Consumer Involvement as a Covariant Effect in Rethinking the Affective-Cognitive Relationship in Advertising Effectiveness

Vera, Jorge Víctor Alcaráz; Espinosa, M. Elias

doi:10.3846/jbem.2019.8099

Cited by 12 publications

(25 citation statements)

References 56 publications

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“…Involvement has long been known to play a key role in generating favorable responses to brands in studies examining responses to branded stimuli (Stuart et al, 1987;Park and Young, 1986) and is studied in gaming because an advantage of using a game for marketing purposes is that players are attentive. Additionally, a number of studies following Petty and Cacioppo's (1986) theory of the elaboration likelihood model further support the importance of involvement in generating responses to advertising stimuli (Vera and Espinosa, 2019;Belanche et al, 2017).…”

Section: Hypothesesmentioning

confidence: 88%

Childrens and young adults’ generalized attitudes toward foods in unbranded mobile games

Priluck

Pirog

Wisenblit

2023

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Purpose The purpose of this study is to examine how children and young adults form attitudes toward food products in unbranded gaming mobile applications and the degree to which product category attitudes can generate responses to brands in the category through the generalization process. Design/methodology/approach Two experiments exposed children and young adults to mobile games featuring food products in a between-subjects treatment versus control design to examine both affective responses and belief formation toward food brands within the category. Findings It was found that both children and young adults favored branded food items in the product category after playing with an unbranded mobile game assembling food products. Young adults also developed specific beliefs about nonrepresented brands in the category, which were found to be stronger under high involvement. Parents and public policymakers must be vigilant in controlling access to food-related games, even when they are not commercial in nature because of the attitudes and beliefs formed in unbranded games. Originality/value This research demonstrates that attitudes and beliefs around food brands can be formed through unbranded game play when children and young adults generalize attitudes. Because of the emphasis on “advergames,” no studies have examined the impact of unbranded games on children and young adults through the generalization process.

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Section: Hypothesesmentioning

confidence: 88%

Childrens and young adults’ generalized attitudes toward foods in unbranded mobile games

Priluck

Pirog

Wisenblit

2023

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“…Правильно подобранная рекламная стратегия бренда -это важный шаг, чтобы выйти на рынок или повысить уровень продаж уже известного бренда. Существует множество методов и решений, которые формируют идею рекламной стратегии бренда [15][16][17].…”

Section: Discussionunclassified

Comparative analysis of brand management strategies

Lyashchuk

Platonova

2021

Vestn. Voronež. gos. univ. inž. tehnol.

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The article presents the results of the analysis of three main strategies included in the brand management system. Brand management involves the development of a long-term plan that describes in detail the formation of strategic images and brand image, the expected dynamics of its brand development, and the response to changes in the external environment, market and consumer perceptions. Management strategies are used to achieve key brand development goals. First of all, branded products must be unique and differ favorably from competitors' products, which today is quite difficult in the context of globalization. Strategic brand management allows you to solve this problem by analyzing the market situation and using unusual methods to attract the attention of consumers. In order to increase the value of the product, it is necessary to build an emotional and trusting connection with the contact audience. A finely built emotional connection allows you to find a client who is not only suitable for the product, but also who will recommend it to his closest environment. When branding creates an emotional connection with customers, it allows you to increase market share, get more value for money, and grow your brand. In the face of tough competition in today's markets, it is very difficult for new brands to occupy a profitable niche. But it is worth remembering that the promoted brands gained popularity thanks to certain strategies that will be very effective today. Brand management includes three, interconnected in a single complex, strategies: brand promotion strategy, brand advertising strategy and brand positioning strategy. Many businesses and organizations, while recognizing the value and positive impact of a strong brand on sales, are rather vague about their brand strategy and future development. It is worth remembering that strategic brand management is necessary not only when a new brand is being created, but also in those cases when it is necessary to revive or renew an existing trademark.

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“…The price level helps the buyer to evaluate the product when the features are only partially known. Similarly, the warranty helps to reduce the risk of low performance (Vera & Espinosa, 2019). Reducing risk promotes emotional stability and a comfortable feeling of carefreeness when considering a deal (Goldsmith, 2016).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Extended Warranty and Its Impact on Perception in Sales Promotion of Durables

Dunković,

Knežević

2023

Business, Management and Economics Engineering

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Purpose – The aim of the paper is to determine the perception of extended warranty when communicated by retailer during the sales promotion of durable products (e.g. refrigerators). We consider perception as five signals or conceptual dimensions in retail context. The research question is: What perception creates the extended warranty? The dimensions studied can increase or decrease the value and therefore attractiveness of the product. In this sense, extended warranties are a tool that retailers can use to change customers’ attitudes towards a product. There is little primary research that shows how communication of extended warranties influences customer perception and which signals are relevant to customers and retailers. Research methodology – A survey was conducted on a sample of 180 respondents. The measurement model includes extended warranty as a construct with five observed variables related to customer sentiment (risk relief, no cost, quality, price and brand). Each sentiment signal is tested as a separate hypothesis. The model was tested with SEM and CFA was used to interpret the data. Findings – In advertising theory, the extended warranty is seen as a signal of better quality and reliability, but we have shown that it creates a sense of risk relief in the purchase decision. Research limitations – Extended warranties can give rise to perceptions other than those examined in the measurement model. For different categories of consumer goods, the warranty features can be perceived differently. Practical implications – Retailers design promotional activities by communicating extended warranty to customers. As a result, they do not perceive promoted object as a more expensive due to warranty provision, even though it offers value to customers. Originality/Value – The originality of the article lies in the different perceptions that arise when customers are confronted with an extended warranty as part of the product promotion in a store. The empirical model proposes a construct of perception of the extended warranty mediated by a unique combination of signals such as risk relief, no cost sentiment, quality, price, and brand value. Only two signals, namely risk relief and quality, influence purchase intention.

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Consumer Involvement as a Covariant Effect in Rethinking the Affective-Cognitive Relationship in Advertising Effectiveness

Cited by 12 publications

References 56 publications

Childrens and young adults’ generalized attitudes toward foods in unbranded mobile games

Childrens and young adults’ generalized attitudes toward foods in unbranded mobile games

Comparative analysis of brand management strategies

Extended Warranty and Its Impact on Perception in Sales Promotion of Durables

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