How coviewing reduces the effectiveness of TV advertising

In the present study – a naturalistic laboratory experiment – coviewing of TV commercials reduced their effectiveness (delayed proven ad recall) from 63%, obtained by single viewers, to 43%, for both coviewers. During coviewing, the ‘mere presence of another’ apparently distracts each coviewer's attention from the screen. The reduction in TV ads' effectiveness due to coviewing is equivalent to the loss from channel-change zapping, which reduces ad recall to 45%. More deleterious but less prevalent modes of digital video recorder-enabled ad avoidance are skip-button zapping, which reduces recall to 35%, and moderately fast zipping ( × 8 fast forward), which reduces ad effectiveness almost entirely, leaving only 6% recall. This study concludes with some practical suggestions for improving the effectiveness of TV commercials seen by a coviewing audience.     

The effects of social media on brand attitude and WOM during a brand crisis: Evidences from the Barilla case

Brand crises endanger companies. Social media are a key platform where stakeholders elaborate and react to crises. This research explores whether social media audience and traditional mass media audience react differently to a brand crisis in terms of their (1) attitude towards the brand and (2) word-of-mouth (WOM). As to the brand attitude, we argue that stakeholders mainly exposed to the brand crisis via social media have a more negative reaction towards the brand compared to those who are principally exposed via traditional media. As to the behaviour, we posit that social media exposure intensifies WOM. By analysing the Barilla crisis, the findings suggest that the social media act as ‘multipliers’ of the reaction of stakeholders to a brand crisis.     

Second Person Pronouns Enhance Consumer Involvement and Brand Attitude

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 role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention

This study examined the influence of consumer's brand familiarity and the information quality of social media content on their involvement with a brand on the brand's social media pages. Also studied were the influence of involvement on consumer's attitude towards the brand's social media page and the effect of their attitude on future purchase intention from the brand. The results indicated that both brand familiarity and information quality had significant effects on a consumer's involvement with a brand on its social media page, yet the brand's social media content had a greater influence on a consumer's involvement with the social media page. Further, involvement with a brand's social media led to a positive attitude towards the brand's social media page, which in turn influences future purchase intention from the brand. However, the involvement did not directly influence future purchase intention from the brand. The results suggest the significant importance of quality of social media content.     

The Underlying Mechanisms of Multiscreening Effects

Multiscreening, a relatively new form of media multitasking in which people use multiple screens simultaneously, has implications for the effects of persuasive messages due to limited cognitive capacities of people and concurrent modalities of the screens (i.e., both visual). The aim of the study is to examine underlying mechanisms (i.e., recognition, counterarguing, and enjoyment) of the effect of multiscreening on evaluative outcomes (i.e., brand attitude, message attitude, and purchase intention). The experiment (N = 182) showed that both recognition and counterarguing are underlying mechanisms of the effect of multiscreening on evaluative outcomes. Multiscreening has a negative effect on evaluative outcomes by recognition and a positive effect on evaluative outcomes by counterarguing.     

商店忠诚、自有品牌态度及其购买意向的关系研究——消费者交易倾向和产品社会可见性的调节作用

文章探讨商店忠诚、自有品牌知识对自有品牌态度的影响,以及自有品牌态度对购买意向的影响,并考察消费者交易倾向和产品社会可见性对上述关系的调节作用。研究发现,自有品牌知识和商店忠诚对自有品牌态度都有正面作用,交易倾向正向调节自有品牌知识对自有品牌态度的影响,负向调节商店忠诚对自有品牌态度的影响;自有品牌态度对自有品牌购买意向有正面作用,产品的社会可见性负向调节这种影响作用,质量易评估性的调节作用缺乏显著性。     

品牌拟人形象性别一致性和品牌态度关系研究：品牌热情与能力类型的调节作用

三个实验检验了品牌拟人形象性别与目标消费者性别一致性的积极效应以及品牌热情能力定位对其的调节作用。结果表明：出于社会认同动机，当性别刻板印象未被激活时，消费者对于拟人形象和自身性别一致的品牌态度更加积极。而当性别热情能力刻板印象被激活时，性别一致性的积极效应被品牌热情能力定位调节。具体而言，对于男性消费者，相对于能力型品牌，热情型品牌由于和男性高能力低热情刻板印象不同，男性消费者对男性拟人形象的社会认同降低，品牌拟人形象与消费者性别一致性对社会认同和品牌态度的积极效应消失；而对于女性消费者，与传统刻板印象相反的高能力低热情的女性拟人形象并未对她们的社会认同及品牌态度产生负面影响。     

