The Influence of Usage Behavior and Motivation of Taiwanese Instagram Brand Accounts on Flow and Brand Attitude : The Moderating Effect of Self-disclosure, A Cultural Characteristic of Taiwan

2021 ◽  
Vol 32 (2) ◽  
pp. 67-101
Author(s):  
Ming Hsin Hsu ◽  
◽  
Heewon Cha
Keyword(s):  
Brand Attitude ◽  
Moderating Effect ◽  
Cultural Characteristic ◽  
Self Disclosure ◽  
Usage Behavior

Impact of web banner advertising frequency on attitude

2018 ◽  
Vol 30 (2) ◽  
pp. 380-399 ◽  
Author(s):  
Rahim Hussain ◽  
Ahmed Shahriar Ferdous ◽  
Gillian Sullivan Mort
Keyword(s):  
Online Advertising ◽  
Repetition Effect ◽  
Brand Attitude ◽  
Moderating Effect ◽  
Future Research ◽  
Content Type ◽  
Banner Advertisements ◽  
Banner Advertisement ◽  
High Level ◽  
The Impact

Purpose The purpose of this paper is to examine whether advertising type (static or dynamic) and appeal (emotional or rational) moderate the relationship between web banner advertising frequency and consumer attitudinal response. Design/methodology/approach A laboratory experiment involving 400 participants was conducted to test for the moderating effect. Factorial ANOVA is used to measure brand attitude. Findings The results identified that the web banner advertisement type acted as a moderator between frequency and brand attitude. However, the moderating effect of banner advertisement appeal was found to be insignificant at a single banner advertisement frequency (i.e. exposure) but significantly different at a higher frequency. The study findings provide better directives for online marketers. Practical implications The major limitation is the fact that the impact of banner advertisement frequency was manipulated from one to five exposures. Future research needs to determine what happens after the fifth exposure, perhaps ten exposures or more, to determine the wear-out effect and in turn, to decide on the optimal frequency level in an effort to design more appropriate web communication strategies. Social implications The result shows that pop-up banner advertisements are intrusive, and that high level of exposures to pop-up banner advertisement could annoy online users. Thus, online advertisers should avoid repeating the pop-up banner advertisements because this could adversely affect the attitude towards the online advertising in general, and could also negatively influence attitudes towards the brand and ultimately effect online purchase. Originality/value This study contributes to the theory by providing more insights into the repetition effect, and comprehensive conclusions can be drawn based on the manipulation of banner advertisement frequency on different frequency levels. The research identifies that if the communication objective is to generate brand attitude, different strategies can be adopted depending on the banner advertisement type (pop-up vs static) and banner advertisement appeal (emotional vs rational).

Analysis of the moderating effect of front-of-pack labelling on the relation between brand attitude and purchasing intention

2021 ◽  
Vol 122 ◽  
pp. 304-310
Author(s):  
Cayetano Medina-Molina ◽  
Manuel Rey-Moreno ◽  
Rafael Periáñez-Cristóbal
Keyword(s):  
Brand Attitude ◽  
Moderating Effect ◽  
Purchasing Intention

Subordinate–Supervisor Friendship in Cyberspace: A Typological and Comparative Analysis of Hotel Employees

2019 ◽  
Vol 61 (3) ◽  
pp. 271-286
Author(s):  
Fiona X. Yang
Keyword(s):  
Social Exchange ◽  
Social Networking Sites ◽  
Moderating Effect ◽  
Empirical Literature ◽  
Self Disclosure ◽  
Hotel Employees ◽  
Member Exchange ◽  
Individual Type ◽  
Managerial Implications ◽  
The Impact

Individuals’ social and professional arenas entangle so easily today with the rise of social networking sites (SNS). Drawing upon the boundary and social exchange theories, this study investigates whether supervisor–subordinate interactions in cyberspace will spill over to the workplace. A two-dimensional typology of hotel employees is delineated on the basis of their SNS interaction behaviors. The moderating effect of individual type is also investigated. The results indicate that supervisor–subordinate SNS interactions could transition to favorable leader–member exchanges in the workplace that, in turn, promote employees’ organizational citizenship behaviors. In addition, the impact of SNS interaction on leader–member exchange is stronger for employees with proactive personalities and self-disclosure tendencies. This study fills the void of inadequate empirical literature on hierarchical friendship in cyberspace and advances research on the moderating effect of employee personality. Managerial implications are also discussed.

Sport Fans and Their Teams’ Redesigned Logos: An Examination of the Moderating Effect of Team Identification on Attitude and Purchase Intention of Team-Logoed Merchandise

2013 ◽  
Vol 27 (1) ◽  
pp. 11-23 ◽  
Author(s):  
Taesoo Ahn ◽  
Young Ik Suh ◽  
Jin Kyun Lee ◽  
Paul M. Pedersen
Keyword(s):  
Multivariate Analysis ◽  
Repeated Measures ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Moderating Effect ◽  
Team Identification ◽  
Sport Fans ◽  
Sport Industry ◽  
Different Levels

The current study sought to identify the effect of team identification on brand attitude and purchase intention in terms of team logo changes. Doubly Multivariate Analysis of repeated measures, 2 (logo change: original and redesigned logo) × 3 (team identification: high, moderate, and low), was conducted on attitude toward the brand and purchase intention of team-logoed merchandise. The results showed that there were significant differences between fans with high identification and fans with low identification. The findings of this study can be beneficial for both sport industry practitioners and marketing scholars by providing an understanding of brand attitude and purchase intention related to new redesigned logos based upon different levels of team identification.

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