Evaluating the Message Strategy of U.S. Army Advertising: With Focus on Information Needs and Motivational Cues

A content analysis of 125 U.S. Army television commercials revealed that information about recruiting process and military lifestyle, the top two information needs of potential recruits, were not addressed as prominently in the commercials. The study also showed that Army commercials presented occupational motivations, which are more appropriate for potential reservists than active soldiers, more frequently than institutional motivations. The usage of information needs and motivational cues rested on a range of situational factors such as the number of wars in which the United States was engaged and the campaign's target audience. Implications for improving Army advertising were discussed.     

消费者情绪对品牌信任的影响

本文运用实验研究的方法讨论了消费者情绪对品牌信任的影响及品牌熟悉度的调节作用,报告了两个实验研究的结果：基于情感信息模型,在消费者对品牌不熟悉的情况下,消费者的不同效价与不同评估类型的情绪,影响了消费者对品牌信任的评价;基于情感注入模型,品牌熟悉度调节了消费者情绪对品牌信任的影响。     

The Effects of Fear Appeal: A Moderating Role of Culture and Message Type

This study explores the moderating role that culture plays on the effects of fear-appeal advertisements on subjects’ message acceptance. Secondly, this study investigates the role of message type in two different cultures (South Korea and the United States). As predicted, culture played as a moderating variable in the process of fear-arousing, antismoking ads. The main difference, however, was found in the collectivistic culture; although no significant difference was found for the individualistic culture. Further, the findings also suggest that the different message strategy should be considered in the different cultures to increase message acceptance among people.     

Joint Advertising and Brand Congruity: Effects on Memory and Attitudes

This research examined how brand congruity in joint advertising affects individuals’ processing of advertising messages. An experiment was conducted whereby ads promoting two congruent or incongruent brands were presented to subjects under low versus high processing load. Results showed that advertising messages for congruent brands were better remembered under both high and low processing loads. However, ads with congruent brands led to positive attitudes only when subjects’ processing resources were constrained. These findings suggest congruent brands that appear in joint ads have a clear advantage over incongruent brands. The results have both practical and theoretical implications.     

品牌原产地困惑对于消费者喜爱与购买本土品牌和境外品牌的影响

以消费者行为理论和品牌原产地效应的研究文献为基础，通过对调查数据进行统计分析，本文提出与检验了品牌原产地困惑对于中国消费者喜爱与购买本土品牌和境外品牌的影响作用。结论如下：第一，在中国现有环境下，消费者越是误认为一个本土品牌是境外品牌，就倾向于越喜欢这个品牌；越是误认为一个境外品牌是本土品牌，就倾向于越不喜欢这个品牌。第二，本土品牌知名度对于本土品牌原产地困惑和消费者喜好本土品牌之间的正相关关系有负向的调节作用；不过，境外品牌知名度的调节作用则不明显。第三，品牌原产地困惑对于中国消费者购买本土品牌有负向影响，对中国消费者购买境外品牌则无显著影响。     

The Impact of a Flagship vs. a Brand Store on Brand Attitude,Brand Attachment and Brand Equity

How can flagships and brand stores contribute to building brands? We inquire about the relationships between store image, brand experience, brand attitude, brand attachment and brand equity using store intercepts. We find that flagships, due to the powerful brand experiences they allow, have a stronger impact on brand attitude, brand attachment and brand equity compared to brand stores. We provide retail marketers with avenues to offer increased in-store brand experiences by appealing to consumers’ emotions, senses, behaviors, and cognition.     

Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity

Non-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as “advertising up” and develop hypotheses about its short- and long-term impact on advertising elasticity and brand equity respectively. We test the hypotheses in two large-scale empirical studies using a comprehensive dataset from the automotive industry that includes, among others, the content of 2317 television ads broadcast over a period of 45?months. The results indicate that advertising up increases (decreases) short-term advertising elasticity for non-premium products with a low (high) market share. The results also show that an intensive use of advertising up over time leads to long-term improvements (reductions) in brand equity for expensive (cheap) non-premium products. Furthermore, an inconsistent use of advertising up leads to reductions in brand equity. The results imply that managers of non-premium products with a low market share can use advertising up to increase advertising effectiveness in the short run. However, advertising up will only generate long-term improvements in brand equity for expensive non-premium products. Finally, to avoid long-term reductions in brand equity, advertising up should be consistently used over time.     

