Nurtured and sorrowful: Positive and negative emotional appeals in COVID-19 themed brand communications

Vargas-Bianchi, Lizardo; Mensa, Marta

doi:10.31235/osf.io/68ukd

Cited by 9 publications

(6 citation statements)

References 41 publications

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“…However, game developers should think about the future of their products in the future, honestly represent the products offered, and start building a creative positive image, so that gradually they can provide sustainable benefits. This is because the use of positive emotional appeal is assumed to inspire positive attitudes in the audience, such as increasing liking and strengthening positive attitudes related to brands, and even loyalty (Mensa and Vargas-Bianchi, 2020). On the other hand, the use of negative emotional appeal can increase the audience's memory and attention to the brand but can also invite negative attitudes toward the brand (Panda et al, 2013;Yoon, 2016).…”

Section: Discussionmentioning

confidence: 99%

Negotiated Order in Mut’ah Marriage

2022

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Marriage, as defined by Law No.1/1974, is an inner and outer relationship between a man and a woman with the goal of building a joyful and eternal family (home) based on the One Godhead. However, there are various social phenomena that occur in the society with specific goals that are structured in a marriage process known as mut'ah marriage or contract marriage. In this study, the author attempts to evaluate mut'ah marriage from a sociological standpoint using a social definition paradigm and the perspective of symbolic interactionism, specifically negotiated orders. This research is a library research. As a result, actors face a variety of incentives ranging from the economic to the social which can then cause damage at the stage of the basis of action to the stage of consumption or action. Two forms of negotiation were also found to justify mut'ah marriage, namely the negotiation of the rational dimension and the negotiation of the economic dimension.

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Section: Discussionmentioning

confidence: 99%

Negotiated Order in Mut’ah Marriage

2022

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“…Previous research also indicated that for crisis communication, brand's emotional and attitudinal factors are more sustainable and should be considered than functional benefits, which may be easily copied (de Chernatony, Harris & Dall'Olmo Riley, 1999;Jin, et al, 2014;McDonald & Cokley, 2013). Mensa and Vargas (2020) also revealed that during uncertainty of COVID, a preference for positive emotional appeal (nurturance and affiliation) was used more along with sorrow, nostalgia and excitement. However, identified that an emotionally arousing appeal may not always be provide an advantage in remembering the ad's content (Riemer & Noel, 2020).…”

Section: Consumer Get Overwhelmed With Social Media Communication Dur...mentioning

confidence: 91%

Reviewing the Challenging Factors of Survival During COVID 19 Uncertainty

Noor

2022

Int. J. on Social Sci, Econ and Art

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Social media /online platforms are particularly important in times of crisis, as they are a vital channel for providing and ensuring access to information about products and services in an efficient manner. In a time of crisis and economic down turn, businesses usually begin to cut expenses, while they reduce their marketing budget; the key question is how business make an effort to be visible for their customers and how they react to uncertain situation. This research will review the existing literature to lays out the theoretical foundations to extract the ‘happenings’ and issues of marketing during the crises and provide some evidence of the global companies. It would suggest how businesses can better prepare themselves so that they can be more resilient to overcome the uncertainty and more agile to cope with these challenges in future. Despite the perennial need to understand and manage uncertainty in business, there is lack of data that highlight on the corporate marketing communication approaches for their customers. The findings of this research suggested that, during any crisis or high uncertainty, businesses must prepare themselves to alter their corporate marketing communication approaches and strategies, for their customers. This will reduce stereotype attitude, confusion, backlash or any negative connotation. To stay afloat in a highly competitive digital world, businesses can focus on clarity and tone of the communication message, align their operational and strategic process and it outcomes. Be vigilant by identifying the vulnerability and refocusing on brand values. Gather intelligent information using analytical tools – internal and external information. Devise appropriate reactive and proactive responsive strategies to survive in uncertain situation.

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“…El spot de San Fernando apela también a estas emociones: apoyo afectuoso, afiliación y alivio. El apoyo afectuoso se define como el cuidado a otros, ejemplificado por los autores con el cuidado del bienestar de padres a hijos (Vargas-Bianchi & Mensa, 2020). San Fernando lo aborda cuando vemos al padre que baña a su bebé recién nacido y la nieta que cuida de su abuela.…”

Section: Análisis De La Campañaunclassified

#FamiliasDeCuarentena, radiografía de una comunicación en contexto de pandemia: el caso San Fernando

Hammond Cisneros,

León Kanashiro

2023

Comunica360

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El presente estudio analiza la campaña #FamiliasDeCuarentena de la marca San Fernando, buscando comprender el proceso de toma de decisiones en la comunicación de marca durante el contexto inicial de la crisis sanitaria por la pandemia del COVID-19 en el Perú (marzo del 2020). El caso de San Fernando permite ahondar en cómo se ha construido históricamente el diferencial de marca en paralelo a la forma de segmentar su público con el giro en su publicidad para constituirse en lovemark. La campaña se analiza en el contexto de la pandemia y se aborda la adaptación de la realización publicitaria al contexto de aislamiento social que obligó a desplegar múltiples recursos creativos y técnicos. La revisión del caso destaca la importancia de la construcción de un lenguaje de marca propio, que en #FamiliasDeCuarentena se retoma para comunicar de manera empática, oportuna y pertinente. La comunicación desde la identidad de la marca San Fernando le ha permitido diferenciarse de otras marcas, vincularse emocionalmente con el target y evitar ser percibida como una marca oportunista en un contexto complejo.

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Nurtured and sorrowful: Positive and negative emotional appeals in COVID-19 themed brand communications

Cited by 9 publications

References 41 publications

Negotiated Order in Mut’ah Marriage

Negotiated Order in Mut’ah Marriage

Reviewing the Challenging Factors of Survival During COVID 19 Uncertainty

#FamiliasDeCuarentena, radiografía de una comunicación en contexto de pandemia: el caso San Fernando

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