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The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments
Abstract
We examine the differential effects of ad novelty and message usefulness—frequently conceptualized as the two major dimensions of ad creativity—on the following variables: attitude toward the ad, attitude toward the brand, brand trust, ad recall, and brand recall. Novelty and usefulness influence attitude toward the brand, but only usefulness influences brand trust. Both relationships are mediated by attitude toward the ad. We also investigate how novelty and usefulness influence recall by both type (brand and ad) and duration (short term and long term). We find that novelty leads to better short-term ad recall, whereas usefulness leads to better short-term and long-term brand recall.
... Trustworthiness is a vital criterion determining investors' attitudes toward creators and their projects (Belanger et al., 2002). Similar to the criterion that VCs use to appraise startup founders (Fried and Hisrich, 1994), trustworthiness refers to the extent to which creators deserve to be viewed as reliable and worthy of investors' confidence (Sheinin et al., 2011). Activeness indicates the level of a creator's enterprising attitude (Koh and Kim, 2003). ...
... Societal contribution was defined as the extent to which a project positively impacts the society (Davidsson, 1995) and was measured using four items, including "The value that the project creates would be very important for the society." Trustworthiness reflected the degree to which the creator displayed reliability (Sheinin et al., 2011) and was measured using three items, including "The creator of the project is dependable." Activeness reflected the degree of the creator's enterprising attitude (Koh and Kim, 2003) and was measured using three items, including "The creator of the project actively updates investors on project progress." ...
... The degree to which a creator of the project shows reliability (Sheinin et al., 2011) Activeness ...
While studies focus on how crowdfunding promotes the launch of innovative products or services through two-sided (creator-investor) platforms and digital tools, knowledge on the creator-side motivation is limited. To address this knowledge gap, our study identifies four types of crowdfunding project creators—social entrepreneur, fund seeker, indie producer, and daring dreamer—based on four motivations—achievement, monetary need, prosociality, and relationship building. We also examine how crowdfunding projects’ characteristics differ by the creator type and which characteristics are critical for enhancing projects’ performance. The study extends crowdfunding literature by deepening knowledge of creator-side motivation and contributes to crowdfunding practices by suggesting platform operators ways to attract and promote different types of project creators.
... Ad creativity dimensions and dual persuasion processes Creativity is indispensable to an ad campaign's success, and previous literature has identified three key dimensions of ad creativity: ad novelty (Ahmad & Mahmood, 2010;Ang, Leong, Lee, & Lou, 2014;Ang & Low, 2000;Heiser, Sierra, & Torres, 2008;Lehnert, Till, & Ospina, 2014;Rosenkrans, 2009;Sheinin, Varki, & Ashley, 2011;Smith, Chen, & Yang, 2008;Smith & Yang, 2004;Yang & Smith, 2009), message usefulness (Ahmad & Mahmood, 2010;Ang et al., 2014;Ang & Low, 2000;Lehnert et al., 2014;Sheinin et al., 2011;Smith et al., 2008), and ad-consumer association (Ang et al., 2014;Ang & Low, 2000;Smith et al., 2008;Smith & Yang, 2004;Yang & Smith, 2009). To date, only a few studies have examined all the three dimensions (e.g., Ang, Lee, & Leong, 2007;Ang et al., 2014). ...
... Ad creativity dimensions and dual persuasion processes Creativity is indispensable to an ad campaign's success, and previous literature has identified three key dimensions of ad creativity: ad novelty (Ahmad & Mahmood, 2010;Ang, Leong, Lee, & Lou, 2014;Ang & Low, 2000;Heiser, Sierra, & Torres, 2008;Lehnert, Till, & Ospina, 2014;Rosenkrans, 2009;Sheinin, Varki, & Ashley, 2011;Smith, Chen, & Yang, 2008;Smith & Yang, 2004;Yang & Smith, 2009), message usefulness (Ahmad & Mahmood, 2010;Ang et al., 2014;Ang & Low, 2000;Lehnert et al., 2014;Sheinin et al., 2011;Smith et al., 2008), and ad-consumer association (Ang et al., 2014;Ang & Low, 2000;Smith et al., 2008;Smith & Yang, 2004;Yang & Smith, 2009). To date, only a few studies have examined all the three dimensions (e.g., Ang, Lee, & Leong, 2007;Ang et al., 2014). ...
... However, these studies failed to explore the differential effect of various dimensions of ad creativity on ad effectiveness. Sheinin et al. (2011) investigated the differential effect of ad novelty and message usefulness; however, their study did not examine the third dimensionad-consumer association, which indicates that a creative ad needs to connect with its target audience (Maclnnis & Jaworski, 1989). Another issue is that although the use of AR technology in advertising has been increasing in the past decade, there is lack of literature examining this important aspect of creative strategy in advertising that pertains to the use of AR technology to draw attention to the ad and the advertised brand. ...
This study aims to examine the role of ad creativity in YouTube video ads featuring augmented reality (AR) technology. Through an online experiment, we compared people who hold positive pre-existing attitudes toward a familiar brand, people who hold negative pre-existing attitudes toward a familiar brand, and people who are unfamiliar with a brand in terms of their perceived creativity of a video ad featuring AR technology. Further, we explored the differential effect of three dimensions of ad creativity, namely, message usefulness, ad novelty, and ad-consumer association, on short and long-term brand name recall, short and long-term brand message recall, ad attitudes, and brand attitudes. Results demonstrated that for a familiar brand, people’s perceived creativity of an ad is biased by their pre-existing brand attitudes. For an unfamiliar brand, since people do not hold pre-existing attitudes toward it, their perceived creativity of an ad for the unfamiliar brand is mostly shaped by their ad evaluations. Moreover, results revealed that the three dimension of ad creativity play different roles in ad effectiveness.
... Creativity is essential to an advertising campaign's success, and a creative ad is defined as one that is both novel and relevant (Ang, Leong, Lee, and Lou 2014;Lang 2006;Sheinin, Varki, and Ashley 2011). Novelty refers to the extent to which ad execution diverges from consumers' expectations (e.g., unusual and surprising design) and is usually related to terms such as fresh, unique, and divergent (Belch and Belch 2004), whereas message relevance pertains to the extent to which a novel ad execution adds to the identification of key benefits of a product/brand ( Ang et al. 2014;Sheinin et al. 2011). ...
... Creativity is essential to an advertising campaign's success, and a creative ad is defined as one that is both novel and relevant (Ang, Leong, Lee, and Lou 2014;Lang 2006;Sheinin, Varki, and Ashley 2011). Novelty refers to the extent to which ad execution diverges from consumers' expectations (e.g., unusual and surprising design) and is usually related to terms such as fresh, unique, and divergent (Belch and Belch 2004), whereas message relevance pertains to the extent to which a novel ad execution adds to the identification of key benefits of a product/brand ( Ang et al. 2014;Sheinin et al. 2011). Since a creative ad needs to be both novel and relevant ( Ang et al. 2014), the usage of AR in OOH advertising as a novel component might not be perceived as creative by consumers if the adoption of AR is irrelevant to the brand. ...
... Past research has examined the effects of ad creativity along all the three dimensions (cogni- tive, effective, conative), and noted that novelty and message relevance play different roles. In terms of the cognitive dimension, previous studies noted novel cues might elicit consumers' orienting responses to the novel execution and increase consumers' short-term memory of the ad information; however, novel cues may divert people's attention away from the brand ( Ang et al. 2014;Lang 2006;MacInnis, Moorman, and Jaworski 1991;Sheinin et al. 2011;Smith, Chen, and Yang 2008). On the other hand, message relevance propels consumers to process brand-related information and affects consumers' long-term memory of a brand ( Ang et al. 2014;Sheinin et al. 2011). ...
When examining ad creativity, previous research focused on traditional forms of advertising. The present research extended previous research to a new form of dvertising—augmented reality (AR) out-of-home (OOH) campaigns uploaded on social media. Over the past few years, advertisers have adopted AR in OOH advertising to boost its creativity. To overcome the geographic limit, advertisers also film the interaction between people and virtual objects in AR OOH campaigns and upload promotional videos on social media. Through a qualitative textual analysis of viewer comments with an adoption of both machine coding and human coding, this exploratory study attempted to interpret consumer conversations around four YouTube videos featuring AR OOH campaigns. Results revealed that viewer conversations can be divided into six types. We also propose a theoretical framework to predict different types of consumer responses to YouTube videos featuring AR OOH campaigns and discuss managerial implications for marketers and advertisers, as well as future research direction.
... Novelty. According to Sheinin et al. (2011), novelty refers to the extent to which ad execution diverges from consumers' expectations (e.g. unusual and surprising design) and is related to terms like fresh, unique and divergent. ...
... Prior research yielded some evidence on the impact of different ad features on consumer responses to advertising. On the basis of elaboration likelihood model (ELM), Sheinin et al. (2011) noted that ad informativeness acts as a central cue and propels consumers to process brand-related information, and thus helps them understand brand feature. Particularly, Yoo and MacInnis (2005) found that the primary outcome from informational ad execution concerns favorable evaluative thoughts regarding the ad's believability. ...
... In addition, based on ELM, previous research noted that novelty acts as a peripheral cue, attracts consumers' attention to an ad and enhances their enjoyment during ad exposure. Thus, novel execution generates positive attitudes towards an ad (Sheinin et al., 2011). We then developed the following hypothesis: ...
Purpose
Over the past few years, advertisers have adopted augmented reality (AR) technology in advertising campaigns. To overcome the geographic limit, advertisers record the interaction between people and virtual objects in AR campaigns and upload promotional videos on social media, such as YouTube. This study aims to develop and validate a measurement instrument to gauge the content characteristics of YouTube videos featuring AR ad campaigns.
