Global brands are benefiting from the rapidly growing demand for luxury products in China. While research interest in the luxury sector in China is developing, there has not been any research on the ...affordable luxury sector in that market. This manuscript addresses this gap and is the first cross-cultural study that compares Chinese and American millennial consumers’ perceptions and expectations of affordable luxuries in these two markets. Our analysis reveals the differences and similarities in American and Chinese millennial consumers’ perceptions of affordable luxuries in comparison to both luxuries and necessities. The implications of this research for retailers of affordable luxury products are highlighted with respect to the decision of whether to adapt their global positioning strategies.
In the plethora of literature that investigates how the advertising industry reacts to changes in society, very few studies are concerned with regions outside of North America and Europe. For this ...study, we were interested in testing whether the conclusions of North American research in marketing communications would transfer to an understudied market. The ever-changing Argentine economy is a fertile ground to analyze changes in advertising strategies and tactics during times of turmoil. Thus, this study considered changes in appeals and strategies in print advertisements across two eras for the Latin American country: prewar (1981) and war (1982). With the advancement of the war efforts, results indicated that there were changes in (1) the tactical intent of the ads, (2) the nature of the advertiser, and (3) the products advertised. Additionally, our study shows that discursive strategies employed by advertisers were consistent with those emphasized by other media, such as television and print journalism.
This study examines how guanxi (relationships, connections) between advertising agencies and their clients impact their creative performance and implementation by integrating both Chinese guanxi and ...Western relationship quality constructs into a conceptual framework. Using a multimethod approach, Study 1 and Study 2 used surveys to examine the influence of the three guanxi aspects-ganqing (emotional bonding, affection), renqing (exchange of favors), and xinren (interpersonal trust)-on agency performance from both agencies' and clients' perspectives. Study 3 used dyadic interviews to gather qualitative insights on advertising client-agency relationships in China. Results show similar patterns in the relationships between the three guanxi dimensions and agency performance in both agency and client data sets. Specifically, ganqing was found to associate positively with cooperation in both data sets. The impact of renqing on cooperation was significant in the agency data but not in the client data. On the other hand, xinren was found to contribute positively to cooperation in the client data but not in the agency data. In both data sets, cooperation was positively related to satisfaction, which leads to agency creativity and the implementation of advertising campaigns in China. The results of this study are important for further understanding the Chinese advertising market and providing insights on how guanxi influences agency performance across Asian countries.
Advertisers embed ads with cues that communicate an array of information to consumers, such as product quality, healthfulness, and performance, among others. This study examines how congruence in ...visual cues in food ads such as the brand logo, brand copy, product, and the presence of endorsers with different body sizes influence consumers' responses to ads. Using self-reported and eye-tracking data, results show that incongruent cues led to more visual attention and stronger attitudinal responses. For congruence conditions, effects differed between healthy and unhealthy food ads.
Despite U.S. alcohol industry self-regulatory guidelines prohibiting the use of models under the age 25 in alcohol advertising, brands include younger-looking models in their ads. Using social ...cognitive theory and the limited capacity model of mediated motivated message processing (LC4MP), we investigated the effects of alcohol ads featuring younger- and older-looking models on underage youths' affective and cognitive processing and behavioral outcomes. Study 1 participants viewed YouTube ads where models looked either younger or older than 25. In addition to measuring advertising effectiveness self-report measure (e.g. attitudes, and behavioral intentions), participants' psychophysiological responses were recorded. Study 2 used Instagram ads and measured outcomes with a nationally representative participant sample. Both studies show that younger-looking models in alcohol ads increase drinking intentions. Findings are discussed in relation to alcohol regulatory and policy recommendations as well as advertising's role in hindering consumer well being.
