The perceived effectiveness of overt versus covert promotions

2019 ◽  
Vol 29 (3) ◽  
pp. 321-334
Author(s):  
Fanny Fong Yee Chan
Keyword(s):  
Conceptual Model ◽  
Product Placement ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Content Type ◽  
Brand Evaluations ◽  
Mediating Role ◽  
Long Run ◽  
Promotional Materials ◽  
Advertising Skepticism

Purpose The purpose of this study contributes to literature on marketing communications by empirically contrasting the effectiveness of a new form of covert promotions (product placement in recipes) and an overt promotion (traditional advertisement). The mediating role of perceived believability of promotional materials and the moderating roles of advertising skepticism and brand awareness were examined based on a conceptual model. Design/methodology/approach A Web-based experiment with 2 (form of promotion: overt versus covert) × 2 (brand awareness: low versus high) between-subjects full factorial design was used. A public sample of 537 participants had participated in the study. The conceptual model was further tested on 106 participants using stimuli of a fictitious brand. Findings A two-stage moderated mediation analysis shows that the perceived believability of promotional materials was a significant mediator of the form of promotion and brand evaluations. Consumers showed a higher level of believability toward covert promotion, which, in turn, led to more positive evaluations of the promoted brand. Advertising skepticism and brand awareness were found to significantly moderate the relationship between form of promotion and attitudes toward the promoted brands. A similar pattern of results was obtained when stimuli of a fictitious brand were used. Originality/value This research addresses an important issue in marketing communication and extends the understanding of the perception of overt and covert promotions by examining the underlying mediating and moderating variables, which have rarely been explored before. The results guide marketers in developing effective marketing communication strategies for well-known, less well-known and even new brands. It also directs policymakers to consider whether integrated branded content in recipes should be disclosed to protect consumers from surreptitious promotions, which may help to lower consumers’ skepticism toward advertising in the long run.

The role of marketing communication mix on Korean customers' coffee shop brand evaluations

2020 ◽  
Vol 3 (3) ◽  
pp. 291-309 ◽  
Author(s):  
Soon-Ho Kim ◽  
Seonjeong Ally Lee
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Marketing Communication ◽  
Brand Identification ◽  
Coffee Shop ◽  
Brand Love ◽  
Content Type ◽  
Brand Evaluations ◽  
Advertising Spending

PurposeThis study investigates relationships among components of the marketing communication mix, brand identification, brand image, brand love and brand loyalty. The focus of this study is advertisement spending, customers' attitudes toward the advertisement, monetary promotion and non-monetary promotion as marketing communication mix elements.Design/methodology/approachProposed relationships are investigated with 683 previous coffee shop customers, based on a cross-section, online, self-administered survey in South Korea.FindingsResults identify advertising spending, attitude toward the advertisement, monetary promotion, and non-monetary promotion play key roles in influencing brand identification; however, they do not influence brand image. Both brand identification and brand image further influence brand love on brand loyalty.Originality/valueThis study is the first to investigate the marketing communication mix elements in a coffee shop context.

Consumer – brand engagement on Facebook: liking and commenting behaviors

2014 ◽  
Vol 8 (3) ◽  
pp. 203-223 ◽  
Author(s):  
Sertan Kabadayi ◽  
Katherine Price
Keyword(s):  
Social Media ◽  
Personality Traits ◽  
Conceptual Model ◽  
Structural Equation ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Content Type ◽  
Factors Affecting ◽  
Mediating Role ◽  
Modes Of Interaction

Purpose – The purpose of this paper is to study factors affecting consumers’ liking and commenting behavior on Facebook brand pages, and to analyze the mediating role of mode of interaction on relationships between personality traits and liking/commenting behavior. Design/methodology/approach – Data were collected using an online national survey from 269 respondents, ages between 18 and 32. The hypotheses were tested using structural equation modeling. Findings – Results support nine of ten hypotheses with significant relationships between analyzed constructs. It was found that two different modes of interaction acted as mediators between three personality traits and liking/commenting behavior on Facebook. Research limitations/implications – This study only included liking and commenting behavior on Facebook. Future studies could extend the conceptual model by including sharing behavior and other personality traits that were not included in this conceptual model. Practical implications – The findings have several implications for brand managers with respect to their social media strategies and give them guidance in achieving better customer engagement on Facebook. This research is an important step in understanding the factors affecting consumers’ Facebook behavior and useful for practitioners intending to use Facebook as part of their marketing strategy. Originality/value – The study provides a comprehensive framework to understand consumer engagement on Facebook by including specific types of Facebook behavior, three personality traits and two modes of interaction that consumers have in social media.

Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness

2014 ◽  
Vol 26 (1) ◽  
pp. 43-63 ◽  
Author(s):  
Seyed Shahin Sharifi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Equation Modeling ◽  
High Involvement ◽  
Content Type ◽  
Mediating Role ◽  
The Impact

Purpose – The purpose of this paper is to study the influence of the trilogy of emotion – cognition, affection, and conation – on future purchase intentions in consumers of products of high involvement. Design/methodology/approach – The author employed two studies on two different products to test the influence of emotion on future purchase intentions in study one and to replicate the results of study one in study two, using structural equation modeling. In study two, brand awareness is regarded as a mediator. Findings – The results indicate that cognition can influence future purchase intentions, and that affection meaningfully influences future purchase intentions. Additionally, the researcher found that the impact of affection on future purchase intention is stronger than that of cognition on future purchase intentions. Moreover, brand awareness meaningfully influenced cognition, affection, and conation directly, and future purchase intentions indirectly. Practical implications – Encouraging conditions in which consumers have good thoughts and feelings about a prior purchase can bolster future purchase intentions, empowering the potent in future purchase for the brand involved. Originality/value – This research validates the impact of emotion – more specifically cognition and affection – on future purchase intentions under mediating role of brand awareness, in a country with growing markets. Hence, it adds to the literature of post-purchase important findings.

When James Bond shows off his Omega: does product placement affect its media host?

2015 ◽  
Vol 49 (9/10) ◽  
pp. 1666-1685 ◽  
Author(s):  
Andre Marchand ◽  
Thorsten Hennig-Thurau ◽  
Sabine Best
Keyword(s):  
Product Placement ◽  
Short Film ◽  
Limited Attention ◽  
Content Type ◽  
James Bond ◽  
Brand Evaluations ◽  
Product Placements ◽  
Custom Made ◽  
The Media ◽  
The Impact

Purpose – This paper aims to contribute to the marketing literature and practice by examining the effect of product placements on the host brand. The declining effectiveness of traditional advertising has prompted increasing interest in strategies for placing products in media programming. Most existing research adopt the perspective of the brands embedded in media products, with limited attention to the impact that product placement has on the media product that serves as a host brand for the embedded brands. The authors investigate this effect in the context of motion pictures and develop a theory-driven conceptual model. Design/methodology/approach – The authors test their hypotheses with two experiments in which randomly assigned participants view one of seven versions of a custom-made, seven-minute short film that differ in their level of placement prominence. Findings – The results from a mediation analysis indicate that, after controlling for audiences’ general attitudes toward the embedded brand, greater placement prominence heightens consumers’ reactance to persuasion attempts and negatively affects their evaluations of the host brand. A post hoc experiment confirms that even very low levels of placement prominence can worsen host brand evaluations. Originality/value – This research is among the first to investigate the effects of product placement from a host brand perspective. It issues a warning to producers of entertainment content: a product placement strategy may generate additional earnings, but it also can lower audiences’ evaluations of the focal entertainment product.

scholarly journals Customer participation and service outcomes: mediating role of task-related affective well-being

2019 ◽  
Vol 33 (1) ◽  
pp. 16-30 ◽  
Author(s):  
Aswathy Asokan Ajitha ◽  
Piyush Sharma ◽  
Russel P.J. Kingshott ◽  
Upendra Kumar Maurya ◽  
Arshinder Kaur
Keyword(s):  
Conceptual Model ◽  
Task Complexity ◽  
Well Being ◽  
Customer Participation ◽  
Customer Knowledge ◽  
Content Type ◽  
Mediating Role ◽  
Service Outcomes ◽  
And Task