Design/methodology/approach
To this end, possible items were generated via a review of prior literature, and supplemented by content analysis and a free association task. The measurement instrument was then refined and validated using a pretest of a general consumer sample, and further validated using a second general consumer sample with two online experiments.
Findings
Results indicate that the content characteristics of YouTube AR campaigns can be measured using a 15-item, four-construct (informativeness, novelty, entertainment and complexity) instrument. This study also found the direct and indirect relationships between each content characteristic and ad efficacy variables.
Practical implications
The measurement instrument provides practitioners with a broad measure of the content characteristics of YouTube AR campaigns. The results also reveal the effect of different content features of YouTube AR campaigns on the outcome of successful advertising execution.
Originality/value
This study contributes to the body of knowledge in marketing communications via exploring the primary content characteristics of AR advertising campaign videos uploaded on YouTube. It also develops an understanding of the impact of AR technology on consumer behavior and on the experience that it delivers.
... While this effort hinders speedy comprehension, unfamiliar items attract and demand more attention. The extreme version of unfamiliarity is novelty and novelty, in general and among other factors, determines how much attention an ad can attract ( Pieters et al., 2002, Sheinin et al., 2011). ...
... The attention advantage found here is difficult to align with findings from previous, memoryinferred attention effects (Ahn andLa Ferle, 2008, Lerman andGarbarion, 2002) where memory advantages of foreign or unknown brand names were traced back to their relative novelty, which is an attention driver in advertising (Sheinin et al., 2011). The present design required languageneutral brand names. ...
Marketing communication in many non-native English speaking countries frequently uses English although research suggests that this practice deteriorates message comprehension and annoys some consumers. One plausible justification for marketers’ persistent use of English may be the intention to raise attention. So far, effects of foreign language use on consumer attention have been tested only indirectly via memory variables. The present study measured directly the attention for English elements in non-English advertising contexts in an eyetracking experiment. Sixty-six native German consumers viewed print advertisements with German or English text and otherwise equivalent pictorial elements. Each ad was presented for a given time and we tracked how long participants looked at text or picture elements, respectively. We controlled for comprehension and proficiency, tested recognition and attitudes. Results revealed a significant attention advantage regarding the use of English, independent of proficiency and recognition. We discuss processing and emotional explanations for the effect and implications for marketing communication.
... and standard deviation (5.22) confirms the confidence level of this scale. Perceived trust in the brand by [33] was adopted and used to measure consumer's perception of electronic banking as "reliable and worthy of trust" [cited in [2, p. 373]. The original studies reported composite reliability of the scales ranging from 0.77 and 0.89 in study one and two respectively [33]. ...
... Perceived trust in the brand by [33] was adopted and used to measure consumer's perception of electronic banking as "reliable and worthy of trust" [cited in [2, p. 373]. The original studies reported composite reliability of the scales ranging from 0.77 and 0.89 in study one and two respectively [33]. The perceived trust scale has a Cronbach's alpha (0.773), mean (m=9.56) and standard deviation (3.09) confirmed the satisfactory level of internal confidence in this scale. ...
Electronic banking (e-banking) is a growing phenomenon in the world of the seamless, dynamic business environment. E-banking allows customers to conduct financial banking transactions through the interface of electronic devices. Thus, the purpose of this research is to investigate customer susceptibility to e-banking among retail banking clients of The Gambia. A quantitative, survey approach was adopted. A total of 144 respondents participated in the study. Results of the empirical, multiple linear regression confirm that all predictor variables (independent variables) such as perceived risk, security, and privacy concerns have a significant impact on a model outcome (perceived trust). It can be deduced from the findings, that despite the growing adoption of e-banking practices in our economies, we are seeing significant customer susceptibility to e-banking. For example, highly internet proliferated economies have a greater desire for increase e-banking, while the reverse perhaps the case for clients in the third world economies, particularly in The Gambia.
... These statistics shed light on the novel format of 360-degree videos. According to existing literature, perceived ad novelty refers to the extent to which the novel ad execution differs from consumers' expectations (Sheinin, Varki, and Ashley 2011). Ang and Low (2000) defined perceived ad novelty as "a sense of uniqueness or originality" and "a divergence from the norm" (p. ...
... The underlying mechanism can be explained by information incongruence theory, which posits that incongruity triggers consumers' desire to decode the message, which engenders a pleasurable response when understanding is attained (Berlyne 1971;Smith and Yang 2004). When consumers successfully resolve ad incongruity, the positive affect is transferred into more favorable ad evaluations and, subsequently, positive brand evaluations (Ang and Low 2000;Sheinin, Varki, and Ashley 2011;Yang and Smith 2009). Previously, we predicted that for a video ad with a moderate degree of narrative structure, the 360-degree version will outperform the standard version in terms of generating perceived ad novelty (hypothesis 2a). ...
In this study, we compared three 360-degree video ads with their counterparts—three standard video ads—in terms of perceived ad novelty, presence (i.e., spatial presence, engagement, ecological validity), ad attitudes, and brand attitudes. We proposed hypotheses based on the narrative processing literature, presence literature, the limited capacity model of motivated mediated message processing (LC4MP), and novelty literature. We tested our hypotheses through three experiments. Results demonstrated that the superiority of 360-degree video advertising, compared with standard video advertising, is maximized when its standard version features a moderate degree of narrative structure and is attenuated when its standard version depicts either a low or a high degree of narrative structure.
... helpful (measured bySheinin et al. [2011] scale) than word-only reviews (M hybrid = 4.79, M word-only = 4.28, F (1, 91) = 9.49, p < .01), which was consistent with our expectations stated in Hypothesis 1a. ...
... 95% CI = −0.3462 to 0.4683).Furthermore, when we replaced trustworthiness as the mediating variable, we found that the mediating effect of trustworthiness was not significant (95% CI = −0.0547 to 0.1838). Thus, the alternative explanation of trustworthiness could not be supported.In sum, Pilot Study 2 showed (a) the superiority effect of hybrid review format on perceived helpfulness; (b) the mediating role of perceived amount of information (while ruling out theSheinin et al. (2011) was used in following studies. ...
The hybrid review format (verbal reviews accompanied by pictures) is increasingly prevalent in online consumer reviews. However, the mechanism behind the superiority effect of hybrid reviews is still unclear. Unlike previous studies based on information processing theory that emphasize the imagery‐provoking ability of the verbal information, we contend that imagery in hybrid reviews is the information that adds more diagnostic value to online reviews and thus makes the reviews more helpful. Our experimental studies found that hybrid reviews were perceived as more helpful than word‐only reviews, and this effect was explained by the perceived amount of information. Moreover, the superiority effect of hybrid reviews on perceived helpfulness was found to be contingent on the review extremity and viewing tasks. These results confirmed our hypothesis of picture as information, explaining the superiority effect of hybrid reviews and pinpointed the conditions under which such an effect would occur or disappear.
... While creativity is generally associated with "divergence" or "originality," it is much more (Rosengren et al. 2020) than that, and creative ads are those that are both original and relevant. Originality refers to an ad's novelty, divergence, unexpectedness, and newness (Kim, Han, and Yoon 2010;Koslow, Sasser, and Riordan 2003;Sheinin, Varki, and Ashley 2011;Smith et al. 2007). Relevance refers not only to the appropriateness or alignment of the ad with a brand's strategy and positioning but, importantly, to its usefulness and pertinence to consumers' needs and preferences (Ang, Lee, and Leong 2007;El-Murad and West 2004). ...
... While ad manipulation techniques in many ways democratize creativity in advertising, ironically, they may also make creativity more challenging to accomplish, especially as this relates to originality which to date is the best-documented dimension of creativity (Rosengren et al. 2020). Originality is also associated with novelty, divergence, unexpectedness, and newness (Kim, Han, and Yoon 2010;Koslow, Sasser, and Riordan 2003;Sheinin et al., 2011;Smith et al. 2007). If more sophisticated manipulation techniques make it possible for advertisers to set their ads in exotic locales or have actors perform gravity-defying stunts, then more and more ads may utilize such tactics, rendering them commonplace or dull. ...
Traditionally, the production and distribution of advertising material has relied on human effort and analog tools. However, technological innovations have given the advertising industry the digital and automatic tools enabling advertisers to automate much of the advertising processes, and produce "synthetic ads," or ads comprising content based on the artificial and automatic production and modification of data. The emerging practice of synthetic advertising, to date the most sophisticated form of ad manipulation, relies on various AI techniques such as deepfakes and generative adversarial networks (GANs), to auto-create content that depicts an unreal, albeit convincing, artificial version of reality. In this paper, a general framework is constructed to better understand how consumers respond to all forms of ad manipulation. It is anticipated that this paper will help to explain how consumers respond to the more sophisticated forms of synthetic ads-such as deepfakes-that are emerging at an accelerating rate. To guide research in this area, a research agenda is developed focusing on three manipulated advertising areas-ad falsity, consumer response, and originality. Furthermore, the implications for theory and industry are considered.
... It is the processing of novel stimuli that leads individuals to experience increased pleasure and gratification (Biederman and Vessel 2006). Novelty also results in positive Aad (Sheinin, Varki, and Ashley 2011). Berlyne's (1970;1971) theory on aesthetic preference, proclaims that a stimulus high in novelty but low in complexity has average arousal potential. ...
... Novelty features as a prominent driver of the visual metaphor with extended "white" space advertising effectiveness. In this sense, the present paper extends previous research addressing the role of novelty on the development of positive Aad (Hopp and Gangadharbatla 2016;Sheinin, Varki, and Ashley 2011). The present paper also supports Berlyne's (1970) assumption that medium arousal leads to more positive aesthetic preference. ...
