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.     

Consumer Believability of Information in Direct-to-Consumer (DTC) Advertising of Prescription Drugs

Direct to consumer (DTC) advertising has attracted significant research attention, yet none has focused on empirical assessments of its overall impact on U.S. consumers nationally, and tying assessment to relevant behavioral outcomes. This paper addresses the ethical issue of DTC advertising providing a balance of product and risk information that is both understandable and believable, and contributes direction to those exploring this phenomenon. Richard F. Beltramini is currently Professor of Marketing in the School of Business Administration at Wayne State University. He received his Ph.D. from the University of Texas at Austin, and served on the faculty of Arizona State University for fifteen years. His teaching interests include advertising and marketing management, research, and strategy. His primary research focus is on the believability of marketing communications information, and he has published in the Journal of Advertising, Journal of Advertising Research, Journal of Consumer Research, Journal of Marketing, and a variety of other journals, conference proceedings, and books as well as co-editing Gift Giving: A Research Anthology. Dr. Beltramini has served on the Editorial Review Boards of a number of academic journals, as guest editor of special issues of the Journal of Business Ethics and the International Journal of Internet Marketing and Advertising, as international president of the American Academy of Advertising, as a member of the American Advertising Federation's National Academic Committee and several other professional and business organizations, and is active as a consultant to several international organizations. He is the recipient of several national competitive grants and awards for his teaching and research, including the National Science Foundation, is the only faculty recipient of both his school’s Excellence in Research and Excellence in Teaching awards, and is currently the first Board of Visitors Faculty Fellow. Prior to academe, Dr. Beltramini worked for Texas Instruments, Inc. and The Drawing Board, Inc., both in Dallas, and he has also worked as a Visiting Research Professor for J. Walter Thompson Advertising in Chicago, Honeywell Information Systems in Phoenix, and the Federal Trade Commission in Washington, D.C.     

Effects of Color in Disaster Relief Advertising and the Mediating Role of Cognitive Elaboration

The current research examined the effects of color format (text only, text with black-and-white photo, text with full-colored photo, and text with color highlighted on the main visual subject) and issue involvement (high versus low) on individuals’ psychological reactions (attitude, feeling of empathy, and intention to help) to disaster relief ad. Two studies were conducted using student and general public samples. Results from both studies indicated ads with photos, especially black-and-white photos, generated more positive attitude, greater feeling of empathy, and stronger intention to participate in charity activities. Higher issue involvement also leads to more positive attitude and stronger behavioral intention. An interaction effect between color format and issues involvement was found in Study 2. The mediating role of cognitive elaboration was also explored.     

Antecedents and Consequences of Consumers' Attitude toward Social Commerce Sites

Drawing upon technology acceptance model (TAM), this study investigates the antecedents and consequences of consumers' attitude toward social commerce sites. In addition to the antecedents of perceived usefulness and perceived ease of use from TAM, the study includes such factors as perceived trust, perceived shopping enjoyment, perceived shopping risk, and perceived social presence. The study results suggest that consumers' attitudes toward social commerce sites are significantly impacted by perceived usefulness, perceived ease of use, perceived shopping enjoyment, and perceived shopping risk. The study also finds that consumers' attitudes toward social commerce sites significantly influence the effects of e-word-of-mouth (eWOM) intention, intention to return, and e-purchase intention. This study provides an integrative approach to evaluating antecedents and consequences of consumers' attitude toward social commerce sites. Limitations and future research are discussed.     

Examining Polish Market Mavens and Their Attitudes Toward Advertising

Abstract

In this paper, we offer some insights about Polish consumers with varying levels of general marketplace expertise, their role in diffusing product information, and their views of advertising. Market mavens are consumers who exhibit heightened interestin and knowledge about the marketplace. Because of their interest in communicating with others about the many aspects of the marketplace, these consumers can play an integral role for companies interested in diffusing marketing information. Our study results indicate that market mavens do indeed exist in Poland and they exhibit similar characteristics to market mavens identified in the U.S. They have more favorable attitudes toward advertising than other consumers. Additionally, they consider advertising as an important source of product and social image information. Although Polish mavens are less critical of advertising being misleading and confusing, they are concerned about advertising promoting materialistic values. Our findings imply that firms doing business in Poland would be well advised to target market mavens because they pay attention to advertising, have favorable attitudes toward advertising, and like to talk about marketplace phenomena with others.     