Impact of Perceived Security on Trust,Perceived Risk,and Acceptance of Online Banking in Iran

This study examines the relationship between perceived security and acceptance of online banking with the mediating effect of perceived risk and trust in Internet banking in Iranian customers. Researchers used structural equations model (SEM) to examine their hypotheses and conceptual model. Statistical data were gathered via a questionnaire from 395 randomly selected customers of Bank Saderat Iran in Semnan. Cronbach’s alpha and internal compatibility were used to check the reliability of the questionnaire. The justifiability of the research variables was checked and confirmed using the first- and second-order confirmatory factor analysis. According to the SEM results, the variables of perceived security and trust in Internet banking had a significantly positive impact on the acceptance of online banking. Although perceived risk had no significant impact on the acceptance of online banking, the results showed that perceived risk had a significantly negative impact on trust in Internet banking.     

Identification Effects on Advertising Response: The Moderating Role of Involvement

This study examines two important variables for advertisers, ethnicity and product involvement. We investigate the effectiveness of Hispanic-targeted advertising by exploring the impact of ad model's ethnicity on attitudes toward high- and low-involvement products. The results of our quasi-experiment suggest that appealing to strong Hispanic identifiers may be highly desirable in terms of creating favorable attitudes when advertising low-involvement products. For high-involvement products, Hispanic-targeted advertising may not be as effective since ethnicity may not be an important cue. Theoretical implications regarding the impact of distinctiveness theory and practical implications for practitioners trying to spend advertising dollars more efficiently are discussed.     

Beyond the Return on Advertising: Elasticity of the Return on Advertising as a Diagnostic Metric to Maximize Profit

With increased marketing expenditures, managers need to be equipped with valid and reliable measures capable of showing links between marketing investments and a firm's profitable performance. In this paper we demonstrate that traditional return on advertising (ROA) can be a misleading metric if a firm's goal is profit maximization. Then, we introduce a new diagnostic tool: the elasticity of ROA and show how this metric can help marketing managers to choose more profitable levels of advertising. This new measure has the same virtues as other traditional measures of elasticity and provides real advantages over the conventional metrics.     

基于微信支付的新型020商业模式探析

电商的销售模式从传统的B2C、C2C模式逐渐进化到现今热门的融合线上虚拟经济和线下实体经济的020模式。本文分析了借助于近年来兴起的以智能手机等移动终端为载体的移动支付手段一一微信支付,它将传统线下商家的经营模式和电子商务进行整合,打造基于微信支付的新型020（从线下到线上）的商业模式,介绍了020模式以及微信支付的现状,着重阐述了该模式的优势、安全性和发展前景。     

The Role of the Advertising Agency in the Cultural Message Content of Advertisements: A Comparison of the Middle East and the United States

ABSTRACT

This study compared responses of advertising agencies located in the Middle East and the United States to an email survey examining their approach in designing advertisements. The survey examined whether the advertising agency incorporated area-specific cultural values and advertising appeals in the execution of their advertisements. Results indicate that indeed advertising agencies do use, or at least report to use, different cultural values and advertising appeals. Advertising agencies in the Middle East tend to focus more on filial obedience, customs and traditions, loyalty to one's group, honor, and patience. In addition, agencies in the Middle East reported that they tended to portray women in a more modest fashion than their counterparts in the United States.     

The Influence of Seller,Auctioneer, and Bidder Factors on Trust in Online Auctions

A growing body of research promotes the importance of trust in the business-to-consumer e-commerce environment. However, there has been little research on consumer trust in the new frontier of consumer-to-consumer (C2C) online auctions. The current study investigates the factors that influence bidders’ trust in online auctions from seller (trust arguments), bidder (disposition to trust), and auctioneer (structural assurance and perceived Web risk) perspectives in order to provide a more comprehensive understanding of trust in the C2C environment. Laboratory experiments (manipulating the trust arguments in “about me” page) and online questionnaire surveys (measuring the subjects’ responses regarding structural assurance, perceived risk, disposition to trust, trust, and purchase intention) were conducted to collect necessary data. The results suggest that benevolent sellers significantly influence the trust of bidders. Analysis also finds that structural assurance is the most influential predictor of trust, which significantly influences a buyer's intention to purchase. In addition, disposition to trust is a significant predictor of trusting belief, whereas perceived Web risk does not predict purchase intention.     

