Advances in Advertising Research X (eBook)

Advances in Advertising Research: Brand Communication with Multiple Touchpoints 6
Table of Contents 10
Part I. Digital Communications and Multiple Touchpoints 13
1 Branded App Engagement: Comparing Apps from Goods and Service Brands 14
1 Introduction 14
2 Branded App Engagement 15
2.1 Media Engagement Framework 15
2.2 Comparing Branded Apps from Goods and Service Brands 16
3 Method 16
3.1 Participants and Procedure 16
3.2 Measures 17
3.2.1 App Engagement Type 17
3.2.2 Brand Type 18
4 Results 18
4.1 Comparing App Engagement Experience Types 18
4.2 Comparing Branded Apps from Goods and Service Brands 19
5 Discussion 20
5.1 Limitations and Suggestions for Further Research 21
5.2 Practical Recommendations 22
6 References 23
2 Patient Satisfaction with the Primary Care Physician and Usage of Physician Rating Websites: How Do They Relate to Each Other? 25
1 Introduction 25
2 Theoretical Framework and Research Questions 26
3 Method 27
3.1 Participant Recruitment and Measurement of the Interesting Variables 27
3.2 Awareness of PRWs and Definition of Users and Nonusers of PRWs 28
4 Results 28
4.1 Exploratory Factor Analysis to Determine the Underlying Dimensions of Patient Satisfaction with the PCP 28
4.2 Calculation of Weighted Factor Sum Scores for each of the Underlying Dimensions of Patient Satisfaction with the PCP 29
4.3 Awareness and Usage of PRWs (RQ1) 30
4.4 Differences between Users and Nonusers of PRWs 30
4.4.1 Differences with regard to Patient Satisfaction with the PCP (H1) and Intention to Switch (H2) 30
4.4.2 Differences with regard to Sociodemographic Variables and the Health Status (H3) 32
5 Discussion and Conclusion 33
6 Acknowledgement 35
7 References 35
3 Influencer Marketing and its Impact on the Advertised Brand 39
1 Introduction 39
2 Theoretical Background 41
3 Hypotheses 41
4 Methodology 42
5 Findings 44
6 Conclusion 46
7 References 47
4 The Effects of Abstract vs. Concrete Mindsets on the Persuasiveness of Online Reviews: A Construal Level Perspective 52
1 Introduction 52
2 Theoretical Background: Construal Level Theory 53
2.1 Effects of Timing on Preference for Sources and Arguments 53
2.2 Effects of Mindset Manipulation 54
3 Method 54
3.1 Sample 55
3.2 Independent Variables and Stimulus 55
3.3 Dependent Measures 57
4 Results 57
4.1 Manipulation Checks 57
4.2 Hypothesis Tests 58
5 Discussion 59
6 References 59
5 Consumer View on Personalized Advertising: Overview of Self-Reported Benefits and Concerns 62
1 Introduction 62
2 Methodology 64
2.1 Participants and Procedure 64
2.2 Codebook Construction 65
3 Results and Discussion 67
3.1 Prevalence of Concerns among Consumers 67
3.2 Benefits: Relevance at the Heart of Personalization 67
3.3 Concerns: World beyond Privacy 70
4 Conclusion 73
5 References 73
6 Customer Engagement through the Vocal Touchpoint: An Exploratory Cross-Cultural Study 76
1 Introduction 76
2 Exploring Cultural Preferences of Hard Sell and Soft Sell Vocal Approaches 76
3 The Context 77
4 Exploring the Impact of Voice on Brand Image and Intention to Purchase 78
5 Method 79
5.1 The Message 79
5.2 Participants 80
6 Results and Discussion 80
6.1 Preferred Vocal Approach 80
6.2 Vocal Approach’s Impact on Brand Image and Willingness to Buy 82
7 Conclusion 86
8 References 86
Part II. Creativity in Advertising 88
7 The Impact of Capitalization on Advertising Headline Readability 89
1 Introduction 89
2 Preliminary Study: Content Analysis of Headline Capitalization in Magazine Ads 90
3 Literature Review: Effects of Letter Capitalization 91
3.1 Letter Capitalization in Marketing Research 91
3.2 Letter Capitalization in Journalism and Newspaper Research 92
3.3 Letter Capitalization in Reading Research 93
4 Theoretical Background: The Acquisition of Reading Ability 93
5 Study: Impact of Letter Capitalization on Reading Speed for Advertising Headlines 95
5.1 Method 95
5.2 Results: Response Latency 95
6 Conclusions, Limitations, and Implications 97
7 References 98
8 Are Incomplete Advertisements More Effective? A Test of the Generation Effect and the Ambiguity Effect 100
1 Introduction 100
2 Prior Research 100
2.1 Generation Effect: The Effect of (In)completeness on Recognition and Recall 100
2.2 Ambiguity Effect: The Effect of (In)completeness on Evaluative Responses 104
3 Hypotheses 105
