Positive Advertising Research Articles

The (in)congruency effects of message framing and image valence on consumers’ responses to green advertising: Focus on issue involvement as a moderator

ABSTRACT This study examined the effects of message framing, image valence, and issue involvement on consumers’ advertising attitudes, brand attitudes and purchase intention in the context of green advertising. A 2 (message frame: gain vs. loss) X 2 (image valence: positive vs. negative) between-subjects randomized experimental study was conducted to address the proposed hypotheses. A total of 285 participants of the main study was recruited. This study found congruency between message framing and image valences affected consumers’ advertising and brand attitudes, and purchase intention. Consumers had positive advertising and brand attitudes toward gain-framing with positive image while they had negative advertising and brand attitudes toward loss-framing with negative image. However, for incongruent advertising, the effects of image valence diminished the effects of message framing. Specifically, regardless of message framing, positive images triggered positive advertising and brand attitudes while negative images lead to negative advertising and brand attitudes, and purchase intention. Last, this study found interesting results about issue involvement as a moderator. When consumers with low involvement were exposed to incongruent green advertising, image valence had stronger effects on their advertising and brand attitudes than message framing. Based on the results, theoretical and practical implications were discussed.

A model of tourism advertising effects

This study develops the AIEDA tourism advertising effects model and examines this model by tourism destination types and advertising formats in a field experiment. The AIEDA model extends the traditional AIDA model in the advertising field and additionally considers the unique features of tourism products. It includes five hierarchical stages: Attention→ Interest→Evaluation (Perceived Usefulness→ Perceived Credibility) → Desire →Action. Findings of experimental research indicate that destination type and advertising format have main effects and interaction effects on tourism advertising effects. In addition, this study discovered that, for natural and cultural destinations, video ads yielded similar or more positive advertising effects than virtual reality ads, whereas print was the least effective advertising format.

A Qualitative Research in Service Sectors on Determining Relational Marketing Awareness and Practices

Araştırmanın amacı hizmet sektöründe faaliyet gösteren işletmeler tarafından ilişkisel pazarlama bilinirliğinin ve uygulamalarının belirlenmesidir. Bu kapsamda sekiz farklı hizmet alanında faaliyet gösteren işletme sahipleriyle/yöneticileriyle mülakat yapılmıştır. Araştırma sonucunda katılımcılara göre müşteri; para, teminat, varoluş nedeni ve gelecek şeklinde ifade edilmektedir. İlişkisel pazarlama ise müşteri sadakati, memnuniyet, tekrar tercih, işletmenin devamlılığı, yeni müşteri, başarı, süreklilik, olumlu reklam ve sıcak ilişkiyi ifade etmektedir. Mevcut müşterilerini elde tutmak amacıyla en fazla uygulanan stratejiler ise ödeme kolaylıkları sunma, iş yeri ziyaretleri yapma, müşteri ihtiyaç analizi yapma, saygı, personel devir hızını düşük tutma, indirim ve kampanya, müşteri ile şeffaf ve sürekli iletişim, kaliteli hizmet sunma, yenilikçi bir anlayış benimseme, kalifiye personel istihdam etme, kurum kültürü oluşturma ve güven olduğu görülmüştür.

“Touching with heart, reasoning by truth!” The impact of brand cues on mini-film advertising effect

With the rapid development of online advertising, mini-film advertising (MA) built on short plotlines has received substantial attention from enterprises. Despite their trending popularity, enterprises must consider how to achieve their advertising goals without compromising the independence and completeness of the MA narrative structure. In accordance with narrative transportation theory, 151 university students were divided into groups to explore the effect of brand cues (temporal and content cues) in MA for this study. The results indicated that a significant difference was observed among various groups regarding the influence of brand cues on advertising effect, the interaction effect of temporal cues (the beginning versus end of advertising), and content cues (brand name versus brand name with interpretative words), and the way transportation mediated the influence of brand cues on advertising effectiveness. Loneliness was used as a moderator for the relationship between brand cues and advertising effect. For people with a high level of loneliness, the brand name and interpretative words appearing at the beginning of the advertisement activated a positive advertising effect. These results can serve as a reference to help enterprises develop MA strategies.

