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An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context
Abstract
Recent research has identified attitude toward the ad (AAd) as an important construct mediating the effects of advertising on brand attitude and purchase intention. To date, however, little attention has been directed toward explaining the origins of AAd. The authors present the latest version of a theory of AAd formation, report the results of an empirical test of a portion of that theory, and offer further refinements to the theory based on the observed results. Implications of the findings for advertising practice are discussed.
... They both involve an effort to cultivate an unearned image and can have negative repercussions if discovered. Indeed, numerous studies have analyzed these strategies' implications and consequences on the reputation of companies (Wang, Hsieh, & Sarkis, 2018), on products (Lin, Lobo, & Leckie, 2017;Monteiro, Guerreiro, & Loureiro, 2019), on brands (MacKenzie & Lutz, 1989), on financial performance (Fombrun, Gardberg, & Sever, 2000;Schons & Steinmeier, 2016), and on public trust (Lyon & Montgomery, 2015). That said, there are still nuances to the concepts that deserve being analyzed separately. ...
... After being exposed to the website and story content, participants responded to several statements anchored on 1-5 scales (1=strongly disagree, 5=strongly agree). We specifically measured four dependent variables that captured respondents' general attitude toward the company: Perceived Brand Quality, using three items based on Monteiro et al. (2019); Brand Attitude, using the scale proposed by MacKenzie and Lutz (1989); Perceived Financial Performance, using the items adopted by Fombrun et al. (2000); the Willingness to Buy, using the scales from Konuk (2019). Table 2 presents the statements that refer to our fictitious company. ...
... My impression of Astute Apparel brand is favorable. (MacKenzie & Lutz, 1989) Willingness to Buy products (WB) I consider buying Astute Apparel product/s. I will purchase Astute Apparel product/s. ...
... A. Impact de la crédibilité sur la valeur de la publicité mobile La crédibilité de la publicité est définie comme la perception des consommateurs de l'exactitude de la publicité en général [13]. La crédibilité d'une publicité est influencée la crédibilité et l'entreprise et par le porteur du message [14]. ...
... mobile pour acheter L'attitude des consommateurs à l'égard de la publicité est définie comme la prédisposition du consommateur à répondre d'une manière cohérente, favorable ou défavorable, face à une publicité [13]. Cette attitude a un impact sur le comportement des consommateurs [2]. ...
Le présent travail vise à déterminer les facteurs qui influencent l'attitude des consommateurs tunisiens à l'égard de la publicité mobile et d'analyser l'impact de cette dernière sur leur intention d'utiliser les publicités reçues par SMS pour effectuer des achats. Un modèle conceptuel a été élaboré et la méthode des équations structurelles par le logiciel AMOS a été utilisée pour tester la structure du modèle et les relations entre les variables sur un échantillon de 210 Tunisiens détenteurs de téléphone mobile. Les résultats obtenus indiquent, d'une part, que la crédibilité, l'informativité, l'irritation et le divertissement affectent indirectement l'attitude des consommateurs tunisiens à l'égard de la publicité mobile à travers la valeur de la publicité mobile et d'autre part, que l'intention des consommateurs d'utiliser les publicités mobiles pour acheter est affectée positivement par leur attitude à l'égard de ce type de publicité. Les implications managériales de ces résultats ont été formulées et les limites mises en avant. Mots clés-Publicité mobile, Valeur de la publicité mobile, Attitude à l'égard la publicité mobile, Intention d'utiliser la publicité mobile.
... -Söï tin caä y (Credibility -CRE) phaû n aù nh möù c ñoä ngöôø i duø ng tin töôû ng vaø o caù c thoâ ng ñieä p ñöôï c truyeà n taû i lieâ n quan ñeá n saû n phaå m thoâ ng qua quaû ng caù o, döï a treâ n söï tin töôû ng vaø o nguoà n goá c quaû ng caù o vaø söï tin töôû ng vaø o nhaø phaù t haø nh quaû ng caù o [11]. Ngoaø i ra, söï tin caä y cuû a quaû ng caù o laø moä t yeá u toá quan troï ng trong vieä c taï o ra thaù i ñoä tích cöï c giöõ a ngöôø i duø ng vaø loaï i hình quaû ng caù o ñöôï c phaù t [8]. ...
... Nghieâ n cöù u ñeà xuaá t vaø phaâ n tích moâ hình caá u truù c nhaè m kieå m ñònh vai troø cuû a giaù trò quaû ng caù o trong thaù i ñoä höôù ng tôù i quaû ng caù o treâ n maï ng xaõ hoä i. Baû ng caâ u hoû i aù p duï ng thang ño Likert 5 ñieå m ñöôï c söû duï ng trong nghieâ n cöù u; chia theo caù c thaø nh phaà n khaù i nieä m cuû a nghieâ n cöù u bao goà m tính thoâ ng tin, tính giaû i trí coù 4 bieá n quan saù t vaø giaù trò quaû ng caù o coù 3 bieá n quan saù t -tham chieá u [2][3], söï tin caä y coù 4 bieá n quan saù t -tham chieá u [2,11], caù nhaâ n hoù a coù 4 bieá n quan saù t -tham chieá u [2,22], vaø thaù i ñoä höôù ng tôù i quaû ng caù o coù 3 bieá n quan saù t -tham chieá u [2,19]. ...