4 Experiment 1 (Generation Effect) 106
5 Experiment 2 (Ambiguity Effect) 106
6 Interpretation 111
7 Suggestions for Future Research 111
8 References 113
9 The Role of Creativity in a Digital World: Advertising Practitioner Views from China 114
1 Introduction 114
1.1 Advertising in China 114
1.2 Digital Communication in a Chinese Context 115
1.3 Advertising Creativity in a Digital Age 116
2 Method 116
3 Findings and Discussion 117
3.1 China’s Response to Digital Technology 118
3.2 Advertising Agency Organisation and Structure 118
3.3 Practitioner Response to Technological and Social Change 119
3.4 Advertising Creativity in a Digital Future 120
4 Conclusion 121
5 References 122
10 Stimulating Users in Online Pre-Roll Ads: How to Use Arousal for Different Advertising Audiences 125
1 Introduction 125
2 Hypotheses Development 127
2.1 Arousal as an External Determinant of Attention and Ad Effectiveness 127
2.2 Online Audiences 128
3 Method 128
3.1 Consumer Neuroscience Pre-Test 128
3.2 Main Study 129
4 Results 130
5 Discussion 132
6 Managerial Implications 133
7 Limitations 134
8 References 134
11 Written Honesty is the Best Policy: Effects of Disclosure Explicitness and Disclosure Modality on Brand Responses via Critical Attitudes 138
1 Introduction 138
1.1 Influencer Marketing on YouTube 139
1.2 Disclosure Explicitness 140
1.3 Disclosure Modality 142
2 Method 143
3 Results 144
4 Discussion 147
5 Acknowledgement 150
6 References 150
12 The Effects of a Third-Party Certification Seal in Advertising: The Role of Need for Cognition 152
1 Introduction 152
2 Literature Review and Research Question 153
2.1 Third-Party Certification Seals 153
2.2 How TPC Seals Work as Signaling Cues 154
2.3 Need for Cognition and Cue Utilization Behaviour 155
3 Methods 157
3.1 Measure 157
3.2 Stimulus 157
3.3 Sampling and Procedure 158
4 Results 159
5 Discussion and Implications 160
5.1 Theoritical Implications 161
5.2 Managerial Implications 161
6 Limitations and Further Studies 162
7 Acknowledgement 163
8 References 163
Part III. Consumer Responses to MultipleCommunications 165
13 Are Your Products Arranged in a Good Shape? The Effect of Entitativity on the Attitudes toward Family Brands 166
1 Introduction 166
2 Theoretical Considerations and Prior Research on Entitativity 166
2.1 Fundamentals of Gestalt Theory 166
2.2 The Concept of Entitativity in Social Psychology 171
2.3 The Concept of Entitativity in Research on Family Brands 172
3 Development of Hypotheses 172
4 Experiment 173
5 References 178
14 Bilingual Consumers’ Response to the Use of Catalan and Spanish in Advertising in Catalonia 180
1 Introduction 180
2 Theoretical Framework 181
3 Method 183
3.1 Design and Materials 183
3.2 Participants and Procedure 184
3.3 Dependent and Control Variables 184
4 Results 185
4.1 General Language Attitude towards Catalan and Spanish, and Identification with Catalan and Spanish language 185
4.2 Effects of Ad Language Version and Consumers’ First Language on Consumer Response 186
5 Conclusion and Discussion 188
Acknowledgments 190
6 References 190
15 Deception by Endorsers. An Empirical Analysis of Deceptive Claims in Advertising 193
1 Introduction 193
2 Ethical Framework 194
3 Methodology 196
4 Results 197
5 Discussion 201
6 Conclusions 202
7 Acknowledgement 203
8 References 203
16 European Destination Managers’ Ambivalence Towards the Use of Shocking Advertising 207
1 Introduction 207
2 Literature Review 208
2.1 Tourist Behaviour 209
3 Research Method and Data 211
4 Summary of Findings 212
4.1 Uses of Shock Advertisements 212
4.2 Benefits and Disadvantages of Using Shock Advertising Strategy 213
4.3 Barriers Faced in its Application 213
5 Discussion, Implications and Limitations 213
6 References 215
17 TV Advertising Reach: Model for Effective Scheduling 217
1 Introduction 217
2 Theoretical Background 217
2.1 Reach and Frequency Models 218
2.2 Media Scheduling Factors 219
3 Methods 220
4 Results 223
5 Discussion 226
6 References 227
18 Behind the Rhetorical Scenes of Offence: A Rhetorical Analysis of Complained-About Offensive Advertising 231
1 Introduction 231
2 Literature Review 232
2.1 Advertising Rhetoric 232
2.2 Offensive Advertising 234
3 Methodology 235
3.1 Rhetorical Frameworks 235
3.2 Context 236
3.3 Data Collection 236
4 Findings 236
5 Discussion and Conclusion 239
6 References 240