Consumer-brand identity and online advertising message elaboration

Purpose The purpose of this paper is to use social identity theory and the elaboration likelihood model to explore differences in consumer response to positive and negative online brand advertising based on the degree to which the consumer identifies with the brand featured in the ad. Dependent variables include attitude toward the ad, attitude toward the brand, willingness to share the ad and purchase intention. Design/methodology/approach This study uses a posttest-only, 2 (low consumer–brand identification v. high consumer–brand identification) × 2 (negative advertisement v. positive advertisement) between-subjects factorial design for two separate brands based on the pretest results. Findings Results show, in support of extant research, that consumer–brand identification enhances consumer perceptions of positive brand advertising. In addition, this research shows that consumer–brand identification also minimizes the potentially detrimental effects of negative advertisements on the dependent variables. Further, results suggest that those with a low consumer–brand identification are more likely to share negative online brand advertising. Practical implications Building consumer–brand identification among target consumers results in positive brand attitudes and behaviors while at the same time shielding brands from negative online attack advertising. However, consumers with weak consumer–brand identification can be influenced through peripheral cues in online ads. This research indicates that managers need to focus on strengthening consumer–brand identity with target audiences and closely monitor negative online sentiment. Originality/value This exploratory research extends current consumer–brand relationship scholarship and adds support for application of the elaboration likelihood model in an online environment. To the best of the authors’ knowledge, this study is the first to examine the role of consumer–brand identity and its role in explaining consumer responses to online display advertising.

Does sexual humor work on mars, but not on Venus? An exploration of consumer acceptance of sexually humorous advertising

In this article, three studies demonstrate that the sexually humorous advertising’s efficacy is more complicated than conventional wisdom’s ‘works for males, but not for females’. Our findings suggest that in an advertising setting, males and females don’t exhibit significant differences in nonsexist sexual humor evaluation. However, utilizing sexual humor is more likely (less likely) to generate positive advertising attitudinal outcomes for a male-targeted brand versus a female-targeted one, especially in a product category with a low level of fit with sexual themes. However, more positive advertising outcomes can be achieved with a female audience by combining sexual humor with a higher-fit brand positioning, offering brand managers and advertising executives a potentially interesting, unconventional opportunity in advertising to a female audience.

Educational Initiatives as a Way for the Empowerment of the Preschool Teacher and the Improvement of Her Image

The recognition of the importance of early childhood education is steadily increasing. Many reports published in Israel and around the world address the tremendous and critical impact of this age on theindividual and on society. In contrast, the professional image of the preschool teacher in Israel is low, as in many countries. The professional image influences the choice of the teaching profession and theacceptance conditions in the teacher training colleges. This article addresses unique educational pedagogical initiatives that incorporate advanced technology and innovative teaching methods that mayhave positive influence on the preschool teacher’s image and serve as a focus for community involvement, positive advertising, and empowerment of the children and the preschool. Therefore, the aim of the article is to emphasize the importance of the educational initiatives and their direct and indirect impact on the preschool image and the parents’ satisfaction with the preschool activity, to encourage the preschool teachers who do not yet integrate educational initiatives in their activity to do so, and to emphasize the importance of the involvement of the parents and the community in the preschool pedagogical activity. This research was performed through the distribution of questionnaires to the parents in the preschools where educational initiatives were held and in the preschools where these initiatives were not held and the examination of the parents’ satisfaction.

La investigación científica como motor para el éxito de la publicidad

Este trabajo tiene como objetivo principal determinar en qué medida el aporte científico ha abierto la posibilidad de aplicar estrategias publicitarias novedosas y positivas para el crecimiento del mercado. Analiza que el desarrollo de la publicidad se produce de forma paralela a la masificación del consumo, a la competencia del mercado y al crecimiento de la riqueza en los diferentes países, pues —en la medida en que disminuyen las carencias de los consumidores— la publicidad tiene que crear necesidades nuevas. Para ello precisa de la investigación científica que, ante las demandas actuales, desemboca en el neuromarketing. Como metodología hemos utilizado la observación participante, el análisis, la síntesis y los métodos inductivos y deductivos. La recopilación de información procedente de diversas fuentes bibliográficas relacionadas con el tema objeto de estudio, nos ha permitido recabar datos para construir un corpus teórico y metodológico para articular, comprender e interpretar la información con un mayor nivel de exactitud. El estudio revela que la investigación científica aplicada a la publicidad no solo ayuda al descubrimiento de herramientas publicitarias novedosas y positivas para ampliar la demanda, sino que advierte y previene sobre su comportamiento futuro para la búsqueda de nuevas soluciones.

