This study examined how the visual strategy, ethnicity, and gender of models in print advertisements for credit cards impacted perceptions of source credibility. An experiment presented participants with ads varying the visual (slice-of-life, fantasy, emotional) and model attributes. Results showed slice-of-life ads generated higher perceived expertise, trustworthiness, and liking across all models. Ethnicity and gender also influenced some dimensions, though slice-of-life generally performed best. The study provides insights into improving source credibility through visual design and model selection.
This document outlines a research concept for a PhD study that will analyze the influence of online consumer-generated content and electronic word-of-mouth on safari destination marketing organization's online marketing strategies. Specifically, the study will (1) analyze consumer-generated content about safari destinations over the past 2-3 years, (2) evaluate visitor satisfaction, behavioral intentions, and motivations posted online post-trip, and (3) assess the influence of consumer-generated content on destination marketing organizations' online marketing strategies, including websites and social media. The study will use qualitative content analysis followed by interviews and surveys to address gaps in understanding how information and communication technologies impact consumer behavior and marketing in African safari destinations.
Real Estate Executive Summary (MKT460 Lab #5)Mira McKee
This is a lab report I wrote for my Marketing 460: Information & Analysis class. Utilizing SPSS, a statistical analysis program, to analyze real estate data, I wrote this report detailing my research steps (including regression analysis, CHAID analysis, customer profiles, etc.) and conclusion. I designed the Lab Report in Canva.
This document discusses a study that examines how customer experience affects service brand evaluation. Specifically, it aims to see if the relationships between key constructs like brand awareness, brand meaning, and brand equity differ for customers who have experienced a service brand versus those who have not. The study uses Berry's service branding model as a framework and collects survey data from 268 people about their evaluation of hotel brands they have and have not used before. The results will analyze the paths in Berry's model for the two groups to see how customer experience impacts service brand evaluation.
Click behavior on neutral vs. action-oriented worded sponsored resultsM@rsouin
The document summarizes a study that tested how the wording of sponsored search results affects click-through behavior. Specifically, it compared action-oriented wording to neutral informative wording. The study found that wording had a significant impact on clicks, with action-oriented wording receiving more clicks. Attitude towards the ad and feelings of behavioral control also directly impacted clicks, but level of product involvement did not moderate the effects. The study provides insight into how ad wording influences clicks and rational advertising styles.
This document presents a study that investigated factors influencing customer loyalty to the Shahrvand food chain in Tehran, Iran. A survey was administered to 156 customers. Factor analysis identified five major factors: 1) multi-sensory brand experience, 2) brand engagement, 3) pleasing brand, 4) brand communications, and 5) brand effectiveness. The most influential items within each factor were also identified. The results indicate visual experience, being obsessed, beyond expectations, integrated brand communications, and being effective as the most important influences on customer loyalty.
Does Current Advertising Cause Future Sales?Trieu Nguyen
findings from a large-scale field experiment that allows us to study whether
there is a causal relationship between current advertising and future sales. The
experimental design overcomes limitations that have affected previous investigations of
this issue. We find that current advertising does affect future sales but the sign of the
effect varies depending on the customers targeted. For the firm’s best customers the
long-run effect of increases in current advertising is actually negative, while for other
customers the effect is positive. We argue that these outcomes reflect two competing
effects: brand-switching and inter-temporal substitution. Furthermore, our data suggest a way to distinguish between the informative and persuasive roles of advertising, providing insight into the mechanism by which advertising differentially affects various customer subsets
Brand Relationship Quality as a Formative Third-order Construct – Findings of...CBR Conference
Presentation given at the 1st International Consumer Brand Relationships Conference, http://consumer-brand-relationships.org/
copyright by
Manfred Bruhn
Falko Eichen
Karsten Hadwich
This document provides an executive summary and introduction to measuring the brand equity of Jockey men's briefs. It discusses three models used: the Share Tier model as the base model considering price and quality perceptions, supplemented by the Colombo Morrison model to quantify actual purchases and the Van Westendorp model to capture price sensitivity. Key findings include Jockey having a sole top box for loyalty and high gravity and focus ratios, indicating strong brand equity. The document also examines brand leveragability, price premia and recommendations.
This document outlines a research concept for a PhD study that will analyze the influence of online consumer-generated content and electronic word-of-mouth on safari destination marketing organization's online marketing strategies. Specifically, the study will (1) analyze consumer-generated content about safari destinations over the past 2-3 years, (2) evaluate visitor satisfaction, behavioral intentions, and motivations posted online post-trip, and (3) assess the influence of consumer-generated content on destination marketing organizations' online marketing strategies, including websites and social media. The study will use qualitative content analysis followed by interviews and surveys to address gaps in understanding how information and communication technologies impact consumer behavior and marketing in African safari destinations.
