This study investigates how different formats of brand placement disclosures influence brand recall and brand attitude in music videos. Four formats of disclosures presenting different visual ...characteristics (textual and pictorial vs textual only) and auditory features (brand melody vs silent) are tested. The research adopts a multimethod approach combining eye-tracking, electrodermal activity, and self-reports. Results show that disclosures including higher visual information content positively influence the awareness of embedded advertising in music videos and the attention paid to the disclosure. Brand melodies prove to be effective to increase attention to the disclosure only when paired with textual and pictorial disclosures. Further empirical evidence demonstrates the positive indirect effect of disclosures on brand recall and brand attitude. Brand placement disclosures are shown to function as primes that can enhance brand attitudes and recall. Implications for marketing communication managers and policymakers in terms of advertising fees, contractual requirements, disclosures' design, and policy recommendations are discussed.
This paper focuses on consumer electronics products and observes the comparative effect of celebrity vis-à-vis expert influencers on consumers' online purchase intentions. The mediating role played ...by brand admiration and brand attitude between influencer marketing and online purchase intentions are tested. The moderating role played by message involvement between influencer marketing and brand attitude is also observed. The survey method was employed to conduct this research, and data were collected from 438 respondents. The proposed hypotheses were tested using structural equation modeling, hierarchical regression analysis, and Hayes process method. The results submit that there is a definite advantage in choosing an expert influencer over an attractive celebrity influencer while planning the marketing communications of consumer electronics products. The mediating role of brand attitude and brand admiration is empirically evident. The moderating effect of involvement is also established.
Pop-up store design has become critical in achieving marketing-motivated and sales-motivated goals. Nevertheless, a lack of holistic and systematic research on pop-up store design prevents retailers ...from evaluating and leveraging the value of design. This paper uses a mixed-methods investigation combining qualitative and quantitative approaches to classify the pop-up store design factors and examine their effects on consumer behavior. The results suggest that three dimensions of pop-up store design, namely sign, style, and layout elements, positively affect brand attitude and purchase intention through the mediating effect of store image. This research offers theoretical and managerial implications for pop-up retailing.
This study compares the effects of four types of ads: a functional green ad promoting the environmental advantages of a product, an emotional green ad using a visual representation of pleasant ...natural scenery, a mixed type green ad using functional and emotional strategies, and a control group. Findings of an experimental study using a representative sample of U.S. consumers suggest that both the emotional and the mixed-type ads significantly affect brand attitude, mediated by attitude toward the ad. These effects do not depend on consumers' green involvement. Functional ads, in contrast, only impact brand attitudes when involvement, measured as green purchase behavior or green product attitudes, is high.
Advertisers increasingly use personal information in social media advertisements as a strategy to promote positive brand attitudes. Personalized ads can be perceived as both positive and negative. ...This two-sided effect of personalization refers to the personalization paradox. An online experiment (N = 209), in which the level of personalization was manipulated in a Facebook setting, aimed to provide a potential explanation for this paradox. The findings showed that a highly personalized ad resulted in stronger perceived personalization than a less personalized ad. Furthermore, the stronger the perceived personalization, the stronger the relevance. The relevance of the ad positively influenced brand attitude and fully mediated the relationship between personalization and attitude. However, in line with the assumptions of the information boundary theory, the more the ad was perceived as intrusive, the weaker the relevance-attitude relationship, thereby showing a boundary condition for the effectiveness of personalized information when targeting consumers on Facebook.
It was common for brands to use different numbers of endorsers in marketing practice. Nevertheless, research on brand endorsers' quantity has not yielded a uniform consensus. The previous research ...about brand endorsers mainly focuses on the appeal of endorsement, brand category, and endorser characteristics, paying less attention to the impact of cultural factors, particularly self-construal. This study delves into selecting brand endorsers across diverse cultural regions for the same brand.
Drawing on the principles of self-consistency theory and self-construal theory, our research, conducted through three distinct experiments, reveals that consumers tend to hold more favorable opinions about brands endorsed by a single individual. Furthermore, self-consistency emerges as a crucial mediating factor in this phenomenon. Additionally, self-construal is an essential factor among consumers from various cultural backgrounds.
Consumers with an independent self-construal exhibit more favorable brand perceptions when it comes to single-endorser brands compared to their counterparts with an interdependent self-construal. Conversely, individuals with an interdependent self-construal demonstrate a more positive disposition towards brands with multiple endorsers than those with an independent self-construal.
This research not only enriches and extends our theoretical understanding of the impact of the number of brand endorsers on consumer brand attitudes but also provides valuable practical insights for optimizing the selection of brand endorsers for companies.
Deservingness is a key factor in distinguishing between malicious and benign envy, but there are important differences in how it impacts the intensity of each envy subtype. Across three studies using ...distinct competitive contexts and brand categories, we investigate these differences and examine the effects of envy subtypes on brand attitude and choice. The results show that the way envious individuals attribute causes to others' undeserved advantages impacts the intensity of their malicious envy. Past research had largely accepted that benign (malicious) envy occurs when the envied individual's advantage is perceived as deserved (undeserved). In contrast, we demonstrate that even in cases of perceived deserved advantage, individuals may experience malicious envy when they dislike the envied other. We thus suggest that marketers should be cautious when exploring envy as a marketing communication tool, using it only when they anticipate that consumers will feel benign but not malicious envy.
International marketing literature indicates that both the global and/or local nature of a brand and the image of the brand’s origin influence consumer attitudes. However, only limited research has ...examined these influences in combination. This paper contributes to this research direction by investigating the independent as well as the interactive effects of globalness/localness perceptions and country stereotypes. Results from two studies conducted in different countries and across multiple product categories suggest that stereotypical country judgments may substitute or complement brand globalness and localness perceptions. These results are obtained after controlling for the effects of important brand-, product-, and consumer-specific characteristics, representing a stricter nomological network in relation to extant studies. The findings partially confirm the existence of a compensatory mechanism between (a) brand globalness and country warmth, and (b) brand localness and country competence, leading to new implications regarding brand positioning strategies under different conditions.
Online brand messaging, e.g., blogging or posting on social media platforms, has an important role in digital marketing strategy. Such messaging is largely text based and provides an opportunity for ...brands to interact with many consumers simultaneously. The marketing literature, however, has yet to provide sufficient guidance on effective online brand messaging strategies. In particular, research has yet to address how the inclusion of second person pronouns in online brand messaging affects relevant consumer outcomes. The present research proposes that second person pronouns should work to enhance consumer involvement and brand attitude as a result of increasing the extent that consumers engage in self-referencing. A field study involving actual brand posts on Facebook and two subsequent experiments provide support for this hypothesis. In addition, drawing on cultural dimensions theory, individual levels of collectivism are identified as a boundary condition. The presence (vs. absence) of second person pronouns in online brand messaging enhances involvement and brand attitude for consumers that are lower, but not higher, in collectivism. The results provide marketers with needed guidance for creating effective online brand messaging.
•The inclusion of second person pronouns (e.g., "you", "yours") in online brand messaging enhances consumer involvement.•Facebook brand posts and blogs with second person pronouns are associated with higher consumer involvement and self-referencing mediates this effect.•The ability of second person pronouns to enhance consumer and brand outcomes depends on consumers’ cultural collectivism levels.
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