase intention and WOM. Research limitations/implications Product category involvement and relationship proneness play a critical role in explaining the satisfaction–loyalty link. Future research could consider the role of potential moderating variables. Practical implications Retail managers should not only focus on improving customer satisfaction to achieve customer loyalty, but should also consider the importance of product category involvement and relationship proneness, and their role in the formation of customer loyalty both in traditional and online environments. Originality/value To the best of the authors’ knowledge, this study is the first to explore the mediating effects of product category involvement and relationship proneness on the relationship between satisfaction, purchase intention and WOM in the retail industry.

When is transparent packaging beneficial?

2020 ◽  
Vol 48 (8) ◽  
pp. 781-801 ◽  
Author(s):  
Ouidade Sabri ◽  
Hai Van Doan ◽  
Faten Malek ◽  
Hager Bachouche
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Product Category ◽  
Perceived Quality ◽  
Content Type ◽  
Mediating Role ◽  
High Level ◽  
Positive Effect ◽  
Moderating Role

PurposeThe purpose of this paper is to demonstrate that the positive effect of packaging transparency on purchase intention is moderated by product quality risk (PQR) associated with the product category.Design/methodology/approachTwo separate experiments were conducted. Study 1 was designed to test the mediating role of perceived quality to account for the positive effect of transparency on purchase intention. Two types of packaging (opaque vs transparent) for a product associated with a high level of PQR were examined. Study 2 extended the findings by introducing the moderating role of PQR. A 2 (type of packaging: opaque vs transparent)*2 (PQR: low vs high) between subjects design was used.FindingsThe moderating role of the product PQR level is established: transparent packaging improves the product perceived quality and brand purchase intention when the product is associated with a high PQR, whereas there is no such preference for transparent packaging when the product is associated with a low PQR.Practical implicationsThe results offer insights to better understand the potential gains from adopting transparent packaging. If a brand manager's main goals are to develop sales, costly investments in research and development of transparent packaging appear to be fruitful only for products associated with high PQR.Originality/valueThis paper contributes to packaging, cue utilisation and perceived risk literatures by evidencing the moderating role of PQR to explain the positive effect of transparency on purchase intention.

The impacts of comparative ads used by retailers to compare their store brands with national brands

2020 ◽  
Vol 49 (1) ◽  
pp. 1-22
Author(s):  
Jérôme Lacoeuilhe ◽  
Didier Louis ◽  
Cindy Lombart ◽  
Blandine Labbé-Pinlon
Keyword(s):  
Purchase Intention ◽  
Product Category ◽  
Food Products ◽  
Store Brand ◽  
Convenience Sample ◽  
Comparative Advertising ◽  
Content Type ◽  
Price Consciousness ◽  
Comparative Ads ◽  
The Impact

PurposeThe research aim is to investigate the impacts of comparative ads used by retailers to compare the prices of their store brand (SB) products with those of equivalent national brand (NB) products. More specifically, this research examines if consumers perceive retailers as legitimate when they use comparative ads to compare the prices of their SB products to those of equivalent NB products, and how effective are these comparative ads in terms of actual purchases. This research also explores for which SB type (economy, standard or premium) and consumers are comparative ads most effective.Design/methodology/approachThis research investigates consumers' reactions to comparative ads used by retailers to compare the prices of their SB products with those of similar NB products through an experiment within a store laboratory. A between-subject design has been used. The participants of the first/second/third group (n1 = 93/n2 = 92/n3 = 91) were exposed to ads comparing the prices of retailer's economy/standard/premium SB food products with their equivalent NB food products, in the same product category. The participants of each group carried out a shopping trip in the store laboratory.FindingsConsumers consider retailers legitimate when they use comparative ads. This favourable evaluation improves their attitude towards these ads. However, the impact of retailers' legitimacy of (1) means, (2) objectives and (3) historical legitimacy on consumers' attitude towards comparative ads depends on the SB type (economy, standard and premium). By contrast, comparative ads are effective in terms of consumers' attitude towards these ads and towards SBs, along with purchase intention and actual purchases of these brands, whatever the SB type. Lastly, this research highlights that comparative ads for SBs are mainly directed at consumers with high levels of price consciousness and resistance to NBs.Research limitations/implicationsThis research only tested the impact of direct comparative advertising and an extrinsic attribute (price). The research experiment was conducted on a convenience sample, which limits its external validity.Practical implicationsThis research encourages retailers to use comparative advertising for their SBs (economy, standard and premium) for several reasons. First, this study suggests that comparative advertising is an effective tool for retailers to shape or improve consumers' attitude towards SBs, via their attitude towards comparative ads. Second, this research proposes that comparative advertising contrasting the prices of SB products with those of NB products could increase retailers' in-store sales of their SBs. Lastly, this research underlines that comparative advertising is particularly effective for consumers with high levels of price consciousness and resistance to NBs.Originality/valueThis research supplements previous research in the field of SBs and comparative advertising. Previous research on comparative advertising has examined NBs exclusively (Dianoux et al., 2013; Beard, 2018). Comparisons between SBs and NBs are lacking. This research thus validates the use of this specific form of communication for SBs, given the paucity of studies of the effects of the use of mass media communication on SBs (Nenycz-Thiel and Romaniuk, 2014; Gendel-Guterman and Levy, 2017).

