视频广告呈现速度对消费者新产品评价的影响：整体-细节信息认知的中介作用

文章聚焦于新产品投入市场初期，视频广告呈现的快慢速度与不同新产品类型交互对消费者新产品评价的影响及其中介机制的探究。研究结果表明，视频广告呈现速度(快与慢)与新产品类型(颠覆型与渐进型)交互对消费者新产品评价的作用显著，整体信息认知与细节信息认知发挥了中介作用。具体而言，对于颠覆型新产品，采用快速呈现的视频广告使消费者更好地认知整体信息，理解新产品的利益，进而提高对新产品的评价；对于渐进型新产品，采用慢速呈现的视频广告使消费者更好地认知细节信息，理解新产品的利益，进而提高对新产品的评价。文章是对视觉营销和新产品营销传播理论的丰富和补充，也为企业进行有效的新产品传播提供了有益的指导。     

The Effect of Consumer Multifactorial Gender and Biological Sex on the Evaluation of Cross‐Gender Brand Extensions

Introducing cross‐gender brand extensions—masculine or feminine brands that extend to the opposite gender—is a growing trend on the marketplace, though not always a successful one. This research examines the effect of consumer multifactorial gender and biological sex on consumers’ evaluation of cross‐gender brand extensions. The influence of gender role attitudes is demonstrated: consumers with traditional gender attitudes are significantly more reluctant to accept these extensions than consumers with more liberal attitudes. Hence the extensions have a negative impact on the subsequent attitude of the former group toward the parent brand, contrary to their effect on more egalitarian consumers. No significant impact of the consumer's biological sex, gender identity, or sexual orientation is identified. The theoretical and managerial implications of these findings for the development of cross‐gender brand extensions are discussed.     

Effective influencer marketing: A social identity perspective

Social networking in the form of online communities and social groups is a characteristic of social media communication that has profound implications on the identity dynamics and behavior of social media users. Drawing from social identity theory, this research brings the social identity construct (i.e., followers' perception of the self in relation to the influencer community) to the literature on influencer marketing and examines the effect of followers' social identity, along with their interest fit and the influencer's opinion leadership, on their purchase intention. This research also examines the moderating role of storytelling, a pervasive approach of social media influencers, in enhancing the social identity–purchase intention link. Empirical results from 467 Instagram users show that all three factors positively impact followers' intention, but social identity has a more salient effect than the others. Storytelling posts can enhance these effects. Studying influencer marketing through the social identity angle contributes to better understanding of influencer marketing effectiveness.     

Visualizing CSR: A visual framing analysis of US multinational companies

The aim of this research study is to investigate how different levels of corporate social responsibility are visually framed through corporate publications used in marketing communications. Photographs used as visual marketing communication tools in the annual and sustainability reports of top American multinational companies that practice and promote measures of corporate social responsibility were analyzed. Findings indicate the corporations overall emphasize environmental sustainability efforts and visually communicate their practices through depictions of employees while other social responsibility efforts are often communicated through depictions of consumers. A discussion on the patterns of visual frames that communicate corporate social responsibility and the impact of visuals on organizational identity, brand image, and reputation are offered.     

Elaboration of marketing communication through visual media: An empirical analysis

Visual media plays a significant role in the marketing and promotion of several international tourism services in today's connected marketplace, in particular here, international tertiary education. This study was developed to examine how visual media influence potential audiences' perception towards a specific educational tourism destination through the theoretical framework of Elaboration Likelihood Model (Petty and Cacioppo, 1986). Researchers compare central and peripheral routes of individual persuasion via visual media and this aids marketers' understanding of how visual media impact consumers' purchase decisions. This study confirms a positive relationship between argument quality, audience engagement, source credibility, audience involvement and international students as tourists' perceived destination image. The findings suggest that peripheral routes of persuasion have stronger effects on individual adoption of information than central routes of persuasion. The study provides useful insight for tertiary education agents who promote international studies, destination marketers, and other users of visual media communicators.     

