Brand Advertising Research Articles

Examining the impact of joint brand advertising on perceived destination brand authenticity

Meeting visitors’ demand for authentic tourism experiences is challenging, but joint brand advertising can enhance the perceived authenticity of destination brands, making them more appealing and trustworthy. Drawing on signalling theory and using an experimental approach, this research examines the impact of joint (vs. single) brand advertising on the perceived authenticity of a destination brand and tourists’ behavioural intentions toward that destination. Additionally, the study explores whether tourists’ regulatory focus moderates these effects. A field experiment using the Google Display Network (n1 = 663,704 impressions) and two online experiments (n2 = 166, n3 = 248) indicate that joint brand advertising featuring an authentic partner brand has a positive influence on the perceived authenticity of relatively less authentic brands and the associated behavioural intentions. Nevertheless, these positive effects dissipate when tourists exhibit a weak prevention orientation.

Examining how consumers can love brands through internal storytelling

PurposeThis research aims to empirically test the boundary conditions under which the archetype-based narrative structure of storytelling brand advertisement through internal endorsement can generate brand love by making the consumers anthropomorphize the brand archetype.Design/methodology/approachTwo studies based on survey and experimentally designed stimuli were conducted to validate the conceptual framework. The data were analyzed using confirmatory factor analysis and process macro on SPSS.FindingsThe results support that when the brand is endorsed in the storytelling ad by an internal endorser or storyteller, the narrative structure of the storytelling ad impacts brand love via the anthropomorphization of the brand archetype. The congruence between the internal storyteller’s personality and the archetype’s personality moderates the effect of the narrative structure on the anthropomorphization of the brand archetype, leading to brand love. The psychological sense of brand community further conditions the moderating impact of congruence.Originality/valueThe research provides insights to the brand marketers that internally endorsed archetype-based storytelling brand ads can be effective when the personality of the internal endorser is congruent with the personality of the archetype and the target consumers have a strong psychological sense of brand community.

Shockvertising - Viewers’ visual communication perspectives of a controversial skincare advertisement

The rise of digital advertising has led to the creation of various innovative materials to capture the target market’s attention. To stay competitive, many advertisers use “shockvertising”, creating controversial advertisements with a significant impact on viewers’ attitudes and sentiments. This survey research is based on Lester’s Six Perspectives in Visual Communication theory which explained that viewers’ personal, historical, technical, cultural, ethical and critical perspectives are the determining factor in nalysing their controversial consideration perception. In this study, the use of the theory is to explore viewers’ perspectives on a controversial Malaysian skincare advertisement. Using a quantitative approach, 250 respondents rated their perception of a SlimmeWhite skincare TV advertisement. The responses were analysed using SPSS to address three research questions, finding correlations and mean results. The study found that personal technical and ethical perspectives significantly influenced viewers’ attitudes towards the advertisement, identifying these as the controversial aspects. In contrast, critical and cultural perspectives were the least controversial. The advertisement was deemed highly controversial, but gender did not affect viewers’ perspectives. This research concludes that the resulting data are very valuable for advertising students, brand advertisers and companies in understanding viewers’ perspectives on controversial elements in Malaysian skincare advertisements.

The Influence of Brand Image and Adversiting on Daihatsu Car Purchase Decisions at PT. Jujur Jaya Sakti Palopo

This study examines the influence of brand image and advertising on the purchase decisions of Daihatsu cars at PT. Jujur Jaya Sakti Palopo. Amidst the increasingly fierce competition in the automotive industry, understanding the factors that influence consumer decisions is crucial for companies. A strong brand image can enhance customer loyalty and support business growth, while effective advertising can attract interest and influence consumer purchasing behavior. This research employs a quantitative approach with a survey design, where data was collected through questionnaires distributed to 100 respondents who had purchased Daihatsu cars at PT. Jujur Jaya Sakti Palopo. The analysis results indicate that both brand image and advertising have a significant impact on purchase decisions, with brand image contributing more significantly. These findings provide important implications for the development of marketing strategies, particularly in brand image management and the optimization of advertising campaigns. Furthermore, this study highlights the importance for companies to strengthen their brand image through various efforts such as improving product quality, after-sales services, and engagement in social activities that can enhance positive consumer perceptions. Additionally, the optimization of advertising, which includes the selection of appropriate media, relevant messaging, and suitable advertising frequency, should also be considered to maximize the impact on consumer purchase decisions. Overall, the results of this study are expected to serve as a guide for PT. Jujur Jaya Sakti Palopo in formulating more effective and efficient marketing strategies, enabling them to compete with other players in the automotive industry.