Contemporary advertising is increasingly upon the successful implementation of two creative design tools, visual metaphors and “white” space. Yet, despite their established coexistence, there is not enough research on the mechanism that takes place to affect consumers’ attitude toward the ad (Aad). The present study builds on the scarce evidence in the combination of visual metaphors with “white” space to decipher the role of “white” space on the effectiveness of metaphoric advertising. Originally, a content analysis of 405 international print ads establishes the broad use of visual metaphors (fusions) with extended “white” space (monochrome, in shades of grey). Based on Berlyne’s theory of aesthetic preference this study proposes a serial mediation model with novelty, arousal, aesthetic response and pleasure as successive mediating factors on the impact of visual metaphors (and especially visual metaphors with “white” space) on Aad. Three between-subjects (two with a Greek sample and one with U.S. and U.K. sample) experiments provide solid evidence in support of the proposed model. The attested sequence of effects fire starts a discussion on the significant creative opportunities and the associated communication implications for both academics and practitioners.
https://www.tandfonline.com/doi/full/10.1080/02650487.2021.1914446
... Additionally, work related to advertising engagement suggests that engaging advertisements could increase attitudes toward advertising (Kim et al., 2017;Wang, 2006). Complementing these findings, previous work also documents a relationship between novelty and attitude toward the ad (Sheinin et al., 2011). Overall, this suggests that because consumers perceive AR ads as novel and engaging, the use of AR is likely to have a positive impact on attitude toward the ad. ...
Despite marketing practitioners’ increasing application of augmented reality (AR) to communication and brand-image development, research related to how AR influences consumers’ advertising perceptions has remained underdeveloped. The primary purpose of this research is to explore how and why augmented reality influences advertising effectiveness.
... We reviewed the prior literature on online reviews and identified three main knowledge gaps. First, most previous studies examine the impacts of review information archives on consumer judgment and decision-making [67], perception and evaluation [68], and sales volume [65]. The literature on the influences of review information archives further diverges into two streams, with one focusing on review content information [31,47] and the other on review contextual information [25,27]. ...
Since most of today’s consumers make purchase decisions based on online reviews, managers and researchers have been keen to determine how best to present review information in an online shopping context to maximize their persuasive power. Most online reviews are presented post-by-post, whereby individual reviewers express their respective opinions but lack group dynamism. As a result, it is worth asking what would happen if individual reviews are presented as a group? Drawing on social presence theory and information adoption literature, we propose a research framework to investigate the influences of two alternative presentation forms of review information (i.e., individual-based vs. group-based) on multiple-facet consumer evaluation of reviews, as well as their adoption of review information. By conducting two experiments (Study 1: N = 319; Study 2: N = 101), we find that, when given the same review information, consumers presented with the grouped review information rated higher review quality and credibility, but lower understandability, than consumers who were presented with individual review information. In addition, review quality, credibility, and understandability mediated the influence of review presentation forms on the consumer adoption of review information. Both theoretical and practical implications are discussed.
... En fait, la création publicitaire est une démarche de création d'un message publicitaire par un créatif [23] [24]. [36]. ...
Ce travail de synthèse contribue à une meilleure compréhension de la notion de la créativité des annonces figuratives ainsi que son impact sur la persuasion publicitaire. Ainsi, il est important de proposer un modèle conceptuel dans le domaine de communication publicitaire et de développer les éléments qui doivent exister dans une annonce figurative perçue créative permettant de mieux influencer les récepteurs cibles.
... Videos, including those that pop-up automatically, are common on websites, perhaps diminishing the novelty of the actor in our study. This aligns with previous research demonstrating that novelty affects only short-term memory (Sheinin, Varki, & Ashley, 2011), which is what we captured in this study. ...
This study examined the use of an actor to communicate prescription drug risks on pharmaceutical websites. Participants viewed risk information for a fictitious drug in one of several static visual formats or as a paragraph plus an animated actor; and with or without a signal directing them to the risk information text. The signal had little effect on outcomes. Format did not affect risk processing, but participants in the actor condition thought the website placed less emphasis on benefits. Actors communicating risk information on a pharmaceutical website do not appear to improve consumers' understanding of prescription drug information.
... Prior research on the effect of novelty suggests that new advertising methods, such as animation, should produce an overall positive effect on attitude toward the brand and the advertisement (Fasolo et al. 2006;Sheinin, Varki, and Ashley 2011). We argue that if the effects of animation were attributable only to perceptions of novelty, we might find a global, positive impact of animation on evaluation independent of when the animation is used. ...
The Food and Drug Administration (FDA) has noted that animation within direct to consumer (DTC) pharmaceutical advertising may impact perceptions of risk or benefit, and that there have been few if any comprehensives studies of the impact animation may exert upon consumers. This paper proposes that the use of animation in pharmaceutical advertising potentially disrupts the encoding process in the mind of the consumer, impacting perceptions of prescription drug benefits and risks. Using novel stimuli employing a rotoscoping technique, it is found that animation significantly reduces perceptions of perceived risk (but not benefits), and that this effect is driven by disruptions in encoding (Study 1). These findings are extended to examine deeper consumer inferences (Study 2). Implications for the pharmaceutical industry, consumer protection agencies, and consumers are considered.
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... The novelty of a message has been shown to lead to greater enjoyment (Baek & Kim, 2016), as well as short-term recall (Sheinin, Varki, & Ashley, 2011). Further, a lack of message novelty decreases the likelihood that one may send that message to someone else (Harrigan, Achananuparp, & Lim, 2012) and predicts how much attention a message will receive (Wu & Huberman, 2007). ...
... Brand credibility was measured using Erdem and Swait's (1998) well-established six-item scale. Brand attitude was assessed with three-item scale adapted from prior research (Sheinin et al., 2011;Yoo and Brand experience and brand attitude Donthu, 2001). Table II provides all items and properties of our measures; Table III reports the descriptive statistics and the correlation matrix. ...
Purpose
The purpose of this paper is to examine the interplay of brand experience and brand attitude and its influence on brand attitude. Specifically, it proposes that the relationship will be mediated by brand credibility.
Design/methodology/approach
The conceptual model is tested by estimating a structural equation model with survey data from a sample of new automobile users ( n =405).
Findings
The analysis reveals a full mediation of brand credibility; that is, brand credibility is an underlying mechanism through which the effect of brand experience on brand attitude materializes. In addition, contrary to the general expectation, there was no direct effect of brand experience on brand attitude.
Originality/value
This study enables a new perspective on how experiential marketing underpins a brand’s influence on certain aspects of consumer behaviour. By elucidating the mediating role of brand credibility, this study adds to the understanding of how brand experience shapes brand credibility, leading to favourable brand attitude.
... For the application part of the study, questionnaire technique was used. One of the scales used in the research was the emoji usage scale, Gökaliler and Saatçioğlu's (2016); scales related to advertising message,) Sheinin et al. (2011) and Haws et al. (2010). The questionnaire consists of 17 questions and three sections. ...
... Therefore, examining how ad-evoked memory outcomes and attitude changes persist over time to influence behavior is an important research goal (De Jans et al., 2019). Overall, the delayed effectiveness of ads is influenced by the characteristics of ad messages and receivers, such as ad novelty (Sheinin et al., 2011), media richness (Saat and Selamat, 2014), and involvement or elaboration (Muehling and Laczniak, 1988). Chattopadhyay and Nedungadi (1992) found that the immediate positive effects of an ad on brand attitude may no longer exist after one week. ...
New virtual reality technology presents hotels with wide-ranging marketing, training, and customer service opportunities. The purpose of this study was to explore both the immediate and delayed effects of hotel VR commercials as compared to traditional video commercials. Based on the perceptual load theory and elaboration likelihood model, this study designed and conducted a 2 × 2 laboratory experiment with two stages of data collection. The study demonstrated that VR commercials produced better immediate effects than the traditional commercials, especially for participants with high elaboration likelihood levels. However, the findings also revealed significant decreases in purchase intention among participants watching VR commercials and a significant improvement in attitudes among participants watching traditional commercials. Both theoretical and practical implications were discussed to leverage the power of VR in marketing.
... As previously outlined, advocates of newsjacking argue that deploying topical news stories embedded within content makes it more interesting, rewarding and arousing to the recipient (Hunter and Burkhart, 2013;Scott, 2011). Research supports the view that when content is novel, recipients have a higher level of motivation to encode and then decode the message, engaging central, rather than peripheral, processing (Sheinin et al., 2011). Adopting the perspective that newsjacking enhances perceived content novelty, we expect recipients to respond more favorably in their affective evaluations. ...
Newsjacking (real-time deployment of news stories in communications) is now ubiquitous for brands using social media. Despite its pervasiveness, little analysis of its effectiveness exists. In this research we test if newsjacking positively influences various consumer responses (attitude towards content, brand attitude, purchase intent). Taking an audience perspective supported by the elaboration likelihood model (ELM), the research also establishes if a higher level of news involvement, as well as an ability to recognize the story behind the content, enhances the effectiveness of newsjacking content.
An experimental design using taglines (newsjacking versus non-topical content) from a real BMW campaign was tested on a sample of 252 consumers. Three research questions pertaining to the effectiveness of newsjacking were specified and analyzed within a structural equation modelling framework.
