Associative and dissociative comparative advertising strategies in broadening brand positioning

When marketplace dynamics prompt a familiar brand to change its positioning, consumers often meet such attempts with resistance. This research demonstrates how familiar brands can incorporate new attribute information into the brand's position via comparative advertising in order to broaden the brand's marketplace positioning. Study 1 shows how the use and nature of comparative advertising affects the ability of a familiar brand to broaden its positioning. Studies 2a and 2b demonstrate that a comparative advertising strategy that incorporates a specific sequencing of dissociative and associative comparative advertisements best broadens brand positioning.     

The influence of life satisfaction on nostalgic advertising and attitude toward a brand

Nostalgic advertising has become a popular means for advertisers to reach their consumers. A viewer's life satisfaction is an important factor that may influence the effect of nostalgic advertising. Positive life satisfaction is an important determinant of nostalgic advertising receptivity. Thus, the present study builds a model for the relationships among life satisfaction, nostalgic advertising, emotional response toward a brand, ad attitude and purchase intention. Life satisfaction was identified as an antecedent variable for evoked nostalgia. In addition, emotional response to the advertised brand was shown to be an important predictor of purchase intent. The findings provide insightful implications for marketers and advertisers by identifying meaningful relationships between life satisfaction and nostalgic advertising.     

A brand choice model for TV advertising management using single-source data

A brand choice model for TV advertising management using single-source data is proposed. The model replaces household-specific advertising exposure, which is often used as a covariate in a brand choice model, with gross rating points (GRP), a managerial control variable for advertising. In particular, given daily GRP, a probabilistic model of advertising exposure for heterogeneous customers is integrated into a brand choice model with advertising threshold under a Bayesian framework. Through hierarchical modeling, demographic information on panels provides managerial insights into advertising planning.     

儿童品牌意识的研究与展望

儿童品牌意识对品牌选择和儿童消费行为有重要影响。文章阐述了儿童品牌意识的产生和发展过程,并探讨了影响儿童品牌意识的环境决定因素,包括：电视广告、家庭特征、同伴影响及消费文化。最后提出了关于儿童品牌意识的研究方向。     

Advertising strategies for brand image repair: The effectiveness of advertising alliances

Advertising alliances are an effective shortcut to increase brand awareness and improve brand image. However, few studies have compared the effectiveness of advertising alliances with traditional (single-brand) advertising. Thus, this study focuses on a specific type of brand beliefs – namely, brand personality – and compares the ability of advertising alliances and traditional advertising to strengthen positive traits and downplay negative traits for a real brand in need of image repair. The results show that the advertising alliance is considerably more effective in upgrading positive brand personality traits than single-brand advertising. Importantly, this superior effect remained one week after exposure. The choice of advertising strategy had no effect on negative brand personality traits. Implications for advertising management are discussed.     

A typology of brand alliances and consumer awareness of brand alliance integration

Brand alliances, which involve intentionally presenting two or more brands together, appear in many different forms. For example, Subway stores placed within Wal-Mart, Airbus A380 airplanes with Rolls-Royce Trent engines, and Nike + iPod co-developed personal trainers are among the more well-known manifestations of this strategy. Our study contributes to the literature on brand alliances by conceptualizing and measuring a typology of brand alliance types based on their degree of integration. We also empirically test and find that consumers are sensitive to varying degrees of brand alliance integration. We then link these findings to the managerial decision of how and with whom a brand should form an alliance. We use extensive examples, conversations with managers, and survey-based experiments to show that brand alliance integration is relevant and impactful to both managers and consumers.     

Brand familiarity as a moderating factor in the ad and brand attitude relationship and advertising appeals

Studies examining the effects of advertising appeals have yielded conflicting results. Some have found that an emotional appeal is more persuasive than an informational appeal, while others have demonstrated the opposite. The objective of the current study was to explore a theoretical explanation for the conflicting results in advertising appeal research. The findings of this study support the theory that brand familiarity determines the effectiveness of advertising appeal. The study results additionally support the theory that attitudes toward the ad predict the consumer’s attitude toward the brand. In addition, the study found that brand familiarity moderates the strength of the relationship between ad attitude and brand attitude. Other aspects and the implications of these findings are discussed in this paper.     

