The Impact of Brand-Event Fit in Virtual Advertising on Sport Television Viewers’ Brand Attitudes

2018 ◽  
Vol 27 (4) ◽  
pp. 250-263
Author(s):  
Sangchul Park ◽  
Yuhei Inou
Keyword(s):  
Brand Attitudes ◽  
Virtual Advertising ◽  
The Impact

Modeling the implicit brand: capturing the hidden drivers

2017 ◽  
Vol 26 (6) ◽  
pp. 600-615 ◽  
Author(s):  
Marco Vriens ◽  
Alessandro Martins Alves
Keyword(s):  
Durable Goods ◽  
Implicit Attitudes ◽  
Response Style ◽  
Brand Attitudes ◽  
Content Type ◽  
Explicit Attitudes ◽  
Brand Building ◽  
Implicit Data ◽  
The Impact ◽  
Practical Implications

Purpose This paper aims to investigate modeling implicit attitudes as potential drivers of overall brand attitudes and stated behavior and investigate how the results are expected to be different from brand driver models that are based on explicit attitudes. Design/methodology/approach Data are collected via online surveys in five countries across 15 categories with sample sizes for each category/country combination in the range of about N = 1,000. Findings Implicit attitudes result in a higher number of significant effects than their explicit counterparts when used to explain behavioral intentions, brand closeness and brand usage in a multivariate situation with potential 12 brand attitude drivers. The authors also find fewer counter-intuitive effects in the implicit models. The results are consistent across 5 countries and across 15 categories (including CPG products, services and durable goods). They also show that implicit attitudes are less susceptible to response style effects (e.g. social desirability bias). Research limitations/implications The findings have implications for brand building and shopper activation. Further research should look into the impact of using implicit data on finding different brand segmentation and brand mapping results. Practical implications The findings have implications for brand building and shopper activation. Originality/value This paper contributes to the fast-growing field of implicit attitudes. The paper confirms and generalizes previous findings. This is the first paper to the authors’ knowledge that has investigated the impact of implicit attitudes on overall brand attitudes and stated behavior in a multivariate context.

To be or not to be equal: the impact of pride on brands associated with dissociative out-groups

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yue Lu ◽  
Zhanqing Wang ◽  
Defeng Yang ◽  
Nakaya Kakuda
Keyword(s):  
Design Methodology ◽  
Negative Impact ◽  
Important Determinant ◽  
Social Groups ◽  
Underlying Mechanism ◽  
Brand Attitudes ◽  
Content Type ◽  
The Impact ◽  
Authentic Pride ◽  
Practical Implications

Purpose Brands are increasingly reflecting social values, and many brands have begun to embrace equality and inclusivity as a marketing strategy. Accordingly, consumers are increasingly being exposed to brands associated with different social groups. This paper aims to examine how consumers who have experienced pride respond to brands associated with dissociative out-groups. Design/methodology/approach Four studies were conducted. Study 1 tested the basic effect of how the experience of different facets of pride affects consumers’ brand attitudes toward a brand associated with a dissociative out-group. Studies 2 and 3 examined the underlying mechanism of consumers’ psychological endorsement of egalitarianism using both mediation and moderation approaches. Study 4 derived implications of our findings for marketers. Findings The results show that consumers respond differently to a brand associated with a dissociative out-group based on the facets of pride they experience. When consumers experience authentic (vs hubristic) pride, they exhibit a more favorable attitude toward the brand associated with the dissociative out-group. This is because authentic (vs hubristic) pride increases consumers’ psychological endorsement of egalitarianism, which enhances consumers’ brand attitudes toward the brand associated with the dissociative out-group. Practical implications The findings suggest that brand managers should think about ways to elicit consumers’ authentic pride to minimize the potential backlash from consumers when promoting equality and inclusivity in their brand communications, particularly when such communications contain cues of dissociative out-groups. Originality/value This paper contributes to the branding literature by identifying pride as an important determinant that can help brands overcome the negative impact of dissociative out-groups on consumers’ brand reactions, enriches the literature on pride by documenting a novel effect of the two facets of pride on consumer behavior and extends the literature of egalitarianism by demonstrating pride as a driver of consumers’ psychological endorsement of egalitarianism.