Real Estate Executive Summary (MKT460 Lab #5)Mira McKee
This is a lab report I wrote for my Marketing 460: Information & Analysis class. Utilizing SPSS, a statistical analysis program, to analyze real estate data, I wrote this report detailing my research steps (including regression analysis, CHAID analysis, customer profiles, etc.) and conclusion. I designed the Lab Report in Canva.
This document discusses a study that examines how customer experience affects service brand evaluation. Specifically, it aims to see if the relationships between key constructs like brand awareness, brand meaning, and brand equity differ for customers who have experienced a service brand versus those who have not. The study uses Berry's service branding model as a framework and collects survey data from 268 people about their evaluation of hotel brands they have and have not used before. The results will analyze the paths in Berry's model for the two groups to see how customer experience impacts service brand evaluation.
Click behavior on neutral vs. action-oriented worded sponsored resultsM@rsouin
The document summarizes a study that tested how the wording of sponsored search results affects click-through behavior. Specifically, it compared action-oriented wording to neutral informative wording. The study found that wording had a significant impact on clicks, with action-oriented wording receiving more clicks. Attitude towards the ad and feelings of behavioral control also directly impacted clicks, but level of product involvement did not moderate the effects. The study provides insight into how ad wording influences clicks and rational advertising styles.
This document presents a study that investigated factors influencing customer loyalty to the Shahrvand food chain in Tehran, Iran. A survey was administered to 156 customers. Factor analysis identified five major factors: 1) multi-sensory brand experience, 2) brand engagement, 3) pleasing brand, 4) brand communications, and 5) brand effectiveness. The most influential items within each factor were also identified. The results indicate visual experience, being obsessed, beyond expectations, integrated brand communications, and being effective as the most important influences on customer loyalty.
Does Current Advertising Cause Future Sales?Trieu Nguyen
findings from a large-scale field experiment that allows us to study whether
there is a causal relationship between current advertising and future sales. The
experimental design overcomes limitations that have affected previous investigations of
this issue. We find that current advertising does affect future sales but the sign of the
effect varies depending on the customers targeted. For the firm’s best customers the
long-run effect of increases in current advertising is actually negative, while for other
customers the effect is positive. We argue that these outcomes reflect two competing
effects: brand-switching and inter-temporal substitution. Furthermore, our data suggest a way to distinguish between the informative and persuasive roles of advertising, providing insight into the mechanism by which advertising differentially affects various customer subsets
Brand Relationship Quality as a Formative Third-order Construct – Findings of...CBR Conference
Presentation given at the 1st International Consumer Brand Relationships Conference, http://consumer-brand-relationships.org/
copyright by
Manfred Bruhn
Falko Eichen
Karsten Hadwich
This document provides an executive summary and introduction to measuring the brand equity of Jockey men's briefs. It discusses three models used: the Share Tier model as the base model considering price and quality perceptions, supplemented by the Colombo Morrison model to quantify actual purchases and the Van Westendorp model to capture price sensitivity. Key findings include Jockey having a sole top box for loyalty and high gravity and focus ratios, indicating strong brand equity. The document also examines brand leveragability, price premia and recommendations.
Source Credibility And Visual Strategy In Print AdvertisementsSarahInMarketing
This study examined how source credibility, visual strategy, and model demographics impact the effectiveness of print advertisements. Researchers created ads for a fictional credit card company using three visual strategies (fantasy, emotional, slice-of-life) and models of varying ethnicity and gender. Surveys were administered to college students who viewed one ad each. Results showed the model's ethnicity and gender affected perceptions of source credibility and that slice-of-life visuals had the highest overall impact. The researchers recommend considering these factors when designing service ads and expanding future studies.
A sample applied to Future Group : Drivers Of Customer Loyalty In A Retail St...Ramesh Godabole
A Survey conducted by large US retailer applied to India's leading retail player Future Group(Big Bazaar) to understand the customer loyalty.
A Study on customer loyalty using the three drivers, Product Quality, Service Quality and Brand Image. Analysed using the Logistic Regression Model.
Bruce Jeffers ::: Theoretical Background for Using Celebrity Appeal in Produc...Bruce Jeffers
This research explores theoretical reasons behind how and why product placements featuring automobile brands may affect consumer behavior, attitude and purchase intent. This study was developed throughout the course of the Spring 2008 semester in a graduate-level Advertising Theories course.
by Bruce Jeffers, copyright 2008 via The University of Texas at Austin.