The findings support the conclusion that newsjacking is an effective communication tool. More favorable consumer responses were elicited in the newsjacking condition, as compared to content deploying a non-topical tagline. In addition, recipients reporting a higher level of news involvement rated the content more favorably in the newsjacking (versus the non-topical) condition. Deploying news stories that are more recognizable, increases the chances of successful newsjacking. Messages received by those with higher product involvement (category-level: cars) were more effective regardless of the type of appeal. We contribute to the communications and social media literatures by investigating the effectiveness of an emerging but popular tactic leveraged by content creators. Our work builds upon the limited research that has tested consumer responses to newsjacking. From a practical perspective, the research provides insight into the type of audience and situations most likely to yield a favorable outcome from newsjacking
... Organizational reputation was measured using the 15-item corporate reputation scale developed by Walsh et al. (2009). Trust in the organization was measured using an adaptation of the three-item trust in the brand scale developed by Sheinin et al. (2011). Attitude toward the organization was measured using a three-item measure with endpoints favorable/unfavorable, good/bad, and positive/negative. ...
To fully understand legitimacy as a complex construct, it is necessary to capture both collective perceptions and individual judgments. Much of the empirical research on legitimacy has focused on measuring the collective perceptions of groups of evaluators or critical institutions. This research develops and validates a psychometric measure of individual perceptions of pragmatic, moral, and cognitive legitimacy. Across seven studies, we demonstrate consistent reliability and scale structure, as well as convergent, discriminant, nomological, and predictive validity. We further show the generalizability and robustness of the measure across a variety of organizations and industries. This measure will advance empirical research on legitimacy by enabling researchers to capture the perceptions of individual evaluators directly and permit the comparison of results across studies.
... External validity is an important problem in causal inference and several papers studied the external validity under a variety of different scenarios such as politics [16] and education [17]. In the context of A/B tests, the external validity of A/B tests could be affected by a variety of factors, such as novelty/primacy effects [15] or weekday/weekend effects. ...
On-line experimentation (also known as A/B testing) has become an integral part of software development. To timely incorporate user feedback and continuously improve products, many software companies have adopted the culture of agile deployment, requiring online experiments to be conducted and concluded on limited sets of users for a short period. While conceptually efficient, the result observed during the experiment duration can deviate from what is seen after the feature deployment, which makes the A/B test result biased. In this paper, we provide theoretical analysis to show that heavy-users can contribute significantly to the bias, and propose a re-sampling estimator for bias adjustment.
... As previously outlined, advocates of newsjacking argue that deploying topical news stories embedded within content makes it more interesting, rewarding and arousing to the recipient (Hunter and Burkhart, 2013;Scott, 2011). Research supports the view that when content is novel, recipients have a higher level of motivation to encode and then decode the message, engaging central, rather than peripheral, processing (Sheinin et al., 2011). Adopting the perspective that newsjacking enhances perceived content novelty, we expect recipients to respond more favorably in their affective evaluations. ...
... In addition, scholars have called for consideration of familiarity in celebrity endorsement studies (Ang & Low, 2000;Till & Shimp, 1998). Novelty influences the retrieval of related details from memory (i.e., recall and recognition) and assists in attitude formation (Sheinin et al., 2011). Therefore, brand novelty is a critical factor in initial cognition that affects subsequent information processing about an ad. ...
Th is research addresses how positive and negative publicity about athlete endorsers infl uences motivational mechanisms (appetitive and aversive) underlying cognitive and aff ective processing and evaluation to ads. Participants viewed an ad for a soft drink brand that featured an athlete endorser while psychophysiological measures of cognition, emotion, and arousal were collected. Each ad was preceded by a news story that contained either positive or negative information about the athlete's off-fi eld behavior. Results indicate that cog-nition and arousal were enhanced in response to ads paired with negative news stories compared to ads paired with positive news stories. Findings suggest that aversive motivational activation elicited by the negative news stories transfers to processing and evaluation of the ads.
... The motivation for creativity comes from within the person, an intrinsic motivation, on the contrary, some of the motivation comes from external forces to find out new creative ideas. Creativity helps to create a positive attitude concerning brands (Sheinin et al., 2011) and that is why now-a-days companies start producing more creative advertisements (Ang et al., 2007) to pursue the targeted consumer. The findings to (Till and Baack, 2005) suggest that creative advertisements help to create more recall than no creative advertisements. ...
... In order to measure the constructs joy, narrative structure and narrative transportation, we use the items established by Dessart (2018). Brand distinctiveness scale was adapted from Wang and Tang (2018) and the attitude Toward Novelty in Advertising was adapted from Sheinin et al. (2011). ...
Over the years, consumer needs have changed, and today’s communication and marketing strategies are distinct. Nowadays, trends are different, and, in content production, brands are trying to attract consumers to their products through the means at their disposal. Advertising emerges as one medium that allows information to be transmitted through images, sounds and videos. Thus, in the production of video advertising content, using storytelling, the narrative structure plays a decisive role in the interpretation of the message and, in this context, the perceived joy contributes to the engagement of each consumer with storytelling in advertising. Consequently, consumers can perceive brands as unique and distinct from others, what is crucial in marking tactics. In this context, this cross-sectional study presents a research model that relates narrative structure, joy and narrative transportation with brand distinctiveness. This model was tested using the PLS-SEM methodology using a sample of 326 participants and showed that narrative structure and joy influence narrative transportation as well as brand distinctiveness. From this study, theoretical and practical contributions to strategic marketing are suggested.
... The basic theme is in the notion that no one else thought of it earlier. Novelty is how differently an ad is being executed in contrast to other ads in the same category (Ang & Low, 2000;Sheinin, Varki & Ashley, 2011). Thus, novelty is the key factor that needs to be given utmost importance when determining about a product's creativeness, irrespective of another likely criterion (Jackson & Messick, 1965;White & Smith, 2001). ...
... It was found that attitude towards brand for both familiar and unfamiliar brand, have a significant part in influencing the customer's purchase intention (Goldsmith et al., 2000). Numerous researches have also stated ad attitude as an intermediary of ad effects on brand attitude and purchase intention (Homer, 2006;Lee andMason, 1999 andSheinin et al., 2011). If ad inventiveness has constructive impacts on customer's attitudes, it will affect purchase intention positively. ...
... Existing literature in marketing has offered empirical evidence of how advertising executions can signal brand trust through the articulation of claims and messages (Li and Miniard 2006), personalization (Bleier and Eisenbeiss 2015), use of spokescharacters (Garretson and Niedrich 2004), and creativity (Sheinin, Varki, and Ashley 2011). We contribute to this literature exploring trust judgments by identifying implied motion direction in advertising executions as another innocuous cue that can affect brand trust perceptions among consumers. ...
Integrating research on visual marketing, spatial associations, and brand inferences, the authors conduct four studies demonstrating that when consumers see an ad featuring an object moving in a left-to-right, rather than a right-to-left, direction, their trust toward the featured brand increases. This effect is mediated by an enhanced sense of “feeling right” resulting from the fit between how Western consumers are accustomed to envisioning action and information unfolding (from left to right), and the direction of implied motion in the ad. The authors identify stereotypical gender associations of the brand as a theoretically relevant moderator, such that the favorable influence of a left-to-right motion direction on brand trust is enhanced when the advertised product is strongly (versus weakly) associated with masculine characteristics.
... In the advertising context, the best documented dimension of creativity is originality. This dimension has also been referred to as novelty, divergence, unexpectedness, and newness (Kim, Han, and Yoon 2010;Koslow, Sasser, and Riordan 2003;Sheinin, Varki, and Ashley 2012;Smith et al. 2007). Originality has positive effects on consumer responses to advertising, as originality makes advertising more likely to be attended and processed (Pieters, Warlop, and Wedel 2002;Smith, Chen, and Yang 2008). ...
Although creativity is often considered a key success factor in advertising, the marketing literature lacks a systematic empirical account of when and how advertising creativity works. The authors use a meta-analysis to synthesize the literature on advertising creativity and test different theoretical explanations for its effects. The analysis covers 93 data sets taken from 67 papers that provide 878 effect sizes. The results show robust positive effects but also highlight the importance of considering both originality and appropriateness when investing in advertising creativity. Moderation analyses show that the effects of advertising creativity are stronger for high- (vs. low-) involvement products, and that the effects on ad (but not brand) reactions are marginally stronger for unfamiliar brands. An empirical test of theoretical mechanisms shows that affect transfer, processing, and signaling jointly explain these effects, and that originality mainly leads to affect transfer, whereas appropriateness leads to signaling. The authors also call for further research connecting advertising creativity with sales and studying its effects in digital contexts.
... Past research has found that the novelty effect may influence information processing and recall (Sheinin, Varki, and Ashley 2011). For example, Rupp et al. (2016) found that the novelty of VR experiences overwhelmed learners who watched a 360-degree educational video with augmented reality ads and led to less information recall. ...
Virtual reality (VR) can enhance game players’ experience by creating a hyper-realistic environment through telepresence. While marketers have found opportunities for advertising in this new medium, little is known about how consumers process displayed ads in VR. This study examines the impact of telepresence and active control on the effectiveness of embedded in-game ads in a custom-built car racing game. Eighty-eight undergraduate students participated in a 2 (telepresence: VR vs. flat screen) × 2 (active control: playing vs. viewing) between-subject experiment. Brand recall, brand recognition, product purchase intention, and advertised product price estimates were measured. The results showed that billboard ads were the least likely to be remembered by players and the most likely to be remembered by viewers. We did not find a difference in brand recall and recognition between the VR and flat screen conditions. However, regardless of game control, VR led to higher price estimates. We also found an interaction effect of telepresence and control on purchase intention.
... Creativity helps to create a positive attitude concerning brands (Sheinin et al., 2011) and that is why now-a-days companies start producing more creative advertisements (Ang et al., 2007) to pursue the targeted consumer. The findings to (Till and Baack, 2005) suggest that creative advertisements help to create more recall than no creative advertisements. ...
