Article
To read the full-text of this research, you can request a copy directly from the authors.

No full-text available

Request Full-text Paper PDF

To read the full-text of this research,
you can request a copy directly from the authors.

... Advertisements are frequently avoided by consumers, and the reason for this avoidance is that they used to think advertising was boring and repetitive (Hutter, 2015). It is undeniably true that creative ads can produce stronger changes in behaviors towards the advertisement,the brand or product, and attitudinal loyalty (Baack et al., 2016), despite some studies' claims to the contrary (Ang et al., 2007). ...
... Creativity is highly regarded for its ability to grab people's interest and transmit information in a compelling or challenging way (Smith et al., 2008). Usually, consumers are more receptive, better remembered, and more positively viewed by messages and advertisements that are creative (Baack et al., 2016). Manufacturers and retailers must therefore come up with fresh, innovative advertising ideas that capture and hold consumers' attention if they want to increase advertising effectiveness and, as a result, sales (Sameti & Khalili, 2017). ...
... Manufacturers and retailers must therefore come up with fresh, innovative advertising ideas that capture and hold consumers' attention if they want to increase advertising effectiveness and, as a result, sales (Sameti & Khalili, 2017). Usually, consumers are more receptive, better remembered, and more positively viewed by messages and advertisements that are creative (Baack et al., 2016). ...
Article
Full-text available
With the integration of new technologies, various industries, including the food sector, are experiencing significant transformations. The emergence of Cloud Kitchens represents a notable technological shift within the food industry. This research endeavors to uncover the key factors contributing to the success of the Halal Cloud Kitchen sector in Bangladesh. To achieve this, a structured survey questionnaire was designed and distributed through Google Forms. Three hundred twenty-three responses were gathered using the snowball sampling method and utilized in hypothesis testing employing multiple linear regression. The findings indicate that, among the six variables considered,food quality, packaging, and discounts substantially influence the prosperity of Halal Cloud Kitchens. In contrast,the remaining variables were found to be insignificant. Finally,this study analyzes critical success criteria for Halal Cloud Kitchens in Bangladesh, highlighting food quality, innovative packaging, and strategic discounts. It provides practical suggestions for improving business efficiency and competitiveness, identifying limitations, and suggesting future research areas.
... The rationale is that an enduring and engaging interaction between two business partners strengthens the relational bond, discourages opportunism, lowers transaction costs, protects the relationships from shocks, and increases transition costs (e.g., Gansser, Boßow-Thies, & Krol, 2021;Minerbo et al., 2021;Panda, Srivastava, & Pandey, 2020). Furthermore, scholars suggest that there is a subjective component to the information exchanged between organizational partners (Baack, Wilson, van Dessel, & Patti, 2016;Visentin et al., 2021) and the purchase decision could also be made to legitimizes one's activity within the organization (e.g., Baack et al., 2016;Brown, Zablah, Bellenger, & Donthu, 2012). Finally, standard buyer-seller service contracts are characterized by "undersocialized" relationships; in such cases, informal, trustworthy relationships may facilitate satisfaction and mutual adjustment (Roy, Sreejesh, & Bhatia, 2019;Shen et al., 2020). ...
... The rationale is that an enduring and engaging interaction between two business partners strengthens the relational bond, discourages opportunism, lowers transaction costs, protects the relationships from shocks, and increases transition costs (e.g., Gansser, Boßow-Thies, & Krol, 2021;Minerbo et al., 2021;Panda, Srivastava, & Pandey, 2020). Furthermore, scholars suggest that there is a subjective component to the information exchanged between organizational partners (Baack, Wilson, van Dessel, & Patti, 2016;Visentin et al., 2021) and the purchase decision could also be made to legitimizes one's activity within the organization (e.g., Baack et al., 2016;Brown, Zablah, Bellenger, & Donthu, 2012). Finally, standard buyer-seller service contracts are characterized by "undersocialized" relationships; in such cases, informal, trustworthy relationships may facilitate satisfaction and mutual adjustment (Roy, Sreejesh, & Bhatia, 2019;Shen et al., 2020). ...
... Trust guides perceptions of the reliability of exchanged information (e.g., Lages et al., 2008;Rauyruen & Miller, 2007): As trust develops and consolidates, the partners gain confidence in one another's reliability and efforts (Kwon & Suh, 2004). Thus, trust ultimately leads to a reinforced relationship (Baack et al., 2016). ...
Article
Full-text available
To help access and share this work, Elsevier has created a Share Link providing 50 days' free access to the article. Anyone clicking on this link before August 04, 2022 will be taken directly to the final version of the article on ScienceDirect, which they are welcome to read or download. No sign up, registration or fees are required. https://authors.elsevier.com/c/1fFTt4WstU7mO ------------------------------- We investigate a negative outcome of the relationship continuum – a business customer's intention to downgrade the relationship with a financial service provider. By adopting complexity theory and using Qualitative Comparative Analysis (QCA), we provide six combinations of causal conditions that can affect the customer's intention to downgrade an industrial relationship. Based on a unique dataset of five-hundreds questionnaires, we provide combinations of trust, satisfaction, commitment, loyalty, and relationship age that lead a customer to downgrade its relationship with a seller. Complexity theory and QCA allow us to highlight more intricate relationships among the predictors of a relationship's trajectory, challenging the notion that a business relationship must always concomitantly possess all virtuous characteristics as a shield from downgrading. Sub-group analyses support that the successful configurations of trust, satisfaction, commitment, loyalty, and relationship age may depend on the number and size of a firm's partners.
... Previous studies have supported the positive effect of creativity on business success (Amabile, 1996;Perry-Smith, 2006;Althuizen and Reichel, 2016;Baack et al., 2016) from the perspective of corporations. Also, the individual-level creativity has been a motivating research topic in the field of psychology and business for a while (Shalley, 1991;Bharadwaj and Menon, 2000;Taggar, 2002;Pirola-Merlo and Mann, 2004;Hirst et al., 2009). ...
... Considering the importance as well as a substantial amount of time and effort investment of firms in consumers' creativity for decision-making, figuring out how to adequately induce consumers to utilize their creativity is crucial. However, the former research mostly emphasized the organization-level creativity that could facilitate insiders' creativity to enhance firms' business competitiveness (Amabile, 1996;Perry-Smith, 2006;Althuizen and Reichel, 2016;Baack et al., 2016), whereas few have investigated the importance of consumer creativity in decision-making (Rosa et al., 2014). Also, most of these studies employed self-report surveys that could be problematic (Farh and Dobbins, 1989). ...
... Then, these definitions gradually have become more sophisticated (Perry-Smith, 2006;Yeh et al., 2016). Many past researchers have paid significant attention to the positive effects of creativity (Goldenberg et al., 1999;Smith and Yang, 2004;Baack et al., 2016) and analyzed ways in which to enhance it (Suh et al., 2010;Bai et al., 2016;Yang and Yang, 2016). It is because the positive effect of creativity is an underlying source of innovation that can catalyze an organization's growth (Woodman et al., 1993). ...
Book
Full-text available
Experimental setups that probe consumers’ underlying feelings, purchase intentions, and choices. The Topic Editors are honoured to present 14 multidisciplinary contributions that focus on successful implementations of physiological and neuroscientific measures in the field of cognitive psychology, marketing, design, and psychiatry. Keywords: preference formation, neuroscience, physiology, evaluative processing, consumer behavior
... Looking at both B2B and B2C advertising should provide a diverse view of the state of the art in creative practice. Focusing on print advertising will provide a widely used, foundational, and relatively stable advertising genre for exploratory development of a holistic ad framework (Baack et al. 2016;Feng and Park 2018). A framework for holistically examining print ads may be adaptable to ads in digital media since these also begin with written copy and images (Ashley and Tuten 2015;Lee, Hosanagar, and Nair 2018). ...
... With notable exceptions (e.g., Baack et al. 2016;Bellizzi and Hite 1986;Bellizzi, Minas, and Norvell 1994;Bolat 2019;Clarke and Jr 2000;Lohtia, Donthu, and Hershberger 2003;Lohtia, Johnston, and Aab 1995;Turley and Kelley 1997), design elements in B2B advertising have received less attention than in B2C. However, the extent to which B2B ads resemble B2C is seldom researched (Turley and Kelley 1997). ...
... Leonidou et al. (2014), showed that multinational industrial firms that use detailed, unbiased, and supported evidence in their environmental advertising claims better preserve their legitimacy with various stakeholders. Likewise, Baack et al. (2016) found that message creativity correlates with attitudes toward the brand and behavioral intentions in B2B contexts. Giakoumaki, Avlonitis, and Balta's (2016) showed that ingredient advertising like the Intel Inside campaign could be effective. ...
Article
Purpose This exploratory inquiry examined 35 types of textual modes (stories, metaphors, puns, etc.), imagery, and claims in both business-to-business (B2B) and business-to-consumer (B2C) print advertising. This framework for ad content could form the foundation for further efforts with other media. Methodology/Approach A content analysis compared B2B advertising with that of B2C firms. It also compared B2B firms with and without B2C advertising experience. Print ads are a well-established context and thus provided a stable research platform that shares fundamental elements with digital ads. Qualitative surveys of advertising industry workers, content analysis of award winning ads, and analysis of the creators’ comments on the award winning ads expanded the research. Findings The results from 270 print ads showed that advertisers in general failed to employ many of the elements examined. B2B ads lagged behind B2C ads in employing some elements as well. Further, those B2B advertisers without B2C experience lagged those with B2C experience. The ads also appeared formulaic since they used a small set of elements intensively. The causes for this proved complex and ambiguous. Research Implications These insights can help researchers target important ad elements for research projects. Also, the framework used here may serve to aid researchers in creating frameworks for evaluating ads across other media. Practical Implications Ad designers should be able to take better advantage of less used tools of persuasion and create ads that are less formulaic. Advertisers may find tools here for evaluating the ads created for them. Originality/Value/Contribution The results should provide researchers and practitioners with a clearer view of print ad content. The results may also facilitate improved management of ad creation. The framework developed for classifying textual modes, imagery, and claims in print ads may also be adaptable to classifying content in digital and other advertising to facilitate integrated marketing communications.
... Previous studies have supported the positive effect of creativity on business success (Amabile, 1996;Perry-Smith, 2006;Althuizen and Reichel, 2016;Baack et al., 2016) from the perspective of corporations. Also, the individual-level creativity has been a motivating research topic in the field of psychology and business for a while (Shalley, 1991;Bharadwaj and Menon, 2000;Taggar, 2002;Pirola-Merlo and Mann, 2004;Hirst et al., 2009). ...