The Effect of Brand Image, Packaging, Advertising and Product Quality on Purchasing Decisions

The Effect of Brand Image, Packaging, Advertising and Product Quality on Purchasing Decisions

Attention Spillovers from News to Ads: Evidence from an Eye-Tracking Experiment

The authors investigate the impact of online news content on the effectiveness of display advertising. In a randomized online experiment, participants read news articles randomly paired with brand advertisements. Leveraging nonintrusive eye-tracking technology, the authors measure individual attention to both articles and ads. The authors then measure ad recall, and participants choose between cash and brand-specific vouchers. Heightened attention to articles results in “spillover” attention to ads on the same page, which, in turn, increases both brand recall and purchase probability. The authors also consider the effect of news content type, differentiating between “hard” and “soft” news. They find that advertising next to hard news is at least as effective as advertising next to soft news. This provides evidence against the blunt implementation of “block lists” for sensitive news topics by advertisers. The authors discuss the implications of attention spillovers for firms contemplating investments in engaging news content within the digital advertising landscape.

A blockchain-based platform for incentivizing customer reviews in the grocery industry

Nowadays, user-generated content is pivotal for many companies: people trust other customers' opinions more than any brand advertisement. Brands are aware of this and try to promote and motivate their customers to create high-quality content. However, this way of operating is still at an early stage: there is a lack of fairness, as companies typically do not provide a validation system, or if they do, it is not based on a transparent solution, and often there is no reward for creating unique and high-quality content. In this paper, we focus on the problem of incentivizing the user's creation of content in the form of customer reviews in the online grocery industry. Specifically, we illustrate the solution to the problem devised in the Re-Taled project by relying on blockchain technology. We developed a decentralized ecosystem of consumers, influencers, and manufacturers, where content creators are rewarded for their contribution according to a framework that provides incentives in the form of both reputation and monetization. Blockchain technology is used to certify the content's authenticity and compensate content creators with a cryptographic token. We illustrate the technical choices of the solution together with its software architecture and implemented platform. In particular, we introduce the framework used to validate the trustworthiness of user-generated content and favor fairness and transparency within the platform.

Is Slow Motion Necessary? A Study on the Impact of Brand Advertising Presentation Speed on Consumer Brand Attitude

Is Slow Motion Necessary? A Study on the Impact of Brand Advertising Presentation Speed on Consumer Brand Attitude

A robust optimization to dynamic supplier decisions and supply allocation problems in the multi-retail industry

The research focuses on multi-retail distribution with a strategic distribution network. Challenges include intense competition, logistical and transportation complexities requiring robust infrastructure like warehouses and efficient supply chain management, as well as operational inefficiencies and distribution costs. To address these issues, a model is applied to make strategic decisions, such as determining the necessary number of facilities to minimize total supply chain network operational costs and infrastructure for retail distribution. The outcome is a model that introduces a novel approach to enhancing supply chain efficiency and effectiveness from production to distribution stages, thereby reducing system costs, including ordering costs and inventory handling. Costs and loss costs resulting from remaining products produced can be minimized by considering networks, multiple suppliers, multiple warehouses, Distribution Centers (DC), multiple retailers, and multiple products, factoring in the distances between facilities in the network. Subsequently, comprehensive testing of inspection, distribution, and retail parameters is conducted, with a focus on specific periods and product types. When applying this model, certain characteristics need to be considered regarding the importance of selecting efficient suppliers of goods, such as procurement, performance improvement, and the number of supply chains and supply chain systems. This research introduces novelty in production methods that can lead to increased customer satisfaction, sales, market share, profit margins, more effective brand advertising, and revenue streams. In this process, the research undergoes a training, testing, and validation process in forming a strategic multi-retail distribution network model, spanning a total of 52 epochs. This process yields accuracy values for training at 90 %, testing at 92 %, and validation at 94 %

Demands, displays, and dreams of “Black joy” during times of crisis

ABSTRACT Based on collaborative research and reflections on media depictions, marketplace experiences, and Black life in Belgium and Britain, this article embraces Black joy, while critiquing societal demands and (re)presentations of it. Informed by scholarship on racialised emotions, Black interiority, and Black emotional epistemologies, we analyse how the idea of “Black joy” has been (re)presented in media in ways connected to racialised, classed, and national discourses of “we-ness” during the coronavirus (Covid-19) crisis. By analysing public (re)presentations of Black people, we critically consider how “Black joy” becomes “Black JoyTM” – a defanged expression, enabling brand advertising by tapping into the racial and capitalist politics of marketable and mediated Black emotions and intimacy. We ask, “when, how, and why are the everyday emotions and experiences of Black people (re)presented by contemporary marketplace institutions as joyful?”. Consequently, we theorise the relationship between Black joy, crises, and forms of Belgian and British advertising and media.