... Similar results have been reported for meaningfulness. Prior research also shows that meaningfulness is positively related to attitude towards the brand message (Feng & Xie, 2019;Sheinin, Varki, & Ashley, 2011;Smith et al., 2007), brand attitude (Feng and Xie, 2017;Smith et al., 2007), as well as purchase intention (Smith et al., 2007). Yet, less attention has been paid to the effects of craftsmanship as a dimension of creativity. ...
A challenge in digital content marketing is to create meaningful messages on meaningful moments. To do so, brands frequently align social media messages with topical moments, also known as Real-time Marketing (RTM). While RTM aims to make meaningful connections, the creative development is subject to time pressure due to its real-time nature, which could have a negative effect on originality and craftsmanship, two other creativity dimensions besides meaningfulness which drive consumer responses. We address this tension by examining the creative crafting of RTM on Instagram and its consequences. Based on a content analysis of 516 Instagram messages, we indeed found a meaningfulness bias for RTM, such that meaningfulness comes at the expense of originality and craftsmanship. However, the findings from the content analysis, as well as an additional experiment (N = 245), showed that only craftsmanship and originality, and not meaningfulness, positively induced consumer responses. Implications are discussed.
... As hypothesized, our study also found that creative advertisements were more memorable than standard advertisements, confirming previous observations (e.g., Ang, Lee, & Leong, 2007;Baack et al., 2008;Sheinin, Varki, & Ashley, 2011;Till & Baack, 2005;Smith, MacKenzie, Yang, Buchholz, & Darley, 2007). Creative advertising has many characteristics that are different from standard advertisements, such as the involvement of novel expressions or concepts, the use of unique and distinctive ideas or styles and the appeal arising from a striking visual appearance. ...
Sudden insight is often observed during creative problem solving and studies have suggested that advertisements can likewise evoke an insight experience. To date, however, there is limited empirical evidence on whether advertisements can trigger ideational insight, and, if so, whether such insight plays a role in advertising memorability. This study aimed to explore the insight experience evoked by advertisements and to examine the role of such experimentally-induced insight in predicted memory and metamemory performance. Participants viewed standardized advertising images sequentially, with each image presentation being followed immediately by a second presentation either with or without a brief description of the advertising idea. Next, participants were asked to recall the three most impressive advertisements. Finally, participants were randomly divided to complete either immediate (5 minutes later) or delayed (3 days later) recognition tests and to provide retrospective confidence judgments (RCJs). Recall of creative advertisements was better than standard advertisements and most of them evoked insight. In addition, recognition accuracy was greater for creative advertisements relative to standard advertisements and metamemory performance as elicited through RCJs was enhanced. Further analyses confirmed the documented importance of insight for memory consolidation. The findings suggest that insight makes advertisements more memorable, especially those that are creative.
Drawing from uses and gratifications theory, the current research demonstrates that users' trust in social media advertising is differentially influenced by the users' online motivation. We focus on three specific motivation types that previous research has shown are particularly relevant to internet use: (1) information motivation, using the internet to learn about current events and to do research; (2) social‐interaction motivation, using the internet to socialize with friends, family, and other individuals; and (3) entertainment motivation, using the internet to pass time and engage in enjoyable activities. Using one survey and two experiments, we show that when users have an informational motivation, trust in social media advertising is lower than when they have an entertainment or social motivation. Congruency between the content of the social media advertisement and the online motivation can mitigate the negative effect on trust associated with an informational motive, while incongruency increases involvement and privacy concerns along with distrust. These findings provide helpful guidance to managers as they implement social media advertising campaigns.
An increasing number of advertisements imply that market competition is becoming fiercer. This study identifies different types of advertising elements to suggest advertising design strategies that can attract consumers' attention. In this paper, we investigate the effects of schema congruity and attribute relevance on attitude toward advertising. We refer to schema congruity that is created by product color design as “color congruity” and verify the influence of color congruity. To identify the underlying psychological mechanism by which these effects occur, we investigate the mediating effect of perceived novelty and typicality on advertisement attitude. Study 1 identifies the effect of color congruity and product attribute relevance on advertising attitude. When presenting secondary attributes, low color congruity leads to a more favorable advertising attitude than that of high color congruity, whereas when presenting primary attributes, high color congruity is more effective. In Study 2, for secondary attributes, perceived novelty explains the positive impact of low color congruity on advertising attitude. However, for primary attributes, the effect of high congruity on advertising attitude is mediated by perceived typicality. These findings may be useful in proving guidelines for advertising companies and marketers that want to create fresh content by suggesting how to combine advertising elements that will attract consumers' attention.
The airport is a unique stage made up of unique features and it offers a wonderful combination of emotions and people, everyone is on a journey and the airport is a part of their story. In this modern world, travellers are spending more time at the airport each time they travel. While waiting at the airport, they often shop and read airport advertising. With the increase in the number of passengers, Airline and Airport advertising have become a means of acquiring enormous prospects. As the number of Airports is increasing in India, there is need to understand the behaviour of passengers at the airports so that marketers can develop their advertisement accordingly and to show that the airport advertising can be an important complement to outdoor campaigns. This study will lead to a good opportunity for the global brands to do business in the Indian market and to achieve the competitive advantage.
This book gathers new empirical findings fostering advances in the areas of digital and communication design, web, multimedia and motion design, graphic design, branding, and related ones. It includes original contributions by authoritative authors based on the best papers presented at the 4th International Conference on Digital Design and Communication, Digicom 2020, together with some invited chapters written by leading international researchers. They report on innovative design strategies supporting communication in a global, digital world, and addressing, at the same time, key individual and societal needs. This book is intended to offer a timely snapshot of technologies, trends and challenges in the area of design, communication and branding, and a bridge connecting researchers and professionals of different disciplines, such as graphic design, digital communication, corporate, UI Design and UX design.
Contemporary advertising is increasingly based upon the successful implementation of two creative design tools, visual metaphors, and “white” space. Yet, despite their established coexistence, there is not enough evidence on the mechanism that takes place to affect consumers’ attitude toward the ad (Aad). The present study builds on the scarce evidence on the combination of visual metaphors with “white” space to decipher the role of “white” space on the effectiveness of metaphoric advertising. A content analysis of 405 international print ads establishes the widespread use of visual metaphors (fusions) with extended “white” space (monochrome, in shades of grey). Based on Berlyne’s theory of aesthetic preference this study proposes a serial mediation model with novelty, arousal, aesthetic response, and pleasure as successive mediating factors on the impact of visual metaphors (and especially visual metaphors with “white” space) on Aad. Three between-subjects (two with a Greek sample and one with U.S. and U.K. sample) experiments provide solid evidence in support of the proposed model. The attested sequence of effects fire starts a discussion on the significant creative opportunities and the associated communication implications for both academics and practitioners.
Supplemental data for this article is available online at https://doi.org/10.1080/02650487.2021.1914446 .
The advent of augmented reality is a dramatic technology change, contributing to closing the gap between reality and virtuality, becoming a promising marketing tool for brands. Despite other studies have found that augmented reality influences consumer responses and behavioral intention, little is known about how augmented reality influences consumer perception if it is integrated into fast-moving consumer goods advertising campaigns. This study surveys 14 respondents, divided into three groups, consumers, advertisers, and augmented reality service providers, to get insights on their perceptions and behaviors towards augmented reality-integrated advertisements. The study also employed quantitative research and questionnaires and coordinated the balance between the scales and a mass survey. 291 samples and descriptive statistics were done in this study. Some key findings from the research indicate that augmented reality interactivities positively impact consumer perception and behavioral intentions. The study also confirmed that young people, young millennials, and the first-generation Z are the most potentials because they have a high interaction with hi-technology and mobile devices. The result also shows that augmented reality can become a communication tool for Vietnam fast-moving consumer goods companies if applied strategically.
Cultural branding acknowledges brands’ power as cultural artifacts that infuse culture with meanings and absorb new meanings from culture. The last mile of brand humanization sees brands act as citizens that construct their meanings through taking active part in socio-political discourse. This participation has been magnified and challenged by digital platforms that activate clicktivism practices to propagate cultural values. Our study is aimed at exploring how clicktivism is currently being leveraged by brands to achieve cultural relevance. We set our study in the clicktivist engagement solicited by the political mandate of Donald Trump, as numerous brands saw in Trump’s contested political agenda an opportunity to stand up and achieve cultural relevance. We term this new brand activism and its temporal dynamics as “instant cultural branding”, pointing at branding initiatives that apply fast, real time communication logics to get organically embedded in technomediated conversations with consumers, leveraging on cogent socio-cultural and political issues. Our findings reveal how, despite ambivalence of perceived authenticity of brand discourse can cause strong consumer criticism in digital conversations, deliberate ambiguity of instant cultural branding proves to be a trigger of clicktivist engagement. Ambiguity in taking socio-political stance resonates with the cultural norms of contemporary shifting consumers’ activism and ideology. Hence, controversial clicktivism emerges as a new dimension of cultural relevance in the fast temporality of technomediated discourse.