Slogans With Negations’ Effect on Sustainable Luxury Brand

2021 ◽  
pp. 183933492110466
Author(s):  
Felix Septianto ◽  
Joya Kemper ◽  
Gavin Northey
Keyword(s):  
Cognitive Flexibility ◽  
Communication Strategies ◽  
Experimental Studies ◽  
Effective Communication ◽  
Brand Attitudes ◽  
Luxury Brands ◽  
Consumer Responses ◽  
Luxury Brand ◽  
The Impact

The integration of sustainability within luxury brands is of increasing concern to practitioners and academics alike. Thus, it is important to consider how brands can develop effective communication strategies to promote sustainable luxury brands, particularly among an increasingly skeptical consumer base. This research thus investigates the impact of advertising slogans with negations (vs. affirmations) in this regard. Three experimental studies show that advertising slogans with negations (vs. affirmations) increase brand trustworthiness (Studies 1 and 3) and favorable brand attitudes (Studies 1 and 2) among consumers with high levels of skepticism. Notably, this effect is driven by an increased cognitive flexibility (Study 3). The findings of this research can assist sustainable luxury brand managers in developing effective communication strategies to increase favorable consumer responses to sustainable luxury brands.

Measuring the Effects of Advertising Polysemy on Branding

2013 ◽  
pp. 63-85 ◽  
Author(s):  
Ulysses J. Brown ◽  
Anshu Saxena Arora ◽  
Amit Arora
Keyword(s):  
Brand Equity ◽  
Research Literature ◽  
Alcoholic Beverages ◽  
Brand Attitudes ◽  
Print Advertisements ◽  
Research And Practice ◽  
Accommodation Theory ◽  
Corporate Social ◽  
Hierarchy Of Effects ◽  
The Impact

In the advertising research literature, polysemy is defined as different interpretations for the same advertising message. The multiple ad-interpretations can be attributable to complexities and diversities in culture and/or consumers’ own demographics, perceptions, attitudes, lifestyles, values, behavior, and psychographics. We provide a bipolar and dichotomous perspective on advertising polysemy as positive and negative polysemy with research and practice examples from the print advertisements for alcoholic beverages and corporate social responsibility to explain the conditions that lead to the emergence of positive and negative polysemic contexts for the same message. Furthermore, the study explores how polysemy leads to better branding. The research investigates the concept of polysemy and the generation of idiosyncratic meanings, and examines the impact of advertising polysemy on consumer-based brand equity. The research proposes and measures the advertising polysemy and consumer-based brand equity conceptual framework supported by accommodation theory, consumer response theory, and theory of hierarchy of effects, leading to stronger ad-evoked feelings, ad and brand attitudes, and consumer-based brand equity.

Measuring the Effects of Advertising Polysemy on Branding

2015 ◽  
pp. 44-66
Author(s):  
Ulysses J. Brown III ◽  
Anshu Saxena Arora ◽  
Amit Arora
Keyword(s):  
Brand Equity ◽  
Research Literature ◽  
Alcoholic Beverages ◽  
Brand Attitudes ◽  
Print Advertisements ◽  
Research And Practice ◽  
Accommodation Theory ◽  
Corporate Social ◽  
Hierarchy Of Effects ◽  
The Impact

In the advertising research literature, polysemy is defined as different interpretations for the same advertising message. The multiple ad-interpretations can be attributable to complexities and diversities in culture and/or consumers' own demographics, perceptions, attitudes, lifestyles, values, behavior, and psychographics. We provide a bipolar and dichotomous perspective on advertising polysemy as positive and negative polysemy with research and practice examples from the print advertisements for alcoholic beverages and corporate social responsibility to explain the conditions that lead to the emergence of positive and negative polysemic contexts for the same message. Furthermore, the study explores how polysemy leads to better branding. The research investigates the concept of polysemy and the generation of idiosyncratic meanings, and examines the impact of advertising polysemy on consumer-based brand equity. The research proposes and measures the advertising polysemy and consumer-based brand equity conceptual framework supported by accommodation theory, consumer response theory, and theory of hierarchy of effects, leading to stronger ad-evoked feelings, ad and brand attitudes, and consumer-based brand equity.