Influencing Generation Y students’ clothing brand awareness: A gender perspective

The Covid-19 pandemic significantly affected the global fashion industry, causing several changes that intensified competition between fashion retailers and brands, making it more challenging to establish or increase clothing brand awareness. Gender plays a crucial role in consumers’ perceptions and decision-making, highlighting the importance of understanding the role of gender in effectively establishing and increasing clothing brand awareness. The objective of the study was to determine whether differences exist in the creation of clothing brand awareness of Generation Y male and female students. This study followed a descriptive research design. A self-administered questionnaire was distributed to students for voluntary completion. A total of 625 completed questionnaires were analysed by performing frequency analysis, descriptive statistics, internal consistency reliability, correlation analysis and regression analysis. After establishing the reliability of the measurement instrument, and confirming significant statistical relationships between all the constructs, multiple linear regression analysis was performed. The findings of the regression analysis revealed that for Generation Y male students, product, store image and advertising of clothing brands significantly influence their awareness of a brand; while for Generation Y female students, the price and advertising of clothing brands significantly influence their awareness of clothing brands. This study contributes to the literature relating to gender studies and brand awareness, and provides practical recommendations for clothing brands and retailers to more effectively establish or strengthen clothing brand awareness among Generation Y male and female consumers, respectively.

Sports celebrities and advertising on Instagram: a case study of brand sponsorship in Spain

PurposeThe aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram.Design/methodology/approachTo this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022.FindingsThe results indicate that, strategically speaking, these brands use the celebrity endorsement strategy to pursue emotional objectives and to adopt a position depending on the type of user. Likewise, these findings show that they single out uniqueness as the principal celebrity characteristic, while also mainly leveraging sports values, especially competence. These values represented by sports celebrities are markedly social in nature, which implies that they enjoy a degree of public recognition that is transferred to the brand to which they lend their image.Research limitations/implicationsThe conclusions connect celebrity endorsers with strategic branding issues and aspects of sports.Originality/valueAn empirical approach is followed here to study the representation of sports celebrities in the advertising of well-known brands linked to the sports world.

Sustainable Brand Advertising—The Green Advertising for Generation Z, a Qualitative LRSB Analyze

Advertising has been one of brands’ main allies in successfully promoting their products and services, creating trends and changing consumer mindsets, which allows them to increase sales and consequently achieve commercial success. The advertising medium has been evolving, increasingly encompassing new technologies as well as expanding its areas of intervention. This research article uses the Systematic Bibliometric Literature Review methodology, and its main objective is to clarify the state of the art regarding advertising and sustainability, since if advertising is one of the main allies for the success of brands, sustainability has become one of its main strategies. The starting question is whether advertising has been used to communicate sustainability. The methodology used in this study is a systematic bibliometric literature review (LRSB) to collect, analyze and synthesize data on advertising and sustainability, and covers a period of publications from the year 2007 to 2024, with the support of visual maps of the research indexed in the Scopus Database, created with VOSViewer. The aim was to give an overview of the studies published in this scientific area. The qualitative results of the analysis suggest that the theme of sustainability has been studied and associated with brands and sectors of activity such as luxury brands. The analysis leads to the suggestion of a reduced connection between sustainability and advertising, with studies on “green advertising” being mentioned, which allows us to affirm that this is an area that requires more in-depth studies, despite the fact that these initial results, on the one hand, help professionals in the field of digital marketing to make decisions, as well as clarifying the topic from a research point of view.

The Impact of Social Media on Consumer Behavior and Purchasing Decisions in the Fashion Industry

Abstract: The present study aims to examine the noteworthy impact of social media platforms on customer behavior and purchase decisions in the ever-changing fashion business. Fashion marketers now need to grasp how social media usage affects consumer behavior due to its exponential expansion worldwide, especially among fashion-conscious populations. This study investigates the complex relationship between social media involvement and several aspects of consumer behavior, such as brand awareness, brand loyalty, buy intentions, and actual purchase behavior. It does this by conducting a thorough review of the existing literature and doing empirical analysis. Additionally, the study explores the ways in which brand advertising, influencer endorsements, and user-generated material on social media influence customer perceptions and preferences in the fashion industry. This study integrates theoretical understandings with real-world applications is to offer insightful information to fashion firms and marketers who want to improve their social media tactics and gain a competitive edge in a sector that is becoming more and more digital