The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data

We use a panel data set that combines annual brand-level advertising expenditures for over three hundred brands with measures of brand awareness and perceived quality from a large-scale consumer survey to study the effect of advertising. Advertising is modeled as a dynamic investment in a brand’s stocks of awareness and perceived quality and we ask how such an investment changes brand awareness and quality perceptions. Our panel data allow us to control for unobserved heterogeneity across brands and to identify the effect of advertising from the time-series variation within brands. They also allow us to account for the endogeneity of advertising through recently developed dynamic panel data estimation techniques. We find that advertising has consistently a significant positive effect on brand awareness but no significant effect on perceived quality.

广告教育中品牌传播的理念导入

现有的“广告”与“广告教育”的内涵规定,随着媒体与社会环境的变化而产生欠缺;由此,二者的内涵需要进行与时俱进的演进,其取向乃为“品牌传播”;体现在广告教育中,则应是品牌传播理念的注入、人才输送重点由广告行业到品牌传播界、课程体系与内容的相应变更、以及与包含企业在内的“品牌传播业界”互动。     

A comparative analysis of advertising characteristics,strategy, style and form in global and national brand advertising

This paper considers the differences and similarities between national brand and global brand advertising through the use of three analytical frameworks – creative strategies, advertising styles and advertising form. It seeks to identify any differences between national and global brand advertising in terms of creative strategy, advertising style and advertising form. The structural elements of advertisements, such as the length of a commercial, number of camera shots and number or type of characters present, are also examined for a total of 551 television advertisements. A number of significant differences between the advertising of global and national brands have been recorded. In addition, the study identifies a discriminant function, which successfully predicts the advertising strategies, styles and formats for global brands.     

The brand anchoring effect: A judgment bias resulting from brand awareness and temporary accessibility

Following the Selective Activation, Reconstruction, and Anchoring (SARA) and consumer‐based brand equity models, high awareness brands are expected to serve as anchors for forming impressions of co‐branded entities. Comparing the brand personality profiles of fictitious brand alliances with high and low awareness brands, the brand anchoring effect is found in Studies 1 and 2. Moreover, Study 3 shows that the effect generalizes to specific brand characteristics and results from making brand‐related information more available. Future research on brand awareness and on the brand anchoring effect is discussed. © 2009 Wiley Periodicals, Inc.     

Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall

The focus of this paper is to address the issue of visual imagery in cross-cultural consumer research. The authors investigate the relationship between visual imagery, brand familiarity, and brand claim recall in two distinct cultural environments — the U.S. and Russia. The paper consists of two studies that explored imagery potency from the point of view of memory-evoking effects. The results suggest that image-intensive tools generate different returns depending on the level of brand familiarity and cultural media. The research findings may be of interest to marketing scholars studying cross-cultural consumer behavior as well as to practitioners operating in international advertising and global brand building.     

Goodwill and dynamic advertising strategies

In this paper, we empirically analyze weekly advertising policies of manufacturing firms in consumer goods markets. We assume firms engage in persuasive advertising, thus policies of firms affect the goodwill of a brand. We introduce a demand and a goodwill production function. A simple transformation of the demand function allows us to identify not only the demand parameters but also the parameters of the goodwill production function. We reconstruct the unobserved goodwill levels using these parameters and past advertising levels. We restrict our attention to Markov Perfect Equilibrium (MPE) strategies which are functions of payoff relevant state variables. Without imposing further restrictions on the dynamic competitive environment, we investigate the relationship between observed advertising strategies—which are assumed to be MPE—and payoff relevant state variables by means of several reduced form specifications. The most important determinant of advertising intensity turns out to be goodwill. We demonstrate that controlling for an advertising campaign significantly improves the explanatory power of the model. JEL Classification L13 . C73 . M30 . M37 I would like to thank Volkswagen Stiftung for the generous financial support which made this research possible.     