The Mediating Role of Customer Satisfaction and Customer Trust in the Relatio...AJHSSR Journal
This document reports on a study that examined the mediating roles of customer satisfaction and customer trust in the relationship between product quality and customer loyalty. The study was conducted with 109 customers of CV. JMF Sidoarjo in Indonesia. The results showed that product quality had a significant direct effect on customer satisfaction, trust, and loyalty. However, customer satisfaction and trust did not mediate the relationship between product quality and customer loyalty. All relationships were in a positive direction. This research helps businesses better understand factors that influence customer loyalty.
A study on brand personality orientation for lee jeansArijit Basu
This document summarizes a study that examines the relationship between brand personality dimensions and brand loyalty for a popular clothing brand in India. It proposes a conceptual model that brand personality traits like sincerity, excitement, competence, and ruggedness impact brand loyalty. Relationship length is also hypothesized to enhance brand loyalty. The study uses a survey to collect data from 189 customers in Bhubaneswar city on their perceptions of the brand across these dimensions. Statistical analysis will then test the relationships proposed in the conceptual model and research hypotheses.
The document discusses a study that was conducted to investigate the impact of brand image on customer loyalty. A survey was administered to 111 respondents to understand the relationship between brand image factors like favorability, strength, uniqueness and customer loyalty. The results showed that gender does not impact customer loyalty or brand image. Age was found to have a direct relationship with brand favorability, indicating it impacts brand image and loyalty. Monthly income also directly impacts factors like favorability, strength and uniqueness, and therefore customer loyalty. The study aims to help marketers understand how to achieve customer loyalty by focusing on enhancing brand image benefits.
Effect of Education, Experience, and Media on USC Students’ Preferences for D...Vincent Tsao
- The document discusses a study that examined how education, media exposure, and experience influence USC students' preferences for different business differentiation strategies.
- It administered surveys to USC students that assessed their views on various differentiation strategies and factors like cost leadership, product differentiation, and customer focus.
- The results found that students' views did not significantly differ based on their major, year in school, number of entrepreneurship classes, or amount of entrepreneurship media consumed. Their views on new vs. established businesses also did not significantly differ.
This document summarizes a research study that examined the relationship between demographic variables and brand associations for fast food restaurant chains in Jordan. The study used data mining techniques, including X-Means clustering and the ReliefF algorithm, to analyze survey responses from 812 customers. The results of X-Means clustering showed some relationships between certain demographic variables (e.g. gender, income) and positive or negative brand associations. The ReliefF algorithm then ranked the demographic variables by their predictive power, finding that income had the strongest influence on brand associations, while age had the weakest influence. The study provides insights into how different customer segments relate to fast food brands based on their demographic characteristics.
MINING THE RELATIONSHIP BETWEEN DEMOGRAPHIC VARIABLES AND BRAND ASSOCIATIONSijmvsc
This research aims to mine the relationship between demographic variables and brand associations, and study the relative importance of these variables. The study is conducted on fast-food restaurant brands chains in Jordan. The result ranks and evaluates the demographic variables in relation with the brand associations for the selected sample. Discovering brand associations according to demographic variables reveals many facts and linkages in the context of Jordanian culture. Suggestions are given accordingly for marketers to benefits from to build their strategies and direct their decisions. Also, data mining technique used in this study reflects a new trend for studying and analyzing marketing samples.
The study titled, “A Study On Brand Perception In Electronics Industry” focuses on the level of awareness and perception customers have about for a brand. For the purpose of the study, an electronics company „s customers were surveyed for a period of two months. The tools used for analysis are frequencies test, mean analysis, independent sample T – Test and ANOVA. At the end of the study, it was found that factors such as quality, warranty, brand image influenced customer‟s perception of the brand. Some findings about the customer demographics were also found
This master's thesis examines the effect of transparency on information need, purchase intent, and customer loyalty, moderated by involvement and risk aversion. A survey experiment was conducted and various statistical methods were used to analyze responses. The results found no significant effect of transparency on the dependent variables or moderating effects of risk aversion or involvement. However, no negative effects of transparency were found either. Therefore, businesses should not be anxious about increased transparency as consumers desire it and current trends require more disclosure. The study aims to contribute new knowledge about these relationships for Dutch consumers and the potential interplay between the dependent variables.