... Considering the importance as well as a substantial amount of time and effort investment of firms in consumers' creativity for decision-making, figuring out how to adequately induce consumers to utilize their creativity is crucial. However, the former research mostly emphasized the organization-level creativity that could facilitate insiders' creativity to enhance firms' business competitiveness (Amabile, 1996;Perry-Smith, 2006;Althuizen and Reichel, 2016;Baack et al., 2016), whereas few have investigated the importance of consumer creativity in decision-making (Rosa et al., 2014). Also, most of these studies employed self-report surveys that could be problematic (Farh and Dobbins, 1989). ...
... Then, these definitions gradually have become more sophisticated (Perry-Smith, 2006;Yeh et al., 2016). Many past researchers have paid significant attention to the positive effects of creativity (Goldenberg et al., 1999;Smith and Yang, 2004;Baack et al., 2016) and analyzed ways in which to enhance it (Suh et al., 2010;Bai et al., 2016;Yang and Yang, 2016). It is because the positive effect of creativity is an underlying source of innovation that can catalyze an organization's growth (Woodman et al., 1993). ...
Article
Full-text available
Modern consumers face a dramatic rise in web-based technological advancements and have trouble making rational and proper decisions when they shop online. When they try to make decisions about products and services, they also feel pressured against time when sorting among all of the unnecessary items in the flood of information available on the web. In this sense, they need to use consumer decision-making creativity (CDMC) to make rational decisions. However, unexplored research questions on this subject remain. First, in what ways do task difficulty and time constraints affect visual attention on exploitative and exploratory activities differently? Second, how does the location of the reference (i.e., hints) influence the level of visual attention to exploitative and exploratory activities depending on affordance theory? Third, how do exploratory and exploitative activities affect CDMC? Eye-tracking experiments were conducted with 70 participants to obtain relevant metrics such as total fixation duration (TFD), fixation count (FC), and visit count (VC) to answer these research questions. Our findings suggest that task difficulty influences exploitative activity, whereas time constraint is related to the exploratory activity. The result of the location of hints aligns with the affordance theory for the exploitative activity. Besides, exploratory activity positively affected CDMC, but exploitative activity did not show any effect.
... It is generally agreed that creativity is pivotal for advertising effectiveness, as becomes evident in the many advertising text books, academic research, and trade publications on this topic (Smith et al., 2008). Ad creativity positively affects attention (Smith et al., 2008;Yang & Smith, 2009), recall (Ang et al., 2007;Baack, Wilson, & Till, 2008;Lehnert, Till, & Carlson, 2013), attitude towards the brand and the message (Ang et al., 2014;Baack, Wilson, van Dessel, & Patti, 2016;Dahlén, 2005;Heiser et al., 2008), online sharing behavior (Southgate, Westoby, & Page, 2010), and purchase intentions (Heiser et al., 2008;Smith et al., 2007;Yang & Smith, 2009). Although ad creativity is positively related to consumer responses, it invites further research in the context of social media based on two arguments. ...
... Moreover, West et al. (2019) expect that the effects of the creativity dimensions will be subject to change due to the rapid expansion of social media platforms and their new functionalities which ask for better insight into consumer responses to creative social media messages. However, previous creativity research mainly focused on examining traditional forms of advertising, such as television commercials and print (e.g., Baack et al., 2016;Heiser et al., 2008;Lehnert et al., 2014). Considering the pervasiveness of social media (for a review, see VanMeter et al., 2018), including the variety of platforms and their functionalities (Ngai et al., 2015;Voorveld, 2019;Voorveld et al., 2018), it is necessary to re-investigate the effects of ad creativity in social media content (cf. ...
... The Importance of Aligning the Measurement of Creativity with Its Multi-Dimensional Nature Third, this study provided further evidence for originality, meaningfulness, and craftsmanship as distinct constructs, which deepens our understanding of ad creativity. Although the literature generally agrees that creativity can be defined as a multi-dimensional construct, many studies still measure creativity as one construct (e.g., Baack et al., 2016;Heiser et al., 2008;Moldovan et al., 2019;Wilson, Baack, & Till, 2015). To do justice to its multi-dimensional nature, we used a validated measurement model (White et al., 2002) that has proven useful for examining ad creativity in social media context (Stathopoulou et al., 2017;Willemsen et al., 2018). ...
Article
Full-text available
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.
... Irrespective of a firm's market, communication inherently needs to stand out from the clutter (Pieters et al., 2002). Despite business-to-business (B2B) marketing communications that are loaded with information and feature-driven (Baack et al., 2016;Swani et al., 2020), some firms have used celebrity endorsers with the anticipation that such endorsements by public figures may assist in grabbing the attention of the B2B buyers away from the competition (Canning and West, 2006). For example, the successful branding campaign conducted by Accenture with Tiger Woods has focused on celebrity endorsement in the B2B segment. ...
... The expansion of the scope of celebrity advertising into B2B marketing has gradually taken place to infuse much-needed creativity to establish difference through the growing implantation of psychological differentiators (Baack et al., 2016;Dahlen et al., 2018). B2B marketers are gradually joining the celebrity endorsement bandwagon by moving resources to more buyer-focused advertising (Parr, 2017;Canning and West, 2006) first broached the idea of employing celebrities in a B2B marketing landscape and proposed a theoretical model incorporating the factors of 'source credibility/attractiveness' and 'meaning transfer.' ...
Article
Purpose-This study aims to investigate the nuances of celebrity spokesperson effectiveness in business-to-business (B2B) advertising. Specifically, the study addresses the question of endorser effectiveness in the presence of product complexity (high vs low) and how this effect is moderated by endorser gender. In addition, the study also explores whether the way an endorser is placed in the advertisement (product-facing vs audience-facing) would have differential effects on the buyer. Design/methodology/approach-The present study uses experimental design to fulfil the study objectives. Two experiments are conducted (total n ¼ 201) on employees in a purchasing role in organisations, with the dependent variable being dwell time (captured using an eye-tracking device). Findings-Major findings indicate that celebrity gender has a moderating effect depending on the product complexity. Results also indicate a significant effect of how the celebrity is placed in the advertisement on the buyer. Research limitations/implications-The findings emphasise the role of the spokesperson in B2B advertising using neuro-behavioural data. It also contributes to the theoretical nuances of spokesperson gender in B2B advertising and the role of kinesics in advertising using spokespersons. Practical implications-The study provides guidelines on the choice of the spokesperson and their physical posture in the advertisement for B2B advertisers that may lead to communication effectiveness. Originality/value-The present study is in a domain that is scarcely researched in B2B and adds novelty as it uses physiological data instead of self-reported measures.
... Irrespective of a firm's market, communication inherently needs to stand out from the clutter (Pieters et al., 2002). Despite business-to-business (B2B) marketing communications that are loaded with information and feature-driven (Baack et al., 2016;Swani et al., 2020), some firms have used celebrity endorsers with the anticipation that such endorsements by public figures may assist in grabbing the attention of the B2B buyers away from the competition (Canning and West, 2006). For example, the successful branding campaign conducted by Accenture with Tiger Woods has focused on celebrity endorsement in the B2B segment. ...
... The expansion of the scope of celebrity advertising into B2B marketing has gradually taken place to infuse much-needed creativity to establish difference through the growing implantation of psychological differentiators (Baack et al., 2016;Dahlen et al., 2018). B2B marketers are gradually joining the celebrity endorsement bandwagon by moving resources to more buyer-focused advertising (Parr, 2017;Canning and West, 2006) first broached the idea of employing celebrities in a B2B marketing landscape and proposed a theoretical model incorporating the factors of 'source credibility/attractiveness' and 'meaning transfer.' ...
Article
Purpose This study aims to investigate the nuances of celebrity spokesperson effectiveness in business-to-business (B2B) advertising. Specifically, the study addresses the question of endorser effectiveness in the presence of product complexity (high vs low) and how this effect is moderated by endorser gender. In addition, the study also explores whether the way an endorser is placed in the advertisement (product-facing vs audience-facing) would have differential effects on the buyer. Design/methodology/approach The present study uses experimental design to fulfil the study objectives. Two experiments are conducted (total n = 201) on employees in a purchasing role in organisations, with the dependent variable being dwell time (captured using an eye-tracking device). Findings Major findings indicate that celebrity gender has a moderating effect depending on the product complexity. Results also indicate a significant effect of how the celebrity is placed in the advertisement on the buyer. Research limitations/implications The findings emphasise the role of the spokesperson in B2B advertising using neuro-behavioural data. It also contributes to the theoretical nuances of spokesperson gender in B2B advertising and the role of kinesics in advertising using spokespersons. Practical implications The study provides guidelines on the choice of the spokesperson and their physical posture in the advertisement for B2B advertisers that may lead to communication effectiveness. Originality/value The present study is in a domain that is scarcely researched in B2B and adds novelty as it uses physiological data instead of self-reported measures.
... To assess what is creative and what is not, practitioners from the field (e.g., Althuizen 2017; Kübler and Proppe 2012) as well as the people for whom the content is created (i.e., the consumers) (e.g., Baack et al. 2016;Feng and Xie 2019) are used. Practitioners encode creativity by producing creative content (Kelly, Lawlor, and O'Donohoe 2005); however, people for whom it is made can experience it as such or not (cf. ...
... Advertising practitioners (e.g., Althuizen 2017; Kübler and Proppe 2012) and consumers (e.g., Baack et al. 2016;Feng and Xie 2019) are often used as assessors of creativity, as demonstrated in Table 1. Each group has its own purpose. ...
... Frolova (2014) noted that production followed by effective advertisement increases the response in consumption of a product, hence indicating a relationship between advertisement and sales performance. Baack et al. (2016) stated that organizations advertise to familiarize the market with their products, hence creating confidence in the product. Moreover, the study found that the more a firm spends on expenditure, the more the demand is for their products, and Economies 2023, 11, 121 6 of 22 consequently, the more sales are made. ...
... The literature suggested that increased advertising expenditure results in an increased level of annual sales revenue in a business. This conclusion is based on the studies by Sharpe and Hanson (2018), Baack et al. (2016), Sundarsan (2007), Acar and Temiz (2017), Simester et al. (2009), Molla and Rahaman (2022), and Xu et al. (2019). Therefore, the second hypothesis for this study is stated as follows: ...
Article
Full-text available
The current paper aims to investigate the moderating role of liquidity in the relationship between accounting and advertising expenditures and the financial performance of small and medium enterprises (SMEs) in Jordan. Furthermore, the present paper highlights the importance of managing expenditures and improving financial performance. Since the performance of Jordanian SMEs is extremely critical, furthermore, the present paper explores the possibility of empowering these businesses in order to achieve profitability. This paper is based on descriptive statistics, regression, and correlation analysis in order to analyze the data, collecting secondary data from 200 SMEs. The results demonstrate that accounting expenditures are key factors for financial performance, especially in SMEs. Moreover, SMEs are more sensitive to liquidity challenges, which significantly impact their short-term expenditure and consequently influence their financial performance. It is evident that accounting expenditures moderated by liquidity have a positive effect on the financial performance of SMEs. However, our findings indicate a negative effect regarding the relationship between advertising expenditures and financial performance. According to the results of this study, regulators may offer new regulations and legislation in the future to the Ministry of Finance and the Amman Stock Exchange.
