Advertisers' Responses to Requests for Substantiation of Product Claims: Differences by Product Category, Type of Claim and Advertising Medium

1979 ◽  
Vol 13 (2) ◽  
pp. 224-235 ◽  
Author(s):  
KENNETH A. CONEY ◽  
CHARLES H. PATTI
Keyword(s):  
Product Category ◽  
Category Type ◽  
Product Claims

scholarly journals A Study of the Effectiveness of Customer Co-Creation Through Personalization and Customer Co-Creation Through Innovation on Brand Experience

2016 ◽  
Vol 1 (1) ◽  
Author(s):  
Kelsey Werner ◽  
Class of 2016
Keyword(s):  
Product Category ◽  
Brand Experience ◽  
Brand Name ◽  
Buying Behavior ◽  
Five Dimensions ◽  
Different Types ◽  
Category Type ◽  
A Company ◽  
Different Levels ◽  
Brand Satisfaction

The purpose of this article is to study the effect of two types of customer co-creation, co-creation through personalization and co-creation through innovation, on brand experience. Customer co-creation through personalization focuses on the act of improving or changing a standardized product to make it unique to the consumer, and customer co-creation through innovation occurs when the consumer helps the company create a brand new product. Studies have shown that positive brand experiences can lead to improved brand satisfaction and loyalty, so looking at co-creation’s impact on brand experience will point to how co-creation ultimately benefits a company. In order to measure the brand experience of different types of co-creation, the five dimensions of brand experience are used: sensory, affective, cognitive, behavioral, and relational. To test how the different types of co-creation affect the different levels of brand experience and consumers’ buying behavior, I conducted an experiment. In order to account for extraneous factors, I also took the brand name and product category into consideration when evaluating co-creation’s overall effect. I found that customer co-creation through personalization and customer co-creation through innovation have different effects on the various dimensions of brand experience. The cognitive and behavioral brand experience dimensions were changed the most by customer co-creation, and the affective and relational dimensions were not changed at all by customer co-creation. From this, I can conclude that companies should not use customer co-creation to induce feelings or an emotional bond with consumers, but they should use co-creation to stimulate consumers’ thinking and action. Results did vary, though, depending on the brand name and product category. Ultimately, if a company is planning to execute either version of customer co-creation, there are many factors to consider (such as brand name, product category, type of co-creation, industry, and customers) before putting the plan into action.

scholarly journals The Use of Radio Advertorials in Spanish Radio Stations

2019 ◽  
Vol 22 (3) ◽  
pp. 1-25
Author(s):  
Salvador Perelló-Oliver ◽  
Clara Muela-Molina
Keyword(s):  
Time Slot ◽  
Codes Of Conduct ◽  
Product Category ◽  
Editorial Content ◽  
Radio Stations ◽  
Category Type

Radio advertorials (RA) are long advertisements broadcasted within the programming and executed by journalists to imitate editorial content. An analysis of their presence, use and characteristics confirms that journalists and radio owners are not rigorous in the application of the codes of conduct that regulate this advertising feature in Spain. This work focuses on these rules and propose a matrix of variables, such as time slot, product category, type of endorser, advertiser identification, format and copy text style, which identifies these inappropriate practices in the sample under study. The results show that RAs are more prevalent during time slots with higher audience ratings and in programmes hosted by well-known radio personalities. Also, most RAs are embedded within the editorial content of programmes and are formatted as interviews, and their copy style is informative.

An Empirical Study of Store Choice Model: An Endogenous Construct

2014 ◽  
Vol 4 (2) ◽  
Author(s):  
Prof. Amit Shrivastava ◽  
Prof. Sushil Kumar Pare ◽  
Prof (Dr) Saumya Singh
Keyword(s):  
Empirical Research ◽  
Consumer Choice ◽  
Choice Model ◽  
Social Science Research ◽  
Product Category ◽  
Science Research ◽  
Consumer Decision Making ◽  
Store Choice ◽  
Store Attributes ◽  
Patronage Intention

