عنوان انگلیسی مقاله:

The effects of multiple ads and multiple brands on consumer attitude and purchase behavior

ترجمه عنوان مقاله: تاثیر تبلیغات و نام تجاری چندگانه در رفتار خرید مصرف کننده

رشته: مدیریت بازاریابی

سال انتشار: 2011

تعداد صفحات مقاله انگلیسی: 9 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Purpose: The purpose of this research is to show how the dual mediation model has been used to explain consumer responses toward an ad and a brand. This study attempts to incorporate ad affect and competition into the framework and examine the effects of advertising on consumers’ attitudes and purchase intentions in multiple-ad and multiple-brand environments.
Design/methodology/approach: A total of 165 usable data (54 percent female, mean age ¼ 36:2) were collected from an experiment conducted in North America.
Findings: The findings revealed that the higher level of affective responses to a focal ad significantly leads to a higher evaluation of that ad. Our findings also indicated that information about a competing ad and brand is processed comparatively and that evaluations of the competing ad and brand negatively influence evaluations of a focal ad and brand.
Originality/value: Important theoretical contributions of this study are that ad affect is an important determinant in the formation of ad attitude and it can be incorporated into the dual mediation model to explain the effects of advertising on consumer behavior. Our research also challenges the dual mediation model by incorporating competition into the model. Managerial implications of these results were discussed.
Keywords: Cognition, Brands, Competititive strategy, Consumer behaviour, Advertising, North America
Paper type: Research paper

مقدمه انگلیسی مقاله

The dual mediation model has been widely used to explain consumer attitudes toward an ad (Aad) and a brand (Ab), as well as the formation of purchase intention (PI) (Brown and Stayman, 1992; MacKenzie and Lutz, 1989; MacKenzie et al., 1986), but it misses ad affect (AFFad) and competition. First, ad affect is a key construct which determines the formation of Aad. Exposure to an ad can induce feelings. Individuals with good feelings may have favorable ad attitudes (Edell and Burke, 1987; Gardner, 1985). Second, any advertisement does not operate in a vacuum. Competing ads and brandsmay have detrimental effects on consumers’ selection of a focal brand in a focal ad. However, existing information processing theory suggests that consumers process attribute information independently for different brands and compare the values summated across all relevant attributes (Fishbein and Ajzen, 1975), which limits the ability of the dual mediation model to discover the real marketing phenomenon, because competition is not taken into account (Laroche, 2002). Therefore, the purpose of this study is to incorporate ad affect and competition into the dual mediation model, and contribute to the literature on the understanding of the effects of advertising on consumer attitude and purchase intention in multiple-ad and multiple-brand environments.

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