Measurement of Service Quality of Hotels in TRNC: Servqual Model

One of the essential requirements for tourism enterprises to survive and increase their profitability by increasing their occupancy rates is to meet customer expectations through the services they render. A customer whose expectations have been met means a positive advertising tool for enterprises and a customer who will come again. Service quality, which is the most crucial factor in meeting customer expectations, is vital for enterprises. The present study was conducted to measure the difference between expectations and perceptions of service quality, therefore perceived service quality of foreign tourists visiting Turkish Republic of North Cyprus. The study was conducted with 408 tourists staying in the hotels most preferred by tourists in Kyrenia, Fagamusta and Bafra Regions. Survey technique was used as the data collection method. The difference between the service quality expected by the tourists and the service quality perceived by them after their experience was measured using the SERVQUAL scale. The data obtained were transferred to the computer, and a database was created; the results were then presented through various statistical analyses. The study concludes that the level of perceived service quality was below the level of expected service quality.

Hacia una psicopolítica del mercado. El neuromarketing

The main objective of this work is to determine to what extent the scientific contribution has opened the possibility of applying novel and positive advertising strategies for the growth of the market, paying special attention to neuromarketing studies. This research analyzes that the development of advertising occurs in parallel to the mass consumption, market competition and the growth of wealth in developed countries, because —to the extent that wealth increases and the needs of the consumers decrease— advertising has to stimulate these needs by creating new ones, for which it requires scientific research that, in the face of current demands, leads to neuromarketing.

Chaotic Election Algorithm

A novel Chaotic Election Algorithm (CEA) is presented for numerical function optimization. CEA is a powerful enhancement of election algorithm. The election algorithm is a socio-politically inspired strategy that mimics the behavior of candidates and voters in presidential election process. In election algorithm, individuals are organized as electoral parties. Advertising campaign forms the basis of the algorithm in which individuals interact or compete with one other using three operators: positive advertisement, negative advertisement and coalition. Advertising campaign hopefully causes the individuals converge to the global optimum point in solution space. However, election algorithm suffers from a fundamental challenge: gets stuck at local optima due to the inability of advertising campaign in searching solution space. CEA enhances the election algorithm through modifying party formation step, introducing chaotic positive advertisement and migration operator. By chaotic positive advertisement, CEA exploits the entire solution space, which increases the probability of obtaining global optimum point. By migration, CEA increases the diversity of the population and prevents early convergence of the individuals. The proposed CEA algorithm is tested on 28 well-known standard boundary-constrained test functions, and the results are verified by a comparative study with several well-known meta-heuristics. The results demonstrate that CEA is able to provide significant improvement over canonical election algorithm and other comparable algorithms.

TYPICALITY EFFECTS IN LUXURY BRAND ADVERTISEMENTS

Consumers’ perception of advertisements can affect brand attitudes, brand trust, and brand image (Meenaghan, 1995; Sheinin, Varki, & Ashley, 2011). Therefore, strategic selection of elements in advertisements becomes important, especially for luxury brands. Luxury brands tend to position themselves as artisans of a particular category or a product and highlight exclusivity (Fionda & Moore, 2008). When a luxury brand is known for a specific product, a less-known product of the brand in an advertisement would be perceived differently. The present study focused on exploring the different effects of iconic products and less-associated products of a luxury brand in the context of advertisements. Categorization theory, typicality effects, and conceptual fluency provided theoretical foundation in understanding the relationships.Typicality effects, simply put, occur when members in a category are graded, “with members ranging from very good (typical) members of a category to very poor (atypical) members of a category” (Loken, Barsalou, & Joiner, 2008, p. 153). In consumer studies, typicality had been examined in various dimensions and showed to effect consumer attitude (Goedertier, Dawar, Geuens, & Weijters, 2015; Loken & Ward, 1990; Ward & Loken, 1988). However, to our knowledge, the subject had not been covered in the luxury brand advertisement context.To test the effects of typicality, the study examined whether typical products in luxury advertising have a higher level of advertisement liking, pleasantness, and novelty than atypical products (H1), whether consumers’ advertisement attitude from luxury advertising have a positive effect on brand attitude (H2), and whether consumers’ product involvement moderated the relationship between product typicality and advertisement attitude.Before the main test, two pretests were performed; the first to select the luxury brand and products to be used in the main test; the second to ensure the brand-product association of the advertisements. A total of 123 undergraduate students participated in the experiment, a (typical vs. atypical) between-subjects design. Participants were exposed to one of the two experimental conditions and were asked to complete a questionnaire. They were provided with questions measuring advertisement liking, pleasantness, novelty, brand attitude, demographical questions, and manipulation checks. All questions, apart from the demographics and certain questions in the manipulation checks, were measured on a 5-point Likert scale. Reliability analysis, multivariate analysis of variance, and multiple regression analysis were used in hypothesis testing.Results of the study revealed that typical brand products in luxury brand advertisements have a higher level of advertisement liking, pleasantness, and novelty. Additionally, advertisement liking and novelty have a positive effect on brand attitude but pleasantness had no effect. Finally, product involvement did not moderate the effects of product typicality on advertisement attitude.The study shows significance in that it supports the typicality effect in categorization theory by showing that there are certain products that consumers link with brands, and the closer the link, the more positive advertisement attitude becomes. Based on the results, it is recommended that luxury brands take caution in product placement and include iconic products in advertisements. There should also be focus on which products are in the advertisement, not the individual consumer’s involvement in a product.For future research, experiments exploring whether presenting typical products with atypical products in advertisements would strengthen the relationships between brands and atypical products is suggested. Also, studies on how luxury brands can elevate the status of atypical products to typical products by educating consumers would provide practical strategies for luxury brand marketers.