产品稀缺信息对消费者购买行为影响之实证分析

本研究利用2×2×2组间因子实验对不同类型的产品稀缺信息影响购买意图的效果及品牌概念和购买渠道对这种影响效果的调整作用等问题进行了实证分析。结果发现产品的限量销售信息比限时销售信息能更为有效地刺激消费者对稀缺产品的竞争购买心理和对产品价值的感知,两种稀缺信息对购买意图的影响效果差异在购买象征意义较强的品牌时更为显著。本研究结果可为营销人员利用稀缺信息提高促销效果提供借鉴和参考。     

The Carryover Effect of Customer Satisfaction on Service Quality Focused on Moderating Effect of Customer Trust and Cooperative Orientation

The current study is intended to provide a novel contribution in regards to the relationship between service quality and customer satisfaction by focusing on carryover effects of satisfaction judgment on perceived service quality of the subsequent transaction. In addition, we probe the role of customer trust in the relationship between customer satisfaction and service quality. The results indicate a cycle of customer satisfaction and perceived quality over time, which validates the concept of cycle of satisfaction. The results also indicate trust toward a service provider has a moderating role on the relationship between customer satisfaction and perceived service quality.     

The Effects of Humor on Ad Processing: Mediating Role of Brand Familiarity

The effect of humorous advertisement on memory and attitude has been an important topic among advertising scholars. However, scholars have used fake brands to test the effects of humor. Since the possibility for consumers to be exposed to the commercial for a completely new brand is very low, using a fake brand to test humor effects is not realistic. Hence, this study examined the role of brand familiarity on the effects of humor on memory and attitude by using existing brands in a laboratory experiment. This study suggests a different structural model for familiar and unfamiliar brands based on the previous studies in consumer behavior. Results revealed different effects of humorous advertisements for the familiar or unfamiliar brands. The structural model proposed for this study revealed a mediating role of brand familiarity on humor effects. Humorous ads worked better for the unfamiliar brands. For the familiar brands, the effects were mediated by the subjects’ brand familiarity and prior brand attitude.     

企业-顾客互动对品牌信任的影响分析——基于危机预防的视角

如何预防品牌危机成为当前重要而又紧迫的课题。本文认为,品牌危机是信任上的危机,建立和增强品牌信任是构筑心理防线、预防品牌危机的有效途径,并依据人际交往理论提出了品牌信任的互动创建模式。本文通过结构方程模型分析得出,企业可以借助与顾客互动减少其感知风险,增加感知价值,提高品牌信任,从而降低危机预期,减少危机诱因在公众中的扩散程度及触发品牌危机的可能性。     

Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations

Brand crises, defined as well-publicized claims of unsubstantiated or false brand propositions can do severe damage to brands. Yet, the damaging effects of brand crises may not always be uniform. In other words, the effects of crises may be subject to moderators such as the relevance of the crisis to the brand and brand familiarity. We propose a framework that helps us understand the effects of brand crises on consumers' brand evaluations. We test the hypotheses that crisis relevance interacts with familiarity in its effect on brand evaluations, and that this effect is mediated by perceptions of the seriousness of the crisis. Results from two experiments support these predictions.     

网上购物意图影响因素实证研究

理解消费者网上购物行为是发展网上购物的前提。本文在对前人研究成果进行回顾和总结的基础上,扩展了相关理论,提出了网上购物意图影响因素理论模型。运用自中国网上消费者的调研数据,使用结构方程模型验证了感知使用方便、感知效用、信任和感知风险等前因变量都显著地影响网上购物态度,购买态度决定购买意图,感知风险的中介效应获得数据支持,并证实了网上消费者的双重使用和购买特征,初步厘清了变量之间复杂的因果关系。