When evaluating products, consumers rely on cues to infer characteristics such as perceived value and quality. The availability of intrinsic and extrinsic cues to aid in the decision-making process ...is limited when shopping online, given that consumers rely on website descriptions about the product, limiting opportunities for personal visual inspection. Potted plants are a unique area of study for marketers given that these products often have minimal branding (extrinsic) cues, resulting in heightened examination of intrinsic cues such as the overall plant health. When shopping for minimally branded products online, a hedonic web shopping environment might be able to provide consumers with extrinsic attributes to help compensate for the lack of physical interaction with the product. This current study investigated the effects of hedonic/utilitarian presentation of minimally branded products (e.g., live potted plants) on consumers' willingness to pay and purchase intention. A 2 (retail brand: hedonic vs. utilitarian) x 3 (product presentation: hedonic vs. utilitarian vs. both) between-subject experiment was conducted. Results showed that hedonic presentation of minimally branded products has potential to positively influence consumers' purchase intention and willingness to pay. Managerial implications and future research are also discussed.
Malvinas/Falkland Islands War: a look into ads Mundel, Juan; Nieves-Pizarro, Yadira; Wickham, Douglas ...
Journal of historical research in marketing,
07/2019, Letnik:
11, Številka:
2
Journal Article
Recenzirano
Purpose
Little is known about patriotic appeals and Latin American symbols in ads. The purpose of this study was to content analyze Argentine and English print newspaper ads to examine how ...advertising expression and content differed in the two countries while they were fighting the Malvinas/Falkland Islands War.
Design/methodology/approach
A total of 3,707 ads were analyzed from La Nación and The Times from April 1, 1982, to December 31, 1982. Appeals, advertised products, cultural values and code-switching were studied.
Findings
The War resulted in marginal changes to advertising in Argentina and England. Interestingly, while the use of national symbols was scarce across both countries, Argentina accounted for the majority of the references to the war. A number of Argentine brands that adapted their names from English to Spanish are taken into account.
Research limitations/implications
By drawing comparisons to English ads, this paper illustrates the boundaries of strategies and appeals in two different cultures over the same time period. This study extends the literature on the use of advertising during periods of conflict.
Practical implications
This content analysis provides a look at the strategies, tactics and symbols used by print advertisers in Argentina and England during the War.
Originality/value
The study provides a depiction of advertising campaigns featured in Argentine and English newspapers during one of the most recent armed conflicts in South America. The study provides a summary of changes in advertising as a result of the War. In doing so, the paper extends the advertising literature to an understudied market.
The use of attractive models as a means to grab consumers’ attention and influence their product evaluations and purchase intentions is a common occurrence among advertisers. Research shows that ...recurrent exposure to ads featuring models with idealized bodies can lead to negative self-evaluations, development of eating disorders, and depression, among other negative outcomes. Given their greater likelihood to express discontent with their bodies when compared to their male counterparts, most of the literature on this issue has focused on women as the population under study. However, a third of all individuals suffering from eating disorders in the U.S. are males. This dissertation explores how males evaluate models featured in snack food advertisements when their bodies conform (or not) with advertising industry norms, and the effects of the pairing of different models with products perceived to be healthy (vs. unhealthy) on participants’ evaluations of the self, the product, and the ad. Results showed a significant interaction between exposure to idealized bodies in advertisements and upward social comparison, indicating that respondents with higher social comparison scores had more negative evaluations of the ads. Exposure to ads with idealized bodies predicts participants’ engagement in upward social comparison. Further, our results show that upward social comparison was a significant predictor of body dissatisfaction. Yet, overall participants had better evaluations of the ads when presented with unhealthy foods and models with idealized bodies, which stresses the need for guidelines for model casting in advertising.
TikTok is an exciting social media platform that enables young consumers to create a unique social presence. Despite increasing concern about the misuse of TikTok among users, limited academic ...research has examined TikTok addiction and its association with consumer socialization. This exploratory study investigates how consumer socialization processes are related to TikTok intensity, defined as the extent to which an individual actively engages in TikTok activities, and addiction among Internet users. A conceptual model that integrates consumer socialization constructs (i.e., reinforcement and modeling), TikTok intensity, and TikTok addiction is developed and tested. Findings of the study suggest that consumer socialization has a positive impact on TikTok addiction. Further, TikTok intensity mediates the effect of consumer socialization on TikTok addiction. Results also show that personality characteristics specifically agreeableness, openness, and curiosity moderate the relationship between consumer socialization and TikTok intensity. This study contributes to the communication technology literature by providing theoretical insights into the use of short-form video-based social media platforms. Practical implications for marketers are discussed.
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