Purpose The purpose of this paper is to contribute to transformative service research by drawing on self-determination, elicitation of emotions framework and feelings-as-information theories to explore how customer participation, task-related affective well-being, customer knowledge, task complexity and service outcomes relate with each other. Design/methodology/approach A synthesis of relevant literature on customer participation and customer well-being reveals a conceptual model with 11 testable propositions. Findings The conceptual model shows that task-related affective well-being mediates the link between customer participation and service outcomes. Moreover, customer knowledge and task complexity moderate these links. Research limitations/implications An empirically testable conceptual model models the roles of task-related affective well-being, customer knowledge and task complexity in the process by which customer participation influences service outcomes. Practical implications Service managers can use the model to design services based on the effects of different types of customer participation on task-related affective well-being. Originality/value This paper is one of the first to study the mediating role of task-related affective well-being in the relationship between customer participation and service outcomes. It does so by revealing the differential impact various types of participation have on service outcomes and the moderating role of customer knowledge and task complexity.

Web-surfers’ conative reactions to the website’s dominant hue: mental imagery’s role

2016 ◽  
Vol 26 (5) ◽  
pp. 1249-1268 ◽  
Author(s):  
Lilia Khrouf ◽  
Azza Frikha
Keyword(s):  
Conceptual Model ◽  
Empirical Evidence ◽  
Mental Imagery ◽  
Design Methodology ◽  
Product Category ◽  
Research Community ◽  
Online Experiment ◽  
Content Type ◽  
Mediating Role ◽  
Practical Implications

Purpose The purpose of this paper is to contribute to a better understanding of web-surfers’ conative reactions to websites’ dominant hue by taking into account mental imagery’s role. Design/methodology/approach A conceptual model considering mental imagery as a mediator of web-surfers conative reactions to websites’ dominant hue was tested. It also supposes that mental imagery promoted by websites’ dominant hue is moderated by web-surfers’ involvement towards the product sold. To validate this model, an online experiment was conducted with a sample of 400 web-surfers. Findings Results reflect the importance of “vividness/clarity” and “valence” dimensions of mental imagery. In fact, hues congruent with the website’s content seem to be more able to generate vivid and positive mental images which affect positively web-surfers’ conative reactions. However, this relationship is reversed when web-surfers are strongly involved with the product sold. Research limitations/implications Although this study focused on a particular product category, the obtained results can help the research community to understand better conative reactions of web-surfers to websites’ dominant hue through the consideration of mental imagery’s role. Practical implications Findings can help managers to better the performance of their commercial websites through the choice of the adequate background hue. Originality/value This study highlights the importance of mental imagery prompted by dominant website’s hue taking into account its congruence degree with the website’s content. It provides empirical evidence about its mediating role.

scholarly journals Ethical attribute and brand concept congruity enhances brand evaluations

2019 ◽  
Vol 54 (1) ◽  
pp. 79-108
Author(s):  
Maryam Tofighi ◽  
Bianca Grohmann ◽  
H. Onur Bodur
Keyword(s):  
Social Issues ◽  
Interactive Effect ◽  
Luxury Brands ◽  
Consumer Evaluations ◽  
Content Type ◽  
Moderation Effect ◽  
Brand Evaluations ◽  
Mediating Role ◽  
Brand Concept

