The effect of perceived advertising effort on brand perception: implication for retailers in Hong Kong

Chan, Fong Yee; Chan, Hung; Tang, Felix

doi:10.1080/09593969.2016.1221843

Cited by 9 publications

(8 citation statements)

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“…Ball, Manika and Stout [44] suggested that trust in the advertising message enhanced persuasiveness in the ad. Chan, Chan, and Tang [45] also suggested that higher advertising believability led to a more positive attitude toward the brand that is closely related to the attitude toward the ad. More specifically, Raziq et al [46] examined the role of advertising believability in the consumer s attitude toward the ad.…”

Section: Hypothesis 4 (H4)mentioning

confidence: 95%

How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes

Kim

2021

Sustainability

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Corporations have engaged in cause-related marketing (CRM) based on consumer expectations toward ethical and sustainable corporate management. However, it is equally important to understand how to do so effectively. The role of cause proximity has been examined as an important factor that determines the effectiveness of CRM messages. Limited research, however, has considered moderating variables in the context of cause proximity. This study aimed to investigate the effect of the interplay between cause proximity and message strategy on attitudes toward the ad and ad believability. Based on an experimental design, this study applies construal level theory to demonstrate the effect of a construal fit between the spatial distance of the cause and how the message is presented on consumer attitudes toward ads and ad believability. Results show that the effects of message strategy mattered only for the global CRM cause. Furthermore, the findings show a mediating role of ad believability between cause proximity and message strategy on attitude toward the ad. This study provides empirical evidence for the advantage of using abstract messages in maximizing consumer reactions such as attitudes and believability when addressing global causes in CRM ad campaigns. Specifically, it offers insights on the impact of a matched condition between the spatial distance of the cause and language abstractness in CRM advertising.

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Section: Hypothesis 4 (H4)mentioning

confidence: 95%

How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes

Kim

2021

Sustainability

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“…Customers can access a retailer's store brand and/or retail platform brand through a variety of channels, such as an online, offline, or multi-channel. A customer's perception of a retailer brand is formed by contacting its own retail platform(s), store(s), product(s) as well as advertisements and environmental sustainability practices (Martenson, 2007; Miller and Merrilees, 2013; Chan et al. , 2017).…”

Section: Resultsmentioning

confidence: 99%

What is a retail brand - a systematic review of terms and definitions

Chen

Wang

Wood

2023

IJRDM

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PurposeAlthough many scholars have acknowledged inconsistencies in the use of the retail brand term within the existing empirical literature, no one has conducted a systematic study to clarify the confusion of terms. Aiming at unifying the use of terms, this study aims to explore the terms that best express each retail brand concept, and discusses the definitions of proposed terms that can distinguish the connotation of different retail brand concepts.Design/methodology/approachThrough a systematic review, 463 articles were obtained, from which retail brand terms and their definitions were further extracted. Semantic analysis and content analysis were adopted to analyze terms and definitions, respectively.FindingsSemantically, the terms that best express four levels of retail brand concepts are own product brand, store brand, platform brand and retailer brand. Six key elements to distinguish different levels of a retail brand are identified through the content analysis of definitions, and on this basis, four proposed terms are defined.Originality/valueNoting that no study focuses on the conceptual confusion of retail brands in recent decades, the findings are expected to clarify the confusion of terms and unify the use of terms, hence facilitating the communication between scholars and the sharing of research results.

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“…Ethnic identity salience has implications for procedural readiness when ethnic consumers process brand symbolism in ad messages. Specifically, prior research shows that consumers from different cultural perspectives differ markedly in the brand personality dimensions that are cognitively available in their brand schemas (Aaker et al, 2001; Chan et al, 2003; Rojas‐Mendez et al, 2004; Sung et al, 2012). Therefore, we reason that bicultural ethnic consumers are more likely to possess distinct culture‐specific brand personality content in their heritage culture and host culture mental frames.…”

Section: Procedural Readinessmentioning

confidence: 99%

Ethnic identity‐based motivation: A model emergent from US Hispanic consumers

et al. 2023

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A great deal of research has investigated how different aspects of ethnic identity influence consumer behavior (Reed et al., 2012). However, research on ethnic identitydriven consumer behavior is largely fragmented. Thus, the consumer behavior literature would benefit from an integrative, ethnic identity-based conceptual model of consumer psychology. The objective of this article was to present a theoretical model of how individuals are motivated to think and act in a manner consistent with their ethnic identities when such identities are salient. The model emerges from a review of social science and consumer research about US Hispanics, but researchers could apply it in its general form and/or adapt it to other populations.This article offers three main contributions to the ethnic identity literature. First, we integrate a large body of research on ethnic consumer behavior into one conceptual, identity-based model. Our model extends Oyserman's (2009) identity-based motivation (IBM) model by differentiating between two types of antecedents of ethnic identity salience: longitudinal cultural processes and situational activation by contextual cues, each with different implications for the availability and accessibility of ethnic cultural knowledge. Our model fills a gap in the identity-based motivation literature, which focuses on the effects of situational cues that prime aspects

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The effect of perceived advertising effort on brand perception: implication for retailers in Hong Kong

Cited by 9 publications

References 50 publications

How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes

How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes

What is a retail brand - a systematic review of terms and definitions

Ethnic identity‐based motivation: A model emergent from US Hispanic consumers

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