A Green Picture is Worth A Thousand Words?: Effects of Visual and Textual Environmental Appeals in Advertising and the Moderating Role of Product Involvement

This study examined the main effects and interaction effects of textual environmental claims and green visuals on attitude-toward-the-ad (A_ad), attitude-toward-the-brand (A_b), purchase intention (PI), and green brand associations. In general, the use of textual environmental claims and green visuals lead to more positive advertising responses and more favorable perception of the brand's environmental effort. Textual environmental claims had stronger impact, but if no textual information was available, the use of green visuals could also generate positive perception of the brand's environmental effort. In addition, when textual claims or green visuals are present, participants perceived high involvement products as more environmentally friendly than low involvement products.     

Multisensory design: Reaching out to touch the consumer

Touch plays an important, if often underacknowledged, role in our evaluation/appreciation of many different products. It is unsurprising, therefore, that there has been such a recent growth of interest in “tactile branding” and tactile marketing. This article reviews the evidence from the fields of marketing, psychology, and cognitive neuroscience, demonstrating just how important the feel of a product, not to mention the feel of its packaging, can be in determining people's overall product evaluation. Problems for tactile design associated with the growth of the aging population, and the growth of Internet‐based shopping, are highlighted. The critical role that touch can play in multisensory product design, appreciation, and marketing is also discussed, as is the increasingly frequent use by marketers of synesthetic correspondences to evoke tactile sensations via the visual and auditory modalities. We put forward the argument that tactile stimulation may influence multisensory product evaluation by means of affective ventriloquism: Our suggestion is that the hedonic attributes of a product perceived via one modality (such as touch) can “pull” (or bias) a person's estimates of the quality and pleasantness of the product derived from other sensory modalities into alignment, and by so doing, modulate a person's overall (multisensory) product experience. What is more, powerful mathematical modeling approaches now exist to predict the magnitude of this kind of intersensory (or crossmodal) interaction effect, hence offering the promise of a more scientific approach to tactile design/marketing in the coming years. © 2011 Wiley Periodicals, Inc.     

Gender schema and fashion consciousness

Psychologists, consumer researchers, and marketers have long measured psychological traits related to gender, especially gender schema. This study assesses various psychological gender measures, including a new one, gender consciousness, in relation to a marketing variable of interest, fashion consciousness. Results indicate that biological sex is predominant when assessing the two sexes together. However, other variables emerge as important when within-sex differences are assessed: public self-consciousness for females and private gender consciousness (a new measure) for males. Marketing implications are discussed, primarily on the basis of these within-sex differences, since fashion marketers usually target separately one or the other sex in their campaigns.     

Sex‐role conflict at work: its impact on consumption practices of working women in Turkey

Changing social norms regarding the role of women in society is fostered by women's participation in the workforce. Hence, changing role of working women in business life leads the transformation of gender stereotypes and roles. Women alter their gender role orientation according to the requirements of male‐dominated business life; however, the unchanged role in private life leads to sex‐role conflict. This study investigates the role of consumption as a key component of identity in the process of managing sex‐role conflict in a non‐Western cultural context. In‐depth interviews were conducted with working women with various cultural and educational backgrounds. According to the findings of the study, women are forming compatible identities, which reduce the perceived sex‐role conflict and consumption patterns are changing to suit the requirements of their new ways of living.     

Does character's gender matter in inspirational brand story? Exploring the moderating effect of gender role conformity

Inspirational brand story is a widely used marketing strategy in brand building. However, few empirical studies have investigated the underlying mechanism and boundary conditions of a successful brand story strategy. The current study examined the influence of lead character's gender in inspirational brand story on consumer–brand identification based on the social identity theory, benevolent sexism, and gender schema theory. Results from two experiments demonstrated that the gender of inspirational brand stories has an impact on consumer brand identity through the mediation effect of sympathy. Compared with a male character, a female character elicits viewers' sympathy, which results in high brand identification. Such a gender effect is stronger when there is a high level of perceived gender role conformity. Theoretical and managerial implications are discussed.     