Search Engine Revenue from Navigational and Brand Advertising

Search Engine Revenue from Navigational and Brand Advertising

The Contrastive Study on Discursive Construction of Identities and the Adaptation in Cosmetic Advertising

Discursive strategies are often used in cosmetic advertisements to construct different discursive identities in order to enter larger markets. Based on the graphic advertisements, the article reveals the dynamic selection and construction of discursive identities and their dynamic adaptation in the foundation advertisements of international brands and national brands. It is found that the cosmetic advertisements employ textual features to construct three discursive identities: one explicit identity for marketing purposes and two implicit identities: friend identity and expert identity. Based on the theories of discursive identity and linguistic adaptation, the article explores the dynamic discursive identities in this kind of advertisement discourse and analyzes the ways to dynamically adapt to the psychological, social and physical worlds of the discourse receivers.

The Impact of Traditional and Digital Media on Brand Marketing Strategies -- A Case Study of the Liuliu Mei Brand

With the rise of multiple digital media such as social media and the continued presence of traditional media outlets, brand advertising strategies across multiple mediums have become increasingly diverse. This paper takes Liuliu Mei brand as a research subject to explore its marketing strategies and the resulting marketing outcomes such as user engagement on both traditional and digital media platforms, and briefly analyses the difference between its strategies and their outcomes. Through the use of literature analysis, case study methodology and comparative research, this paper aims to examine the specific strategies adopted by brands for marketing on both media, the results and the reasons for the differences. This paper finds that in traditional media, brands chose TV ads, ladder media, metro media ads and other channels to achieve high exposure and coverage; while in digital media, they chose to differentiate and promote different features of social media to achieve precise targeting and high participation marketing results.

The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM

Since the outbreak of COVID-19 in March 2020 brands have quickly adapted the content of their advertising to include pandemic related social and health messages. This paper explores the relationship of fit between the advertised brand and the pandemic as a potential influence on consumers’ eWOM intentions in an advanced and emerging market. Inspired by metacognitive fluency theory, we propose and find that pandemic adapted advertisements for brands that are high on brand-pandemic fit enhance consumers’ eWOM intentions in both markets. This relationship is stronger for experiential ad appeals and future focus in the ads. In terms of temporal focus, building on construal level theory, we find that the effect of fit on eWOM is increased by using future focused ads. Together, the results establish relationships between brand-pandemic fit of advertisements, ad liking, ad-appeals, future focus, and eWOM intentions. We conclude with a discussion of how brand advertising can facilitate societal well-being as high fit brands help individuals solve pandemic related challenges and generate more consumer engagement via eWOM intentions.

MARKETING STRATEGIES AND BRAND LOYALTY OF HALDIRAM IN INDIA

The famous Indian candy and snack company Haldiram's marketing strategies for creating and maintaining brand loyalty in the Indian market are examined in this study. The Indian snack food business is quite competitive, yet Haldiram has managed to stay at the top by combining innovative advertising with a commitment to quality and legacy. Crucial elements of Haldiram's marketing strategy include a wide range of products, excellent branding, smart pricing, extensive distribution networks, and stimulating promotional events. By appealing to consumers' sentiments through its rich history and cultural significance, Haldiram has successfully solidified its position in their hearts and minds. Through an analysis of the brand's advertising strategies and their impact on consumer loyalty, this article seeks to understand why Haldiram has maintained such a strong presence in the Indian market. The following concepts are relevant to this article: marketing, branding, cultural resonance, distribution network, promotional activities, Indian snacks, marketing, marketing strategy, and Haldiram.

Conscious and non-conscious responses to branded narrative advertising: Investigating narrativity level and device type

Narrative advertising enhances advertisement (ad) and brand evaluations from consumers. However, how the narrativity level of the ad impacts these evaluations is less clear. This study investigates affective and cognitive conscious and non-conscious responses to branded advertising in the form of two-dimensional videos that differ in narrativity level. In addition, it explores the effects of delivery modality (computer screen vs virtual reality). We collected self-reported, electroencephalography, and galvanic skin response data from participants watching real video ads with low and high narrativity levels. While self-reported data showed higher positive perceptions toward ads with a high (vs low) narrativity level, the neurophysiological metrics revealed no differences in arousal levels, cognitive load, and approach–avoidance behavior. Delivery modality had little to no effect on self-reported ad and brand metrics, but ads viewed through virtual reality evoked negatively valenced arousal. The findings suggest that narrativity level differently modulates conscious and unconscious cognitive and affective responses to video ads. JEL CLASSIFICATION: M31; M37