Consumer Responses to English Accent Variations in Advertising

Abstract

With the growing use of different types of English accents in international advertising, it is important for marketers to understand the factors that influence the credibility of the spokesperson in order to select the most persuasive character. This study investigates the effects of a spokesperson's accent on spokesperson's perceived credibility across high and low involvement products and products of different country-of-origin. Two different accents-the standard English accent and the local Singaporean English accent (Singlish)-were tested. Results indicated that accent, product country-of-origin and product involvement significantly influence the spokesperson's perceived credibility and attitude towards the ads. The accent effects appeared to be strong enough to offset the country-of-origin, gender and product involvement effects, attesting to the importance of considering this factor in advertisements. Specifically, the Standard English accent outperformed the Singlish accent in terms of spokesperson credibility, attitude towards the ad, attitude towards the brand and purchase intentions. However, the Singlish accent outperformed the Standard English accent in terms of attention to the ad. Implications for marketers are discussed.     

Role of Advertising and Promotion in Brand Equity Creation

This article surveys the effects of the individual's attitude toward advertising and nonmonetary promotions besides other subjects, namely advertising cost and monetary promotions on brand equity. It has been surveyed on 392 consumers in Iran. Its results prove the effective role of the individual's attitude toward advertising in promoting the brand equity. The deficiency of advertising in affecting the perceived quality and brand association, and the inefficacy of nonmonetary promotions on brand equity are the fascinating ramifications. In addition, the findings show that businesses can improve the process of the brand equity management by contemplating the relations between the dimensions of the brand equity.     

Developing Consumer-Based Service Brand Equity via the Internet: The Role of Personalization and Trialability

The commercialization of the Internet has provided opportunities for building service brands in the minds of consumers. Services are characterized as intangible, heterogeneous, inseparable, and perishable features that often engender high information costs and, hence, low perceived value to potential consumers. When a service is available via the Internet—a medium that can subdivide and rebuild the service into personalized offerings—potential consumers become better informed in advance of what the service provides. The Internet also permits most services to be trialable before consumption. These new features, empowered by the Internet, have important implications for what we call consumer-based service brand equity (CSBE), the value that potential consumers assign to a service brand. This article investigates the effects of service personalization and trialability on the development of CSBE of Internet banking service, a typical service available via the Internet. Results from a laboratory experiment indicate that both service personalization and trialability have significant positive influences on the development of the CSBE of an Internet banking service brand. While personalization was found to indirectly influence CSBE development by mediating the perceived benefits of the brand, trialability exerted both a direct and an indirect effect. Trialability developed the brand's CSBE by first mediating the information through gathering cost savings and then the perceived benefits of the brand. Implications of the study's results are discussed.     

Rational Versus Emotional Appeals in Newspaper Advertising: Copy,Art, and Layout Differences

The article compares and contrasts rational versus emotional appeals in newspaper advertising, based on over 100 items comprising copy, art, and layout characteristics. Using a sample of 1,335 advertisements that appeared in Cypriot national newspapers, a number of significant differences were observed. To a large extent these differences reflect the entirely opposite perspectives adopted by each appeal, with execution elements in rational advertisements revolving mainly around objectivity, functionality, and utilitarianism, as opposed to emotional advertising elements that are characterized more by subjectivity, emotionalism, and value-expressiveness. Several conclusions and implications for advertising researchers and practitioners are derived from the study findings.     

Exploring the Effects of Compliance/Non-Compliance Message Framing,Desirability of End States,and Brand Zealotry on Consumers’ Responses to Wearables Advertising

Abstract

An experiment examined the combinatory effects of advertising message framing, desirability of end states, and brand zealotry on consumers’ responses to wearables advertising. The compliance framed ad elicited more favorable ad attitude, purchase intention, and word of mouth (WOM) intention compared with the noncompliance framed ad. Results also showed brand zealotry moderated the interaction between message framing and desirability of end states on WOM intention. Specifically, for low brand zealotry individuals, the compliance-framed ad elicited greater WOM intention than the noncompliance-framed ad regardless of the desirability of end-states. The desirable end-state ad triggered a greater WOM intention than the undesirable end-state ad regardless of message framing. For high brand zealotry individuals, the effect of message framing on WOM intention relied on the desirability of end-states. Theoretical and practical implications were discussed.     

Modeling the Effects of Green Advertising on Brand Image: Investigating the Moderating Effects of Product Involvement Using Structural Equation

ABSTRACT

?This experimental study examined consumers’ response to green advertising for high- and low-involvement products by measuring its effect on consumers’ intention to purchase such brands. The present study enhances our understanding of the moderating role of product involvement and extends the structural equation tests of the four causal models. A dataset of 169 respondents is used to examine the role of brand image and brand attitude in the context of green advertisements. Consistent with earlier findings, the suggested model provides a good fit of the data and results indicate that positive attitude toward green advertisements, brand image, and attitude toward the brand enhances the chances of consumers’ purchase intention of such brands. The study also verifies that product involvement moderates the positive relationship between attitude toward green advertisements and brand image such that at higher levels of product involvement, attitude toward green advertisements has a stronger effect on brand image.     