Directly targeting consumers based on their motivations and values can increase the relevance of marketing messages. Resonate uses machine learning models trained on survey responses and online behaviors to target over 150 million people based on 150 different motivations. Academic research shows targeting campaigns based on motivations outperforms tactics based only on demographics. Resonate's approach analyzes survey data and online behaviors to model motivations for large populations, enabling more effective targeting at scale.
Building Corporate Associations Consumer Attributions for CVannaSchrader3
This document summarizes two studies examining consumer attributions for corporate social responsibility (CSR) programs. The first exploratory study found that consumers attributed a complex range of motives to CSR efforts, not simply altruistic or self-interested motives. Some attributed both other-oriented and self-interested motives, viewing the company's motives as mixed. The second study developed a measure of four attribution types and found that attributions varied based on the CSR offer and mediated the impact on purchase intent. The studies suggest consumers are capable of more nuanced assessments of company motives for CSR than traditionally believed.
The document summarizes a research study that investigated how the use of visual versus verbal stimuli impacts ratings of attribute/benefit desirability and brand perception. The study used three product categories and tested participants with verbal, written, or visual descriptions of attributes. It found that tangible attributes were rated as more desirable than intangible attributes across conditions. The choice of stimulus had little effect on ratings. Aggregate reliability of ratings was high but individual reliability was not examined. Future research could further investigate social desirability biases and use alternative measurement scales.
The Customers’ Brand Identification with Luxury Hotels: A Social Identity Per...Mark Anthony Camilleri
This document summarizes a research paper that examines the relationships between customer-brand identification, commitment, satisfaction, trust, and brand loyalty for luxury hotels. The study uses a social identity perspective and tests relationships between these variables using data from 346 hotel guests across India. Key findings include that customer-brand identification has the strongest indirect effect on hotel brand loyalty, followed by customer satisfaction. Commitment, trust and satisfaction were found to significantly mediate the relationship between customer-brand identification and brand loyalty.
The document discusses using assessment center methodology for assessing global talent, highlighting key considerations for designing and implementing international assessment centers such as defining the job role and desired competencies, ensuring diverse representation on project teams, providing cultural sensitivity training, and evaluating the success of the process to maintain fairness and effectiveness across cultures.
How to leverage new ideas and engage customers
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
The Effect of Brand Equity on Consumer Buyer Decisions : A Case Study in Groc...AJHSSR Journal
ABSTRACT : The increasing competition leads product offering from other competitors are varied, hence
consumer loyalty is questionable. It is prominence to create distinguishable product so that leads loyalty to the
consumer, particularly in grocery product. This paper aims to test brand equity of a new brand which consist of
brand awareness, brand loyalty, brand association, and perceived quality on consumer purchase decisions. The
finding revealed strong relationship on perceived quality and brand association regarding strong cognizable
from the previous brand product in spite of low brand loyalty. The findings are more useful to practitioners in a
way to understand the way of consumer perception point of view.
KEYWORDS : Brand association, awareness, loyalty, perceived quality, purchase decisions
The document summarizes a research study on the impact of word of mouth on brand loyalty and brand image, with a focus on the mediating role of customer perceptory awareness. Some key findings:
1) Brand attitude, trust, and image were found to have a major contribution to developing brand love, which in turn positively impacts word of mouth.
2) The study analyzed data from 384 respondents using SPSS and Smart PLS modeling. This found significant relationships between brand attitude and brand love, brand trust and brand love, and brand image and brand love.
3) Customer perceptory awareness was shown to mediate the relationship between word of mouth and brand love. This indicates awareness plays a role in how word
Source Credibility And Visual Strategy In Print AdvertisementsSarahInMarketing
This study examined how source credibility, visual strategy, and model demographics impact the effectiveness of print advertisements. Researchers created ads for a fictional credit card company using three visual strategies (fantasy, emotional, slice-of-life) and models of varying ethnicity and gender. Surveys were administered to college students who viewed one ad each. Results showed the model's ethnicity and gender affected perceptions of source credibility and that slice-of-life visuals had the highest overall impact. The researchers recommend considering these factors when designing service ads and expanding future studies.
A sample applied to Future Group : Drivers Of Customer Loyalty In A Retail St...Ramesh Godabole
A Survey conducted by large US retailer applied to India's leading retail player Future Group(Big Bazaar) to understand the customer loyalty.
A Study on customer loyalty using the three drivers, Product Quality, Service Quality and Brand Image. Analysed using the Logistic Regression Model.
