Advertising Spending, Mood and Level of Product Information on Quality Perception

Koetz, Clara Isabel; Santos, Cristiane Pizzutti dos; Cliquet, Gérard

doi:10.1002/mde.2778

Cited by 13 publications

(10 citation statements)

References 65 publications

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“…This research makes a significant contribution toward extending and applying Signaling Theory in identifying how consumers use product reflections present as visual cues in ads as negative observable signals to judge the unobservable product quality in pre-purchase contexts (Kirmani and Rao, 2000;Pecot et al, 2018;Waites et al, 2020). Further in line with Signaling Theory, it not only confirms the mediating role of product quality uncertainty on the investigated brand outcomes but also identifies brand confidence signaling as a theoretically relevant moderator (Kirmani and Wright, 1989;Koetz et al, 2017).…”

Section: Theoretical Contributionssupporting

confidence: 67%

“…More specifically, when consumers are informed that a brand's ad campaign costs are higher than the industry average, it increases consumers' product quality perceptions because they attribute the brand's high advertising expenditures to managerial confidence in the advertised product (Kirmani and Wright, 1989). In other words, high ad spending signals to consumers that if the brand is willing to spend a large amount of money on advertising its product, then the product must be of high quality (Kirmani, 1990;Kirmani and Wright, 1989;Koetz et al, 2017;Moorthy and Zhao, 2000). Following Signaling Theory, thus far, it has been proposed that, as a product reflection is processed with a sense of confusion and ambiguity, it will have a negative impact on brand outcomes due to increased product quality uncertainty.…”

Section: The Moderating Effect Of Brand Confidence Signalingmentioning

confidence: 99%

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Brand implications of advertising products with their reflections

Sharma

Romero

2021

JPBM

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Purpose The purpose of this study is to investigate the impact of advertising products with their reflections on some important brand outcomes such as brand purchase likelihood, brand trust and consumer willingness to pay for the advertised product. Design/methodology/approach This research uses four experiments to assess the effects of advertising products with (vs without) reflections on the focal brand outcomes. Findings Results evidence a robust negative effect of advertising products with their reflections on the investigated brand outcomes across multiple product categories. Following Signaling Theory, product reflections are found to act as negative signaling devices in brand advertising contexts given that these inverted, false object reproductions are processed with a sense of confusion, ambiguity and uncertainty. Further in line with Signaling Theory, increased product quality uncertainty is determined as the underlying process and brand confidence signaling is tested as a relevant moderator to the proposed effects. Originality/value This inquiry is the first to systemically investigate brand implications of advertising products with their reflections. Counter to marketers’ aesthetic intuitions, the current research finds that this common advertising practice can actually hurt critical brand outcomes such as brand trust.

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Section: Theoretical Contributionssupporting

confidence: 67%

Section: The Moderating Effect Of Brand Confidence Signalingmentioning

confidence: 99%

Brand implications of advertising products with their reflections

Sharma

Romero

2021

JPBM

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“…Advertising is one of the most important means of appealing to consumers (Sethuraman et al, 2011) and providing product information (Nelson, 1974;Koetz et al, 2017). In marketing practice, there is often uncertainty concerning whether advertising is used most effectively (Aaker and Carman, 1982;Tellis, 2003).…”

Section: Introductionmentioning

confidence: 99%

How to best promote my product? Comparing the effectiveness of sensory, functional and symbolic advertising content in food marketing

Haase

Wiedmann

Bettels

et al. 2018

BFJ

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Purpose Advertising is one of the most important components of food marketing. However, there is uncertainty over the optimal means of convincing consumers to buy a product. The purpose of this paper is to examine the effectiveness of advertising content comprising text (sensory, functional and symbolic messages) and pictures (product image) on food product evaluation. Design/methodology/approach Two online experiments investigating strawberry advertisements were performed. Study 1 incorporated only text, whereas study 2 investigated combinations of text and pictures. Analyses of variance were conducted to determine any significant differences among the three texts (sensory, functional and symbolic) and among the combinations of text and pictures. Findings Study 1 revealed no significant differences. All three texts were well received, which shows the relevance of all the product benefits – sensory, functional and symbolic – for food products. In contrast, study 2 identified significant differences. The data analysis indicated that advertising effectiveness increases with the complementarity of the text and picture. Notably, the combination of the product picture and symbolic text was scored the highest for effectiveness. Originality/value The findings provide new insights into advertising design that food firms can use to enhance consumer product evaluations in terms of expected taste, perceived experience and quality, overall attitude and purchase intention. Further, the results contribute to the research stream of food product benefits by highlighting the relevance of sensory, functional and symbolic design elements.

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“…This is mainly because “food consumption is not just a matter for the individual consumer but a social matter too” (Hansen, 2002), and in this perspective, this consumption is a complex field that includes functional and social uncertainty. Customers try to solve this uncertainty by considering a series of indicators such as price (Leavitt, 1954), country of origin (Insch and McBride, 2004), product composition (Olson and Jacoby, 1972), advertising (Koetz et al , 2017), market share (Konuk, 2018), intangible benefits (Cassia et al , 2015) and store experience (Kumar and Polonsky, 2019). These cues affect customer-perceived quality of food.…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

Customer-perceived quality, innovation and tradition: some empirical evidence

Dettori

Floris

Dessì

2020

TQM

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PurposeThis study aims to explore how customer-perceived quality is affected by innovation in traditional products in the bread, bakery and pastry industry. The study assesses whether innovating traditional products is an effective strategy, especially in traditional industries.Design/methodology/approachThis study followed a quantitative method of analysis. Data were gathered from a sample of 200 Italian bread consumers and analysed using a two-pronged correlation analysis, and two hypotheses were tested using Pearson’s correlation.FindingsThe results showed the negative relationship between customer-perceived quality and innovating traditional products in traditional industries embedded in closed contexts.Research limitations/implicationsThe study has several academic implications. First, by focusing on the traditional food industry, the study contributes to the theory by answering the call for research in this field; second, the findings contribute to the embeddedness construct and, third, to the studies of customer-perceived quality and to the literature on innovation.Practical implicationsThe findings are particularly interesting for entrepreneurs and consultants in traditional industries who make decisions on whether it is better to innovate or to remain anchored to tradition.Originality/valueThe present study clarifies the shadowy side of innovation in traditional industries, such as the bread, bakery and pastry industry, and it reveals how tradition plays a meaningful role in those sectors.

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Advertising Spending, Mood and Level of Product Information on Quality Perception

Cited by 13 publications

References 65 publications

Brand implications of advertising products with their reflections

Brand implications of advertising products with their reflections

How to best promote my product? Comparing the effectiveness of sensory, functional and symbolic advertising content in food marketing

Customer-perceived quality, innovation and tradition: some empirical evidence

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