Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Abstract

Using strategic ambiguity tagline paradigm, we demonstrated that the strategic ambiguity tagline influences consumer attention on billboard advertisement evaluation. Despite the exceptional influence of strategic ambiguity tagline on billboard advertisement evaluation, the concept of strategic ambiguity tagline as discursive resources remains poorly conceptualised by previous studies. An experimental study was conducted to investigate the underlying mechanisms and circumstances that influence the impact of strategic ambiguity tagline on consumers attention. Findings revealed that strategic ambiguity tagline has a significant influence on consumers attention. However, we further observed strong effects of attitude towards tagline ads, perception towards tagline ads and brand motives using tagline ads on consumer attention when exposed to the ads, which signify effectiveness of strategic ambiguity tagline on consumer's attention. The theoretical and managerial implication are discussed.

Effects of Brand Visual Identity on Consumer Attitude: A Systematic Literature Review

“…Research has developed a conceptual framework that addresses the impact of font semantic cues in marketing contexts, demonstrating the importance of fonts in shaping brand perception and consumer memory [30]. The impact of strategic ambiguity slogans on consumer attention highlights the importance of consumer perception in brand or advertising decisions [29]. Research has highlighted the importance of assessing corporate reputation and brand signature when influencing people's perceptions of a brand, particularly in the hospitality industry [19].…”

“…Colour consistency helps establish brand associations [28] and affects consumers' brand perception. Logos and slogans have a significant impact on consumers' attention and perceptions [29]. This is especially true for strategically ambiguous slogans.…”