Designing loyalty programs that matter to customers

This study explores a model proposing a customer loyalty program as an identity marketing tool that evokes customer's identity salience (one's perception that a loyalty program membership is important to his/her identity). The results of a Web-based experiment indicate that identity salience is heightened by (1) the uniqueness and exclusiveness of a loyalty program (distinctiveness), and (2) by the fit between the function of the program's rewards and the customer's identity goal (identity congruence). The heightened identity salience, in turn, positively influences the customer's attitude toward the retailer, satisfaction with the loyalty program and the perceived quality of his/her relationship with the retailer.     

Evaluating cultural industries: investigating visitors' satisfaction in theatres

This study investigates visitors' satisfaction with their subjective experience in theatres. Reconciling research on theatre marketing and theatre studies, a model of visitors' satisfaction in theatre is suggested and an instrument to capture visitors' satisfaction and its determinants is developed. Results from a field study (n?=?158) on three performances of ‘Twelfth Night or What You Will’ (Shakespeare) in a German community theatre revealed spectators' perception of stage direction and their emotional response as significant determinants. Comparing experienced to inexperienced visitors' judgements, no differences were found. Conclusions for theatre marketing are drawn.     

Sex-Typed Service Images: An Empirical Investigation of Self-Service Variables

This article presents a study of sex-typed service images based on gender research in marketing and service encounter theory. The purpose is to address the issues of how and why services as distinct from products acquire a sex-typed image. Two streams of research provide the variables hypothesized to influence sex- image determination: gender research provides individual variables related to the consumer him/herself, and service encounter research provides variables related to the service itself. Consumer variables include an individual's biological and psychological sex image and personal use, while service variables deal with the sex image of the firm's characteristic provider and typical customer. A study conducted to test the hypotheses that both sets of variables influence a service's sex-typed image is presented. Marketing implications for development and promotion of new services and re-positioning of extant ones are discussed.     

Corporate Identity and the Advent of Corporate Marketing

This paper places corporate identity studies in a historical context with the writer arguing that there have been four distinct phases in the area's evolution. Currently, there is increasing international and interdisciplinary contact between scholars engaged in identity research. Recent developments have led the writer to postulate that the literature on corporate identity, organisational identity and corporate communication may be regarded as forming the basic building blocks of a new, cognate area of management which in time may be known as Corporate Marketing.

However, the marketing mix as applied to organisations in their totality will need to be rethought. In this paper the 4Ps are extended to 10Ps with philosophy, personality, people, performance, perception and positioning complementing the existing 4Ps. In addition, the author identifies nine key interfaces, which need to be examined by managers and consultants when reviewing an organisation's identity. Such interfaces represent 'moments of truth' for an organisation's senior management when evaluating their organisation's identity.     

The role of gender identity in explaining sex differences in business owners' career satisfier preferences

This study examines how gender identity explains what male and female business owners look for from their careers. Results suggest that gender identity, represented by the dimensions of masculinity and femininity, serves as a cognitive mechanism that contributes to sex differences in business owners' career satisfier preferences. Masculinity mediates the relationship between sex and preferences for status-based satisfiers. Femininity mediates the relationships between sex and preferences for employee relationship satisfiers and contribution to society satisfiers. These results support the view that entrepreneurship is a gendered process and that incorporation of a feminine perspective into entrepreneurial theories and research is needed.     

Gender differences of shoppers in the marketing and management of retail agglomerations

This paper aims to first identify gender differences in perception and evaluation of retail agglomerations, and second, discuss the implications of these differences for marketing and management. Based on a conceptual model 2151 agglomeration shoppers were surveyed using interviewer-administered questionnaires. Structural equation modelling revealed that accessibility, parking and infrastructure are perceived differently between gender groups. The attractiveness in terms of satisfaction, retention proneness and patronage intention was also evaluated distinctively. Nevertheless, when examining the impact of the perceived attributes on agglomeration attractiveness, there was no difference. In both settings, the retail tenant mix and the atmosphere are the main antecedents of attractiveness. Finally, an importance–performance analysis offers managers a method for prioritising their marketing efforts considering gender differences.     