Bruce Jeffers ::: Theoretical Background for Using Celebrity Appeal in Produc...Bruce Jeffers
This research explores theoretical reasons behind how and why product placements featuring automobile brands may affect consumer behavior, attitude and purchase intent. This study was developed throughout the course of the Spring 2008 semester in a graduate-level Advertising Theories course.
by Bruce Jeffers, copyright 2008 via The University of Texas at Austin.
The Mediating Role of Customer Satisfaction and Customer Trust in the Relatio...AJHSSR Journal
This document reports on a study that examined the mediating roles of customer satisfaction and customer trust in the relationship between product quality and customer loyalty. The study was conducted with 109 customers of CV. JMF Sidoarjo in Indonesia. The results showed that product quality had a significant direct effect on customer satisfaction, trust, and loyalty. However, customer satisfaction and trust did not mediate the relationship between product quality and customer loyalty. All relationships were in a positive direction. This research helps businesses better understand factors that influence customer loyalty.
A study on brand personality orientation for lee jeansArijit Basu
This document summarizes a study that examines the relationship between brand personality dimensions and brand loyalty for a popular clothing brand in India. It proposes a conceptual model that brand personality traits like sincerity, excitement, competence, and ruggedness impact brand loyalty. Relationship length is also hypothesized to enhance brand loyalty. The study uses a survey to collect data from 189 customers in Bhubaneswar city on their perceptions of the brand across these dimensions. Statistical analysis will then test the relationships proposed in the conceptual model and research hypotheses.
The document discusses a study that was conducted to investigate the impact of brand image on customer loyalty. A survey was administered to 111 respondents to understand the relationship between brand image factors like favorability, strength, uniqueness and customer loyalty. The results showed that gender does not impact customer loyalty or brand image. Age was found to have a direct relationship with brand favorability, indicating it impacts brand image and loyalty. Monthly income also directly impacts factors like favorability, strength and uniqueness, and therefore customer loyalty. The study aims to help marketers understand how to achieve customer loyalty by focusing on enhancing brand image benefits.
Effect of Education, Experience, and Media on USC Students’ Preferences for D...Vincent Tsao
- The document discusses a study that examined how education, media exposure, and experience influence USC students' preferences for different business differentiation strategies.
- It administered surveys to USC students that assessed their views on various differentiation strategies and factors like cost leadership, product differentiation, and customer focus.
- The results found that students' views did not significantly differ based on their major, year in school, number of entrepreneurship classes, or amount of entrepreneurship media consumed. Their views on new vs. established businesses also did not significantly differ.
This document summarizes a research study that examined the relationship between demographic variables and brand associations for fast food restaurant chains in Jordan. The study used data mining techniques, including X-Means clustering and the ReliefF algorithm, to analyze survey responses from 812 customers. The results of X-Means clustering showed some relationships between certain demographic variables (e.g. gender, income) and positive or negative brand associations. The ReliefF algorithm then ranked the demographic variables by their predictive power, finding that income had the strongest influence on brand associations, while age had the weakest influence. The study provides insights into how different customer segments relate to fast food brands based on their demographic characteristics.
MINING THE RELATIONSHIP BETWEEN DEMOGRAPHIC VARIABLES AND BRAND ASSOCIATIONSijmvsc
This research aims to mine the relationship between demographic variables and brand associations, and study the relative importance of these variables. The study is conducted on fast-food restaurant brands chains in Jordan. The result ranks and evaluates the demographic variables in relation with the brand associations for the selected sample. Discovering brand associations according to demographic variables reveals many facts and linkages in the context of Jordanian culture. Suggestions are given accordingly for marketers to benefits from to build their strategies and direct their decisions. Also, data mining technique used in this study reflects a new trend for studying and analyzing marketing samples.
The study titled, “A Study On Brand Perception In Electronics Industry” focuses on the level of awareness and perception customers have about for a brand. For the purpose of the study, an electronics company „s customers were surveyed for a period of two months. The tools used for analysis are frequencies test, mean analysis, independent sample T – Test and ANOVA. At the end of the study, it was found that factors such as quality, warranty, brand image influenced customer‟s perception of the brand. Some findings about the customer demographics were also found
This master's thesis examines the effect of transparency on information need, purchase intent, and customer loyalty, moderated by involvement and risk aversion. A survey experiment was conducted and various statistical methods were used to analyze responses. The results found no significant effect of transparency on the dependent variables or moderating effects of risk aversion or involvement. However, no negative effects of transparency were found either. Therefore, businesses should not be anxious about increased transparency as consumers desire it and current trends require more disclosure. The study aims to contribute new knowledge about these relationships for Dutch consumers and the potential interplay between the dependent variables.
