Search results for "Advertising"
showing 10 items of 680 documents
Drone images versus terrain images in advertisements: Images’ verticality effects and the mediating role of mental simulation on attitude towards the…
2018
Over the past decade, new techniques have been developed to entice and persuade advertisement viewers. One technique, which has grown in popularity, is the use of drones to capture images within an...
Cherish your loved ones – the role of the feeling of care and security in advertising
2014
Advertising practice makes use of emotional cues and addresses consumers' rising desire for social connection. Research has investigated emotions within advertising, but mainly focused on negative or positive emotions. Traditional academic approaches to the analysis of persuasion according to the elaboration likelihood model (ELM) tend to emphasize central processing and thus rational advertising cues. Moreover, the role of motivation within the ELM is underspecified. We introduce the Zurich Model of Social Motivation to the regulation of social distance and investigate the specific feeling of care and security. This feeling may serve as motivational component and emerge as persuasion instr…
Chutzpadik advertising and its effectiveness: Four studies of agencies and audiences
2021
Abstract The creation of advertisements that attract immediate attention and simultaneously provoke thoughts and stimulate ongoing discussions is challenging. Hence, advertisers increasingly use Chutzpadik advertising, which we define as “radical advertising messaging that purposefully transgresses social norms and proscribed topics”. We conduct four studies to identify the dimensions and evaluate the effectiveness of Chutzpadik advertising. The first two studies involve interviews with 12 managers of advertising agencies and 22 members of the Israeli general public (audience members). The interviews reveal Chutzpadik advertising’s dimensions are norm violation, novelty, and audacity. In tw…
Influence of Advertising on Brand Personality in The Airline Sector: The Case of Spain
2013
This article outlines the findings of a study employing a partial least squares (PLS) structural equation methodology to explore the relationship among advertising and brand personality (BP) dimension of a validated Aaker's model (1997) in the airline business. BP refers to the emotional side of brand image. It is created by all experiences of consumers with a brand. The model was validated using confirmatory factor analysis and the effect of advertising on BP has been tested using PLS. The findings suggest that advertising influences the formation of BP only in the sophistication dimension. These results invite managers in the airline companies sector to develop communication strategies to…
Baby boom consumers and technology: shooting down stereotypes
2007
PurposeCurrent stereotypes of aging consumers paint a picture of them as technology anxious and reluctant to adopt new technologies. This paper aims to show that the present 50‐to‐60 age group does not fit these stereotypes.Design/methodology/approachA total of 620 Finnish baby boomers (aged between 50 and 60) responded to a mail survey.FindingsBaby boom consumers are shown, in contrast to the stereotypes, to have low levels of technology anxiety and high levels of experience of internet and SMS usage. It is also shown that technology anxiety and experience have an inverse relationship in the age group.Research limitations/implicationsTo some extent, the results provide evidence of the dist…
When brands get branded
2009
Recent perspectives on branding have claimed that consumers establish relationships with brands (Fournier, 1998). According to this view, one has also to consider that — similar to human relationships — transgressions may occur in such a relationship. Brand misconduct describes a brand's behaviour that consumers do not agree with, e.g. Coca-Cola's introduction of the so-called New Coke in the eighties. After an introduction and definition different forms of misconduct are distinguished. The possible consequences, how the company can react to brand misconduct and, ultimately, the implications for branding theory development are examined.
Brand credibility in cause‐related marketing: the moderating role of consumer values
2009
PurposeThe main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM): cause‐brand fit and consumer attribution of altruistic brand motivations.Design/methodology/approachThis is a quantitative study. Data have been collected through personal interviews at households using the random route sampling technique. The sample is formed by consumers of insurance and personal hygiene products, using different brand‐social cause combinations. Data have been analysed through structural equation modelling and multigroup analysis to test the moderation hypotheses.FindingsFindings show that altruisti…
Involving Customers through Co-Creation
2017
In an increasingly competitive market environment, companies across different sectors are being pushed to develop new strategies and marketing approaches in order to better promote and engage customers with their products and services. By increasing customers' involvement, companies can improve their marketing results, which may positively relate to their accounting results. In this context, one of the most important approaches is based on promoting consumer involvement with products and services. This involvement can be increased through co-creation design. Co-creation processes are gaining momentum as a customer involvement tool that has important implications for brands including brand c…
Segmenting the spectators of national team sports: the case of a pre-competition match
2015
It has become common for academics and sports marketing professionals to study and explain the heterogeneity and complexity of sports spectators' behaviours and attitudes, with numerous works addressing this topic But these surveys are more about fans of professional sports clubs (soccer, basketball, baseball, hockey, etc) who attend regular season games in their favourite teams' home stadium or arena. To our knowledge, very few studies have been conducted into spectators of national teams. It is these spectators who are of the focus of this paper.