... Van Gelder (2005) states that creativity is one of the major influencing factors for managing the brand effectively across multiple markets and it becomes crucial for organizations to adapt creativity not in parts but in its entirety. Baack et al. (2016) suggests that creativity led to positive brand evaluations and emphasized the role of creativity in designing communication strategies. Further, Smith et al. (2008) states that creativity also results in better brand cognitions, positive attitudes towards brand and higher brand purchase intentions. ...
... Creativity thereby would lead to augment the process of brand management by supplementing to build a strong brand identity that would distinguish itself from the competitive offerings. The potential of creativity to tap inherent subconscious and psychological mind-set is unquestionable (Smith et al., 2008) and creativity could improve engagement with the message and enhance attitude and behavioural intention (Baack et al., 2016). Hence, the application of the concept of creativity facilitates establishing a flawless and uniform brand identity leading to the origination of a distinguished brand with unique characteristics. ...
Article
Full-text available
This article directly responds to the call for new visions that impact the field of brand communications in the Marketing 5.0 world. It does so by using creative principles to deconstruct and reconceptualize an important marketing management tactic namely brand management. Brand management is a polarizing tactic in the overall strategic marketing planning. It is easy to find scholars and practitioners in support of it as well as opposing it. This article reviews popular existing brand management strategies to see how creativity is treated and presents a new futuristic model of where and how should creativity be in the overall brand communication and management process. This model helps marketers take advantage of creativity principles. The model will reimagine the narrative of brand management and creativity will be included in the dynamic mix where the changes will hopefully have a deeper impact on the future brand management practices and its positioning in the overall marketing management.
... Even in today's digital world, traditional advertising is still an important component of an IPA's marketing program. A large portion of an IPA's advertising budget is spent on print advertisements (Wells and Wint, 2000;Wilson andBaack, 2012, 2020), and investment promotion advertising has been shown to improve investor attitudes toward the advertising country, improve their willingness to consider the country for future investment and increase their interest in contacting the IPA (Baack et al., 2016;Wilson et al., 2014). A content analysis of advertisements in this area finds slogans and logos are frequently used (Wilson and Baack, 2012). ...
... However, it is perhaps a critical component for ensuring a nation is perceived as professional, credible and an expert in its domain, especially within investment promotion which relies on providing country and market data to potential investors (Kelly, 2017). While many researchers have argued that slogans, logos and advertising are ineffective in place branding, practitioners continue to extensively use them (de San Eugenio Vela et al., 2017;Kerr et al., 2012) and other research has shown them to be effective in changing perceptions and behavioral intentions (Baack et al., 2016;Wilson et al., 2014). Accordingly, we put forth several guidelines for the development and use of slogans and logos in an investment promotion context. ...
Article
Purpose The purpose of this research is to understand how brand-building is used to lend credibility to investor information and to differentiate countries competing for foreign investment. Brand signals, such as slogans and logos, are frequently used by governments and their investment promotion agencies to enhance the presentation of information to potential investors interested in acquiring or establishing a business within their country. Yet, little is known about how governments use brand building to foster professionalism and convey their expertise in international expansion assistance and differentiate themselves from one another in an investment promotion context. Design/methodology/approach This research content analyzes the slogans and logos found in 55 months of print advertising and on the websites of 181 countries engaged in investment-seeking activities. Findings The research finds that slogans and logos are frequently used across both samples, but slogan use is greater in print advertising than on the Web, which is likely because of the greater effort required to develop an advertising campaign than to maintain a website. Regardless of medium, logo use is greater than slogan use. In the sample, slogans tended to be generic or undifferentiated and do not appear to facilitate brand credibility. However, logos were better designed than slogans and incorporated more territorial and cultural symbols and elements of expertise. Originality/value This study provides for a deeper understanding of investment promotion, especially, as it relates to brand building both on the Web and in print advertising. It also extends the author’s understanding of brand building within a specialized area of business-to-business organizational buying. From a managerial perspective, the research highlights the need for differentiated slogans and for logos using territorial and cultural symbols to better assist governments with appearing more professional, conveying expertise and differentiating their country from potential rivals.
... Consequently, such straightforward and typical visual stimuli heighten the fluency of information processing (Mayer & Landwehr, 2018). This, in turn, enhances the perceived pleasure associated with the online shopping experience and elevates purchase intention (Baack, Wilson, van Dessel, & Patti, 2016;Im, Lennon, & Stoel, 2010). Conversely, cognitive capacity models suggest that individuals possess limited cognitive resources for processing stimulus information (Bettman, Luce, & Payne, 1998;Corsaro, Ramos, Henneberg, & Naudé, 2011). ...
Article
Livestreaming eCommerce companies invest a significant amount of time and resources in setting up their livestream studios. However, these companies struggle to determine how the studio environment impacts sales, leading to uncertainty regarding the return on investment in their livestream studios. To address this critical yet under-studied issue, we examine how the dual features of the B2B livestream studio environment, namely visual complexity and coherence, impact sales performance. We leveraged machine learning and deep learning algorithms to evaluate the visual complexity and coherence of the B2B livestream studio setting. We then developed the econometric model to determine how these factors affect sales during livestreaming events. Our analysis drew on a dataset of 954 B2B livestreaming events across 8 industry categories. Our study highlights the adverse effects of visual complexity and coherence on sales performance. Notably, high-involvement products are found to be more affected by visual complexity and coherence compared to low-involvement products.
... Another important factor for the success of advertising is creativity, as creative ads can differentiate products and messages from competitors (Alegro & Turnšek, 2021;Baack et al., 2016;El-Murad & West, 2004). Marketers aim for creative advertising that is original, relevant, and strategic (Koslow et al., 2006), as it can capture the viewer's attention and lead to greater engagement with the brand (Corrêa et al., 2020;Hendijani Fard & Marvi, 2020). ...
Article
Full-text available
Objective this research aims to identify the key characteristics that influence viewers to watch and share ads. Theoretical approach by exploring both technical and subjective attributes, this study provides valuable insights for advertisers to enhance their video performance. It farsighted to study the attributes that motivate the sharing video ads behavior using the characteristics present in the videos altogether. Method the research employed a multi-method approach. The qualitative study analyzed 35 YouTube ads to identify potential attributes for evoking sharing behavior. Subsequently, an experimental study was conducted based on the derived qualitative propositions. Result the propositions produced the attributes: narrative, purpose, interaction, real characters, celebrities, technical themes, humor, and market. With them, we formed 16 bundles, converted into ad visual scripts analyzed by a conjoint. Conclusions the study highlighted that congruency of service announcements from service companies, addressing real problems with non-technical themes, have the highest potential for sharing, while ads focusing on technical topics with elements of humor performed poorly. This research sheds light on the discussion of two goals established by the United Nations - SDG 9 and SDG 12, providing valuable insights for advertisers. Keywords: viral advertising; digital marketing; advertising performance; ad attributes
... The effect of message strategy is greater than the effect of advertising expenditure (Putte, 2009) and despite the importance of brand positioning, creative solutions, choice of media, timing, and intensity of communication in advertising, message strategy is the element which is responsible for attracting consumers' attention, influences their perception among other advertised brands and leads to purchase intention (Jovanovic et al., 2016). Moreover, drawing the attention of the target audience can be achieved only through creative designs (Yurttas and Ozkock, 2020); creativity in advertising leads to advertising efficiency (Sameti and Khalili 2017), which makes it one of the most important concepts for effective design (Baack et al., 2016). Taylor (1999) revisited the literature on building message strategy and developed the comprehensive model known as the Six-Segment Strategy Wheel (SSSW). ...
Article
Full-text available
The purpose of the study was to explore the message strategies in television advertising based on Taylor's Six Segment Strategy Wheel (SSSW). The study examined (118) commercials broadcasted on OmanTV. The study indicated that combination strategies were mainly employed on OmanTV commercials with a focus on social segment. The study also examined if other considerations of: organizational orientation, advertising function, product type and industry sector affect the choice of advertising message strategy. It is recommended for international advertisers to focus on social segment and advertisers should develop different versions of commercials that severally focuses on one advertising function. In addition to message strategies, the conducted content analysis resulted in other valuable insights on the general television advertising scene.
... Loyal means that consumers' intention toward the brand is consistent and makes it the first choice (Reichheld & Schefter, 2000). Attitude is a positive or negative reaction/ response toward any marketing stimuli such as brands, products, and advertisements (Baack et al., 2016;Schiffman & Kanuk, 2007;Shaouf et al., 2016). Franzen (2005) defined attitude as a scale of brand preference, which highly impacts consumers' behavior (e.g., purchasing or not) and vice versa. ...
Article
Full-text available
Although neuromarketing research has developed, the current studies lack to provide comprehensive insights into neuromarketing and marketing mix. Therefore, this study has designed to provide a comprehensive overview of neuromarketing, classification of neuroimaging and physiological tools are currently used in the marketing mix, and highlights the neural responses of consumer’s behavior (e.g., emotions, attention, motivation, reward processing, and perception) to be considered in the marketing mix. This study followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework to select relevant documents for this article. In this study, 106 articles and review papers were extracted and analyzed from the Web of Science database to fill the gap in the literature. We found that 10 tools have been used in studying the marketing mix, such as advertising, brand, price, and product). For example, electroencephalography was the most applied tool, while advertising was the most marketing mix employed. We also found that the frontal and temporal gyri were correlated with pleasure/displeasure and high/low arousal. The occipital lobe is linked to attention processes, while the hippocampus relates to long and short-term memory. Such findings provide valuable insights into the neural responses in marketing mix research.
... Баак Д., Уилсон З., Ивера П., Давариб A. считают, что в случае, когда компании пытаются дифференцировать себя от других фирм, им необходимо собрать информацию о потребностях клиентов, а затем разработать ценностное предложение, занимающее особое место в сознании потребителей на В2В рынке [10,11]. Van Dyck M., Lüttgens D., Piller F.T. также отмечают, что промышленная компания может найти конкурентною позицию путем создания ценности для клиентов [12]. ...
... However, marketing academics have been debating the value added by creativity (e.g., Baack et al., 2016), with Levitt (2002) going to the extent of stating that "creativity can actually be destructive to businesses" (p. 137). ...
Article
Creativity helps marketers better address customer needs, competitive actions, and challenges of an unpredictable environment. However, marketing academics have been debating the value added by creativity. This confusion can be best addressed by a comprehensive analysis of the creativity in marketing (CiM) literature, which we attempt to achieve. In this endeavor, we conducted citation, keyword, and authorship analyses from a corpus comprising 375 scholarly papers from 1973 to 2021. The most frequent keywords (e.g., advertising, co-creation, consumer creativity) may aid interested researchers in effectively exploring/understanding this domain. The domain’s most productive journals (e.g., JBR, JA, P&M) are recommended target journals. We used structural topic modeling to extract ten key topics and content-analyzed them to develop an organizing framework. Furthermore, we used the six trending topics (e.g., creativity and branding, consumer creativity, new product creativity) to suggest implications for theory, practice, and future research.