Attitudes of Indonesian Mothers Toward Food Advertising Directed to Children

Advertising directed toward children is a controversial issue with growing concerns from parents around the world, including emerging markets such as Indonesia. The reasons for its negative effects include that such advertising could lead to materialism, parent–child conflict, and feelings of unhappiness. In particular, advertising by food companies is a target for criticism due to concerns about unhealthy food and childhood obesity. This article reports on the findings of a number of focus groups of Indonesian mothers to obtain an indication of the mothers’ ethical judgment toward such advertising. The results identify reasons why the mothers found particular advertisements to be unethical and ways advertisements can improve their message. From the responses, some important issues are raised that would be of interest to international advertisers.     

An Involvement Explanation for Nostalgia Advertising Effects

This study seeks to offer additional insights regarding why positive “nostalgia effects” in advertising may be observed, that is, why nostalgic ads tend to elicit more favorable consumer responses than do non-nostalgic ads. Using the personal relevance component of advertising involvement as a theoretical foundation, the study supports hypothesized expectations that nostalgic ads are capable of inducing greater levels of self-reflection and advertising involvement. Furthermore, hypothesized effects were shown to be more pronounced when a “personal” nostalgia-themed ad (eliciting “a yearning for a realized, lived past”) was used, as opposed to when an “historical” nostalgia-themed ad (eliciting “a yearning for a distant past, never experienced”) was used. Theoretical and practical implications of the findings are discussed and directions for future research are offered.     

The Risk Reduction Role of Advertising

This study shows theoretically and empirically that exposure to advertising increases consumers tendency to purchase the promoted product because the informative content of advertising resolves some of the uncertainty that the risk averse consumers face and thus reduces the risk associated with the product. We call this effect the risk-reduction role of advertising. The risk-reduction model implies that advertising effectiveness depends on (a) the risk preference parameter, (b) the precision of the advertising message, (c) the familiarity of the consumer with the product, (d) the consumers sensitivity to products attributes (and thus, her involvement level with the product), and (e) the diversity of products offered by multiproduct firms. These findings suggest that ads spending should be higher (a) for new and relatively unknown products, (b) for high-involvement products, (c) when ads can be quite precise, and (d) when the firm offers a diverse product-line. It also implies that ads should target consumers (a) who are more sensitive to risk, (b) who are more involved, and (c) those who are not familiar with the promoted product.The model allows ads to affect choices also through a direct effect on the utility (i.e., the standard approach to formulate the effect of advertising). In our empirical example (where the products are television shows) the risk-reduction effect is significant and strong and the direct effect is negligible behaviorally. We discuss the welfare implications of these findings, and illustrate the quantitative differences in managerial implications between our model and the traditional one.     

Small Service Businesses: Advertising Attitudes and The Use of Digital and Social Media Marketing

Advertising is embraced by companies as a means of building awareness, sales, and customer loyalty. However, in recent years advertising has changed. Digital marketing and social media marketing have gained a greater prominence (Lamberton & Stephen, 2016 Lamberton, C., Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(November), 146–172. https://doi.org/10.1509/jm.15.0415.[Crossref], [Web of Science ®] [Google Scholar]). While megabrands spend millions of dollars on advertising, small businesses often view advertising as an expense rather than a means of generating revenue. Small service business owners are often skeptical of the value of digital marketing and social media. This study examines various digital and social media channels that can be utilized to grow their business.     

Market Orientation Plus: Antecedents and Consequences of Market Orientation and Corporate Social Responsibility in Mexico

ABSTRACT

The evolution of the market orientation (MO) concept toward stakeholder-based corporate social responsibility (CSR) has been recognized recently. Nevertheless, the two variables remain conceptually and operationally different, and very little is known about the relationship between MO and CSR. The current study addresses this question empirically by embedding measures of MO and CSR into a framework of antecedents and consequences in the context of an emerging economy (Mexico). The results show that companies with high levels of MO also attain high levels of CSR. Further, CSR partially mediates the relationship between MO and corporate reputation and fully mediates the relationship between MO and employee commitment. Informal organization has a positive influence on MO and fully mediates the relationship between innovation and MO. The findings may encourage companies in emerging economies to implement CSR initiatives without fearing that their focus on customer and competitor orientation will be negatively affected.     

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。     

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.     

Magazine Advertising: Factors Influencing the Effectiveness of Celebrity Advertising

This study analyzes the differences in celebrity effectiveness in advertisements of different styles as well as the impact of source credibility. This study uses an experimental magazine to test nine fictional advertisements for three products with unreal brands and three advertising styles. The findings show that the advertising styles that generate the greatest effectiveness differ according to the product; the celebrities do not increase effectiveness, but when the respondents recognize the celebrity, effectiveness increases; and credibility influences affective and conative measures. The work also considers how celebrity-product pairings, the existence of negative celebrity information, and the familiarity with the celebrity affect the effectiveness.     

Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility

Perceptions of a firm’s stance on corporate social responsibility (CSR) are influenced by its corporate marketing efforts including branding, reputation building, and communications. The current research examines CSR from the consumer’s perspective, focusing on antecedents and consequences of perceived CSR. The findings strongly support the fact that particular cues, namely perceived financial performance and perceived quality of ethics statements, influence perceived CSR which in turn impacts perceptions of corporate reputation, consumer trust, and loyalty. Both consumer trust and loyalty were also found to reduce the perceived risk that consumers experience in buying and using products. From these significant findings, we draw several conclusions and implications, including the importance of enhancing firm focus toward its ethical commitment and long-term reputation.     

基于传播受众的广告理论研究综述

基于对广告传播受众是主动还是被动,是个体还是群体的二维假定对广告作用机理及其对社会的影响进行了综述,发现感知信息处理法对于广告管理的实践是非常有用的,但是也应关注更加广泛的社会和文化环境。     

Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users

Abstract

As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined antecedents of avoidance of native advertising on SNSs and the moderating role of consumer skepticism toward native advertising. Our findings suggest perceived intrusiveness and perceived informative and entertainment advertising value as major antecedents of consumer advertising avoidance. Additionally, the number of brands that consumers are following on SNSs and negative communication among peers on SNSs were found to be factors affecting native advertising avoidance. Finally, consumer skepticism toward native advertising was found to be an important moderating variable in the mechanism of advertising avoidance on SNSs.     

消费社会语境下的广告文化批判

消费社会是以商品的大规模消费为特征的社会,从消费社会的角度来看,广告文化具备符号化、视觉化、时尚化和鼓励炫耀性消费的特征。在消费社会,广告通过建构商品符号意义,强化、误导目标受众的身份认同,刺激消费者的欲望,来助推消费心理,夸大其对心理满足的功能。它深深地受到商品逻辑的制约,反过来以商品逻辑瓦解原有的社会价值结构和秩序,并在与媒介的同谋中,广泛而持续地干扰媒介传播,刺激着消费社会以及社会文化的负面发展。     

Culture,Perceived Value,and Advertising Acceptance: A Cross-Cultural Study on Mobile Advertising

Abstract

Adverting standardization has been widely discussed since 1990s. Recently, this discussion has been extended to mobile advertising. When it comes to adopt a standardization or localization strategy, it is important that marketers understand how mobile advertising is perceived in different markets. This study examines the impacts of four perceived values of mobile advertising on young Australian and Chinese consumers’ acceptance of mobile advertising. The findings suggest that perceived functional value have the most positive effect on mobile advertising acceptance, followed by credibility and interactivity value. Further analyses reveal that culture moderates the relationships between perceived values and advertising acceptance.     

Determining perceptions,attitudes and behaviour towards social network site advertising in a three-country context

ABSTRACT

Regardless of the growth in social media and social network advertising (SNA), little theoretical and empirical knowledge exists on the differences between countries, and the perceptions and attitudes towards social network advertising. The purpose of the study is to investigate the relationships between users’ perceptions (personal and societal), their attitudes and their behaviour towards Facebook advertising, across three countries, as well as the moderating role of privacy and general advertising attitudes. Online surveys were administered and a convenience sampling resulted in 1,166 respondents. Structural equation modelling was used to test the proposed model.

The research indicates that the social support theory shows promise for examining the perceptions and attitudes towards SNA. Furthermore, the validity of the conceptual model is confirmed in all three countries; however, the strength of these relationships differs. Additionally, it is evident that consumers’ culture influences the role of privacy and trust in SNA perceptions.     

E-mail Advertising in Syria: Assessing Beliefs,Attitudes, and Behaviors

The present study aimed at assessing Syrian consumers' beliefs regarding, attitude, and behavioral responses toward e-mail advertising and investigating the relationships among those variables. A cross-sectional survey was conducted and it yielded 273 valid responses. The proposed model was analyzed and tested using a structural equation modelling approach. Our findings showed that both informativeness and entertainment beliefs positively predicted Syrian consumers' attitudes toward e-mail advertising. Additionally, attitude was found to fully mediate the relationship between beliefs regarding and behavioral responses toward e-mail advertising.