Contextual Priming Effects of Television Programs on Commercials: The Moderating Effects of Age

This study investigated whether age and its associated implicit memory deficits influences responses to contextual television advertising. Prior exposure to the advertised product or brand during a program should improve recall and brand attitude for contextual commercials. The results of a lab experiment, with participants ranging in age from 19 to 78, revealed that unbranded product appearances significantly improved recall, compared to normal unprimed commercials, but only for younger consumers. Branded product appearances did not significantly improve recall, compared to unbranded appearances. Contextual commercials had no positive effects on brand attitude. However, a competitor-brand appearance had a negative effect on brand attitude, for both older and younger consumers. Implications of these results, and their limitations, are discussed.     

Social media engagement: a model of antecedents and relational outcomes

This article investigates individual-level antecedents and relational outcomes of social media engagement. Social media engagement approached in this study is a three-dimensional construct composed of affective, cognitive and behavioural dimensions. Surveying more than 48 Facebook pages, spanning nine product categories and 448 consumers, the results show that product involvement, attitude towards the community and online interaction propensity all impact social media engagement. The study also reveals that high social media engagement increases brand relationships significantly, particularly affecting brand trust, commitment and loyalty. Additionally, community engagement appears as a precursor of brand engagement. These findings provide insight into antecedents and outcomes of engagement for academic research and bring value to online brand and community management.     

Luxury values and experience as drivers for consumers to recommend and pay more

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.     

浅谈奢侈品营销策略在电视媒体广告招标中的应用

电视媒体每年的招标会都是来年品牌竞争的一场预告。电视媒体的稀缺资源如何得到最大化的回报,需要运用一些奢侈品营销的策略来经营。     

台湾电视媒介生态透视——以电视综艺娱乐节目为视角的分析

中国台湾与中国大陆同属华人社会,但两岸政治、经济与社会历史文化发展境遇不同,在媒介生态层面表现各异。近十年来,当代台湾流行文化与传媒文化的最重要代表是电视综艺娱乐节目。台湾电视综艺多为台湾本地制作,是台湾政经社会发展的传媒景观与文化心理标本,内容丰富,视角多元,形态各异。以台湾电视综艺娱乐现象为考察对象,可以在一定程度上管窥台湾媒介生态的多元侧面。本文借助＂媒介生态＂这个概念,紧扣电视综艺娱乐,将台湾电视传媒放置在传媒格局深刻变化,信息技术日新月异,文化影响力日益成为媒介品牌评价标杆的历史语境中,分析现状,引起反思与必要的借鉴,以提升对华语电视传媒发展新认识。     

Store brand and national brand promotion attitudes antecedents

Retailers compete against national manufacturers by launching store brands. National manufactures regularly use brand promotions to fight store brands back. The purpose of this article is to find out whether attitudes toward national brand promotions and store brands have similar or different conceptual antecedents. The study presents and tests a model of the effects of shoppers´ characteristics (price and non-price-related) on attitudes toward store brand and national brand promotions. The results support that constructs relating to price impact both store brand attitude and national brand promotion attitude, but the strength of some of these relationships differ. Other shopper characteristics like brand loyalty and store loyalty, have similar negative and positive effects, respectively. These slight differences suggest that promotions of national brands might be a good tool for fighting back store brands, but manufacturers need to design and target these promotions carefully in order to avoid head-to-head competition.     

Transforming visitors into members in online brand communities: Evidence from China

Using observational learning theory, this study investigates how simply viewing posts can affect visitors' intentions to join an online brand community. The study finds that the viewing of posts leads to informational value and perceived social value, which in turn increases visitors' intentions to participate in the community. For visitors with brand ownership, both informational value and perceived social value play full mediating roles; for visitors without brand ownership, both values play partial mediating roles. In addition, for visitors with brand ownership, informational value is just as important as perceived social value in shaping their participation intentions; for those without brand ownership, perceived social value is more important than informational value. The findings enrich the brand community literature and provide implications for brand community development.     