Directly targeting consumers based on their motivations and values can increase the relevance of marketing messages. Resonate uses machine learning models trained on survey responses and online behaviors to target over 150 million people based on 150 different motivations. Academic research shows targeting campaigns based on motivations outperforms tactics based only on demographics. Resonate's approach analyzes survey data and online behaviors to model motivations for large populations, enabling more effective targeting at scale.
Building Corporate Associations Consumer Attributions for CVannaSchrader3
This document summarizes two studies examining consumer attributions for corporate social responsibility (CSR) programs. The first exploratory study found that consumers attributed a complex range of motives to CSR efforts, not simply altruistic or self-interested motives. Some attributed both other-oriented and self-interested motives, viewing the company's motives as mixed. The second study developed a measure of four attribution types and found that attributions varied based on the CSR offer and mediated the impact on purchase intent. The studies suggest consumers are capable of more nuanced assessments of company motives for CSR than traditionally believed.
The document summarizes a research study that investigated how the use of visual versus verbal stimuli impacts ratings of attribute/benefit desirability and brand perception. The study used three product categories and tested participants with verbal, written, or visual descriptions of attributes. It found that tangible attributes were rated as more desirable than intangible attributes across conditions. The choice of stimulus had little effect on ratings. Aggregate reliability of ratings was high but individual reliability was not examined. Future research could further investigate social desirability biases and use alternative measurement scales.
The Customers’ Brand Identification with Luxury Hotels: A Social Identity Per...Mark Anthony Camilleri
This document summarizes a research paper that examines the relationships between customer-brand identification, commitment, satisfaction, trust, and brand loyalty for luxury hotels. The study uses a social identity perspective and tests relationships between these variables using data from 346 hotel guests across India. Key findings include that customer-brand identification has the strongest indirect effect on hotel brand loyalty, followed by customer satisfaction. Commitment, trust and satisfaction were found to significantly mediate the relationship between customer-brand identification and brand loyalty.
The document discusses using assessment center methodology for assessing global talent, highlighting key considerations for designing and implementing international assessment centers such as defining the job role and desired competencies, ensuring diverse representation on project teams, providing cultural sensitivity training, and evaluating the success of the process to maintain fairness and effectiveness across cultures.
How to leverage new ideas and engage customers
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
The Effect of Brand Equity on Consumer Buyer Decisions : A Case Study in Groc...AJHSSR Journal
ABSTRACT : The increasing competition leads product offering from other competitors are varied, hence
consumer loyalty is questionable. It is prominence to create distinguishable product so that leads loyalty to the
consumer, particularly in grocery product. This paper aims to test brand equity of a new brand which consist of
brand awareness, brand loyalty, brand association, and perceived quality on consumer purchase decisions. The
finding revealed strong relationship on perceived quality and brand association regarding strong cognizable
from the previous brand product in spite of low brand loyalty. The findings are more useful to practitioners in a
way to understand the way of consumer perception point of view.
KEYWORDS : Brand association, awareness, loyalty, perceived quality, purchase decisions
The document summarizes a research study on the impact of word of mouth on brand loyalty and brand image, with a focus on the mediating role of customer perceptory awareness. Some key findings:
1) Brand attitude, trust, and image were found to have a major contribution to developing brand love, which in turn positively impacts word of mouth.
2) The study analyzed data from 384 respondents using SPSS and Smart PLS modeling. This found significant relationships between brand attitude and brand love, brand trust and brand love, and brand image and brand love.
