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1.
    
The purpose of the study was to examine the relationship between brand attachment and emotional well-being of consumers based on the need for personal image management and feelings of arrogant pride. A study of 107 consumers of the Calvin Klein brand was performed. Data were analyzed using the structural equations modeling technique. The results indicated a positive relationship between brand attachment and emotional well-being of consumers. A relationship was also identified between brand attachment, image management, and emotional well-being, and brand attachment and arrogant pride. No relationship was identified between arrogant pride and emotional well-being.  相似文献   

2.
Product placement is a fast growing multi-billion dollar industry, yet measures of its effectiveness, which influence the critical area of pricing, have been problematic. Past attempts to measure the effect of a placement and, therefore, provide a basis for pricing of placements, have been confounded by the effect on consumers of multiple prior exposures of a brand name in all marketing communications. Virtual product placement offers certain advantages: as a tool to measure the effectiveness of product placements; as assistance with the problem in the lack of audience selectivity in traditional product placement; as a testing of different audiences for brands; and in addressing a gap in the existing academic literature by focusing on the impact of product placement on recall and recognition of new brands.  相似文献   

3.
    
The aim of this study was to investigate whether or not the effects of brand-unspecific product placement disclosures in a popular music video were moderated by product placement frequency. An experimental study exposed participants to the video clip ‘Telephone’ by Lady Gaga; the product placement frequency of the brand Polaroid (zero, moderate, high) and the presence of placement disclosures were varied experimentally. The results demonstrated that placement disclosures lead to an increase in brand memory for moderately frequently and frequently depicted placements. Disclosures also activate persuasion knowledge independent of placement frequency. However, persuasion knowledge did not lead to more negative brand attitudes. The paper concludes with the implications for researchers and marketers.  相似文献   

4.
    
ABSTRACT

This exploratory study investigates the persuasive effects of reverse product placement (RPP)—subsequent commercialization of fictional brands from entertainment media into real world products—comparing it with product placement (PP). Persuasion Knowledge Model and Attribution theory were applied to frame hypotheses of effects on brand attitudes along with the constraining effect of skepticism. A mixed test design revealed presence of persuasion knowledge, recognition of persuasive intent, and negative effect of skepticism for PP, but not for RPP. RPP also had a stronger, positive effect on consumer attitudes. Potential application of RPP in new product development and adoption is discussed.  相似文献   

5.
    
This paper examines the nature and role of the product placement in the film as an alternative strategy for better brand recall. For this study, four films – two successful and another two unsuccessful – based on box office report are selected. Clippings of the film are shown to 119 respondents. The paper concludes by arguing that product placement in the film can be an alternative for advertisement for better brand recall, purchase intentions, change in perceptions towards the brands and improving attitude towards the brand. It also gives direction on developing consumer as brand spokesperson for global brands.  相似文献   

6.
    
ABSTRACT

This article examines the nature and role of the product placement in film as an alternative strategy for better brand recall. For this study, four films, two successful and another two un-successful based on box office reports, are selected. Clippings of the films are shown to 119 respondents. The article concludes by arguing product placement in film can be an alternative to advertisements for better brand recall, purchase intentions and changes in perceptions toward the brands as well as improving attitudes toward the brand. It also gives direction on developing the consumer as a brand spokesperson for global brands.  相似文献   

7.
    
This research tests a model of the effects of personalized product placements on consumer preference, both for the embedded brand and the digital entertainment product in which that brand is embedded. The latter has yet to be examined in the traditional product placements literature. The results of two studies conducted in the domain of eBooks are presented. Evidence suggests that when pre-existing rankings of brands were systematically collected and used to design personalized product embeds, participants were willing to pay more for the eBook when it contained a favourably (vs. unfavourably) ranked brand, but only when the brand embed was subtle (as opposed to obvious). Study 2 also finds that personalized product placements enhanced consumers’ recall of, and probability of choosing the embedded brand. Results suggest that both the digital entertainment product and the embedded brand can benefit from the strategic use of personalized product placements.  相似文献   