Analysis of visual presentation of cultural dimensions: Culture demonstrated by pictures on homepages of universities in Pakistan

The recent prominence of culturally rich visuals for effective global communication and establishing brands of organizations cannot be denied. This inquest observed how Pakistan universities used their homepages to demonstrate culture through a content analysis of 1064 pictures from 100 top universities. The researcher tried to take a stance on visual presentation of cultural aspects by using Hofstede’s cultural dimension theory, and evaluated the impact of cultural elements in choosing pictures as part of web design and marketing strategy. Results indicated that faculty in groups doing academic and official activities were the predominant visual element, and websites mostly marketed faculty. Choice of pictures was positively correlated with Hofstede’s scores on power distance, individualism, uncertainty avoidance and indulgence, but a different trend was observed for masculinity and pragmatism. Findings suggest that institutions should ameliorate their web marketing according to cultural needs of local as well as international students, and further research is needed.     

Turning the other cheek: Facial orientation influences both model attractiveness and product evaluation

The layout of visual elements in advertising influences consumers' perception and judgments. The research reported here investigates the influence of the face orientation of a human model on the perception of their attractiveness and its downstream consequences on product evaluation. Across five experiments, we first demonstrate that consumers tend to perceive a model's face showing his or her left cheek as more attractive than when showing the right cheek, even when the images are otherwise identical. More importantly, we demonstrate the downstream influence of face orientation on the evaluation of advertised products whereby the leftward (vs. rightward) model's face increases the evaluation of the advertised product through perceived model attractiveness. We identify the underlying mechanism of the face orientation effect, namely, that consumers perceive those faces showing their left (vs. right) cheek as more prototypical, and that this perception of prototypicality elicits an aesthetic preference for the model's leftward face which in turn carries over to influence product evaluation. The theoretical and practical implications of this research are also discussed.     

Gender identity and brand incongruence: when in doubt,pursue masculinity

Gender identity is the extent to which an individual identifies with masculine or feminine personality traits. Sex roles in Western societies continue to evolve, so this research examines the developing relationship between gender identity and consumer responses to gendered branding. Grounded in self-congruency theory [Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287–300], the present research reports an experiment that supports a congruence relationship between gender identity and brand response. Masculine consumers prefer masculine brands. The results also show incongruent brand rejection where masculine consumers react negatively to feminine brands although feminine consumers are more accepting of masculine brands. Further, the results suggest that gender identity is a more effective dimension for customer segmentation than biological sex. Overall, the results suggest that masculine brands are more effective than other gendered brand profiles for masculine, feminine, and androgynous consumers.     

Marketing communication and corporate identity: are they integrated?

Although corporate identity was originally defined in terms of the visual representation of a company, later writers employed broader definitions, which have highlighted the importance of the various forms of communication in corporate identity management. Recent models of the corporate identity management process have reflected the importance of communication in the management of corporate identity. Corporate communication has been regarded as being composed of three forms: management, marketing and organizational communication. Most organizations are structured such that management and organizational communication are closely aligned with the corporate identity of an organization. However, the conjunction between corporate identity and marketing communication is less discernible. It has been noted that the interaction between corporate and marketing communication is 'tentative and embryonic in nature'. The authors conducted empirical research, which explored the extent to which corporate identity was integrated into the marketing communication campaigns of these practitioners. The conclusions from this exploratory research suggest that there are substantial barriers to the successful integration of corporate identity with marketing communications. Barriers such as the importance of integration not being accepted by clients, the focus of marketing managers on short-term goals, too many people involved with managing the core message of corporate identity and an ad hoc approach towards marketing communication were important. Further research into structural and behavioural ways of overcoming these barriers could prove to be extremely valuable.