E-Communication and Customer Satisfaction: a Case of the Mobile Telecommunications Industry in South Africa

Electronic communication (e-communication) refers to communicating by electronic means, especially over computer networks. Organisations use the internet to distribute valuable content in a variety of ways including e-newsletters, articles, videos, webinars, chats, live online events, social networks and forums. Customer satisfaction measures how well the expectations of a customer concerning a product or service provided by an organisation have been met. Customers can be satisfied with more than just the organisation’s product offerings. Customers use the Internet to search for general information, instruction guides or tips that they consider interesting or valuable. They often base their buying decisions on what they find. Valuable content can result in positive advertising as customers share positive content-related experiences with others. It can also increase loyalty as customers start to view or perceive an organisation as an expert about industry-related topics. This paper examines the relationship between e-communication and customer satisfaction within the mobile telecommunications industry in South Africa. This research was quantitative, descriptive and cross sectional in nature. The study found that e-communication was being used by the majority of the service providers in the mobile telecommunications industry and that it led to increased customer satisfaction.

E-Communication and Customer Satisfaction: a Case of the Mobile Telecommunications Industry in South Africa

Electronic communication (e-communication) refers to communicating by electronic means, especially over computer networks. Organisations use the internet to distribute valuable content in a variety of ways including e-newsletters, articles, videos, webinars, chats, live online events, social networks and forums. Customer satisfaction measures how well the expectations of a customer concerning a product or service provided by an organisation have been met. Customers can be satisfied with more than just the organisation’s product offerings. Customers use the Internet to search for general information, instruction guides or tips that they consider interesting or valuable. They often base their buying decisions on what they find. Valuable content can result in positive advertising as customers share positive content-related experiences with others. It can also increase loyalty as customers start to view or perceive an organisation as an expert about industry-related topics. This paper examines the relationship between e-communication and customer satisfaction within the mobile telecommunications industry in South Africa. This research was quantitative, descriptive and cross sectional in nature. The study found that e-communication was being used by the majority of the service providers in the mobile telecommunications industry and that it led to increased customer satisfaction.

An IMB model testing via endorser types and advertising appeals on young people's attitude towards cervical cancer prevention advertisement in Hong Kong

PurposeThe purpose of this paper is to test eight hypotheses to understand the relationship between information (Cervical Cancer Prevention (CCP) advertisements via endorser types and advertising appeals), motivation (attitude and effectiveness towards advertisements, audiences’ reported self-health consciousness, motivation to learn more information) and behaviour intentions (accept and intent to receive CCP vaccination) using the information-motivation-behavioural skills (IMB) model.Design/methodology/approachAn experimental study was conducted using a sample of 668 young people aged 18-25 in Hong Kong. Participants were asked to respond to questions relating to self-health consciousness, motivation to learn more information, attitudes and effectiveness towards the assigned print advertisements randomly drawn from a set of eight (4 × 2 full-factorial) experimental designs and behavioural intentions.FindingsResults revealed that celebrity endorsers had the most effective CCP ad appeal among young consumers regardless of advertising appeal in Hong Kong. The findings suggested that highly self-health conscious young people are motivated to learn more information about CCP and have a more positive attitude and effectiveness towards the CCP advertisement. Furthermore, effective advertisement predicts higher motivation and behavioural intention, whereas higher “self-health consciousness” and “motivation to learn more information” predicts more positive advertisement attitude.Originality/valueBy investigating young consumers’ attitude and effectiveness towards CCP advertisements, this paper aimed to expand the knowledge of previous studies and contribute to advertising theory by focusing on CCP aspects in Hong Kong context.