... The global advertising market reached a value of $590.3 billion in 2021 and IMARC Group expects the market to reach $792.7 Billion by 2027 (www.imarcgroup.com). Although advertising creates a huge potential market, due to the concern about product quality and the fact that more importance to creativity rather than conveying quality information is attached to advertising (Baack et al. 2016;Rosengren et al. 2020), product quality information asymmetry between consumers and firms still exists. Therefore, more enterprises reveal product quality information to consumers via quality information disclosure to influence consumers' perceived product quality, such as product labels, quality certification, free trials, and automobile crash tests (Guo 2009;Cao et al. 2020). ...
Article
Existing research on advertising structures in a supply chain has mainly been conducted with symmetric quality information and the interaction between quality information disclosure and advertising has not been clarified. To identify the optimal advertising structure and disclosure strategy for a manufacturer, we explore manufacturer advertising and cooperative advertising in the context of product quality information asymmetry. We examine the implications of the manufacturer’s product quality information disclosure on his advertising strategies and the impact of advertising on quality information disclosure decisions. When cooperative advertising is more effective than manufacturer advertising and the product quality is low, the manufacturer should adopt manufacturer advertising, which leads to higher perceived quality and improves the retailer’s economic condition. We find that advertising can inspire the manufacturer to disclose more product quality information regardless of the advertising structure, which occurs when the effectiveness of advertising is large. Furthermore, the manufacturer, the retailer, and consumers can benefit from cooperative advertising when cooperative advertising is more effective than manufacturer advertising and the product quality is high. We also consider an extension where the manufacturer and retailer advertise simultaneously and find that advertising leads to more quality information being disclosed when the disclosure cost is low.
... In particular, one study showed that ads could change managerial attitudes and beliefs about place attributes and increase the likelihood managers would seek additional information, contact the investment promotion agency, or recommend the location for investment (Wilson et al., 2014). Additionally, managers, who believed the investment promotion advertisements presented to them were highly creative (Baack et al., 2016) or from a country perceived to be more trustworthy or experts in foreign direct investment (Wilson and Baack, 2020b), found the ads to be more effective in changing attitudes and behavioral intentions. ...
... Spry et al. (2011) stated that celebrity endorsements can positively affect consumer attitudes toward advertisements, and it is likely that adding a celebrity endorser in an ad will draw attention to the ad and lead to a better outcome. Baack, Wilson, van Dessel, and Patti (2016) argue that creativity draws attention to advertisements and makes the message content more descriptive, which can lead to more favorable attitudes and higher levels of purchase intention. NGUYEN (2021) showed that physical attractiveness, credibility, popularity, expertise, compatibility and multiple endorsements of celebrities have positive effects on purchase intention. ...
Article
Full-text available
Abstract Purpose – Neuromarketing is a science that can examine human subconscious decisions and activities. The study aimed to investigate the neuropsychological responses of consumers to promotion strategies and the decision to buy sports products, in order to determine the more effective strategy. Design/methodology/approach – An experimental design clarifies whether there is a significant difference between the neuropsychological responses resulting from selective promotional strategies (charity, endorsement, advertising and discount). The authors conducted the research with 40 young adults (20 males and 20 females; age range 25–35 years). The Enobio 20-channel electroencephalograph (EEG) is used to record waves, a two-item questionnaire is used to measure purchasing decisions and self-assessment forms are used to measure arousal and pleasure. Data analysis performed by Friedman’s statistical methods and logistic regression using SPSS 22 software. Findings – Based on the alpha wave, the results showed the two charity and endorsement strategies had the highest effect on consumer attentions. The pleasure had the highest value in the discount, and the arousal had the highest value in the charity strategy. Neuropsychological responses also explain a significant percentage of the consumer decision to buy. Research limitations/implications – Access to research samples is difficult due to the ignorance of the samples as well as the fear of possible harm from imaging and brain scanning methods. Practical implications – Neuromarketing is a science that can examine human subconscious decisions and activities. Social implications – The information obtained neural methods are more accurate than traditional research methods. Originality/value – This study showed the alpha brainwave (attention), arousal and pleasure explain a significant part of the consumer decision to buy. More scientific data can be obtained through new scientific approaches such as neuromarketing, which has a great impact on understanding consumer behavior. Therefore, marketers and researchers can make their promotional activities more effective in terms of them. Keywords Promotional strategies, Neuromarketing, EEG Paper type Research paper
... Creativity can facilitate problem solving and innovation (Adams & Hamm, 2010). As such, it has been considered an important source of competitive advantage in B2B relationships, and its reduction or absence could have negative implications for the parties involved (Baack et al., 2016). It is possible that AI might limit the opportunity for individuals to interact and thus inhibit collaborative creativity; this could further lead to staleness in B2B relationships, which is a noteworthy facet of the dark side of B2B relationships (Anderson & Jap, 2005). ...
Article
Full-text available
New technologies, such as artificial intelligence (AI), blockchain, and big data analytics, can shape how B2B relationships are managed and how dark side effects are manifested in B2B relationships. Moreover, despite several advances in the dark side of B2B relationships research, concerns have recently been raised that this stream is under theorized, and the focus has been on the manifestations of the dark side and not on the underlying processes. We address these challenges by examining how the emergence of new technologies has the potential to transform B2B relationships and lead to the emergence of dark side effects through processes that have not been hitherto examined or understood. In the process, we further illustrate how theories that have been largely neglected within this literature (i.e., social dominance, organizational inertia, organizational information processing, and role theory) can provide novel insights when exploring the dark side of B2B relationships.
... Gartner ( A B2B advertising message is more than 'mere information; "it needs to be liked" , this liking feeds into brand consideration (Baack et al. 2016). ...
Research
Full-text available
This report is research from a marketing perspective that looks at the utilization of advertising strategy among Disney's Mando Monday Campaign. That focuses on B2C aspects of marketing communications with effective advertising strategies used by Disney to increase resonate with consumers to facilitate purchases of low involvement products. The second half of the report delves deeper into The Shopper Agency B2B Orientated Campaign focusing on the personalization and digital transformation of B2B Marketing.
... In consumer advertising, psychological differentiators, such as creativity, are often used to maximize the impact of advertising [3]. El-Murad and West [4] claim that creativity is the most important element in advertising to be successful. ...
Article
Full-text available
Social networks have become an important supplement to traditional forms of marketing channels for destination branding. YouTube is believed to be one of the most influential social media and video sharing platforms. Its visual character, informal setting and address of the youth segment would expectedly mean a high level of creativity in the process of destination branding. By means of qualitative analysis of what are considered to be the best videos as self-selected by the European destination management organizations (DMOs), we wished to ascertain how creative these best case examples really were. The results show that the videos are extremely similar, with the most common type a “collage” of only loosely connected visuals with rare elements of storytelling or humor as the most typical creative approaches. While following the desire to show the diversity of a destination, the destination branding videos paradoxically become a collection of similar visual images and thus fail to contribute to the differentiation of the destination brand. The results show that future advice to practitioners of destination marketing for YouTube is to go beyond the typical “collage” genre of a destination marketing video and focus more on storytelling, humor and especially the most difficult step in the destination branding: strategically focusing on the smaller number of specifics that differentiate a destination rather than on the multitude of the highly diverse experiences.
... Zum anderen beschäftigen sich die Artikel allgemeiner mit externen Hinweisreizen, deren Rolle vermutlich vor allem durch die begrenzte Rationalität der beteiligten Akteure zu erklären ist. Zu diesen Hinweisreizen gehören zum Beispiel die Kreativität der Kommunikation (Baack et al. 2016), die Langfristigkeit der Beziehung (Wagner et al. 2003), die Empfehlungen Dritter (Kennedy und Deeter-Schmelz 2001) und die Arbeitsumgebung (Qualls und Puto 1989). ...
Article
Full-text available
Zusammenfassung Die Forschung zu individuellen Konsumentenentscheidungen zeigt, dass diese oftmals nicht nur auf einer Beurteilung konkreter Attribute des Angebots beruhen, sondern ebenso durch entscheidungsvereinfachende Heuristiken beeinflusst werden. Überraschenderweise liegen diesbezüglich bislang kaum Erkenntnisse zu organisationalen Einkaufsentscheidungen im B2B-Kontext vor. Dieser Beitrag möchte hierzu Forschung initiieren. Zu diesem Zweck führen wir eine Bestandsaufnahme von Marketingstudien durch, die durch eine (zumindest implizite) Berücksichtigung von über die Kernleistung hinausgehenden Aspekten erste Erkenntnisse zu möglichen entscheidungsvereinfachenden Heuristiken im B2B-Kontext liefern können. Wir kategorisieren die identifizierten 102 Artikel in sechs Literaturfelder basierend auf Untersuchungseinheit (Individuum, Gruppe, Unternehmen) und zeitlicher Dimension (relational, transaktional). Wir beschreiben dann die zentralen Erkenntnisse in den Literaturfeldern sowie die verwendeten Methoden und Konstrukte. Basierend auf unserer Literaturbestandaufnahme schlagen wir fünf heuristische Attribute vor, von denen wir einen Einfluss auf organisationale Einkaufsentscheidungen erwarten: (1) Vertrauen, (2) Bestandslieferantenstatus, (3) Sympathie, (4) Marke und (5) Wertübereinstimmung.
... In the context of consumer behavior towards a brand or product, previous studies have confirmed that effective advertising might lead to a stronger attitude and shopping behavior of customers (Sameti and Khalili, 2017;Baack et al., 2016). It is also ascertained from the research on eco-friendly practices (i.e., green advertising, green packaging) that if a store is linked to green practices, this would influence customers' subjective values and beliefs considerably as well as form a positive attitude towards this store (Jeong et al., 2014). ...
Article
The study constructed an integrated model of behavior towards shopping at retailers practicing sustainable grocery packaging (SGP) from the influences of intra-personal and retailer-based contextual factors. A questionnaire-based survey was employed to collect data from grocery shoppers at modern grocery retailers in a developing Asian country-Vietnam. By using Partial Least Square-Structural Equation Modeling, the proposed model was empirically tested with a sample of 478 respondents. The study found the direct influences of environmental lifestyle and retailers’ environmental reputation on shopping behavior concerning sustainable packaging. Two personal factors (environmental knowledge of sustainable packaging and green self-identity) and two marketing stimuli factors (sales promotion and advertisement) had indirect effects on behavior via attitude towards shopping at retailers practicing SGP. The study is the first to provide an understanding of consumer behavior concerning sustainable packaging from both internal and external perspectives. Practical implications are also provided for marketing and management of grocery retailers.