3) Customer perceptory awareness was shown to mediate the relationship between word of mouth and brand love. This indicates awareness plays a role in how word
1. Source Credibility and Visual Strategy in Print Advertisements <br />Kenneth E. Clow**<br />Biedenharn Endowed Professor in Business<br />College of Business Administration<br />University of Louisiana Monroe<br />Monroe, LA 71209<br />Phone: 318-342-1189<br />Fax: 318-342-1101<br />E-mail: clow@ulm.edu<br />Karen E. James<br />Joe and Abby Averett Professor of Business<br />College of Business<br />Louisiana State University in Shreveport<br />Shreveport, LA 71115<br />Phone: 318-797-5024<br />Fax: 318-797-5127<br />E-mail: kjames@lsus.edu<br />Sara E. Sisk<br />College of Business Administration<br />University of Louisiana Monroe<br />Monroe, LA 71209<br />Phone: 318-342-1189<br />Fax: 318-342-1101<br />E-mail: sisks@warhawks.ulm.edu<br />Source Credibility and Visual Strategy in Print Advertisements <br />ABSTRACT<br />This study used an experimental design to examine the source credibility dimensions of expertise, trustworthiness, attractiveness, similarity, and liking within the context of three different visual strategies. The study was conducted with a student sample using credit cards as the service category. In addition to examining the visual strategy, the ethnicity and gender of the model was examined. The results indicate overwhelming support for using a slice-of-life visual strategy over a fantasy or emotional approach. The ethnicity and gender of the model did impact the perception of the five dimensions of credibility. <br />INTRODUCTION<br />As the United States economy becomes more service-oriented, advertising of services will continue to draw attention of researchers. A major challenge in advertising a service is to overcome the service characteristics of intangibility, inseparable, variability, and perishability. One method often used is to use people in advertisements either providing a testimony or as an endorser of the service. The idea is that consumers will identify with the person in the ad and believe the service will answer his or her need as well. <br />Because of the importance of endorsers in service ads, this paper explores credibility in advertising by incorporating similarity and likeability with traditional dimensions of source credibility (expertise, trustworthiness and attractiveness). The paper looks at the degree to which visual strategy of the ad, race of the model and gender of the model affect these five dimensions of source credibility. This paper contributes to the literature by expanding the concept of source credibility and an understanding of how the visual strategy affects source credibility. Further, the race and gender of the model are also investigated to see if either have an impact on credibility, at least for the service examined in this research.<br /> <br />SOURCE CREDIBILITY<br />Source credibility is defined as the credibility of the endorser, spokesperson, or individual in an advertisement. The spokesperson can be an actual customer, a company employee, a celebrity, or a typical person model (Clow et al., 2006). Credibility is important in creating effective advertisements. <br />In measuring source credibility, several researchers have utilized the three dimensions of expertise, trustworthiness and attractiveness (Ohanian, 1990; Lafferty et al., 2002). Other dimensions, such as believability, likability and attractiveness, have also been used as dimensions of credibility (Arora et al., 2006; Keller, 1998; Clow and Baack, 2004; Clow et al. 2006). For the purposes of this paper, credibility is comprised of expertise, trustworthiness, attractiveness, similarity and likability.<br />Research has found that increasing source credibility positively impacts a business, or brand, in several ways. For example, credible spokespersons elicit a greater attitude change in the viewer of the ad than less credible spokespersons (Sternthal et al., 1978). Consumers are more likely to discount messages that they receive from sources they perceive to have low credibility (Eagly and Chaiken, 1975). In addition, research has demonstrated that source credibility affects attitude toward the ad, attitude toward the brand, advertising effectiveness, and purchase intentions (Marks, 1984; Sanchez and Bonner, 1989; Cobb-Walgren and Dabholkar, 1992; Lafferty and Goldsmith, 2004; Goldsmith et al., 2000; Lafferty et al., 2002; Clow et al., 2006). <br />It is no wonder that the many advantages to high source credibility have encouraged researchers to examine various facets of source credibility. Are there elements in an advertisement that can be manipulated to improve source credibility? In studies geared toward this question, initial results point to the fact that consumers are more likely to believe non-profit organizations, government sources, and independent testing groups as being more credible than commercial sponsors (Lirtzman and Shuv-Ami, 1986; Haley and Wilkinson, 1994). Similarly, by providing additional information asserting professional qualifications, such as third party seals, a company is able to improve its perceived credibility (Tripp, 1997). This study will expand the literature base by also looking at the impact the visual strategy has on source credibility. It will also examine the ethnicity and gender of the model in the ad to see if either has an impact on credibility and if so for which source characteristics and for which visual strategies.<br />METHODOLOGY<br />The objective of this research was to investigate the impact of the visual strategy on source credibility of the model in an advertisement. We used a service industry due to the marked growth of service providers in the US and the importance of source credibility since services are intangible. A credit card company was used for the study because of its relevance to our subjects (i.e. college students). Print advertisements were created using a fictitious brand to avoid bias or recall affects from respondents having been previously exposed to the ad. Additionally, to avoid any bias a total of 18 different ads were produced based on three visual strategies, three different races of models, and the two genders.