scholarly journals Wine Marketing: Consumer Persuasion through the Region of Origin

2018 ◽  
Vol 13 (7) ◽  
pp. 137
Author(s):  
Sabrina Latusi ◽  
Cristina Zerbini ◽  
Silvia Maestripieri ◽  
Beatrice Luceri
Keyword(s):  
Purchase Intention ◽  
Geographical Area ◽  
Empirical Support ◽  
Print Advertising ◽  
Region Of Origin ◽  
Theoretical Contribution ◽  
Print Advertisement ◽  
Advertising Context ◽  
Dependent Variables ◽  
Place Of Origin

This study aims to examine the effectiveness of the communication of the region of origin – through either pictorial or pictorial-textual formats – in print advertising messages for wine bearing a GI label. An experimental design was used to manipulate the region of origin presentation in print advertisement (absent vs pictorial vs pictorial-textual) while measuring participants’ attitude towards advertisement and purchase intention (dependent variables). Results provide empirical support to the appropriateness of highlighting the geographical area, by combining textual-pictorial cues, to induce a positive attitude towards advertisement and purchase intention in wine consumers. The study makes a new theoretical contribution in the field of communication about wine bearing a GI label, since the persuasive effect of the geographical area has not been systematically tested in an advertising context. Although the wine’s place of origin is its signature to many consumers, there is no strong evidence on the effectiveness of conveying the values of such a place through its picture and/or name. For marketing practitioners, the study highlights the opportunity to use extrinsic advertising cues that leverage intangible wine values combining pictorial-textual formats. 

Impact of Advertising Context with Reference to Print Advertising

2016 ◽  
Vol 5 (1) ◽  
Author(s):  
Asad Kareem Usmani ◽  
Prof. (Dr.) Aftab Alam
Keyword(s):  
Print Advertising ◽  
Editorial Content ◽  
Print Advertisement ◽  
Advertising Context

Advertising context refers to the surrounding or the environment within which an advertisement is found. Context in the case of print advertisement includes other advertisement of related or similar products, or of unrelated products, news contents, articles and editorial content etc. A consumer or the reader do not assess the advertisement alone but assesses it along with its context. Thus, it is important that the advertiser take into consideration the role of context and design and place the advertisement in such a way that there are no chances of misinterpretation of the advertisement. Paper tries to find out what influences can a context have on the interpretation of a accompanying advertisements and how can the context be favorably used to ensure that desired result is achieved from the advertisement.

Is self-mockery in advertising copywriting an efficient strategy to build brand closeness and purchase intention?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ouidade Sabri
Keyword(s):  
Purchase Intention ◽  
Empirical Support ◽  
Science Literature ◽  
Brand Attitudes ◽  
Content Type ◽  
Mediating Role ◽  
Brand Building ◽  
The Social ◽  
Advertising Context ◽  
Negative Attribute

Purpose Brands have increasingly used self-mockery in advertisements. Although previous insights from the social science literature assert that self-mockery is an effective strategy to boost brand closeness, the paper aims to show a more contigent view of self-mockery efficiency in an advertising context. Design/methodology/approach Two experiments were conducted. Findings This study shows that self-mockery helps build brand purchase intention through brand closeness only when self-mockery is based on a weak negative claim rather than a strong negative claim and that this influence occurs only for consumers with prior positive brand attitudes. Practical implications Marketing managers should consider self-mockery as a valuable brand-building strategy, especially if the main goal of the brand is to develop brand closeness among consumers with prior positive brand attitudes. Originality/value First, the current research is the first to provide empirical support for the mediating role of brand closeness to explain how self-mockery influences brand purchase intention. Second, this study qualify previous results and the popular idea that self-mockery may systematically help build brand closeness. This study demonstrates that this effect is conditional on the strength of the negative attribute claim disclosed and consumers’ prior brand attitudes.

Product versus region of origin: which wins in consumer persuasion?