Purpose This paper aims to examine to what extent congruity between ethical attributes (i.e. product attributes with positive implications for the environment, human rights, social issues and animal welfare) and brand concept (i.e. the unique meaning associated with a brand in consumers’ minds) influences consumers’ evaluations of brands offering ethical attributes. Design/methodology/approach Four studies involving North American consumers empirically tested the moderation effect of brand concept on consumer evaluations of ethical attributes and the mediating role of perceived congruity. Findings This research finds an interactive effect of ethical attribute type and brand concept on brand evaluations, such that congruent ethical attribute–brand concept pairings (i.e. a utilitarian [symbolic] ethical attribute offered by a brand with a utilitarian [symbolic] brand concept) result in more favorable brand evaluations (Studies 1, 2, 3 and 4). Consumers’ perceptions of congruity between ethical attributes and brand concepts mediate this interactive effect (Studies 2 and 3). Moreover, a positive congruity effect of ethical attributes and brand concepts emerges at higher levels of conspicuous brand consumption (Study 4). Research limitations/implications It is important to acknowledge that the current research did not specifically consider the case of utilitarian and symbolic ethical attribute offerings by luxury brands. This is a question that is left to future investigations. Practical implications For marketing managers, findings indicate that brands gain from ethical attribute introductions only when these attributes are congruent with the brand concept. In addition, brands benefit to a greater extent from offering congruent ethical attributes when brand consumption is conspicuous. Originality/value The findings of this research contribute to the literature on the effect of ethical attributes on consumers’ responses to brands and highlight the importance of brands’ choice of ethical attributes.

scholarly journals Collaboration between East and West: influence of consumer dialectical self on attitude towards co-brand personality traits

2020 ◽  
Vol 37 (6) ◽  
pp. 1155-1180
Author(s):  
Weisha Wang ◽  
Cheng-Hao Steve Chen ◽  
Bang Nguyen ◽  
Paurav Shukla
Keyword(s):  
Personality Traits ◽  
Brand Personality ◽  
Social Self ◽  
Content Type ◽  
Brand Evaluation ◽  
Brand Evaluations ◽  
Mediating Role ◽  
Dialectical Self ◽  
Brand Personality Traits

PurposeWith rising globalization, Western and Eastern brands are increasingly collaborating and co-branding. Drawing on the theory of dialectical self that captures the degree of cognitive tendency to tolerate conflicts, inconsistencies and ambiguities in self-concept, this paper investigates the effect of consumer dialectical self on co-branding that encompasses Western and East Asian cultural brand personality traits.Design/methodology/approachTwo studies were conducted using Chinese participants to examine the effects of the dialectical self on co-brand evaluation under single-and dual-personality conditions and to explore the mediating role of ideal social self-congruence and the moderating role of product type (high vs low conspicuous).FindingsThe findings suggest that counterintuitive to the received wisdom, the dialectical self negatively influences one's attitude towards a co-brand in the dual-personality condition only. Further, ideal social self-congruence mediates the relationship between the dialectical self and dual-personality co-brand evaluation in the high conspicuous product condition only.Practical implicationsImportant implications are offered to international marketing managers for managing the dialectical self that lead to positive co-brand evaluations. Moreover, managers should highlight ideal social self-congruence for co-branding success for particular product types.Originality/valueThis paper examines co-branding from a novel perspective of consumer dialectical self and shows the pivotal role it plays when brands carry varying cultural traits engage in co-branding. By identifying the role of the dialectical self and the important mediator and moderator, the paper fulfils an important gap in co-branding literature and offers key implications.

scholarly journals The effects of native advertising on consumer responses. Some experimental evidences on the interaction between content type and brand awareness

2019 ◽  
pp. 149-168
Author(s):  
Maria Antonietta Raimondo ◽  
Maria Vernuccio ◽  
Gaetano “Nino” Miceli
Keyword(s):  
Communication Strategies ◽  
Empirical Support ◽  
Online Marketing ◽  
Theory And Practice ◽  
Brand Awareness ◽  
Marketing Communication ◽  
Content Type ◽  
Consumer Responses ◽  
Content Change ◽  
Product Service

Native advertising is rapidly establishing itself in the field of online marketing communication strategies. This paper aims at analyzing consumer responses to native ads varying upon the concreteness versus abstractness of content under specific brand awareness conditions. The conceptual model proposes that brand awareness moderates the relationships between the type of content (concrete vs. abstract) andconsumers evaluations of and dispositions toward native ad, product/service and brand. The results of an experimental study provide empirical support to the idea that consumer responses to concrete vs. abstract native content change for wellknown and less known brands and suggest implications for theory and practice.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

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