هدف پژوهش حاضر بررسي تأثير ابعاد چهارگانة مدل استالفوت و ي و، بر خلاقي ت
آگهيهاي تلويزيوني از نظر كارگردانان و اي دهپردازان تبليغات در اي ران بود كه ب ا روش
پيمايشي- تبييني انجام گرفت؛ بنابراين، 90 نفر متخصص تبليغات از مي ان 135 كارگردان و
ايدهپرداز به شيوة تصادفي ساده انتخاب شدند. ضريب پاي ايي پرسشنامه ب ا استفاده از آلف اي
0 بهدست آمد و روايي محتوايي آن با كسب نظرهاي افراد متخصص تأيي د شد . / كرونباخ 84
روايي سازه نيز با روش تحليل عاملي تأييدي بهدست آمد . بر اي تجزي ه و تحلي ل دادهه ا از
و مدل سازي معادلات ساختار ي استفاده شد . نت ايج T آزمونهاي نرمالبودن دادهها، آزمون
نشان داد بديعبودن، سودمندي، عاطف يبودن و طنزآميزبودن ابعاد ي تأثيرگذار بر خلاقي ت
آگهي هاي تلويزيوني هستند. ضمن آنكه تأثير اين ابعاد بر خلاقيت يكسان نيست و بداعت ب ا
بالاترين و طنزآميزبودن با پايينترين تأثير ارزيابي شدهاند . سودمند ي و عاطف يبودن ني ز در
رده هاي دوم و سوم قرار گرفتهاند. با توجه به نتايج، مدل مذكور در اي ران تأيي د شده است و
ميتواند بهعنوان ابزاري براي پيشبيني خلاقيت آگهيهاي تبليغاتي بهكار رود.
The use of AR technology for advertising is becoming more and more popular. For the efficacy of AR ad campaigns, consumers' attitudes towards AR ads are decisive. One of the major elements that determines consumers’ attitudes towards advertising is the perceived value of the ad. The aim of this study is to analyze the relationship between AR ad value and consumer attitude and to investigate the factors that affect the perceived value of AR ads among the youth both in Turkey and Germany. The mentioned relations were represented in a research model developed in the study. It was proposed that informativeness, entertainment, novelty, interactivity and self-efficacy have a positive effect on advertising value while irritation and deceptiveness have a negative effect. It was also proposed that ad value affects consumers’ attitudes positively. To test the proposed hypotheses, online surveys were conducted among a group of 365 respondents in Germany and a group of 391 respondents in Turkey. The survey results were then tested by Structural Equation Modeling (SEM). Contrary to expectations, the proposed research model as a whole did not fit and the hypotheses were not supported for Turkish consumers. For German consumers the model was fitted and the hypotheses were supported.
The criteria evaluated in the adoption of information vary from person to person. Therefore, in the electronic word of mouth (eWOM) concept which is examined by the information adoption model: information comprehensiveness, information relevance, information usefulness, source trustworthy, and homoph- ily dimensions come into prominence. In this context, the perception and adop- tion criteria of customer reviews on online shopping sites, which are covered by eWOM, affect consumers’ brand attitudes. In a highly competitive market envi- ronment, organizations aim to stand out among competitors by creating brand loyalty and brand trust. In line with this information, in the study, the mediating role of brand trust in the relationship between eWOM and brand loyalty was re- searched. In this research, the questionnaire technique, one of the quantitative research methods, was used. The research model was tested empirically, using a sample of 401 respondents who does Internet shopping from solely online shopping websites. Respectively reliability analysis, factor analysis, regression analysis, and Sobel Test were applied to the variables in the research. According to the analyses, eWOM has a positive effect on brand loyalty through a brand trust has found. Additionally, it has found that information comprehensiveness, which is one of the dimensions of eWOM, has more effect on brand loyalty and brand trust than other dimensions.
Crowdfunding is emerging as a new source of financing for creativity and innovation. It promotes the launching and scaling of new projects for different types of creators by providing networked platforms and handy digital tools.
This book provides insight into crowdfunding and how crowdfunding contributes to our communities and society. The book includes an overview of existing discussions across different disciplines, i.e. entrepreneurship, information systems, marketing, and correlates the literature to the best crowdfunding practices.
The book begins with origins, basic notions, and antecedents of crowdfunding. In the main parts, it demonstrates the five distinguished facets of crowdfunding: Creativity, diversity, balance, connection, and change. It also addresses the drawbacks of crowdfunding and subsequent outcomes of crowdfunding success. Finally, it provides a perspective on the future of crowdfunding.
Although hotel firms have been creating lifestyle brands with generation Y as the intended target market, existing literature rarely discusses how generation Y establish relationships with these brands. Therefore, this study examined the mediating role of brand love in sustaining effects of novelty and brand identification to revisit intention and price premium. This study collected 315 responses from lifestyle hotel guests. The results proved the effects of novelty and brand identification on improving brand love, and the influences of brand love in enhancing revisit intention and willingness to pay a price premium. Brand love fully mediated the effects of novelty on revisit intention and on price premium but only partially mediated the effects of brand identification on revisit intention and price premium.
An overview and perspective of advertising creativity research is offered in a "3 Ps" (person, place, and process) framework to shape future research agendas. Emerging methodologies and tools are examined to enable a paradigm shift for academic researchers and emerging scholars seeking to stimulate new advertising creativity research initiatives. A discussion of key contributions, a literature review, and a classification table summarize various approaches to creativity. An introduction to research papers appearing in this special issue offers insights for scholars.
This paper reports the results of two studies examining the potential for advertising to enhance a product's perceived trustworthiness. We find that prior experience is not an essential prerequisite for the seeds of trust to be planted, as advertising with a simple trust appeal for an unknown brand was able to enhance the perceived trustworthiness of the advertised brand. It is interesting to note that advertising was able to enhance a brand's perceived trustworthiness even in the absence of any overt trust claims. Finally, the effectiveness of simplistic trust appeals was found to be contingent on the presence of additional advertising claims about the brand's competency and benevolence.
MacKenzie, Lutz, and Belch have enhanced our understanding of the mediating role of attitude toward the ad (AAd). The current study replicates and extends the structural equation tests of the four competing models they presented. Two independent datasets are used to examine the role of processing involvement. Consistent with the earlier findings, the dual mediation hypothesis model provides the "best" fit of the data in both experiments. However, the hypothesized causal path between brand cognitions and brand attitudes that emerges for each of the datasets conflicts with the earlier findings. Contrary to expectations, processing involvement does not produce substantial differences in the specification or strength of the causal paths.
Using a combination of exploratory and traditional approaches, we replicate and extend previous research on creativity and memory effects. The first study examines creativity's effect on advertising recall using two nontraditional media: airport terminal and preshow cinema advertising. Results suggest that differences in how consumers interact with nontraditional media influence the effect of advertising creativity on memory. For cinema advertising, where media consumption is similar to traditional media, creativity enhanced recall. For airport advertising, where media consumption often occurs when consumers are in a distracted state, creativity had no effect. The second study continues this investigation of exposure context and extends previous creativity research by investigating the recognition dependent variable in a forcedexposure context. Recognition is measured at four time-delay intervals: no delay and delays of one-week, three-weeks, and five-weeks. Creative advertising was found to enhance recognition, and this positive effect increased over time.
Considerable research suggests that advertising executional cues can influence communication effec- tiveness. Related research indicates that communication effectiveness is in part driven by consumers' motivation, opportunity, and ability (MOA) to process brand information from an ad. However, little re- search has explicitly linked executional cues to communication effectiveness via their impact on MOA and levels of processing. The authors present a framework that explicitly provides such a linkage. The framework highlights the mediational role of MOA in the relationships among executional cues and com- munication outcomes, it also provides a theoretical account that links apparently disparate cues to their common effects on motivation, opportunity, or ability. The framework is complemented by a critical re- view of current measures of MOA and proposed measures based on the review. Research issues raised by the framework and the proposed measures are discussed.
This study examines how advertising creativity affects consumer processing and response. First, traditional hierarchy-of-effects (HOE) models are reviewed and then augmented with new developments in advertising and persua- sion research to identify fi ve major stages: brand awareness, brand learning, accepting/rejecting ad claims, brand liking, and brand intentions. Theoretical links are identifi ed that predict ad creativity will impact 13 key variables in all fi ve HOE stages. An experiment is conducted that manipulates the two major determinants of ad creativity: divergence and relevance. Results confi rm the expected divergence-by-relevance interaction effect for 12 of the 13 variables demonstrat- ing the potency of creative ads (and the ineffectiveness of ads with low creativity). In addition, a test is conducted using structural equations modeling (SEM) to see whether all the effects of ad creativity are mediated through each successive HOE stage. Results show that the HOE's assumptions hold up reasonably well, although divergence is powerful enough to exert direct (unmediated) effects on brand awareness and brand liking.
Reports on an experimental study where the effects of ad-brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in raising brand interest and brand memorability. However, this depends on the familiarity of the brand: the incongruency reinforces the existing associations for a familiar brand by increasing elaboration of the brand message, whereas the incongruent associations may take the upper hand for an unfamiliar brand with weaker existing associations. The results show that ad-brand incongruency enhances brand attitude and brand memorability and reduces ad memorability for the familiar brand. The only significant effect of ad-brand incongruency for the unfamiliar brand is a reduced brand memorability.
Relationship marketing-establishing, developing, and maintaining successful relational exchanges-constitutes a major shift in marketing theory and practice. After conceptualizing relationship marketing and discussing its ten forms, the authors (1) theorize that successful relationship marketing requires relationship commitment and trust, (2) model relationship commitment and trust as key mediating variables, (3) test this key mediating variable model using data from automobile tire retailers, and (4) compare their model with a rival that does not allow relationship commitment and trust to function as mediating variables. Given the favorable test results for the key mediating variable model, suggestions for further explicating and testing it are offered.