Reaching Goals and Doing Good: Exploring Consumer Responses to Meaningful Advertisements

The purpose of this study is to investigate how consumers respond to meaningful advertisements, which promote products or brands by portraying moral virtues and life meaning. The authors present findings of an online survey in which participants reported their responses to two meaningful advertisements. A conceptual model was proposed and tested based on the survey data. Results demonstrated that when viewing meaningful advertisements participants' perceptions of meaningfulness positively influenced their feelings of elevation, which leaded to favorable attitudes towards the advertisement and brand. Empathy served as a moderator in the conceptual model. Participants who felt low empathy actually experienced stronger feelings of elevation. This study presents how consumers respond to portrayals of moral virtues and life meaning in advertisements. It contributes to the literature of advertising by demonstrating that the emotion of elevation benefits advertising effectiveness. It has significant implications to advertising professionals as well.     

Nutrition Ad Claims and Disclosures: Interaction and Mediation Effects for Consumer Evaluations of the Brand and the Ad

The effects of ad disclosure information on evaluations of the brand, the advertisement, and purchase intentions are postulated to vary across different ad claim types. In addition, consumers' product health perceptions are hypothesized to mediate the effects of the disclosure information and ad claim type on brand and ad-related evaluations. Results from a between subjects' experiment show that the health perception measure mediates the effect of the disclosure on brand and ad evaluations, but the interaction between the ad claim type and the disclosure is not mediated by the inclusion in the model of consumers' product health perceptions.     

品牌德商:品牌道德诉求的效用

品牌德商的提出把道德价值作为品牌形象的考量尺度,其要旨是企业品牌经营活动应基于正当性、合理性和规范性,并以独特的道德价值主张,通过品牌管理,把品牌的经济效益与社会效益有机结合起来,从而以内生的德性力量不断推进品牌持续发展壮大。基于迄今中国众多品牌的发展现状及社会营销环境,把品牌道德规范及合德行为作为品牌德商提出是可行的也是必要的,它把品牌道德诉求及行为作为一种内在于品牌的道德力量,使企业品牌经营的合德性从监督的被动变为自律的主动,从仅仅满足物质功利欲求擢升至社会精神价值总量的创造。     

Integrating Multiple Factors Affecting Consumer Behavior Toward Organic Foods: The Role of Healthism,Hedonism, and Trust in Consumer Purchase Intentions of Organic Foods

Consumer awareness about organic foods has been growing. However, this trend is not always translated to consumer organic food purchases. It is argued that when it comes to assessing organics, one should expect consumers to use multiattribute evaluations due to credence attributes and organic standards that organic foods need to adhere to. A thorough review of the existing literature on consumer buying behavior of organic foods identifies healthism, hedonism, and trust among some factors that enhance consumer experiences with organic foods and therefore can affect their purchase intentions. This article is one the few studies that integrated multiple factors in one research framework to empirically evaluate their role in explaining consumer purchase intentions of organic foods. Results from a demographically representative sample completed by an online survey in Australia (N = 1011) provides support for the research hypotheses by revealing positive and statistically significant effects of healthism, hedonism, and trust on consumer purchase intentions. The study concludes with implications and suggestions for future research.     

Investigating the Advertising Antecedents to and Consequences of Brand Experience

Brand experience may contribute more to promotional efficacy than concepts such as brand personality/associations/equity/value/attitudes. Yet, little is known about whether managed advertising efforts might evoke more desirable brand experiences and promotional outcomes as a consequence of consumers’ brand experiences. This study examines antecedents and consequences that may be associated with brand experiences. Attitude toward brand name, connectedness to celebrity endorser, message fit, and visual imaging were investigated as antecedents. Brand attitude and brand distinctiveness were examined as consequences. The resulting insights add managerial rigor to advertising processes that currently are often managed more by gut than by reason.     

Assessing the Effect of Personal Cultural Orientation on Brand Equity and Revisit Intention: Exploring Destination Branding in Latin America

ABSTRACT

Despite a growing body of work on destination branding, there are few studies to look at culture at the individual level and examine the potential impact of personal cultural orientation on destination brand equity. Based on Social Identity Theory, this study investigates tourists' personal cultural orientation (independent vs. interdependent) and its effect on destination brand equity (destination brand image, destination brand value, and destination brand quality) and revisit intention. All data were collected in Quepos, Costa Rica, using both person-administrated and online surveys. Results of this study reveal that personal cultural orientation impacts the destination brand image, destination brand value, and destination brand quality. In addition, the destination's brand value is positively related to the revisit intention. The theoretical and practical implications, as well as the future research directions, conclude the article.     