The impact of advertising disclaimers (fine print) on brand attitudes

2012 ◽  
Vol 20 (4) ◽  
pp. 298-308
Author(s):  
Gregory S Black ◽  
Kristin Watson
Keyword(s):  
Brand Attitudes ◽  
The Impact ◽  
Fine Print ◽  
Advertising Disclaimers

scholarly journals THE IMPACT OF CSR PERCEPTIONS ON MUTUALISTIC VALUES AND THEIR IMPACTS ON BRAND LOYALTY AND RESISTANCE TO NEGATIVE INFORMATION

2016 ◽  
Vol 4 (2) ◽  
pp. 7
Author(s):  
Arnaldo Fernandes Matos Coelho ◽  
José De Sousa Martins ◽  
Laodicéia Amorim Weersma ◽  
Menno Rutger Weersma
Keyword(s):  
Corporate Social Responsibility ◽  
Brand Loyalty ◽  
Negative Information ◽  
Structural Equations ◽  
Social Value ◽  
Brand Attitudes ◽  
Customer Perceptions ◽  
Corporate Social ◽  
The Impact ◽  
Structured Questionnaire

Corporate social responsibility (CSR) practices are critical to strengthen the relationships between mutualistic banks and their customers. This study aims to identify the impacts of customer perceptions of CSR (the ethical and commercial dimensions) on the perceptions of mutualistic values and their impacts on brand loyalty and resistance to negative information. Mutualistic values (MV) are analysed because mutualistic institutions base their activities not only on the intention to maximise profit but also on adding social value. The research uses data collected through a structured questionnaire from a sample of 391 customers of mutualistic banks in Portugal. In order to operationalize the variables, scales used in existing studies were adapted. Besides that, a new scale to measure MV has been developed. Structural Equations Modelling (SEM) was used to test the investigation model and to provide answers to the proposed hypotheses. The results show that CSR perceptions impact on mutualistic values and that both impact on brand attitudes like loyalty and resistance to negative information. The commercial dimension of CSR seems to have a more relevant impact.

scholarly journals The bond between country and brand stereotypes: insights on the role of brand typicality and utilitarian/hedonic nature in enhancing stereotype content transfer

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Adamantios Diamantopoulos ◽  
Ilona Szőcs ◽  
Arnd Florack ◽  
Živa Kolbl ◽  
Martin Egger
Keyword(s):  
Structural Equation ◽  
Positive Impact ◽  
Equation Model ◽  
Brand Attitudes ◽  
Content Type ◽  
Consumer Responses ◽  
Simultaneous Impact ◽  
Stereotype Content ◽  
The Impact

PurposeDrawing on the stereotype content model (SCM), the authors investigate the stereotype content transfer (in terms of warmth and competence) from country to brand and the simultaneous impact of these two stereotypes on consumer responses toward brands.Design/methodology/approachThe authors test a structural equation model conceptualizing brand stereotypes as full mediators between country stereotypes and consumer outcomes. In addition, in a moderated mediation analysis, the authors investigate the role of brand typicality and utilitarianism/hedonism in potentially moderating the country to brand stereotype content transfer.FindingsCountry warmth and competence, respectively, impact brand warmth and competence, thus confirming the hypothesized stereotype content transfer. This transfer is found to be robust and not contingent on brands' perceived typicality of their country of origin. However, brands' utilitarian nature amplifies the positive impact of country competence on brand competence. Finally, brand stereotypes fully mediate the impact of country stereotypes on consumers' brand attitudes and behavioral intentions.Originality/valueThe authors provide the first empirical attempt that (1) explicitly differentiates between consumers' stereotypical perceptions of countries and stereotypical perceptions of brands from these countries, (2) empirically examines the transfer of stereotypical dimensions of different targets (i.e. country to brand), (3) explores boundary conditions for such transfer and (4) simultaneously considers the impact of both kinds of stereotypes on managerially relevant consumer outcomes.

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