This study evaluates the role of advertising value in attitude towards advertising on social networks. The study’s proposed research model is based on the theoretical foundation of advertising value and relevant work to assess the impact of structural factors on user attitudes. The study is conducted on 230 data samples collected from social networks. Data analysis through Structural Equation Modeling (SEM) showed that credibility, informativeness, entertainment, and personalization have a positive impact on advertising value, and advertising value has a positive impact on attitude towards advertising.
... 5. L'impact de l'attitude des consommateurs à l'égard de la publicité sur l'intention L'attitude à l'égard de la publicité désigne l'aptitude des consommateurs à répondre favorablement ou défavorablement à une publicité (Mackenzie et Lutz, 1989). Une revue de la littérature a montré qu'il existe une relation entre l'attitude des consommateurs, leur intention d'acheter (Tsang et al., 2004) et leur volonté de consulter le message publicitaire (Okazaki, 2004). ...
Les recherches précédentes dans le domaine de la publicité mobile ont montré qu’il existe plusieurs variables qui affectent l’attitude des consommateurs à l’égard de la publicité mobile. Etant donné l’importance des variables sociales et personnelles dans la détermination de l’attitude, cette recherche s’intéresse à étudier les déterminants sociaux et personnels de l’attitude des consommateurs tunisiens à l’égard de la publicité par SMS à savoir l’influence sociale, l’attachement personnel, l’expérience optimale et l’utilité perçue. Puisque cette recherche est en cours, l’ensemble de nos hypothèses, qui a été récapitulé dans un modèle, sera testé par une étude quantitative ultérieurement.
... Considering the credibility challenges of sustainability and inclusivity claims in communications and consumers' possible negative reactions, the effectiveness of such advertisements becomes a related issue to explore. Many studies have emphasized the importance of attitude toward the advertisement, attitude towards the brand, and purchase intent in representing advertising effectiveness (Mackenzie and Lutz 1989;Spears and Singh 2004;Wulandari and Darma 2020). In our study, we use the term 'advertising effectiveness' to include the marketing communications operationalized through an advertisement in Study I and a communication campaign in Study II. ...
The study provides new insights by investigating the influence of brand bravery on marketing communication effectiveness in two bravery contexts: environmental sustainability and inclusivity communications, in an emerging market, South Africa. Structural equation modeling tested the conceptual models based on 364 and 471 responses. Brand bravery significantly influenced brand- and advertisement attitudes in the sustainability context, but only advertisement attitudes in the inclusivity context. Interestingly, lower consumer-brand identification had a stronger moderation effect than higher values. This was true for the relationship between bravery and brand attitude for both contexts; yet, only for sustainability communication did the same occur for the relationship between bravery and advertisement attitude. The main contributions are insights into how consumers see a brand’s bravery from green marketing and inclusivity perspectives and the effectiveness of these communications from an understudied geographical viewpoint. It also highlights the moderating role of consumer-brand identification in the consumer-brand relational framework.
... After being randomly allocated to one condition, participants indicated on a 0-100 slider their purchase intention (M = 3.80, SD = 25.45). They rated their attitude toward the brand (MacKenzie & Lutz, 1989; α = 0.98) and brand warmth (Halkias & Diamantopoulos, 2020; α = 0.96) using 7-point Likert scales. A check of the discriminant validity of these multi-item measures was performed. ...
While many brands face the after-effects of historical transgressions, prior research provides little insight into these issues. Against this backdrop, this research presents five experiments providing convergent evidence for a lingering negative effect of historical brand transgressions (HBTs) on present brand evaluation, an effect that is due to a detrimental effect of HBTs on perceptions of brand warmth. Studies 1 and 2 establish the main effect and mediation. Studies 3–5 examine mitigating effects. Study 3 checks if high institutional pressure can serve as an excuse strategy that buffers the negative effects of a transgression. Studies 4 and 5 test the mitigating effect of different response styles (recognition, apology, and/or compensation). Together, these results contribute to the business ethics and marketing literature by defining the concept of HBT and showing why it harms a current brand’s evaluation and how brands can mitigate its negative effects.
The increasing reliance on news articles and advertising to communicate cause-related marketing (CRM) initiatives highlights a critical gap in understanding their effects on brand equity, especially post-natural disasters. This study investigates the role of brand resonance as a mediator and media coverage (news articles and advertising via newspapers) as a moderator in the relationship between CRM and consumer repurchase intention (CRI). Despite widespread discussions about the impact of paid media on brand equity, the intricate interactions between CRM message framing, the medium of dissemination, and their collective influence on brand resonance during crises still need to be fully explored. Utilizing attribution theory and signaling theory, this research aims to bridge these gaps by examining how different media types affect the effectiveness of CRM activities. This study used an accidental sampling technique to collect data from 410 respondents and applied PROCESS Macro v4.0 to test the research hypotheses. The findings extend the existing literature by providing empirical evidence on how CRM, when mediated by brand resonance and moderated by media coverage, shapes corporate reputation. This research not only deepens the theoretical understanding but also offers practical insights for optimizing media strategies to enhance brand resonance and consumer satisfaction in the aftermath of natural disasters. Cause-Related Marketing and Consumer Repurchase Intentions 962
Purpose
This study examined how the repeated information posted by sports teams on their social media pages influences the purchase intention of sports consumers. More specifically, the mere exposure effect was used to describe how relevant, valuable and credible social media posts affect sports consumers’ brand awareness, brand attitude and brand images as well as how these effects ultimately influence their purchase decisions.