社会化媒体中消费者生成广告的影响因素模型及作用路径

如今社会化媒体中随处可见消费者对品牌信息的评论、转发以及创作与品牌相关内容的行为,这样的行为对品牌传播产生了极大影响,它相对于传统品牌传播方式更有效。那么社会化媒体中消费者生成广告行为受到何种因素的影响,这些因素之间存在何种内在逻辑关系？本研究采用立意抽样的方式,选择活跃于社会化媒体（微博、微信、美拍）中的消费者作为研究对象,使用扎根理论的开放式编码、主轴编码与选择性编码对访谈材料进行分析,最后结合选择性编码与“故事线”的方式构建了CGA-EESM影响因素模型。该模型显示：环境、经验、刺激与动机是消费者生成广告行为的四个关键影响因素,它们之间存在错综复杂的作用路径。     

Antecedents of green behavioral intentions: a cross‐country study of Turkey,Finland and Pakistan

Quality of life of the future generations depends on the efforts of current generations to protect environment. The purchase decisions based on their green behavioral intentions not only helps the society, but also helps companies to gain a green competitive advantage. In this study, the relationships between green satisfaction, green trust, green equity and behavioral intentions are examined. Data were collected from Turkey, Finland and Pakistan with self‐administered questionnaires regarding with green white goods. The hypotheses were tested with structural equation modeling. Results of a structural model reveal positive relationships green satisfaction, green trust and green brand equity across three countries. In addition, green brand equity plays a remarkable role in behavioral intentions towards green white goods in general. Managers should consider green trust, green satisfaction, and green brand equity while implementing green marketing strategies in a global marketplace.     

Extending Expectancy Violations Theory to Multiplayer Online Games: The Structure and Effects of Expectations on Attitude Toward the Advertising,Attitude Toward the Brand,and Purchase Intent

This study identified the underlying structure and the dimensional properties of multiplayer online game (MOG) expectations by adopting expectancy violations theory (EVT) and examined its effects on attitudes and behavioral intention for in-game ads. We found a multi-dimensional structure for MOG expectations consisting of three factors. While each of the expectation factors significantly predicted attitudes toward the advertising, no specific factor predicted purchase intent or brand attitude. Attitudes toward the advertising partially mediated the effects of MOG expectations (centrality, socialness, and features) on brand attitudes and fully mediated the effect of socialness on purchase intent. Theoretical and managerial implications are discussed.     

An Investigation of People's Time Orientation,Attitudes, and Behavior Toward Advertising in an International Context

ABSTRACT

Past studies have indicated that there are cross-cultural/national differences among people's perception of time and how they use time available for them and what factors affect their time-related purchasing and consumption decisions. It is stated that each culture or subculture could have its own dominant construct of time. The present study examines time use and orientation and time attitudes toward different activities, including advertising in an emerging economy of Georgia. Study results indicate that present orientation and consciousness of future, planning orientation, time saving, realization of present in the light of past, and action orientation are salient factors channeling time orientations of Georgian consumers.     

Consumer evaluation of self-service innovation failure: the effect of brand equity and attribution

The purpose of this study is to examine how, when a self-service innovation fails, customers evaluate different levels of brand equity and how the brand equity effect is moderated by consumer attribution and service recovery. Based on two experimental studies, the results indicate that high-equity brands suffer less from the adverse effects of self-service innovation failures when compared with low-equity brands. However, self-service innovation failures are more detrimental to high-equity brands if they are caused by service providers' internal factors as well as low service recovery.     

Attitudes and related perceptions about product placement: a comparison of Finland,Italy and the United States

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.     

中国文化背景中的消费者-品牌关系:理论建构与实证研究

借用本土人际关系理论对中国消费者-品牌关系进行了理论建构,认为存在四种基本的品牌关系类型"家人关系"、"好朋友关系"、"合作伙伴关系"和"熟人关系",可以揭示并描述品牌关系的差异。作者通过两个研究验证了理论建构的合理性:研究1初步显示本土人际关系隐喻适用于中国消费者对品牌关系评价的情境;研究2进一步验证了品牌关系类型与品牌关系质量具有良好的同时效度。     

Consumer Perceptions of Credibility and Selling Intent Among Advertisements,Advertorials, and Editorials: A Persuasion Knowledge Model Approach

This article presents the results of a study of consumer reaction to three different types of information delivery in magazines: editorials, advertorials, and advertisements. The study draws on the Persuasion Knowledge Model to examine the effect of each form of information delivery on source influence, source credibility, perceived selling intent and purchase intention. The analysis indicates that the form of information delivery in print media affects the perceived credibility of the source of the information, the perceived selling intention and the purchase intention. Implications for marketers and policy-makers are also discussed.