... The more attention a consumer pays to an advertisement, the more cognitive capacity will be allocated to processing that advertisement ( Baack et al., 2008 ). This ultimately leads to deeper processing and improved brand recall ( Wilson et al., 2015 ;Sasser and Koslow, 2008 ); positive ad and brand evaluations ( Baack et al., 2016 ); and stronger intentions to purchase ( Yang and Smith, 2009 ;Smith et al., 2008 ). Creativity has been found to stimulate cognitive processing ( Chen and Smith, 2018 ;Zhou et al., 2018 ), thus in-voking open-mindedness and curiosity in consumers; encouraging them to savour uncertainty and delay making a definite judgement about an advertised brand ( Chen and Smith, 2018 ;Yang et al., 2014 ). ...
Article
Marketers in China have long used the government's system of city tiers as a de facto segmentation tool. Previous research shows that this has led to assumptions on the part of advertisers about differing levels of conservatism and uncertainty avoidance between city tiers. This in turn has resulted in advertisers’ reluctance to invest in creative advertising, particularly when it is directed at consumers in low tier Chinese cities. This paper investigates potential differences in consumer response to advertising creativity between high (Tier 1–2) and low (Tier 5–6) Chinese cities; the moderating effect of uncertainty avoidance on Chinese consumer processing of creative ads; and the efficacy of tiers as a means of segmenting the complex Chinese marketplace. Findings reveal that regardless of tier, Chinese consumers respond positively to advertising that engages their emotions. Additionally, while Chinese consumers rank high in uncertainty avoidance, this does not moderate their response to creative ads.
... The importance of creativity is highlighted, for example, in the popularity of industry competitions, such as the Cannes Lions International Festival of Creativity, and the growing academic literature on its effects (e.g., Reinartz and Saffert 2013;West, Koslow, and Kilgour 2019). However, the value of creativity is also subject to longstanding debate (Baack et al. 2015;Levitt 1963), and recent reports highlight that marketers are increasingly growing skeptical of advertising creativity (Parsons 2019;Premutico 2019) and decreasing their investments in it (Forrester 2019). ...
Article
Full-text available
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.
Article
Purpose Given the contradictory findings of standardization/adaptation of marketing strategy in explaining export performance in the extant research, this study aims to examine the contingent effects of managerial ties and born global orientation in the standardized advertising-export performance conceptualization. Design/methodology/approach The study used two-respondent method in the survey research by a sample of 155 exporting firms operating in the industrial marketing based in Australia and New Zealand and applied hierarchical regression analysis to test the hypotheses. Findings The findings demonstrate that standardized advertising has a significant effect on export performance and this relationship is positively moderated by business ties. Such effect is particularly enhanced for born global firms (than nonborn global firms). However, political ties negatively influence the impact of standardized advertising on performance and such effect is stronger for born global firms. Research limitations/implications A broader perspective of contingent variables should be included to examine the underlying relationship between standardized advertising and export performance in capturing the dynamism in international marketing contexts, such as institutional frameworks or sociocultural environments in host countries. Practical implications Standardized advertising is critical for born global firms’ export performance as it can increase efficiency and speed up internationalization processes. Such positive impact of standardized advertising on export performance is further enhanced if born global firms allocate resources to develop strong business ties with host country partners instead of building political ties with host country governments, because smooth business networking can facilitate standardized advertising on industrial marketing, yet justifiable political relations require intricate negotiations that often prolong internationalization progress. Originality/value This study incorporates managerial ties and born global orientation as contingent factors in fixing the theoretic interlock between standardization advertising strategy and export firm performance.
Article
This paper examines Artificial intelligence (AI)’s role in enhancing marketing creativity by analyzing the synergy between computational and human creative processes. Through two studies, we investigate non-generative and generative AI applications within marketing contexts using a conceptually driven and empirically derived approach. In Study 1, we observe how creative individuals, particularly artists, utilize AI and its effects on their creative experiences, revealing AI’s role as 1) a new instrumental resource, 2) a tool for exploring possibilities, and 3) a means to deconstruct the creative process. Study 2 assesses 1,036 AI systems (2015-2021) and 241,292 AI models (2022-2024), categorizing them into four clusters and three levels of observed creativity. From these insights, we introduce a framework for AI-enabled creativity: (i) Inspiring agile methods, (ii) Augmenting human creativity, and (iii) Inspiring unconventional thinking. Validated by three workshops, this framework equips marketing leaders with a deeper comprehension of AI’s creative potential. We advocate for AI integration within agile, augmented, and unconventional marketing approaches, advancing our understanding of AI’s contribution to marketing creativity. Additionally, we propose a research roadmap for empirical validation in real-world applications.
Article
Full-text available
Neuromarketing techniques have expanded significantly in recent years. Therefore, in the present research, the role of endorsement strategy on the consumers’ attention to sports products is investigated by examining alpha and beta brain waves. The research method was done experimentally. The statistical population consisted of 20 males and females in the age range of 25 to 35 years. Images according to the endorsement strategy used with Enobio, a 20-channel electroencephalography device to record waves and measure attention. Frontal (F3, F4, FZ), central (C3, C4, CZ), temporal (T7, T8), occipital (O1, O2) and parietal (PZ) brain regions examined. In order to extract waves from quantitative electroencephalography data, Matlab 2013 b software was used. Mann–Whitney U test used to analyze the data using SPSS 22 software. The results showed that there is a significant difference between alpha and beta waves between two groups, without endorsement and with endorsement images, so the endorsement strategy reduces the amount of alpha waves and increases the amount of beta waves in different areas of the brain. Endorsement can attract the attention of the consumer significantly. It can be employed as an effective method to attract the attention of consumers and promote them to purchase sports product.
Article
The study purpose is to investigate the development of creativity in the process of knowledge management in the advertising industry. The novelty of the research is in the study of creativity and social intelligence management as key competencies of this industry. The study is motivated by the high need for continuous improvement in the quality of training of employees in the advertising industry. The respondents group for the online study was formed by simple randomisation from representatives of the advertising industry in the Russian Federation (42 people) and China (45 people). The training methodology consisted of several online exercises in the form of situational tasks aimed at stimulating creativity as well as the development of communicative, image qualities and social intelligence. Statistical analysis was performed using STATISTICA 13.3 software (StatSoft Inc.). To compare quantitative data in the group of respondents before and after the training, a paired Student’s t-test was used to test the null hypothesis about the absence of statistically significant differences in the results of tests of creativity and other significant variables for pre- and post-test after applying the training methodology. The null hypothesis was rejected. The research has shown the possibilities of stimulation of creative potential and development of active thinking, its fluency and flexibility by means of training sessions.
Article
Full-text available
Brands are striving for attention and seeking to attract the right customer, therefore online advertisements have become their big new showroom. Generally, advertisements combine colored imagery and strong movements to encourage and capture the consumer’s attention. However, research shows that people may react differently to similar stimuli depending on their personality traits. This research focuses on how people with a higher sensitivity to external stimuli – commonly defined as Highly Sensitive Persons (HSPs) – react when exposed to ads with excessive visual stimuli (i.e., colors, dynamic imagery, complex layouts). Results from two studies – (1) an experiment conducted online (n = 149); and (2) a biometric data collection using Mind Wave, a brain wave-reading device from NeuroSky (n = 18) – showed that the HSP trait affects ads perception and leads to a negative reaction toward overstimulating advertisements. This study sheds some light on the literature about personality traits and online consumer behavior.
Article
Full-text available
Özet yada Abstract kısmını bu alana yapıştırabilirsiniz en fazla 1500 karakter kullanılabilir. EBu çalışmada Türkiye’de faaliyet gösteren 20 bankanın reklam faaliyetlerinin finansal performanslarına olan etkisi incelenmiştir. Çalışma kapsamında 2002 dördüncü çeyrekten 2018 dördüncü çeyreğe kadar 65 gözlemden oluşan panel veri seti kullanılmıştır. Reklamın bankalar üzerindeki etkisinin incelenmesi sürecinde Driscoll Kraay sabit etkiler dirençli tahmincisi sabit etkiler panel regresyon modeli tercih edilmiştir, açıklayıcılığın arttırılabilmesi adına reklam değişkeni hem reklam harcamaları hem de reklam yoğunluğu olarak iki ayrı rasyo değişken şeklinde analizlere dahil edilmiştir. Elde edilen bulgular ışığında reklamın mevcut döneme negatif etki ettiği ve on dönem boyunca (iki buçuk yıl) negatif etki etmeye devam ettiği tespit edilmiştir.ğer makale diliniz Türkçe ise ilk olarak Öz sonrasında sonrasında Abstract gelmelidir.
Article
Full-text available
The study is focused on the effect of advertising on consumer buying behavior of insurance products in Ghana. Exploratory analysis and descriptive statistics were used to analyze quantitative data. Data analysis was done using a total of 200 valid responses from actual and prospective buyers of insurance products. The associations between constructions and latent variables were investigated using structural equation modeling (SEM). The results of the study revealed that advertisement, consumer awareness, consumer perception, consumer perception have a significant effect on consumer buying behavior toward insurance products. This outcome is consistent with the body of research. We advise that in order for advertising to be effective, the target market must be thoroughly engaged in order to understand their purchasing habits and attitudes toward goods and services. Additionally, as consumers’ purchasing behavior is heavily influenced by their perception, more effort should be put into advertising that is perception-related.
Article
Full-text available
Dengan adanya perkembangan teknologi informasi dan komunikasi serta internet di masa kini, masyarakat luas dapat dengan mudah membeli produk dan/ jasa wisata yang mereka inginkan melalui perangkat dimanapun dan kapanpun mereka inginkan secara online tanpa harus mengunjungi toko agen perjalanan untuk membeli produk dan/ jasa wisata tersebut. Perusahaan pun sudah tidak perlu bergantung pada pihak ketiga dalam menyalurkan produk dan/ jasa mereka dan dapat langsung berkomunikasi dan menyampaikannya kepada konsumen. Tujuan dari penelitian adalah untuk mengetahui hal-hal apa saja yang mampu mempengaruhi intensi kaum Millennial menggunakan aplikasi KAI Access untuk membeli tiket kereta api melalui penelitian kuantitatif yang menggunakan Structural Equation Model (SEM) untuk menganalisis data. Hal penelitian yang didapatkan dari 149 sampel menunjukkan bahwa memiliki attitude/sikap yang positif merupakan hal terpenting untuk membentuk intensi tersebut dimana attitude/sikap kaum Millennial ini paling dipengaruhi oleh keinovasian. Temuan lainnya yang unik dalam penelitian ini adalah pengaruh negatif perceived believability terhadap attitude dan subjective norms yang mengindikasikan meskipun mereka percaya akan klaim atau penawaran yang ditawarkan PT KAI, hal ini tidak membuat mereka memiliki sikap yang positif terkait penggunaan aplikasi KAI Access dan orang-orang di sekitar mereka yang dianggap penting tidak mendorong mereka untuk menggunakan aplikasi KAI Access. Oleh karena itu, aplikasi KAI Access harus dirasakan cukup inovatif sehingga mereka memiliki sikap yang positif terkait penggunaan aplikasi KAI Access yang kemudian dapat memunculkan intensi yang positif juga.