8.
This study contributes to the growing body of literature investigating how and why consumers form connections to brands by applying an attachment theoretical framework. According to the attachment theory, children develop internal working models of the reliability of others in the interaction with the primary caregiver(s). It can be assumed that this attachment style, which is conceptualized along two dimensions (secureanxious and dependentindependent), not only influences intimate relationships in the long run, but may also play an important role in customer relationships. The author investigates the influence of attachment style along the brand attachment – brand trust and brand loyalty chain. The sample consists of 216 adolescents. The results derived from structural equation modeling (SEM) by proposing a non-recursive model show that the dependentindependent dimension of parental attachment style positively influences the corresponding dimension of brand attachment predisposition and is important for all of the constructs along the brand attachment – brand trust and brand loyalty chain. However, this is not the case with the secure–anxious dimension of parental attachment style. The secure–anxious dimension of brand attachment predisposition does, on the other hand, have a significant impact at least on brand trust. The results are discussed from an attachment theoretical point of view and corroborate the suppositions of Rindfleisch, Burroughs, and Wong (2009 Rindfleisch, Aric, James E. Burroughs, and Nancy Wong. 2009. The safety of objects: Materialism, existential insecurity, and brand connection. Journal of Consumer Research 36 (1): 116.[Crossref], [Web of Science ®] [Google Scholar]), who grounded their findings on terror management theory. Several possible implications of these results for the theory and practice of brand management and advertising, especially in the light of the gamification of advertising, are discussed.  相似文献   

9.
    
Although brand placements are frequently associated with media characters within movies or TV series, and viewers are well known to relate to such characters, previous research has scarcely dealt with media characters’ influence on brand placement effects. Addressing this, two studies investigate the influence of parasocial interactions with media characters on perceptions of brands related to media characters. The first study applied a 1 × 2 between-subjects design, assuming that positively represented characters elicit greater parasocial interaction and, subsequently, more favourable brand attitudes compared with negatively represented characters. The results confirm the assumed indirect effect. A second study was able to replicate the first study's findings in a different setting and to introduce brand familiarity as an important moderator of the mediation found in the first and second study (moderated mediation). The underlying mechanism and implications are discussed.  相似文献   

10.
Abstract

This study examines the impact of adding an audible reference to a visually prominent brand placement on recognition of the brand placed. Facilitated recognition scores were used to control for the effects of brand familiarity on brand placement recognition. Subjects exposed to one of two complete movies were asked to indicate recognition of brands that were or were not placed in their movie. Results indicate that brand placement recognition levels achieved by audio-visual prominent placements exceed the recognition rates achieved by visual-only prominent placements. Additionally, familiar brands achieve higher levels of recognition than unfamiliar brands, even when the recognition scores for familiar brands are adjusted for the guessing and constructive recognition that may result from inferences associated with familiar brands.  相似文献   

11.
    
The primary goal of our study is to explore cross-national differences in attitudes and perceptions about product placements, after investigating measurement invariance. Our cross-national focus includes three countries that have not been compared previously: Finland, Italy and the USA, which differ significantly in terms of the evolution/maturity of product placement markets, regulatory structures and cultural contexts. Motivated by earlier studies, we investigate the cross-national measurement invariance of scales to measure four research constructs related to the product placement domain (attitude toward credibility of advertising, attitude toward advertising-in-general, attitude toward placement-in-general and attitude toward regulation of placements). Our research also extends earlier work focused on similar constructs from a cross-national perspective. Results from multi-group analyses using a structural equation modeling approach indicate important and statistically significant differences in latent means between the three countries for all four constructs of research interest. Substantive explanations of these differences and their implications for future practice and research are discussed.  相似文献   

12.
    
By applying motivational values of luxury consumption, this study examined the impact of cultural differences on young consumers' attitudes and purchase intentions toward luxury brands. With the use of survey data (N = 331 for South Koreans and N = 409 for Americans), the study provided support for the hypothesized moderating effect of three perceived values: conspicuous, social, and quality values. The perceived social value was found to influence attitude change favorably among young Korean consumers. The young American consumers tended to increase their attitudes and purchase intentions toward luxury brands if they perceived superior product quality. However, they were more likely to lower their purchase intention as they recognized conspicuous value of consuming luxury brands. On the other hand, the moderating effect of uniqueness and hedonic value was not found. Theoretical and managerial implications were discussed.  相似文献   

13.
A content analysis of 2004 and 2010 song lyrics from popular music genres was conducted to identify the extent of product mention in music as well as the nature of the mentions. Overall, product mention in music increased from 2004 to 2010. Likewise, incidence of product mention was most prevalent in rap across both time periods. Additionally, vehicles and fashion top the references with luxury brands dominating rap. Country mentions consistently centered around nonluxury brands.  相似文献   

14.
Abstract

Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands. Nevertheless, the antecedents of brand community identification, such as individual differences across consumers in the propensity to connect with brand communities, are not as well understood. We hypothesise that the enduring personality traits extraversion and agreeableness predict identification with the [brand] community, which in turn, and along with product attachment, will be related to brand trust and brand loyalty. Product attachment itself is hypothesised to be a function of person–brand congruity, the perceived fit between the person and the brand. Those relationships are tested and supported in data from a sample of 662 car enthusiasts attending a large brand community meeting or ‘brandfest’.  相似文献   

