Session 3, de Bruijn & Elving

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Greenwashing & Credibility

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Session 3, de Bruijn & Elving

  1. 1. Research into the brand association transfer with an endorsement strategy Gert-Jan de Bruijn Wim Elving Dries Olijkhoek ASCoR / U of Amsterdam Did you Notice?
  2. 2. Objectives <ul><li>To what extend can a acquisition of a brand with a sustainable image help an organizations with an questionable reputation? </li></ul><ul><li>Do brand associations transfer within an endorsement strategy? </li></ul><ul><li>Implicit Association Test helps us to reveal unconscious attitudes and preferences </li></ul>
  3. 3. Unconscious persuasion <ul><li>On an average day we are confronted with approximately 2100 different advertisings and commercials </li></ul><ul><li>We process only a few consciously (deliberate); and in research we use remembering, reminders and buying intentions </li></ul><ul><li>Corporate associations, corporate ability and CSR influence the attitude of consumers </li></ul><ul><li>Brand associations are the associations individuals have in our memory, conscious and unconscious. </li></ul><ul><ul><li>Colour </li></ul></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Smell etcetera </li></ul></ul>
  4. 4. Cases <ul><li>L ’ Oreal, not an brand with a sustainable image </li></ul><ul><li>Accused of intensive use of animal testing for beauty products </li></ul>
  5. 5. Manipulations No Endorsement Weak Endorsement Strong Endorsement
  6. 6. Implicit Associate Test <ul><li>Response time </li></ul><ul><li>Associations which are strongly linked (for instance hell and bad) are receiving faster responses than associations that are not strongly related (hell and good) </li></ul><ul><li>Used associations: </li></ul>Phase 1 The Body Shop L’Oreal 2 Pleasant Unpleasant 3 The Body Shop – pleasant L’Oreal – unpleasant 4 L’Oreal The Body Shop 5 L’Oreal – pleasant The Body Shop - unpleasant
  7. 7. Method <ul><li>First association test </li></ul><ul><li>Manipulation with one of the advertisements (no endorsement, weak endorsement and strong endorsement) </li></ul><ul><li>Second association test </li></ul><ul><li>Associations used </li></ul><ul><ul><li>Sympathetic – unsympathetic </li></ul></ul><ul><ul><li>Pleasant – unpleasant </li></ul></ul><ul><ul><li>Lively – boring </li></ul></ul><ul><ul><li>Attractive – unattractive </li></ul></ul><ul><ul><li>Reliable – unreliable, etc </li></ul></ul>
  8. 9. Conclusions <ul><li>The more important respondents did find CSR, the more negative respondents were about the linkage between TBS and L’Oreal </li></ul><ul><ul><li>To put it reverse, the less someone finds CSR, the more they find TBS and L’Oreal belong to each other </li></ul></ul><ul><li>There is a brand transfer between both brands; the more they are viewed as alike, the more they are viewed as equal on CSR </li></ul><ul><li>The strong endorsement strategy shows higher preferences for L’Oreal in comparison with the no and weak endorsement strategies </li></ul>
  9. 10. Limitations and future research <ul><li>Excellent opportunity with the acquisition of TBS by L’Oreal </li></ul><ul><li>Associations were not complete, need a more complete list </li></ul><ul><li>Only 60 respondents (20 in each condition), too low </li></ul><ul><li>Promising start of research project, we will probably use the The Body Shop and L’Oreal cases in a more extensive experiment </li></ul>

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