Design/methodology/approach
A total of 458 respondents who use social media platforms to access sports team-related information were reached via purposive sampling. Confirmatory factor analysis and covariance-based structural equation modeling were conducted to evaluate measurement and path models. This study also attempted to detect whether there is an indirect effect of sponsor brand awareness on the purchase intention of sports consumers.
Findings
The relevance, value and credibility of social media information significantly and positively affected sponsor brand awareness among the respondents. Such awareness favorably influenced their attitude and perceptions toward sponsor brands. This awareness also indirectly influenced their purchase intention through brand image as a mediator. As well, brand image strongly and directly affected purchase intention.
Originality/value
By identifying the importance of sports team information posted on social media platforms, this study guide sports teams and sponsors in crafting high-quality social media content that enhances brand awareness, brand image and positively shapes consumer attitudes, ultimately driving purchase intention.
The chapter discusses the role of the manner of attitude formation. It focuses on the development of an attitude through direct behavioral experience with the attitude object and examines whether such attitudes better predict subsequent behavior than attitudes formed without behavioral experience. The chapter provides an overview of the attitude-behavior consistency problem and describes the effect of the manner of attitude formation through the “housing” study, the “puzzle” experiment, and the “subject pool” study. The prior-to-later behavior relation is also discussed in the chapter, wherein it has described the self-perception of past religious behaviors, attitudes and self-reports of subsequent behavior, an individual difference perspective, and a partial correlation analysis. The chapter discusses attitudinal qualities—namely, confidence and clarity, the persistence of the attitude, and resistance to attack. The reasons for the differential strength are also explored in the chapter—namely, the amount of information available, information processing, and attitude accessibility. The chapter briefly describes the attitude-behavior relationship, personality traits, and behavior.
The results of an experiment examining the use of attitude toward the ad and brand-related beliefs in brand attitude formation under two different processing "sets"-brand evaluation and nonbrand evaluation-are reported. Findings suggest that attitude toward the advertisement affects attitude toward the advertised brand as much under a brand evaluation set as under a nonbrand evaluation set.
Repetition of a pattern of television commercials caused wearout in viewers' evaluation of the commercials and the products being advertised. As predicted by an information processing view, wearout was not forestalled by strategies designed to enhance attention.
The authors describe new developments in structural equation modeling as incorporated in LISREL V. The procedures are illustrated on data from three previous studies.
Past research has examined the effect of level of involvement (high vs. low) on subjects' reactions to persuasive communications. The authors suggest that high involvement can be differentiated into two types (cognitive vs. affective). By manipulating involvement level and type (low involvement, cognitive involvement, affective involvement), they show that the three different forms of involvement have different effects on how brand attitudes are formed. They also examine how music, as a peripheral persuasion cue, affects the process of brand attitude formation. The results indicate that the effect of music on brand attitude depends on the type and level of involvement. Music had a facilitative effect on brand attitude for subjects in the low involvement condition and a distracting effect for those in the cognitive involvement condition; its effect for those in the affective involvement condition was not clear. Alternative explanations of these results are offered and implications for advertising research are discussed.
The Relevance-Accessibility Model provides a framework for studying advertising effects on brand choice. To do this, it shifts the focus of study from the time of advertising exposure to the time of brand choice. The model is motivationally based. Consumers' motivation to deliberate at the time of brand choice influences consumers' preferred choice process. Three choice processes; optimizing, satisficing and indifference, are associated with the preferred use of three different types of information: evidence of performance superiority, evidence of credibility and evidence of liking, respectively. The model predicts that an advertising message appeal is most likely to influence brand choice when it is both relevant and accessible. The message appeal that can most easily achieve the choice objective is the most relevant appeal. A message appeal is most likely to be accessible when consumer involvement at the time of advertising exposure leads to its efficient encoding in memory. The major contributions of this paper are the updating of the model's theoretical framework and the empirical test of the model's predictions about message appeal effectiveness in different motivational scenarios.
Attitude toward the ad (Aad) has been postulated to be a causal mediating variable in the process through which advertising influences brand attitudes and purchase intentions. Previous conceptual and empirical research on this topic has suggested four alternative models of the relationships between brand-related cognitive, affective, and conative responses and ad-related cognitive and affective responses. The authors describe a structural equations analysis of these four models, utilizing two data sets generated within a commercial pretest setting. The results suggest that a dual mediation hypothesis, which postulates that Aad influences brand attitude both directly and indirectly through its effect on brand cognitions, is superior to the other three models under the particular set of conditions in the pretest setting.