2016 ◽  
Vol 118 (9) ◽  
pp. 2157-2170 ◽  
Author(s):  
Beatrice Luceri ◽  
Sabrina Latusi ◽  
Cristina Zerbini
Keyword(s):  
Purchase Intention ◽  
Geographical Area ◽  
Food Products ◽  
Brand Attitude ◽  
Geographical Indication ◽  
Region Of Origin ◽  
Content Type ◽  
Protected Designation Of Origin ◽  
Pictorial Cues ◽  
Typical Food

Purpose The purpose of this paper is to investigate the effectiveness of highlighting the geographical area in question – through either pictorial or pictorial-textual formats – in print-advertising messages for European Union geographical indication (GI) quality-labelled products. Design/methodology/approach A 2×3 between subjects factorial design was used to manipulate the type of GI, namely, protected designation of origin vs protected geographical indication, and the region of origin presentation in the advertisement (absent vs pictorial vs pictorial-textual), while measuring participant brand attitude and intention to buy (dependent variables). Findings Results show a significant main effect of the region of origin presentation on brand attitude and purchase intention. Communicating the region of origin through pictorial cues leads to more favourable responses than when there is no reference to it in the advertisement. The presentation of the region of origin through pictorial-textual cues leads to more positive responses than communication based just on pictorial cues. No interaction effect between the type of GI and the region of origin presentation is found. Originality/value The study makes a new contribution in the field of communication about typical food products, since the ability of the geographical area to increase consumers’ purchase intention has not been systematically tested in an advertising context. To date, there is no strong evidence on how effective it is to convey the values of the geographical area through its picture and/or name. On a practical level, the study supports new communication strategies for typical food products in a context where messages tend to use intrinsic advertising cues that emphasize physical product attributes, rather than extrinsic advertising cues that leverage intangible product values.

Text characteristics, perceived difficulty and task performance in sight translation

Interpreting ◽  
2019 ◽  
Vol 21 (2) ◽  
pp. 196-219 ◽  
Author(s):  
Zhiwei Wu
Keyword(s):  
Task Performance ◽  
Empirical Studies ◽  
Empirical Support ◽  
Word Type ◽  
Future Research ◽  
Perceived Difficulty ◽  
Dependent Variables ◽  
Research Findings ◽  
The Relationship ◽  
And Task

Abstract This paper reports on an exploratory study examining the relationship between text characteristics, perceived difficulty and task performance in sight translation (ST). Twenty-nine undergraduate interpreters were asked to sight-translate six texts with different properties. Correlation analysis shows that Sophisticated Word Type and Mean Length of a T-unit are, respectively, the lexical and the syntactic variables having the highest correlations with all the three dependent variables (i.e. perceived difficulty, accuracy and fluency in ST performance). Surprisingly, the discoursal variables are weakly or modestly correlated with the dependent variables. Thematic analysis of the students’ reflective essays points to two hypothesized causal links among the three Ps in ST: task properties may cause decoding difficulties and cognitive overload in the cognitive process, which in turn lead to inaccuracy and dysfluency in ST performance. The research findings lend empirical support to the “shallow-scan hypothesis” in previous research. Finally, this study proposes a three-tier conceptual framework to inform and guide future research to operationalize variables in ST empirical studies. The pedagogical implications of ST are also discussed.

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.

Consumer Comprehension of OTC Medication Labels and the Scope for Improvement in Font Size

2007 ◽  
Vol 23 (4) ◽  
pp. 207-213 ◽  
Author(s):  
Sharanya Murty ◽  
Sujit S Sansgiry
Keyword(s):  
Purchase Intention ◽  
Process Model ◽  
Evaluation Process ◽  
Consumer Preference ◽  
Product Evaluation ◽  
Ease Of Use ◽  
Product Knowledge ◽  
Font Size ◽  
Dependent Variables ◽  
Univariate Anova