15.
弘扬民族工艺 开拓中国奢侈品发展之路   总被引:1,自引:0,他引:1  
詹秀娟 《江苏商论》2011,(12):16-19
2011年中国奢侈品消费占全球份额1/4,几乎所有奢侈品都是国外品牌,庞大的市场需求和缺失的本土品牌形成鲜明对比,随着时间的推移这种反差还在继续加大。如何改变这种局面,如何让外流的消费回到国内为国民经济发展作贡献,本文通过分析中国奢侈品消费现状及成因,指出只有合理引导消费,加强消费者文化教育,培育本土品牌,才能彻底改变消费外溢、资金外流的局面,并且提出了将中国民族工艺和元素与现代设计理念相结合的方法来创建本土品牌,从而开拓中国奢侈品发展之路。  相似文献   

16.
    
Product placement provides a unique advantage over traditional advertising as it can be integrated into program content through a symbiotic relationship. A content analysis of the Billboard year-end top 20 songs for Rap, Country, R&B/Hip-Hop, Adult Contemporary, Rock, and Pop over five years (2009–2013) was conducted to determine the use of celebrities, product placement, and nonbranded product mentions in song lyrics. Results found male artists used celebrity mentions and product placement more than females, Rap contained the most mentions (73% of songs), clothing and shoes was the most prevalent product category, musicians were the most common type of celebrity mentioned, and nonbranded product mentions were in 54.5% of songs. The paper concludes by discussing practical implications of utilizing branded, nonbranded, and celebrity mentions in song lyrics.  相似文献   

17.
    
Consumers develop powerful connections with brands and they feel a strong bond or attachment to favourite brands that can lead to re-purchase behaviour, reduced price sensitivity and increased customer loyalty. Gaining greater in-depth knowledge of brand attachment offers a powerful means of understanding and facilitates modelling the mechanisms for achieving greater profitability and increased revenue for firms. The purpose of this paper is first to map the antecedents, mediators and consequences of brand attachment; second to provide scholars with a map of prior research as a starting point for future research; and third to offer insights to extend understanding of how consumers relate to and engage with brands. The antecedents to brand attachment are categorized under five headings: brand-related concepts; self-brand connection and connection; congruence and the self; emotional drivers of brand attachment; and service-related concepts. The consequences of brand attachment are categorized as: brand loyalty and switching resistance; purchase intentions and willingness to pay; and word of mouth. The review and future research agenda utilize the Theory, Context, Characteristics, Methodology structure: (T) theory and concepts; (C) context and industry sectors; (C) characteristics (antecedents, mediators and consequences); (M) methods used in prior research. Recommendations focus on: social media marketing; social media marketing influencers and psychological ownership.  相似文献   

18.
As consumers become better educated and more skeptical of traditional advertising, alternate forms of marketing communication have emerged that aim to influence audiences unobtrusively. One such example is product placement. Product placement has attracted ongoing debate as to whether it is covert, unethical, and influences consumption. The current article examines the nature and practice of product placement in this light. This taxonomy of product placement attributes is based on current marketing practice and examines whether this is, indeed, a covert marketing strategy. Further, it presents a conceptualization of the influence of product placement on consumer welfare. We highlight that the many forms of product placement necessitate independent evaluation to determine ethical and regulatory standards. Operational solutions for developing public policy are offered.  相似文献   

19.
    
The study aims to analyse how individual and social luxury values affect the customers' attitude, behavioural control and subjective norms and how these variables and past experience influence the intentions to recommend and pay more for luxury clothing in the Brazilian market. Respondents were surveyed in the São Paulo area of Brazil through a panel sample and using an online survey during April and May 2012. The findings suggest that individual values influence intentions positively. Social values have a positive influence on subjective norms and a negative influence on behavioural control. Past experience does not influence intentions significantly. Extend the theory of planned behaviour introducing luxury values as external variables and past experience as a direct antecedent of intentions to pay more and to recommend the luxury brand.  相似文献   

20.
This study examines Chinese consumers’ motives, attitudes toward luxury brands (ATLB), and the impact of ATLB on consumer behavior. Specifically, Chinese luxury consumers were segmented into three groups: the elitist, the distant, and the democratic. Compared to the democratic group, the more one believes luxury is of good quality, the less likely one will belong to the distant group; the more likely one buys luxury for others, the more likely one belongs to the distant group. The more one buys luxury for self-actualization, the more likely one belongs to the elitist group. The more one consumes luxury for social comparison reasons, the more likely one belongs to the elitist. The more often one buys luxury for special times, the more likely one belongs to the elitist. Results show that the elitist on average bought more pieces of luxury products than the distant and the democratic.  相似文献   

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