Article
Purpose Extant literature on business-to-business (B2B) has largely ignored studying multi-homing through a psychological lens. This paper aims to outline the results of three constituent studies, which were designed to reveal potential differences in multi-homers’ versus single-homers’ loyalty behaviors in a B2B and supply chain management (SCM) setting; identify factors that differentiate single-homers and multi-homers in these settings; and examine the relevance and effect of perceived risk on multi-homing behaviors. Design/methodology/approach In Studies 1 and 2, the authors used a questionnaire-based survey to capture the perceptions of 503 and 458 SCM experts, respectively. They then deployed AMOS v.21 to perform structural equation modeling. In Study 3, the authors used a mixed-methods approach to interview 18 SCM experts and then applied these insights to a survey with 242 SCM experts. Findings Study 1 reveals that multi-homers’ loyalty toward their preferred SP has a weaker effect on willingness to pay premium prices and share-of-wallet than single-homers’ loyalty. Study 2 establishes that several attitudinal factors distinguish multi-homers from single-homers in a loyalty framework. Study 3 concludes that perceived risk dimensions promote multi-homing intention, which in turn promotes multi-homing behavior. Originality/value Through empirical investigation, the present research succeeds in establishing that multi-homing is a concern for SPs, deciphering the attitudinal factors that distinguish multi-homers and single-homers in a loyalty framework, and confirming the influence of perceived risk dimensions on multi-homing. Thus, the study has several theoretical and practical implications for B2B services in emerging economies.
Article
Full-text available
Business-to-business (B2B) customer interactions and customer journeys increasingly occur in digital spaces, often aided with diverse digital and artificial intelligence (AI)-empowered tools. This requires more in-depth understanding of how to manage such journeys and interactions, particularly with AI-empowered tools that enhance B2B companies' diverse and crucial marketing management operations, ranging from forecasting to managing relationships. To reach this research goal, this paper integrates the current scattered understanding of B2B customer journeys and their management into AI research and presents a two-phase empirical study. First, through an integrative literature review, this study analyzes the relevant contemporary B2B management activities for managing customer journeys and identifies four key management activities: analyze, design, engage, and guide. Second, through mapping over 150 digital tools under 16 marketing management–tool categories and identifying and analyzing AI functions within those tools, the study examines how AI supports companies in the B2B customer journey management activities. The study makes contributions to B2B digital marketing, management and sales research, as well as customer journey management. It also provides guidance for B2B marketers and AI tool technology developers on how AI-empowered tools can be applied and developed to support B2B marketing management, particularly B2B customer journeys.
Article
The purpose of this paper is to evaluate the Service Dominant Orientation (S-DO), Responsive Market Orientation (RMO) and Proactive Market Orientation (PMO) complementary effect on Brand Performance in the Brazilian agribusiness B2B context. We conducted a survey with 147 Brazilian agribusiness firms that sell supplies directly to farmers. The data were analysed through a three-model hierarchical regression analysis. The results indicated that S-DO complemented by PMO and RMO impacts and explains brand performance at more significant levels than S-DO by itself. The complementary effect is highlighted when firms give voice and partner up with their customers that leads the proactively innovative research based on their latent needs. The study allows agribusiness marketing managers to reflect on the insertion of the B2B customer in the firm’s value co-creation process through a guided innovative research process.
Article
Full-text available
Given the media’s changing landscape for advertising, an examination of advertising creativity and its media interaction takes on increasing importance. Accordingly, we investigate within a meta-analytic framework the moderating role of media type (i.e., traditional/non-traditional) in the relationship between advertising creativity and its effects. The analysis covers 48 papers with 298 data points. First, the meta-analytic findings indicate that ad creativity is positively related to cognition, attitudes, and behavioral intentions. Second, the type of media moderates the relationship between ad creativity and its effects. Specifically, the results show that for cognition, print media exhibits a larger impact than TV and non-traditional media. For affect, there is a significant difference in the influence of print versus non-traditional media and TV versus non-traditional media. Non-traditional media produces a smaller impact than print and TV media. For conation, a comparison of TV versus non-traditional media reveals a significant difference in impact. TV media shows a larger impact than non-traditional media. Given that the motivation, opportunity, and ability to process creative ads in traditional and non-traditional media may differ, we present several directions for future research.
Article
Advertising, which has traditionally played an ancillary role in B2B firms' marketing efforts, gains momentum, with firms' spending levels steadily increasing and recent research showing positive effects on firms' sales revenues. However, the sales effect generated through a firm's B2B advertising is likely to critically depend on competitors' advertising investments. While B2C research suggests that competitive advertising reduces the effectiveness of own advertising, this study applies the dynamic NEST (nested business environment) framework to propose the opposite effect, considering the emerging nature of advertising in business markets and the impact of competitor advertising in establishing this form of communication. This opposite, synergistic effect means that advertising competition increases, instead of decreases, the effectiveness of own advertising in B2B contexts. Using a large panel dataset of 2723 B2B firms, this study finds evidence for the synergistic effect and also shows that it reduces the sales effect of sales force spending, i.e. an established communication form in business markets. However, the results also show that the effect's presence or absence critically depends on the business context. This research provides important insights for researchers and managers concerning competitive advertising effects in different B2B contexts.
Article
This study offers the first analysis of hotel managers' intentions to maintain or diminish a service business relationship with Online Travel Agencies (OTAs) based on an empirical assessment of transaction-specific variables, socio-relational variables and values-related variables (namely, gay-friendliness). Based on 206 questionnaires administered to EU-based hotels, the study suggests that a hotel's intention to maintain seems to be impacted by both the economic dimension and the hotel's self-perceived gay-friendliness. The intention to diminish follows a different path, being mainly motivated by opportunistic and transaction-specific characteristics of the service. Our results suggest that hotels geared toward the LGBT travel market can benefit from being listed on OTAs without suffering brand image drawbacks. Moreover, like is already common in the CSR realm, OTAs should allow hotels to include LGBT-related information and explicitly expand their search engines to target gay-friendly hospitality.
Article
Today, small and medium-sized enterprises (SMEs) paly significant role in the economic development of both developed and developing countries. Improving the performance of these enterprises is one of the major concerns of communities. The success of SMEs is a function of establishing a long-‌term relationship with customers, which is translated into loyal customers. In fact, this is the marketing knowledge that enables them to win customers’ satisfaction. One of the most palpable and expensive components of marketing activities is advertising. Advertising is the tip of iceberg in marketing process. One of the major factors in the determining advertising strategies is creative ideas and creativity in advertising. Accordingly, this study was undertaken to “investigate the impact of creative advertising on the performance of SMEs in the food industry of Qom province with the mediating role of brand image. The study population consisted of the customers of food industries of Qom province. Random sampling method was used for selecting participants and data collection was performed by a questionnaire. A total of 386 questionnaires were completed. Structural equations were used for data analysis. Results of path analysis indicated that the creative advertising had a positive effect on brand image, and brand image in turn had a significant positive impact on business performance (customer satisfaction and loyalty. Finally, based on the research findings, some suggestions for future studies are presented.
Article
Purpose This study examines the differences between genders in visual attention and attitudes toward different types of advertisements. Design/methodology/approach An experimental design using a structured questionnaire and six print advertisements with a male, female and neutral focus was used to evaluate gender differences. In total, 180 students from a public university in Brazil participated in the study. An eye-tracking device was employed, using the Tobii Studio software, to get the visual attention metrics for this study. Findings In the case of the female advertisements, no significant difference between visual attention and attitude was found; however, differences were found in the case of male visual attention to the image and their relative attitudes toward the advertisements. Research limitations/implications Because it is a laboratory experiment using quota sampling, mainly Latin consumers, the potential for broader generalization may be limited. Besides, since they are real image advertisement images, there may be some interference in the respondents' responses from previous interactions with the brand or product exposed or even from a prior observation of this advertisement. Originality/value This study provides deeper insight into Latin consumers' preferences and associations, who have a different cultural and national context. This study contributes to the use of the eye-tracking tool as a neuromarketing technique to evaluate and analyze visual attention.
Article
Full-text available
The purpose of this research is to examine how advertising influences managerial perceptions of countries as a place to build, establish, or purchase a business in foreign locations. Principles from John Dunning’s OLI theory frame the discussion. Using an online survey method, we exposed managers with investment and real estate selection responsibilities to two advertisements from 15 different countries seeking foreign direct investment (FDI). The results indicate that FDI-seeking advertisements are effective in changing managerial attitudes and behavioral intentions toward the advertising country, even with only one exposure. Specifically, the advertisements that presented strong arguments for market attractiveness or highlighted firm-strategic assets were the most effective in changing managerial attitudes. For changes in behavioral intentions, strong arguments for strategic assets led managers to indicate that they would seek additional information and recommend the country be placed on the firm’s list of potential locations for FDI. Findings from this study offer investment promotion managers insights into how FDI advertising affects managerial attitudes and behavioral intentions that can assist a country in being placed into a manager’s consideration set. The paper is the first to provide an assessment of FDI advertising effectiveness, and does so using actual site selection managers. This research also successfully applies an international business theory to a study of international advertising content.
Article
Full-text available
This study investigates whether creativity is sufficient by itself to attract attention to the ad space or whether the ad must also be conspicuous. Attention to the ad is an important driver of message processing that leads to favourable advertising effectiveness outcomes, such as improved memory for the brand. To provide insight on this, we conducted a field study of billboard advertising along an urban expressway to explore the variables that affect recognition of outdoor advertising. Using a computational neuroscience software program, we find evidence for the presence of an attention capture threshold. That is, creativity’s message processing promoting strategy only improves memory when billboards cross a threshold, i.e., when the ads are at a sufficient level of conspicuity within an individual’s visual field. This threshold represents a boundary condition for creativity and provides evidence that attention must first be captured in some contexts before creativity increases the memory for brands in advertising. Results also show that billboard size, visual saliency, and brand familiarity increase recognition rates.
Article
Full-text available
The validity of organizational research relies on strong research methods, which include effective measurement of psychological constructs. The general consensus is that multiple item measures have better psychometric properties than single-item measures. However, due to practical constraints (e.g., survey length, respondent burden) there are situations in which certain single items may be useful for capturing information about constructs that might otherwise go unmeasured. We evaluated 37 items, including 18 newly developed items as well as 19 single items selected from existing multiple-item scales based on psychometric characteristics, to assess 18 constructs frequently measured in organizational and occupational health psychology research. We examined evidence of reliability; convergent, discriminant, and content validity assessments; and test-retest reliabilities at 1- and 3-month time lags for single-item measures using a multistage and multisource validation strategy across 3 studies, including data from N = 17 occupational health subject matter experts and N = 1,634 survey respondents across 2 samples. Items selected from existing scales generally demonstrated better internal consistency reliability and convergent validity, whereas these particular new items generally had higher levels of content validity. We offer recommendations regarding when use of single items may be more or less appropriate, as well as 11 items that seem acceptable, 14 items with mixed results that might be used with caution due to mixed results, and 12 items we do not recommend using as single-item measures. Although multiple-item measures are preferable from a psychometric standpoint, in some circumstances single-item measures can provide useful information. (PsycINFO Database Record (c) 2015 APA, all rights reserved).