Background: On March 17, 1999, the FDA mandated a new standardized format called “Drug Facts” and a minimum font size of 6 points for the labeling of over-the-counter (OTC) medications. Yet, some text legibility studies report consumer preference for font sizes of at least 10 points. The possibility therefore exists that the minimum font size mandated by the FDA might be too small for certain consumers to read. Objective: To compare the effectiveness of 3 labeling formats—old, new, and simulated labels (SLs)—using the OTC medication Label Evaluation Process Model (LEPM). Methods: A within-subjects experimental design was used. SLs designed for this study contained similar information as the new labels plus a larger font size. English-speaking consumers viewed these label formats and completed a questionnaire that requested consumer demographic information and measured their responses on 5 domains of the LEPM: ease of use, product knowledge, attitude toward product label, product evaluation, and purchase intention. These 5 domains were the dependent variables for this study. The independent variable was the label format. Data were analyzed using the SAS 9.1 software. A multivariate analysis of variance (ANOVA) followed by a univariate ANOVA determined the effect of label format on the dependent variables. Results: Each label format differed significantly from the others in terms of ease of use, attitude, product evaluation, and purchase intention, with the highest mean scores reported for SLs. SLs were the only label format that significantly improved consumers' product knowledge. Conclusions: Although the new standardized OTC labels are an improvement from the old unstandardized label format, there is a need for further improvement in OTC medication labeling, especially regarding the font size on these labels.

The Determinants of Consumers’ Purchase Intention to Online Group-Buying

2012 ◽  
Vol 459 ◽  
pp. 372-376 ◽  
Author(s):  
Gang Li ◽  
Xin Shi
Keyword(s):  
Theoretical Model ◽  
Purchase Intention ◽  
Empirical Support ◽  
Study Data ◽  
Perceived Usefulness ◽  
Continuance Intention ◽  
Group Buying ◽  
Recovery Service ◽  
Prior Use ◽  
Online Group

This paper contributes to examine the determinants of consumers’ post-adoption purchase intention with an integrated theoretical model proposed by our study. Data collected from a questionnaire survey of group buying consumers provides empirical support for that model. The results indicate that consumers’ satisfaction with prior use and perceived usefulness significantly influence consumers’ continuance intention. Consumers’ satisfaction is determined primarily by consumers' confirmation of expectation and secondarily by perceived e-recovery service quality. Further, confirmation also has a significant influence on post-adoption perceived usefulness

scholarly journals #I ENVY, THEREFORE, I BUY! #: THE ROLE OF CELEBGRAM TRUSTWORTHINESS AND PARA-SOCIAL INTERACTIONS IN CONSUMER PURCHASE INTENTION

2021 ◽  
Vol 23 (2) ◽  
pp. 186-196
Author(s):  
Purwanto Purwanto
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Theoretical Contribution ◽  
Proposed Model ◽  
The Social ◽  
Consumer Services ◽  
Consumer Purchase Intention ◽  
Managerial Implications ◽  
Parasocial Interactions ◽  
Positive Effect

Businessmen’s marketing strategies that take advantage of the fame of celebgrams as influencers are incredibly appropriate in the social media era. The present study deals with the dynamics of celebgram trustworthiness and social interaction with their followers in relation to possession envy and consumer purchase intention. To test the proposed model, the researchers collected data from 181 respondents in Indonesia through an online survey and analyzed it using the Smart PLS. The results of the present study showed that celebgram trustworthiness had no positive effect on possession envy but it had a positive effect on consumer purchase intention. Furthermore, parasocial interactions had a positive effect on possession envy and consumer purchase intention and possession envy had a positive effect on consumer purchase intention. The present study provides a theoretical contribution to the literature on retail and consumer services and offers managerial implications for instafamous-based marketing.

scholarly journals Writing from a Distance. The Past and the Present in Novels by Central and Eastern European Female Migrant Writers in Italy

2019 ◽  
pp. 23-41
Author(s):  
Anna Belozorovich
Keyword(s):  
Geographical Area ◽  
Eastern European ◽  
Literary Works ◽  
Literary Expression ◽  
The Past ◽  
The Social ◽  
Place Of Origin ◽  
Eastern European Countries ◽  
Female Migrant

Based on a research concerning literary works by the authors from Central and Eastern European countries living in Italy, this article explores the imaginary bonded to a vast geographical area and to a variety of social experiences connected to that area under regime or to the post-migration condition. The interviews conducted with the selected writers allow the authoress to gather elements that show the perception of the place of origin and its connection with neighboring countries, suggested by different motivations. The literary works cited in the article give testimony of lives under regimes and describe moments of transition due to political and social change or to the choice to migrate. While revealing sometimes a stereotyped view of the idea of ‘East’ in opposition to the ‘West’, these different voices, located at a spatial and temporal distance from the social realities they explore, suggest an important role of literary expression as means for contrasting the oblivion of the past and present injustices.

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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