Purpose – The purpose of this paper is to explore the relationship between the customer's risk aversion and its relationship with brand loyalty and to test empirically whether this relationship is mediated by brand trust and brand affect. Design/methodology/approach – A randomly selected sample of Austrian mobile phone users was drawn. Their risk aversion, two forms of loyalty (attitudinal and repurchase loyalty), brand trust and brand affect have been measured with existing and tested scales. The hypothesized model has been tested using PLS (Partial least squares). Findings – Customer's risk aversion is significantly related to the two forms of loyalty (attitudinal loyalty and brand loyalty). When brand affect and brand trust are introduced into the model, the previously highly significant relationship between domain-specific risk aversion and attitudinal loyalty becomes insignificant and the risk aversion-repurchase relationship becomes much weaker, while risk aversion strongly influences brand trust and brand affect. Research limitations/implications – The findings are limited to mobile phone users. The generalisation of the results could be extended by broadening the list of products, for example with other durable products and services in which brand affect and brand trust may be even more important in developing brand loyalty. Practical implications – This paper explains why certain customers have more trust and experience more affect than others and how this is related to loyalty. Hence, marketers can increase brand loyalty by targeting more risk aversive customers. Originality/value – From a theoretical point of view the results of this study illuminate the relationship between enduring individual differences and important brand related constructs. From a practical point of view, they explain why certain customers have more trust and experience more affect than others. It is hypothesized and demonstrated empirically that risk aversion is also related to loyalty via brand trust and brand affect.
C onsumer perceptions of advertising creativity are investigated in a series of studies beginning with scale development and ending with comprehensive model testing. Results demonstrate that perceptions of ad cre-ativity are determined by the interaction between divergence and relevance, and that overall creativity mediates their effects on consumer processing and response. History: This paper was received August 3, 2005, and was with the authors 8 months for 3 revisions; processed by Gerard J. Tellis.
It is widely reported that humorous ads are better liked and therefore more effective than are non-humorous ones. This study examines whether the liking advantage associated with ads containing incongruity-resolution humor depends on sensation seeking. Higher sensation seekers are assumed to enjoy arousal induction because they are lower in base arousal level. From this it can be predicted that ads containing incongruity-resolution humor will not be liked better by such people than will equivalently arousing non-humorous ads. However, the higher base arousal assumed to characterize lower sensation seekers is claimed to be associated with a preference for reduction of induced arousal. Incongruity-resolution humor provides a mechanism for reduction of the arousal occasioned by the incongruity. As a result, it is expected that lower sensation seekers will like ads containing such humor more than non-humorous ads matched in arousal to the humorous ones. The results support those suggestions. The relevance of the findings for advertising is discussed, and requirements for further research are indicated. © 2009 Wiley Periodicals, Inc.
Rising levels of advertising competition have made it increasingly difficult to attract and hold consumers' attention and to establish strong memory traces for the advertised brand. A common communication strategy to break through this competitive clutter is to increase ad originality. However, ad originality may have detrimental effects when consumers pay more attention to the ad at the expense of the advertised brand. Moreover, the positive effects of originality may quickly wane when the ad becomes familiar. Surprisingly, no research to date has examined such brand attention and memory effects of ad originality and familiarity. The current study aims to fill this void. We use a stochastic model of the influence that ad originality and familiarity have on consumers' eye fixations to the key elements of advertisements---brand, text, and pictorial---and how the information extracted during eye fixations promotes memory for the advertised brand. The model explicitly accounts for heterogeneity due to consumers and advertisements. Infrared eye tracking was applied to collect eye fixation data from 119 consumers who paged through two general-audience magazines containing 58 full-page advertisements. Memory for the advertised brands was assessed with an indirect memory task. The model was estimated using Markov Chain Monte Carlo (MCMC) methods. In support of our hypotheses, original advertisements drew more attention to the advertised brand. More importantly however, advertisements that were both original and familiar attracted the largest amount of attention to the advertised brand, which improved subsequent brand memory. In addition, original and familiar ads were found to promote brand memory directly. Implications of these findings for communication and media planning strategy are discussed.
Interest has been shifting from how consumers choose brands to how they use brands. The authors focus on how advertising can best encourage consumers to use a mature brand in a new situation. They develop a schema congruity framework that integrates comparison advertising with substitution-in-use research. The framework suggests that situation comparison ads favorably affect usage attitudes, but have no advantage over product comparison ads in enhancing a person's ability to recall the target brand in the target situation. The authors' empirical study shows increases in brand usage. The authors conclude with implications for brand managers and researchers.
Advertising creativity is conceptualized as a function of three dimensions—novelty, meaningfulness, and connectedness. Novelty
and meaningfulness involve infocentric aspects, while connectedness incorporates the perspective of the audience. The relationship
among these dimensions and ad effectiveness, and the linkage of ad creativity level to persuasion is then posited. Two experiments
were conducted among 201 undergraduates. The first tested novelty and meaningfulness; while the second tested connectedness
and meaningfulness. The results affirm the proposed conceptual framework. Relative to non-novel and meaningful ads, novel
and meaningful ads generated higher ad recall, more favorable ad attitudes, and more upbeat feelings. Novel and non-meaningful
ads elicited higher recall, more favorable attitudes toward non-claim elements (Aad-nc), and negative feelings, and less favorable
ad attutides toward claim elements (Aad-c) than non-novel and non-meaningful ads. Relative to ads that did not connect with
the audience, connected ads elicited higher ad recall, more favorable Aad-c under meaningful ads, lower Aad-c under non-meaningful
ads, and higher levels of Aad-nc and warm feelings under both meaningful and non-meaningful ads.
Presents a spreading-activation theory of human semantic processing,
which can be applied to a wide range of recent experimental results.
The theory is based on M. R. Quillian's (1967) theory of semantic
memory search and semantic preparation, or priming. In conjunction
with this, several misconceptions concerning Quillian's theory are
discussed. A number of additional assumptions are proposed for his
theory to apply it to recent experiments. The present paper shows
how the extended theory can account for results of several production
experiments by E. F. Loftus, J. F. Juola and R. C. Atkinson's (1971)
multiple-category experiment, C. Conrad's (1972) sentence-verification
experiments, and several categorization experiments on the effect
of semantic relatedness and typicality by K. J. Holyoak and A. L.
Glass (1975), L. J. Rips et al (1973), and E. Rosch (1973). The paper
also provides a critique of the Rips et al model for categorization
judgments.
The key premise underlying this work is that when consumers form relationships with brands they use norms of interpersonal relationships as a guide in their brand assessments. Two relationship types are examined: exchange relationships in which benefits are given to others to get something back and communal relationships in which benefits are given to show concern for other's needs. The conceptual model proposes that an adherence to or a violation of these relationship norms influences the appraisal of the specific marketing action and also the overall brand evaluations. Results of three experiments provide converging evidence in support of the theory.
This research investigates the processes by which consumers evaluate a family brand on the basis of information about its products. Findings from three experiments suggest that the expected variability of individual product quality within the brand and attribute uniqueness systematically influence information processing and family brand evaluations. On-line (vs. memory-based) processing of information to form family brand judgments is more likely when expected variability is low (vs. high) and when the attributes are shared (vs. unique) within the family brand. These different processes lead to differences in family brand evaluations due to primacy (on-line processing) and recency (memory-based processing) effects. Copyright 2003 by the University of Chicago.
Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legiti- macy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relation- ship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains—brand loyalty and brand personality—are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers' lived experiences with their brands.
This study explores consumers' inference strategies in a mixed choice task involving memory,external information, and missing information on attribute values for some brands. Accessibility of relevant information was manipulated, and both instructed and uninstructed or natural inferences were studied. Instructed inference by low accessibility subjects confirmed more with prior overall evaluations of the brands, displaying evaluative consistency. Instructed inferences by high accessibility subjects tended to follow a correlational role linking missing information to other attribute information in memory, displaying probabilistic consistency. Choices conformed to inferences, and both are more variable when inferences were uninstructed. Copyright 1990 by the University of Chicago.
Undergraduates expressed their attitudes about a product after being exposed to a magazme ad under conditions of either high or low product involvement. The ad contained either strong or weak arguments for the product and featured either prominent sports celebrities or average citizens as endorsers. The manipulation of argument quality had a greater impact on attitudes under high than low involve- ment, but the manipulation of product endorser had a greater impact under low than high involvement. These results are consistent with the view that there are two relatively distinct routes to persuasion.
In this article, we attempt to distinguish between the properties of moderator and mediator variables at a number of levels. First, we seek to make theorists and researchers aware of the importance of not using the terms moderator and mediator interchangeably by carefully elaborating, both conceptually and strategically, the many ways in which moderators and mediators differ. We then go beyond this largely pedagogical function and delineate the conceptual and strategic implications of making use of such distinctions with regard to a wide range of phenomena, including control and stress, attitudes, and personality traits. We also provide a specific compendium of analytic procedures appropriate for making the most effective use of the moderator and mediator distinction, both separately and in terms of a broader causal system that includes both moderators and mediators.
Creativity is arguably the most important element in advertising success. This article reviews the trends in creativity research and asks (1) what do we know about advertising creativity, (2) how can we measure it, and (3) how can we enhance and encourage it? After tracking its importance, this article examines how it is defined, the nature of the theories underpinning it, and the various typologies suggested by researchers. The impact of issues such as the environment, management practice, and myths on enhancing and encouraging advertising creativity are assessed. It is argued that, to encourage and enhance creativity, managers should address the effects of self-doubt, fear of risk taking, and fear of opposition and criticism.
The authors apply recent advances in creativity theory to discover perceptual differences in the factors of strategy, originality, and artistry among creatives and noncreatives. It was found that current advertising position influences subjective perceptions of what constitutes creative advertising. Creatives tend to perceive advertisements as more appropriate if they are artistic, but account executives tend to perceive advertisements as more appropriate if they are strategic. The study also indicates that creatives have a distinctive preference for a strong originality component to strategy. To be original within the confines of a tight strategy is perceived as the most creative by advertising creatives. Account executives are so focused on strategy, they will often accept artistic advertisements as a substitute for truly original work. The authors consider future research implications of the study and its limitations.