scholarly journals Design awareness and purchase intention: an item response theory approach

2014 ◽  
Vol 27 (1) ◽  
pp. 138-155 ◽  
Author(s):  
Ana M. Arboleda ◽  
Julio C. Alonso
Keyword(s):  
Item Response Theory ◽  
Item Response ◽  
Purchase Intention ◽  
New Products ◽  
Product Category ◽  
Two Dimensions ◽  
Theory Approach ◽  
Theoretical Discussion ◽  
Response Theory ◽  
Content Type

Purpose The purpose of this paper is to evaluate the effect of design awareness on consumers’ purchase intention. Design/methodology/approach The experiment consisted of showing a new beer package design to 185 participants who evaluated it using a self‐administered questionnaire. Findings Using an Item Response Theory approach, results show that there are two dimensions of consumer design awareness: basic design and differential design. These findings are, to some extent, consistent with the theoretical discussion within design literature. Moreover, a multiple regression model estimates the effect of both dimensions on consumers’ purchase intention, and the paper concludes that both dimensions have a similar effect (p<0.05). The sign of the effects are consistent with the theoretical discussion. Practical implications The design of new products must consider attributes associated to the basic and practical use of a product as well as those attributes that mark a comparative difference in the product category. Originality/value This paper conceptually and empirically combines two different areas of knowledge (design and consumer behavior) under the design awareness construct. This concept evaluates consumers’ perceptions about new products, facilitating more accurate decisions in cases of innovation.

Evaluating the Persuasive and Memory Effects of Viral Advertising

2013 ◽  
Vol 3 (3) ◽  
pp. 51-61
Author(s):  
Maysam Shirkhodaee ◽  
Saeed Rezaee
Keyword(s):  
Factorial Design ◽  
Purchase Intention ◽  
Product Category ◽  
Memory Effects ◽  
Purchase Behavior ◽  
High Involvement ◽  
Brand Recall ◽  
Brand Recognition ◽  
Viral Advertising

Despite the increasing popularity of viral advertising, its effectiveness for high involvement products is under question. Moreover, its effect on brand recall and recognition has not been evaluated yet. To fill the gap, a 2 advertising type (viral vs normal) by 2 product category (high involvement vs low involvement) factorial design was conducted. Results indicate that viral ads significantly enhance attitudes, purchase intention and forwarding intention for both low and high involvement products. After one week delay, recall and recognition were measured. Results revealed that viral ads significantly lead to better aided brand recall, unaided brand recall and brand recognition than non-viral ads. While the influence of viral ad on brand recall and recognition for high involvement products is stronger than low involvement products, its influence on attitudes and purchase behavior for high involvement products is weaker than low involvement products.

Measuring the effect of Chinese brand name syllable processing on consumer purchases

2015 ◽  
Vol 25 (2) ◽  
pp. 150-168 ◽  
Author(s):  
Ming-Chuan Pan ◽  
Chih-Ying Kuo ◽  
Ching-Ti Pan
Keyword(s):  
Purchase Intention ◽  
Product Category ◽  
Brand Name ◽  
Purchasing Decisions ◽  
Content Type ◽  
Product Categories ◽  
Seller Reputation ◽  
Moderating Role ◽  
Practical Implications

Purpose – The purpose of this paper is to examine consumer reactions to product categories, online seller reputation, and brand name syllables. Design/methodology/approach – This paper uses four experimental designs to explore the seller reputation, product category, and brand name syllable effects in internet shopping. The authors chose sellers of (low/high) repute from Yahoo Mall. ANOVA is used to evaluate the results. Findings – Seller reputation moderates the effect of the brand name syllable level on purchase intention and product category moderates the effect of the brand name syllable level on purchase on internet (experiment 1). Consumers take the longest time to make purchasing decisions when buying credence goods or buying from sellers of low repute and that the response time mediates the moderating role of the product category (experiment 2) or reputation (experiment 3). Moreover, the effect of brand name syllable levels chosen/assigned by sellers of low repute is weakened for consumers with low (vs high) skepticism toward non-store shopping (experiment 4). Practical implications – This study is helpful to online sellers if they can identify their reputation, product category and those consumers have skepticism, they can create extra profit through brand name syllable practice. Originality/value – This paper extends the literature on consumers’ brand name syllable processing by identifying important moderators and probing into the decision process. The results allow us to substantiate prior research and suggest prescriptive strategies for internet retailers.

scholarly journals The Effect Of Print Advertisings Use Of Sexual Themes ON Brand Recall And Purchase Intention: A Product Specific Investigation Of Male Responses

2011 ◽  
Vol 11 (3) ◽  
pp. 47 ◽  
Author(s):  
William F. Grazer ◽  
Garland Kessling
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Print Advertising ◽  
Print Advertisements ◽  
Brand Recall ◽  
Product Categories ◽  
Sexual Stimuli ◽  
Intention To Purchase

Two convenience samples comprised of 230 male respondents participated in a study to measure the effect of sexual stimuli in print advertising on brand recall and intention to purchase. Using jeans and liquor products, the study suggests that the use of sexual stimuli in print advertisements does influence viewers brand recall and purchase intentions. However, the study was not able to conclusively argue that specific levels of sexual intensity were more effective across the two product categories.

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