Polls and Elections: Swift Boating Reconsidered: News Coverage of Negative Presidential Ads

Negative political ads are increasingly ubiquitous in presidential campaigns but most of the public do not directly observe these ads. Instead they become aware of these negative attacks through the press. Recent scholarship finds that the news media incentivizes presidential campaigns to go negative as it will generate more free coverage compared to positive advertisements. However, scholarship has yet to examine the framing of this free coverage. Through a content analysis of New York Times, Washington Post, and USA Today's coverage of the controversial Swift Boat Veteran's for Truth ads during the 2004 presidential election, this study evaluates whether free media is synonymous with wanted coverage. We find that news coverage provides both benefits and disadvantages for the presidential campaigns associated with the negative ads.

The Effect of Monetary Policies on the Relationship between Advertising and Mutual Fund Flows

AbstractThis paper investigates the effect of monetary policies, mainly proxied by interest rate changes, on the relationship between advertising and subsequent net cash flows for Taiwan's mutual fund industry. Based on a comprehensive mutual fund dataset and allowing for a precise estimation of fund inflows and outflows, we find that there is a positive advertising–cash flow relation under different macroeconomic conditions. Taking into account a change in the interest rate, we document that the positive relationship between the two only exists when the interest rate is at a relatively low level regardless of restrictive and expansionary periods. Our empirical findings shed new light on marketing strategies whereby mutual fund advertising works well during relatively low interest rate environments, which are generally interpreted as exhibiting low cost of capital and a good signal of future economic conditions.

How a Smile Can Make a Difference: Enhancing the Persuasive Appeal Of Celebrity Endorsers

ABSTRACT This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped. The authors examined the effect of celebrity attitude on consumer perceptions of celebrity genuineness, and in turn, consumer attitude toward the advertisement and purchase intention. They also investigated whether a negative attitude toward a celebrity can be overcome, resulting in positive advertisement attitude and purchase intentions. Results showed that exposure to a celebrity displaying a Duchenne smile significantly boosts consumer perceptions of celebrity genuineness when consumers have a negative attitude toward the celebrity.

Location-based advertising on mobile devices

Location-based advertising (LBA) allows the delivery of advertising messages to consumers in places that are known for their particular high and positive advertising effect. While LBA is recognized for static roadside billboards and the Web, LBA can now be found on mobile devices. This mobile advertising adds valuable opportunities for companies: it allows consumers to be addressed (i) individually, (ii) based on their current location, and (iii) dynamically in real-time; furthermore, (iv) content may be replaced quickly by remote access. Accordingly, within the mobile marketing domain, LBA on mobile devices turns over a new leaf. This young research field is interdisciplinary at its core and marketing and technical experts expect major impetus. To contribute to this growing field, we systematically analyze and evaluate existing literature in the field of LBA on mobile devices, and present the results of six analyses. By building bridges between the involved disciplines, we present existing research in a condensed, concise and evaluating form which will support researchers in orienting for future research in the field. Furthermore, we pinpoint selected “white spots” in research and draw attention to promising areas for future research and directions of future development trends.

The Effect of Green Marketing on Customer Satisfaction and Loyalty and Willingness to Positive Oral Advertising WOM (Case Study of the Cooperative Societies in Urmia)

This study tries to analyze the effect of green marketing on satisfaction and loyalty and willingness to positive oral advertising of clients. The study is applied in terms of aim and descriptive-research field study in terms of data collection and research consisted of all customers of cooperative organization of Urmia. Due to unlimited number of population, the sample size calculations were used in infinite mode of society. The number of samples was calculated by Cochran formula as 384. Simple random sampling method and data collection tool using a researcher developed questionnaire to take advantage of a standardized questionnaire based on the Likert scale were used. Descriptive and inferential statistical methods and Structural Equation Modeling and Smart P.L.S software version 2 have been used in order to test the hypotheses of this research. The results suggest that green marketing is effective on customer satisfaction and loyalty and willingness to positive oral Advertising.