Three advertising effectiveness dimensions were linked in a local random telephone survey asking respondents' most disliked or liked commercial. The survey included describing the commercials, brand preference, television viewing hours, and demographics. Seniors in advertising judged the advertisement's creativity. Among many findings related to past research was the suggestion that people "carry a set" of liked and disliked commercials. The study's major contribution may be its novel way of identifying memorable advertisements and assessing creativity.
Drawing from recent developments in social cognition, cognitive psychology, and behavioral decision theory, we analyzed when and how the act of measuring beliefs, attitudes, intentions, and behaviors affects observed correlations among them. Belief, attitude, or intention can be created by measurement if the measured constructs do not already exist in long-term memory. The responses thus created can have directive effects on answers to other questions that follow in the survey. But even when counterparts to the beliefs, attitudes, and intentions measured already exist in memory, the structure of the survey researcher's questionnaire can affect observed correlations among them. The respondent may use retrieved answers to earlier survey questions as inputs to response generation to later questions. We present a simple theory predicting that an earlier response will be used as a basis for another, subsequent response if the former is accessible and if it is perceived to be more diagnostic than other accessible inputs. We outline the factors that determine both the perceived diagnosticity of a potential input, the likelihood that it will be retrieved, and the likelihood that some alternative (and potentially more diagnostic) inputs will be retrieved. This article examines the effects of measurement operations on revealed correlations among survey measures of belief, attitude, intention, and behavior. The potential reactivity of measurement has long been of concern in psychology. Methodologists (e.g., Campbell & Stanley, 1966; Cook & Campbell, 1979; Runkel & McGrath, 1972) warn of measurement-induced distortions relating to social desirability, evaluation apprehension, and sensitization to experimental treatments. Although it is true that the problem of reactivity of measurement affects work in both the social and physical sciences, in the physical sciences, measurement effects are expressed in terms of substantive theory. For instance, Heisenberg's uncertainty principle links basic
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
Could "wasteful" advertising creativity that does not add to the functionality of the advertisement (i.e., it neither enhances recall and liking of the advertising, nor increases comprehension and persuasiveness of the communicated message) be useful? An experimental study shows that it can. By signaling greater effort on behalf of the advertiser and a greater ability of the brand, advertising creativity enhances both brand interest and perceived brand quality. The effects are mediated by consumer-perceived creativity, suggesting that consumers are important judges of creativity. Bringing advertising creativity into new light, the results provide implications for the development, measurement, and positioning of creative advertising.
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.
Despite the widespread recognition of the importance of creativity in advertising by practitioners and scholars, no systematic research has been conducted to define ad creativity or examine how it relates to ad effectiveness. The present research attempts to fill this gap by reviewing past literature in psychology, marketing and advertising. From this base, a model is developed which defines a creative ad as both divergent (i.e. novel or unusual) and relevant. The effects of divergence and (to a lesser extent) relevance on consumer processing and response are examined and a series of theoretical propositions are developed. Next, a general theory of creativity in advertising is developed that calls for research in five primary areas: advertising as a communication process, management process, societal process, group process, and personal process. Finally, contributions to advertising theory and implications for future research are discussed, along with commentary from a prominent advertising executive.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
This paper defines hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience. After delineating these concepts, their theoretical antecedents are traced, followed by a discussion of differences between the traditional and hedonic views, methodological implications of the latter approach, and behavioral propositions in four substantive areas relevant to hedonic consumption-mental constructs, product classes, product usage and individual differences. Conclusions concern the usefulness of the hedonic perspective in supplementing and extending marketing research on consumer behavior.
Purpose – To propose and test a multi-dimensional model of relationship commitment defined by personal and functional connections which are, in turn, driven by trust and satisfaction. Design/methodology/approach – A model is proposed to define relationship constructs better within marketing practice and to evaluate the relationships between these constructs. Structural equation modeling was employed to validate the model using data from two case studies. Findings – Satisfaction is antecedent to trust, but primarily contributes to functional connections. Personal connections, on the other hand, stem from trust. The relative strengths of personal and functional connections determine the nature and outcomes of relationship commitment. This trust-based model is statistically superior to previous models and explains customer-brand relationships much more extensively. Research limitations/implications – The primary limitation of this research is that it explores only two product/service categories, potentially limiting the generalizability to other domains. Practical implications – These results have extensive implications for brand building, establishing customer relationships, and incorporating relationships into brand strategies. Originality/value – These results improve our understanding of customers' relationships with brands and provide managers with guidance on developing, nurturing, and utilizing these relationships.
Purpose
– This UK‐based research aims to build on the US‐based work of Keller and Aaker, which found a significant association between “company credibility” (via a brand's “expertise” and “trustworthiness”) and brand extension acceptance, hypothesising that brand trust, measured via two correlate dimensions, is significantly related to brand extension acceptance.
Design/methodology/approach
– Discusses brand extension and various prior, validated influences on its success. Focuses on the construct of trust and develops hypotheses about the relationship of brand trust with brand extension acceptance. The hypotheses are then tested on data collected from consumers in the UK.
Findings
– This paper, using 368 consumer responses to nine, real, low involvement UK product and service brands, finds support for a significant association between the variables, comparable in strength with that between media weight and brand share, and greater than that delivered by the perceived quality level of the parent brand.
Originality/value
– The research findings, which develop a sparse literature in this linkage area, are of significance to marketing practitioners, since brand trust, already associated with brand equity and brand loyalty, and now with brand extension, needs to be managed and monitored with care. The paper prompts further investigation of the relationship between brand trust and brand extension acceptance in other geographic markets and with other higher involvement categories.
The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results indicate that when the product- and brand-level variables are controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the brand. The authors discuss the managerial implications of these results.
Assessed the impact of billboard- and respondent-related factors that influence the effectiveness of outdoor advertising. 142 commuters were interviewed concerning 10 outdoor advertisements on highways and on surface streets. Factors examined were location, position, content, S involvement with the products being advertised, S attention to outdoor ads, and S attitude toward advertising. S recall (aided and unaided) was used to measure ad effectiveness. Black and white ads with few words and on the right-hand side of highways were more effective than color ads with many words and on the left-hand side of surface streets. Ss who paid more attention to outdoor ads and had a positive attitude toward advertising recalled more ads than Ss who did not pay attention to outdoor ads and had a negative attitude toward advertising. Ss' involvement with the product being advertised had a significant impact on their aided recall of the ads only. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
408 undergraduates participated in 4 experiments examining an associative model of memory, according to which the encoding of an incongruent item will result in the formation of a large number of associative paths between items, facilitating subsequent recall. Ss were better at recalling items that were incongruent with a prior expectancy than those that were congruent, and the difference was as pronounced after a delay of 48 hrs as it was after only a few minutes. Adding incongruent items to the list increased the proportion of congruent items that were recalled, but adding congruent items had no effect on the recall of incongruent items. It is suggested that unexpected or incongruent behaviors are difficult to comprehend and are considered in relation to behaviors already known about the target person during the process of encoding. Requiring Ss to allocate a portion of their processing capacity to an irrelevant task interfered with their ability to form such linkages and reduced the advantage of incongruent over congruent items in a free-recall task. Although the results are consistent with a variety of associative models that allow for the formation of linkages between items, it is suggested that the data place important constraints on the way such models may be formulated. (67 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
This study explored the influence of dimensions of creativity—novelty (expectancy), meaningfulness (relevancy), and emotion (valence of feelings)—on attitude toward the ad, attitude toward the brand, and purchase intention. The results indicate that unexpectedness enhanced ad effectiveness over expectedness when the ad has positive feelings. When the ad contains negative feelings, attitude toward the ad was diluted with unexpectedness vs. expectedness. Relevance was not critical in encouraging favorable responses when the ad is unexpected. With an unexpected–relevant–positive-feeling ad used as the baseline, a creative ad generated more favorable attitude toward the ad than other ad conditions. However, ad creativity resulted in more favorable brand attitude and purchase intention only against selected ad conditions. Theoretical and managerial implications are discussed and directions for future research furnished. © 2000 John Wiley & Sons, Inc.
Relationship marketing is an old idea but a new focus now at the forefront of services marketing practice and academic research.
The impetus for its development has come from the maturing of services marketing with the emphasis on quality, increased recognition
of potential benefits for the firm and the customer, and technological advances. Accelerating interest and active research
are extending the concept to incorporate newer, more sophisticated viewpoints. Emerging perspectives explored here include
targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other
stakeholders, and building trust as a marketing tool. Although relationship marketing is developing, more research is needed
before it reaches maturity. A baker’s dozen of researchable questions suggests some future directions.
The increased priority placed on branding by marketers in recent years offers an opportunity for consumer researchers to provide valuable insights and guidance. In particular, in highly competitive marketplaces, marketers often must link their brands to other entities, for example, people, places, things, or other brands, as a means to improve their brand equity. Understanding this leveraging process requires understanding consumer brand knowledge and how it changes from such associations. In this essay, I identify some promising and productive current research on this topic, and I suggest some important issues for future research. I conclude that adopting broader, more holistic perspectives that synthesize the multidimensionality of brand knowledge is critical to advance branding theory and practice, both in general and with brand leveraging in particular. Copyright 2003 by the University of Chicago.
An experiment, which examines the relationship between cognition and attitude toward a product as a function of time and the presence of information about a competing product, is described. A scheme, which partitions cognitive responses into categories on the basis of their relative abstractness and, therefore, memorability, is proposed. Results show that the proposed scheme accounts for a significant amount of attitude variance and outperforms the traditional cognitive response scheme, especially after a delay. Results also show that, contrary to recent theory and research regarding the lack of correlation between attitude and recall, recall can be a predictor of attitude given the proper context and a theoretically justifiable recall measure.