Inadequate is the empirical research on store choice model in view of retail store attributes with endogenous construct of store patronage intention of consumer. Conventional wisdom and social science research-based insights for underpinning the design of store environment established elements such as music, scent, crowding and physical attractiveness of the store. Earlier empirical findings lack on key anterior, which include consumers’ time and effort as well as the psychological costs such as convenient, economical, risk mitigated shopping experience. The premise on which overall effects in our model rests, is that store attributes influence consumers' cognitive process and develop perceptual framework of store choice criteria — namely, convenience, reputation of outlet, branded merchandise (mediated through perceived quality). This research presents a formal test of the linear regression equation model in the context of store choice behaviour, involving one product category. The present paper explores these attributes and their affect on consumer from different socio-economic classes, willingness to purchase and to patronize if these factors are modified. Questioning the earlier conclusions that all attributes aforementioned are equally important in consumer decision making, the current results indicate that consumers place differential significance on each attribute, and the level of significance placed on each attribute varies with different socio economic class. These findings are significantly important to the retail industry as they identify the critical attributes responsible for building consumer choice and patronage among different socio economy classes. This model also paves way for another premise of empirical research, that shoppers might develop category-wise store choice or patronage behaviour model.

scholarly journals The Beholder’s Eyes: Audience Reactions to Organizational Self-claims of Authenticity

2018 ◽  
Vol 4 ◽  
pp. 237802311879303 ◽  
Author(s):  
David W. Lehman ◽  
Balázs Kovács ◽  
Glenn R. Carroll
Keyword(s):  
Major Part ◽  
Online Reviews ◽  
Emotional Reactions ◽  
Category Type ◽  
Moral Claims ◽  
Made In

Organizations normally benefit from being perceived as authentic. Yet an ongoing puzzle persists about self-claims of authenticity: although the weight of findings suggests that individuals will devalue organizations touting themselves as authentic, some findings suggest that such self-claims may be rewarded. The authors suggest that this puzzle can be answered, at least partly, by considering two fundamental but different meanings of authenticity. The authors posit that individuals will react negatively when claims concern being true to a category (“type authenticity”), whereas they will react positively when claims concern being true to the organization’s values (“moral authenticity”). A major part of this reasoning involves the emotional reactions evoked by moral claims. In study 1, authenticity claims made in the texts of 1,393 restaurant menus and corresponding ratings of 449,919 online reviews from 2009 to 2016 were analyzed. Study 2 involved an experiment to examine reactions to the two kinds of claims separately. The findings generally support the argument and apparently help explain audience reactions to organizational self-claims about authenticity.

scholarly journals Under the Umbrella: Goal-Derived Category Construction and Product Category Nesting

2021 ◽  
pp. 000183922110123
Author(s):  
Johnny Boghossian ◽  
Robert J. David
Keyword(s):  
Process Model ◽  
Product Category ◽  
Derived Category ◽  
The State ◽  
Product Attributes ◽  
Product Categories ◽  
Role Of The State ◽  
Market Intermediaries ◽  
Category Construction

Categories are organized vertically, with product categories nested under larger umbrella categories. Meaning flows from umbrella categories to the categories beneath them, such that the construction of a new umbrella category can significantly reshape the categorical landscape. This paper explores the construction of a new umbrella category and the nesting beneath it of a product category. Specifically, we study the construction of the Quebec terroir products umbrella category and the nesting of the Quebec artisanal cheese product category under this umbrella. Our analysis shows that the construction of umbrella categories can unfold entirely separately from that of product categories and can follow a distinct categorization process. Whereas the construction of product categories may be led by entrepreneurs who make salient distinctive product attributes, the construction of umbrella categories may be led by “macro actors” removed from the market. We found that these macro actors followed a goal-derived categorization process: they first defined abstract goals and ideals for the umbrella category and only subsequently sought to populate it with product categories. Among the macro actors involved, the state played a central role in defining the meaning of the Quebec terroir category and mobilizing other macro actors into the collective project, a finding that suggests an expanded role of the state in category construction. We also found that market intermediaries are important in the nesting of product categories beneath new umbrella categories, notably by projecting identities onto producers consistent with the goals of the umbrella category. We draw on these findings to develop a process model of umbrella category construction and product category nesting.

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