Article
Full-text available
The authors provide a framework and a set of research propositions that capture and extend current theory on information processing from advertisements. The integrative attitude formation model includes antecedent levels of ability, motivation, and opportunity (AMO), processing of brand information, cognitive and emotional responses, brand attitude formation processes, and brand attitude. Key features of the framework are (1) a more complete, integrative discussion of needs and motivation, (2) a more precise specification of processing mechanisms than currently is proposed in two-routes-to-persuasion models, (3) inclusion of a new typology of emotional and cognitive responses explicitly linked to the levels of brand processing, and (4) a discussion of how alternative attitude formation models correspond to each level of brand processing. To assess the relative advantage of the framework, the authors compare the model with previous integrative models and discuss its implications for related research streams.
Article
Full-text available
Creativity in advertising is a balancing act. Marketers say they want greater creativity, yet their agencies feel that these clients reject cutting-edge work and fail to adopt risky campaigns. So, when is highly creative advertising really needed, and when is it most appropriate? Why are clients "risk averse" as they avoid taking chances when times are good and should "breakthrough" advertising air during good and bad times? Copy testing and the impact of organizational politics on creative campaigns are key factors. The client's openness to new ideas was examined as a conditional variable across 1,125 advertising campaigns reported by 408 advertising agency subjects.
Article
Full-text available
The Creative Product Semantic Scale has been used to judge tangible creative products such as crafts, and intangibles such as the ideas produced by problem solving groups. In this study it was used to judge the creativity of 15 print advertisements, using samples representing college students, advertising professionals, and the general public. The study explored the differences and similarities of responses. There were no significant differences in the judgments of the three groups regarding the originality and logic of the ads. With regard to how well crafted or well executed the ads were, however, the judgments of advertising professionals differed from those of students and the public.
Article
Full-text available
Purpose – Given the dramatic changes in the business environment, the purpose of the paper is to stimulate readers to challenge their mental models of business and industrial marketing, and consider the implications of the blurring of the lines between industrial and consumer marketing. Design/methodology/approach – The paper is a reflection on the evolution of the discipline of industrial marketing since the author's first publication in this area 40 years ago, and an analysis of the impact on this discipline of five interrelated forces of change including: the convergence of B2B and B2C driven by the advances in the internet and rise of small businesses; the prevalence of outsourcing and creation of value networks across firms and countries; the opening of corporate R&D, manufacturing and marketing to the involvement of empowered customers; bridging the functional silos within the firm; and the movement from an "industrial" to a "knowledge" based society and the blurring of products, services, and customer experience. Findings – The lines between consumer and business marketing are increasingly blurred by new technologies and business models. Researchers and practitioners need to re-examine their mental models of business and industrial marketing in light of these changes. Research limitations/implications – The blurring of the lines has many implications, including moving from focusing on buyers to stakeholders, recognizing new forms of relationships with empowered consumers, re-examining the role of outsourcing, bridging disciplinary silos, recognizing the importance of brand equity, utilizing information and communications technology, focusing on the total customer experience, addressing emerging markets, re-examining the role of marketing research and modeling, and rethinking the use of dashboards. By recognizing these changes, one can build upon the foundation of the field to develop innovative approaches to both business and consumer markets. Originality/value – A call to debate the need to redefine and rethink the discipline, and even rethink the title and focus of the Journal of Business & Industrial Marketing. Paper type Viewpoint When I began my work on organizational buying behavior in the mid-1960s, the primary focus of marketing research was consumer marketing. A few pioneering studies had been completed in business and industrial marketing, including the work of. In my own work on organizational buying, I focused on the buying center and the buying process. We examined how the buying situation dictates the process and the people involved (Robinson et al., 1967; Webster and Wind, 1972) and explored the interrelationships between buying organizations and selling organizations (Nicosia and Wind, 1977). We recognized that organizations are heterogeneous and so we need to segment them, but that segmentation must go beyond simple demographics to look at the deeper relationships between buying and selling organizations (Wind and Silver, 1973; Wind and Cardozo, 1974; Wind, 1979). We recognized the richness of available data within the buying organization and its applicability to rigorous quantitative analysis, leading, for example, to measures of industrial source loyalty (Wind, 1970). Even then, we recognized that the core principles of marketing from the consumer side could be modified and applied to business-to-business interactions for goods and services as well as the sale of raw materials to "industrial" buyers. On the other hand, we also saw that, with slight variations, some of the insights developed in industrial marketing were relevant to consumer markets. One of the early insights, for example, was the recognition that buying is a complex decision process and that there was a need to look at "buying centers". In the household, it is not uncommon for purchase decisions to involve the husband, wife and even children as well as other influencers. Both organizational buying centers and buying processes vary by the buying situation ("new task", "modified rebuy" and "straight rebuy"), a finding that been robust across diverse industries. Not surprisingly, a similar conceptualization was developed independently by Howard and Sheth (1969) for consumer markets. The buying criteria of organizational buyers and consumers are multidimensional and involve relational and emotional characteristics, not only a consideration of feature functionality delivery and price. Research methods such as conjoint analysis can be applied with equal effectiveness in both markets. (see, for example, Green and Wind, 1974). While there were some obvious parallels between consumer and industrial marketing, in the early development of these fields, it did make sense for the two to advance independently. This allowed researchers and practitioners to develop in-depth understanding of the context and content of and approaches to the different markets. We have been so successful, however, that we have created our own silos.
Article
Full-text available
Framework outlines the decision process in an industrial context.
Article
Full-text available
Countries compete intensely for foreign direct investment (FDI) and perform a wide range of activities to attract it. Research on FDI promotion often overlooks the effects of advertising. To fill this gap in the literature, this study analyzes the content of FDI advertising to explain its structure. To guide the analysis, the authors use Dunning's FDI location advantages framework. This framework represents an effective prism through which to view FDI advertising, and Dunning's location advantages are reflected in advertising content. In an effort to shed more light on FDI advertising, the authors first provide an assessment of how advertising content varies by country income classification. Next, using exploratory factor analysis, they identify the five factors represented in FDI advertising: knowledge resources, market attractiveness, economic governance, infrastructure, and natural resources. The findings suggest that high-income countries tend to focus on knowledge resources, while lower-middle-income countries focus on economic governance. Upper-middle-income countries tap into both knowledge resources and economic governance while also promoting the attractiveness of their market.
Article
Full-text available
This paper examines and compares definitions of advertising creativity held by samples of New York agency practitioners and members of the television-viewing public. Specifically, the research investigates (1) definitions of creativity, and (2) evaluations of advertising from a creative perspective. Significant disagreement between the two sets of subjects was found. Explanations and insights are offered and implications are discussed.
Article
Full-text available
Although some research has examined the effects of animation in interactive advertisements, no research has investigated consumer responses to animated effects or cartoon spokespeople in print ads. Distinctiveness theory suggests that an ad can be considered distinctive if it has atypical traits that differentiate it from other marketing stimuli. Distinctiveness theory should be readily applied to advertising research, as advertising agencies and clients continuously strive to make their advertisements different, noticeable, and memorable to consumers. Our research applies distinctiveness theory to a creative caricature or cartoon spokesperson in print ads in a between-subjects experiment. Our research reveals that the creative use of cartoon spokespeople in print ads leads to more positive consumer advertising outcomes including attitude toward the ad, attitude toward the brand, and purchase intention of the advertised brand as compared to a human spokesperson in the same advertisement. The implications for practitioners and directions for future creativity and distinctiveness research are discussed.
Article
Full-text available
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.
Article
Full-text available
This article reports the results of a meta-analysis of 38 experimental and quasi-experimental studies that implemented some form of mail survey incentive in order to increase response rates. A total of 74 observations or cases were classified into one of four types of incentive groups: those using prepaid monetary or nonmonetary rewards included with the initial survey mailing and those using monetary or nonmonetary rewards as conditional upon the return of the survey. Results were generated using an analysis of variance approach. The overall effect size across the 74 observations was reported as low to moderate at d = .241. When compared across incentive types, only those surveys that included rewards (both monetary and nonmonetary) in the initial mailing yielded statistically significant estimates of effect size (d = .347, d = .136). The average increase in response rates over control conditions for these types of incentives was 19.1 percent and 7.9 percent, respectively. There was no evidence of any impact for those incentive types offering rewards contingent upon the return of the survey.
Article
Full-text available
Although industrial market research has generated large data banks on organizational buyers, very little from the existing data seems helpful to management. What is needed before more data is collected is a realistic conceptualization and understanding of the process of industrial buying decisions. This article integrates existing knowledge into a descriptive model to aid in industrial market research.
Article
Full-text available
While previous research has found project buying to be distinct from other buying situations, in that it typically involves a multi-organizational network, to date there has been very little empirical research on this phenomenon. Our aim in this paper is therefore to investigate the structure and decision-making processes of the project buying network during the project cycle and its interactions with project sellers. We first develop a preliminary conceptual framework for analyzing the project buying network, which is then applied to a comparative case study of three development projects. The findings from the case study allow us to propose a revised conceptual framework for analyzing the dynamics of the project buying network during the project cycle, as well as interaction with sellers. Our findings also contribute an understanding of development projects, in particular the role of financiers.
Article
Full-text available
With the growth of e-commerce and global competition, business-to-business (B2B) marketers are showing increased interest in the potential of branding, especially at the corporate level. This paper describes branding in the context of B2B markets, and examines its perceived importance to buyers. A review of relevant literature and the development of a conceptual model enables a cluster analysis of data from a survey of industrial buyers. The exploratory analysis examines to whom branding is important, and in what situations. Three clusters of buyers are found: branding receptive, highly tangible, and low interest. The practical implications for managers are explored.
Article
Full-text available
Recent research in information economics has focused on signals as mechanisms to solve problems that arise under asymmetric information. A firm or individual credibly communicates the level of some unobservable element in a transaction by providing an observable signal. When applied to conveying product quality information, this issue is of particular interest to the discipline of marketing. In this article, the authors focus on the ways a firm may signal the unobservable quality of its products through several marketing-mix variables. The authors develop a typoloqy that classifies signals and discuss the available empirical evidence on the signaling properties of several marketing variables. They consider managerial implications of signaling and outline an agenda for future empirical research.