Get in the Game: The Effects of Game-Product Congruity and Product Placement Proximity on Game Players’ Processing of Brands Embedded in Advergames

This study focused on the effects of game-product congruity and product placement proximity on advergame players’ brand memory, brand attitude, game enjoyment, and future intention to play. A 2 (congruity) × 2 (proximity) repeated-measures experiment was used. Results revealed that players’ implicit memory improved for congruent games only. Explicit memory measures also showed signs of improvement for brands in the congruent/central game condition. Surprisingly, it appears that the incongruent/peripheral game condition produced the best results overall with the smallest negative attitude change, the most game enjoyment, and the highest intention to play again in the future. These contradictory findings suggest to brand marketers who design advergames to be careful when combining multiple game featurescongruity and proximity) within a single advergame because this strategic move may provide optimal brand memory while also producing the opposite desired effect for attitude toward the brand, game enjoyment, and intention to play.     

湖南卫视的差异化定位战略

随着市场化进程的加快,我国媒体竞争开始趋向白热化,要想在市场中分一杯羹,就需要媒体在竞争中不断创新。创新要围绕频道的定位来进行,省级卫视要想在同质化竞争中拔得头筹,就必须进行精确的差异化定位。湖南卫视差异化定位的细分市场战略是分别在年龄层和内容的中心将频道明确定位在"年轻"和"娱乐"上;同时创建了品牌栏目,并引进国外版权节目,打造新型节目,不断创新原有品牌节目,从而促使湖南卫视在媒体竞争中获得了极大的成功。     

Audio and Visual Distractions and Implicit Brand Memory: A Study of Video Game Players

Utilizing a computerized racing game, the experiment investigates the influence of sensory distractions on implicit brand memory. The results suggest that auditory distraction inhibits retrieval of implicit brand memory, but visual distraction causes no significant effect. The effects of the character's sensory distractions appear only for familiar brands, probably because relatively less attention enhances the interference on implicit memory. Comparatively, novel unfamiliar brands attract more attention, which nulls the character's sensory distraction. Therefore, relatively higher distraction effects on implicit memory occur for familiar brands.     

Effects of Chinese consumers' relationship benefits and satisfaction on attitudes toward foreign fashion brands:The moderating role of country of salesperson

The paper examines the various responses of consumers depending on the country of salesperson (COS) and to look into the effects that consumer–salesperson relationship benefits have on consumer satisfaction and brand attitude. The results suggest that consumers' perceived social benefit and functional benefit positively influenced their satisfaction with salesperson, and a significant positive effect of consumers' satisfaction with salesperson on consumers' brand attitude is found. This positive relationship was moderated by COS. These findings suggest that COS will serve as an important retail mix for global marketers. Other results and management implications are also discussed.     

The efficacy of cause-related marketing within a social network: The effects of congruency,corporate credibility,familiarity of cause brands,and perceived altruistic motive

This study investigates the value of cause-related marketing (CRM) effects by constructing a theoretical model within a social network site. This study aims to evaluate the effects of congruence, brand credibility, and cause brand familiarity within consumer sentiment with regard to a brand collaborating with a cause. A 2?×?2?×?2 factorial experiment design was implemented to investigate the significance of the relationship between consumer attitudes toward a brand, perceived motives, and intention to spread the campaign. The study proposed a two-stage moderated mediation model. The study generated significant results from three-way interactions among the key variables on attitude toward a brand. For participants who were exposed to familiar cause brands, there existed an interaction between congruence and credibility, such that in conditions of high credibility, congruence led to a significantly higher attitude toward the brand than incongruence. However, in conditions of low credibility, attitude toward the brand was very similar for congruent brands and incongruent brands. In addition, the results showed that the effect of attitude toward a brand on behavioral intention was moderated by perceived altruistic motive. This study presents interesting implications for future CRM campaigns.     

Moderators of the negativity effect: Commitment,identification, and consumer sensitivity to corporate social performance

Numerous studies have identified constructs such as commitment and brand familiarity as moderators of negativity effects. However, boundary conditions for this moderation have yet to be identified within a retailing context. This study tries to rectify this gap in the literature. This study finds that three factors (commitment, consumer–company identification, and consumer sensitivity to corporate social performance) moderate attitude change toward a retailer following exposure to moderately negative (vs. positive) publicity. However, given extremely negative information, the buffering effects of the moderating factors disappear, and attitude changes are significant for all consumers. © 2009 Wiley Periodicals, Inc.