Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?

Mitchell, Andrew A.; Olson, Jerry C.

doi:10.1353/asr.2000.0010

Cited by 349 publications

(405 citation statements)

References 38 publications

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“…Following this logic and, in keeping with general models for understanding advertising evaluations (e.g. Mitchell andOlson, 1981, Shimp, 1981), we suggest that newsjacking messages work more effectively amongst people who report a higher level of involvement with current affairs. However, and taking this a step further (but also in keeping with the ELM) we aim to establish if recognizing the related news story is a prerequisite of newsjacking success.…”

Section: Newsjackingsupporting

confidence: 73%

News you can use! Evaluating the effectiveness of newsjacking based content on social media

Angell

Gorton

Bottomley

et al. 2019

ITP

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Purpose Newsjacking (real-time deployment of news stories in communications) is now ubiquitous for brands using social media. Despite its pervasiveness, little analysis of its effectiveness exists. The purpose of this paper is to test if newsjacking positively influences various consumer responses (attitude toward content, brand attitude and purchase intent). Taking an audience perspective supported by the elaboration likelihood model, the research also establishes if a higher level of news involvement, as well as an ability to recognize the story behind the content, enhances the effectiveness of newsjacking content. Design/methodology/approach An experimental design using taglines (newsjacking vs non-topical content) from a real BMW campaign was tested on a sample of 252 consumers. Three research questions pertaining to the effectiveness of newsjacking were specified and analyzed within a structural equation modeling framework. Findings The findings support the conclusion that newsjacking is an effective communication tool. More favorable consumer responses were elicited in the newsjacking condition, as compared to content deploying a non-topical tagline. In addition, recipients reporting a higher level of news involvement rated the content more favorably in the newsjacking (vs the non-topical) condition. Deploying news stories that are more recognizable increases the chances of successful newsjacking. Messages received by those with higher product involvement (category level: cars) were more effective regardless of the type of the appeal. Originality/value The authors contribute to the communications and social media literatures by investigating the effectiveness of an emerging but popular tactic leveraged by content creators. The work builds upon the limited research that has tested consumer responses to newsjacking. From a practical perspective, the research provides insight into the type of audience and situations most likely to yield a favorable outcome from newsjacking.

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Section: Newsjackingsupporting

confidence: 73%

News you can use! Evaluating the effectiveness of newsjacking based content on social media

Angell

Gorton

Bottomley

et al. 2019

ITP

View full text Add to dashboard Cite

show abstract

“…A positive and significant relationship was also found between attitude toward advertising and purchase intention (H3). This result corresponds to that of previous research (e.g., Mitchell and Olson, 1981) and indicates that companies that need to contain marketing advertisement in packages should consider how to improve consumers' positive attitude toward advertising, such as providing the most effective service for the target client (Kotler et al, 2013).…”

Section: Attitude Toward Package Marketing Attitude Toward Advertisisupporting

confidence: 89%

Adding Value to Logistic Delivery through Package Marketing

Liu

Chiang²

2016

OSCM: An Int. Journal

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The objective of this study was to evaluate whether package marketing can add value to logistic delivery and to discuss how package marketing influences customers' purchase intention. A survey of 184 consumers in Taiwan was carried out using structural equation modelling. A direct positive relationship between attitude toward package marketing and attitude toward advertising was identified. Specifically, it was confirmed that attitude toward advertising plays a mediating role between attitude toward package marketing and purchase intention. Overall, when companies attach marketing advertisements in a package in the future, the key is to include advertisement contents that could result in consumers' positive attitude and influence their purchase intention.

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“…To test the success of the manipulation, participants completed the three manipulation check items ( α = 0.98) and were asked to indicate their perceived youthfulness as in Study 1 (Abeyta & Routledge, ). Additionally, using semantic differential scales, we measured their emotional state ( unhappy–happy , depressed–cheerful , gloomy–uplifted , and unsatisfied–satisfied ; α = 0.93; Aylesworth & MacKenzie, ) of participants and their attitudes toward the ad ( unfavorable–favorable , bad–good , and negative–positive ; α = 0.97; Mitchell & Olson, ). To assess self‐discontinuity between current and ideal body image, they were asked to identify the body image that most closely approximated their bodies both before (current body image) and after (ideal body image) they were exposed to the prepared ad in each condition.…”

Section: Methodsmentioning

confidence: 99%

When nostalgia marketing backfires: Gender differences in the impact of nostalgia on youthfulness for older consumers

Kim

Yim

2018

Applied Cognitive Psychology

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Summary Two studies are conducted to test how consumers respond differently in feeling nostalgic depending on age and gender. Study 1 uses narrative writing tasks to empirically test the effect of nostalgic versus nonnostalgic feelings on youthfulness by age and gender. To increase the external validity of our findings in Study 1, Study 2 replicates it using print ads. The results across the two studies consistently reveal a significant effect of nostalgia on feelings of youthfulness that differs by age and gender. Specifically, older women tend to feel less youthful than older men when nostalgic feelings are induced in both studies, whereas younger adults experience no gender difference. Results also show that these differences are explained by self‐discontinuity between current and ideal body image. Furthermore, we identify that nostalgic feelings in advertising are effective because they generate positive feelings of youthfulness that in turn result in positive attitudes toward the ad.

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Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?

Cited by 349 publications

References 38 publications

News you can use! Evaluating the effectiveness of newsjacking based content on social media

News you can use! Evaluating the effectiveness of newsjacking based content on social media

Adding Value to Logistic Delivery through Package Marketing

When nostalgia marketing backfires: Gender differences in the impact of nostalgia on youthfulness for older consumers

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