Influence of gender stereotypes on advertising offensiveness and attitude toward advertising in general

Although considerable research has examined attitude toward advertising in general (AG), little is known about AG's determinants. This study investigates gender stereotype-related constructs whose relationship with AG is understudied and unclear. Structural equation modeling demonstrates that attitude toward sex/nudity in advertising predicts AG indirectly through the perceived offensiveness of advertising. Also, the more consumers believe that advertising portrays gender stereotypes, the less favorable their AG. Multi-group analyses, however, demonstrate that offensiveness harms AG for men, but not women. Also, gender-stereotype attitudes harm AG for female and younger consumers, but do not harm AG for male or older consumers. These results have important implications for advertisers in message targeting and advertisement execution strategies. Also, because unfavorable AG increases demands for governmental oversight and interference, the advertising industry should strengthen self-regulation. This self-regulation should proscribe traditional gender stereotypes and excessively erotic ads that may offend consumers, even if those consumers are outside an advertiser's target market.     

广告策略对消费者-品牌关系的影响:一项基于消费者品牌喜爱度的研究

This research investigates the effects of advertising strategy, that is, rational advertising and emotional advertising, on brand love. Based on the consumer-brand relationship literature, brand love is defined as a reciprocal, dynamic, multiplex, and purposive relationship between satisfied consumers and their brands, and has three key components: brand intimacy, brand passion, and brand commitment. Using a series of pretests and a main experiment, we examine how rational and emotional advertising affect brand love as well as its components for different products and services. Results show that for products, there is an interaction between advertising strategy and product type in influencing brand love. Specifically, rational advertising is more effective for utilitarian-value based products while emotional advertising is more effective for hedonic-value based products. For services, we find that emotional advertising is more effective for both utilitarian- and hedonic-value based services.     

Antecedents of private label attitude and national brand promotion attitude: similarities and differences

A model that addresses the similarities and differences in conceptual antecedents of attitudes toward private label grocery products and national brand promotions is proposed and tested. The proposed model is tested using a sample of 300 consumers who were recruited from grocery stores, provided behavioral data from sales receipts of their shopping trip, and responded to a survey that contained multi-item construct measures. We predict and find in the study that both price and nonprice related constructs impact both private label attitude and national brand promotion attitude, but the directionality and strength of several of these relationships differ. Implications of these findings for retailers and national manufacturers are discussed.     

A sound brand identity design: The interplay between sound symbolism and typography on brand attitude and memory

A growing body of research testifies that humans naturally deduce certain images from auditory cues as they do from visual cues. In the context of branding, this paper bridges two streams of research to reveal how the interplay between the auditory and visual images embedded in brand identities influences consumer response. Study participants were exposed to brand logotypes whose brand name and typography either agree or disagree in the images they convey. The results revealed that audiovisual image congruence in brand identity leads to increased brand appeal and quality perception as well as memory. In addition, the effect of auditory images and that of visual images were found to equally influence associative mappings such that neither dominates the other. These findings provide an evidential ground to reason and further explore how business enterprises may effectively communicate their brand images through multisensory channels by providing guidance in the intuitive decision-making process involved in brand naming and visual identity development.     

Influence of consumer attitude toward online brand community on revisit intention and brand trust

This study proposes to illustrate the relationships between perceived benefits in using online brand communities, attitudes, revisit intention, and brand trust, and it also assesses the moderating role of two types of online brand communities: marketer- and consumer-created communities. The research model is tested by regression analysis using a random sample of 242 respondents. The study finds that social and informational benefits have positive impacts on attitude, which, in turn, significantly influence revisit intention and brand trust. The moderating effect of the type of online community was significant in predicting the relationship between attitude and brand trust but not between attitude and revisit intention. The study concludes the importance of managing online brand communities through managerial implications.     

It's no longer mine: the role of brand ownership and advertising in cross-border brand acquisitions

Although cross-border brand acquisitions are increasingly common in the global marketplace, research on how consumers respond to them is limited. Building on social identity and psychological ownership theories, we introduce the concept of brand ownership to the advertising literature, and show its negative effects on consumer reactions to a brand acquisition. Furthermore, we demonstrate that consumers’ disidentification (i.e., an oppositional motivation) with an acquiring country moderates the negative effect of consumers’ brand ownership on consumer attitudes after a brand acquisition. The results reveal that consumers with high levels of brand ownership develop more negative post-acquisition brand attitudes when a brand is acquired by a country with which consumers strongly disidentify (i.e. dissociative vs. out-group). Furthermore, our research introduces the concept of a brand ownership appeal in advertising, and demonstrates that it is an effective advertising strategy in enhancing post-acquisition brand attitudes for consumers with high levels of brand ownership. Important theoretical and managerial advertising implications conclude this research.