Article
Full-text available
This chapter reviews emergent research streams as a basis for a dynamic multilevel perspective on organizational buying behavior that can link seminal studies to more contemporary issues raised by managers and scholars alike. Since Johnston and Lewin's (1996) review, the literature does not include a comprehensive analysis of recent themes or general directions. From a managerial perspective, some of these issues that need coverage include the following questions. What are the best practices for integrating the organizational buying process with product design, development, and innovation? How can technology, media, and automation be leveraged in the buying process? For supplier relationships in which trust and commitment have been established, what are the best practices for using this to build competitive advantage? What are the best practices for leveraging the brands of products or services that are not owned by a firm? What are the best practices for managing buying processes across international markets?
Article
Full-text available
Purpose The purpose of this paper is to review product‐placement research in the consumer‐marketing domain, examine the acceptability of the practice for buying‐center participants, and assess recall, attitude and purchase‐intention responses to B2B products placed in movie scenes. Design/methodology/approach Achievement of the research objectives requires the collection of data from a sample of organizational buying‐center participants and their exposure to B2B placements in entertainment‐media contexts. Qualified participants observed a movie containing B2B products within the context of the feature. They then completed a short questionnaire concerning their observations and the impressions gained from that observation. Findings Product placements, used prolifically to target household consumers, are beginning to expand into the B2B domain. This research reviews product‐placement research in the B2C domain and examines the acceptability of the practice for a sample of 127 buying‐center participants and their recall, attitude and purchase‐intention responses to B2B products placed in movie scenes. Despite some claimed negativity toward the commercial intent of the practice, results reveal that buying‐center participants find the practice to be generally acceptable for a wide array of B2B products and services. Practical implications Additional research supporting these findings could reveal a fruitful promotional outlet for B2B influence through placement within major motion picture productions. Originality/value Participants demonstrated an impressive level of recall and a modestly favorable attitude and purchase intention on exposure to experimental B2B placements viewed in movie scenes. Variables moderating that response include liking for and emotions induced by the movie, the degree of prominence and realism of the placement, and its fit with the surrounding movie content.
Article
Full-text available
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.
Article
Full-text available
Common methods variance often is a problem with psychological measures that require respondent self-reports of attitudes, beliefs, perceptions, and the like. The present study examined this problem by comparing multiple-item, Likert-type measures of psychological constructs to single-item, non-Likert-type measures of the same constructs. Using confirmatory factor analysis, the alternative forms were compared on criteria of methods variance and construct validity. Neither method appeared to be empirically better than the other. Unusual situations in which well-developed single-item measures might be appropriate are discussed.
Article
Full-text available
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.
Article
Full-text available
The Delphi technique is applied to establ ish which concepts and issues prominent communications industry practitioners deem vital to the make-up of a leading edge Masters level subject in marketing communications. The outcomes of the study are twofold. Firstly, it identifies and ranks a series of issues and concepts that experts regard critical to understanding and implementing IMC in the future. Secondly, it provides substantive insight into the way in which a Delphi process can contribute to knowledge that is crucial to the development of a contemporary, vocationally relevant Integrated Marketing Communications course.
Article
Developing countries are spending increasingly large sums of money to promote themselves as sites for investment. This study examines how promotion affects the competition among governments for direct foreign investment. The report reviews the most effective combination of techniques for different phases of a promotional program; the types of governmental organizations responsible for promotion; ways to evaluate a promotional program; and the kinds of investors attracted. The authors also explore how governments can make their investment program more effective and efficient. -from Publisher
Article
The authors suggest a model of industrial and institutional buying behavior as an organizational decision-making process. The major dimensions of the model are defined and some implications for marketing strategy are developed.
Article
This article first traces the changing world economic scenario for international business over the past two decades, and then goes on to examine its implications for the location of foreign direct investment and multinational enterprise activity. It suggests that many of the explanations of the 1970s and early 1980s need to be modified as firm-specific assets have become mobile across natural boundaries. A final section of the article examines the dynamic interface between the value-added activities of multinational national enterprises in different locations.
Article
Particularly throughout the last decade Integrated Marketing Communications (IMC) appeared to have found increasing acceptance as a theoretical concept, idea, technique, or simple rhetoric with advertising agency executives, marketing, and advertising practitioners, as well as with writers in the popular and academic marketing and management press. Despite its pervasive penetration in the marketing and communication management world, little has been said, however, about IMC's theoretical robustness as well as its actual significance for marketing and advertising thought and practice. In an attempt to help remedy this situation, this article examines IMC as a body of theory and hypothesizes its influence upon practice - as a theoretical concept, general idea, management technique, or simple rhetoric. The analysis and argument presented in this article suggests that IMC is a management fashion, apparent in its lack of definition and transient influence, and that its influence upon practice should be conceived accordingly.
Article
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.
Article
Creativity is an important component of advertising. This research examines the potential effectiveness of creative advertising in enhancing recall, brand attitude, and purchase intent. Our basic methodology compares a set of randomly selected award-winning commercials (Communication Arts) with a random sample of control commercials. The commercials were embedded in television programs and subjects for a naturalistic viewing experience. Studies 1 and 2 had aided and unaided brand and execution recall as dependent variables. For Study 3, brand attitude and purchase intent were the dependent variables of interest. Results indicated that creative commercials facilitate unaided recall, but that creativity did not enhance aided recall, purchase intent, or brand and advertisement attitude. The basic advantage of creative advertising in enhancing unaided recall was found to persist over a one-week delay.
Article
The authors examine the relationships among feelings generated by new television ads for unfamiliar products, judgments of the ads' characteristics, brand attribute evaluations, attitude toward the ad, and attitude toward the brand in a simultaneous equation model. Feelings affect attitude toward the ad and attitude toward the brand directly and indirectly. The particular effects of three different dimensions of feelings-upbeat, warm, and negative-are identified. The results are robust to multiple viewings of the ad, different measurement delay periods, and the particular ad seen.
Article
Creativity is seen as an essential component of advertising and is continuing to attract research interest. While there is widespread agreement on the value of creativity, there are two different perspectives on the key components of creativity. One perspective sees creativity as primarily divergence, containing elements of novelty, aesthetic representation, newness, and difference. The second includes, in addition to divergence, the concept of meaningfulness (or appropriateness or connectedness) to the consumer. This view argues that if an advertisement is not meaningful then it simply is not creative. We attempt to find some empirical resolution to this issue. Our findings indicate that divergence is indeed an important element of creativity. Meaningfulness, however, while certainly very important to ad effectiveness, appears to be a distinct and separate construct from creativity.
Article
Business-to-business (B2B) marketers hesitate to embrace social media as a marketing tool, unlike their business-to-consumer (B2C) counterparts, and they struggle to implement successful social media strategies due to their limited understanding of the phenomenon. Drawing on communication and word-of-mouth theories, the authors investigate how marketers use Twitter differently across contexts and predict key factors likely to influence the message strategies used in each. A longitudinal content analysis and logistic regression support the assessment of a sample of more than 7000 tweets by Fortune 500 companies. Marketers in B2B and B2C settings exhibit significant differences in their branding and selling strategies; their use of message appeals; and the use of cues, links, and hashtags to support information searches. Whereas B2B marketers tend to use more emotional than functional appeals in their tweets, neither B2C nor B2B marketers have adopted “hard sell” message strategies.
Article
Creativity is an important component of advertising. This research examines the potential effectiveness of creative advertising in enhancing recall, brand attitude, and purchase intent. Our basic methodology compares a set of randomly selected award-winning commercials (Communication Arts) with a random sample of control commercials. The commercials were embedded in television programs and subjects for a naturalistic viewing experience. Studies 1 and 2 had aided and unaided brand and execution recall as dependent variables. For Study 3, brand attitude and purchase intent were the dependent variables of interest. Results indicated that creative commercials facilitate unaided recall, but that creativity did not enhance aided recall, purchase intent, or brand and advertisement attitude. The basic advantage of creative advertising in enhancing unaided recall was found to persist over a one-week delay.
Article
The purpose of this study is to investigate how the theme of time is used to advertise product benefits by providing a framework that integrates literal expression and relational/nominative, dead/alive metaphors. The model proposes that the linguistic field is composed of metaphoric and literal words that express wider or narrower ranges of inferences and implications. These words are linked to product benefits with differing ranges of implications and then communicated to consumers. A content analysis of 382 print ads tests the model by examining (1) metaphoric versus literal time expressions in conveying functional versus psychosocial benefits and (2) dead versus alive and relational versus nominative time metaphors in conveying functional versus psychosocial benefits. The findings suggest that advertisers use proportionately more psychosocial than functional benefits with metaphoric time expressions, whereas proportionately more functional benefits are likely to be associated with literal expressions. Proportionately more psychosocial rather than functional benefits are associated with relational/alive metaphors, and more functional than psychosocial benefits are associated with nominative/dead metaphors. Finally, guidelines are offered for the use of time metaphors in conveying product benefits.
Article
The recent marketing literature reflects a growing interest in relationship management issues. In particular, several recent studies have drawn on transaction cost and agency theory to examine how interfirm relationships are organized the general premise is that explicit control mechanisms must be deployed in a relationship to manage a partner's potential opportunism. Although previous research has shown that different mechanisms can be used; the tendency has been to examine individual mechanisms in isolation. The authors develop hypotheses about interdependencies between different control mechanisms They also identify some of the contextual factors that influence their use. The framework is tested empirically by examining how chemical manufacturers organize their supplier relationships. The results generally support the hypothesis that firms choices among control mechanisms are influenced by contextual factors. Only limited support is found for the hypothesis that interdependencies exist between different mechanisms,
Article
Using a national sample of management information systems (MIS) managers and computer distributors, the effects of tangible versus intangible ad copy were experimentally tested. The intangible ad was perceived as being associated with a number of important ad qualities such as sponsor reliability, experience, and service. The tangible ad was seen as presenting a clear and adequate message. The intangible ad was found to have a slight advantage over the tangible ad regarding encouraging reader inquiries. The intangible ad was perceived somewhat more positively by the resellers, while the tangible ad was viewed somewhat more positively by the MIS managers.
Article
Much of the cross-cultural advertising literature indicates there are substantial differences in consumer advertising practice across national boundaries. This empirical comparison of trade magazine advertisements in the United States and the United Kingdom found substantial similarity across the two countries, with only minor differences.
Article
The existing body of research knowledge on brand management has been predominantly derived from business-to-consumer markets, particularly fast moving consumer goods and has only recently started to expand in other contexts. Branding in business-to-business markets has received comparatively little attention in the academic literature due to a belief that industrial buyers are unaffected by the emotional values corresponding to brands. This paper provides a critical discussion of the fragmented literature on business-to-business branding which is organized in five themes: B2B branding benefits; the role of B2B brands in the decision making process; B2B brand architecture; B2B brands as communication enablers and relationship builders; and industrial brand equity. Drawing on the gaps and contradictions in the literature the paper concludes by proposing an agenda for future research.