<br />The surveys were administered in various classrooms at three different universities in the Midwest. Each student received a fictitious ad with one of the 18 visuals. Students were then asked a series of questions about the ad to measure their attitude towards the five source credibility subcomponents of expertise, trustworthiness, attractiveness, similarity, and liking,<br />A total of 560 surveys were completed. The demographic profile of the sample is provided in Table 1. In terms of school classification, the largest group was seniors, 41.6%. Another 30.7% were juniors. The sample was 52.9% female and 43.8% male. In terms of age, 16% were 18 to 20, 51% were 21 to 23, and the remaining were 24 or older. For ethnicity, 15% were African-Americans, 69.6% were Caucasians, and 11.2% were other races. Almost half, 47.1%, had incomes of less than $20,000.<br />Insert Table 1 here<br />Three different visual strategies were used: fantasy, emotional, and slice-of-life. The race and gender of the model was varied among the three visual strategies. Table 2 presents the breakdown of the sample in terms of visual strategy, race of model, and gender of model. The 3x3x2 experimental design resulted in 18 different visuals on the ads. The copy remained the same for each of the executions, only the visual was modified.<br />Insert Table 2 here<br />Expertise and trustworthiness were each measured using 5-item scales with reliability scores of .872 and .829, respectively. The attractiveness scale had 4 items and a Cronbach alpha of .849. Similarity and liking were 5-item scales with reliabilities of .832 and .801, respectively. As shown in Table 3, all scales had high reliability scores and were good measures of their respective constructs.<br />Insert Table 3 here<br />RESULTS<br />One-way Anova tests were used to determine if there were any significant differences in the five source characteristics based on the visual strategy used in the ad, the race of the model, and the gender of the model. Table 4 provides the results by visual strategy. Expertise, trust, and liking were significantly different based on which visual strategy was used. The slice-of-life visual was viewed as having a higher level of expertise than either the fantasy or emotional visuals. The same was true for the source characteristic of trust. For liking, slice-of-life and fantasy scored the highest. The emotional visual scored the lowest.<br />Insert Table 4 here<br />Table 5 provides the results by visual strategy when the mode was an African-American. All five source characteristics were significantly different. The slice-of-life visual was viewed as being the more positive across all five characteristics over either the fantasy or emotional visuals. The emotional visual strategy tended to score the lowest across all five dimensions. <br />Insert Table 5 here<br />Table 6 provides the results by visual strategy using Asian models in the ad. Expertise and trust were significantly different. The slice-of-life visual was viewed as having a higher level for both characteristics, while fantasy was viewed as the lowest for both characteristics. There were no significant differences among the three visual strategies in terms of the model’s attractiveness, similarity, and liking.<br />Insert Table 6 here<br />Table 7 provides the results by visual strategy when Caucasian models were used. Expertise, trust, and liking were significantly different. The slice-of-life visual was viewed as having greater levels of expertise and trust; however, for liking, fantasy ranked similar to slice-of-life. The emotional appeal was viewed as the lowest for all three significant characteristics. <br />Insert Table 7 here<br />Results by visual strategy using male models are presented in Table 8. Expertise and trust were significantly different. Again, the slice-of-life visual was viewed as having the highest level in both characteristics; while the emotional visual was viewed as having the lowest level in both characteristics.<br />Insert Table 8 here<br />Table 9 provides the results by visual strategy using female models in the advertisement. All five source characteristics were significantly different. The slice-of-life visual was viewed as having the highest level in all five characteristics. The emotional and fantasy levels were similar to one another in terms of expertise, trust, attractiveness, and similarity. The emotional approach was the lowest for the source characteristic of liking.<br />Insert Table 9 here<br />DISCUSSION<br />When marketing credit cards to college students, clearly the slice-of-life visual strategy is the best if a spokesperson is used in the advertisement. The score across all five source credibility dimensions was the highest for slice-of-life, but it was significantly higher for expertise, trust and liking, which means in the slice-of-life approach the model was seen as having a higher level of expertise, a higher level of trustworthiness, and was more like the respondents regardless of the model’s ethnicity and gender. Using the fantasy or emotional approach reduces the perceived level of expertise, trust, and liking, even though the same model was used in all three executions.<br />Although significance test were not performed between the five source credibility dimensions, the trustworthiness component had a mean of 5.39, considerably higher than any of the other dimensions. In looking at the model, the student respondents felt they could trust the model in the advertisement. This level of trust was undoubtedly impacted by the model being of college age and as a result scores for expertise and liking were 4.21 and 4.42, respectively. The lowest source credibility dimensions were attractiveness and similarity. These two were also not significant at the p=.05 level of significance, indicating that not all respondents saw the models as being attractive and similar to themselves. The race and gender of the model seemed to have an impact on these two dimensions, which means advertisers of services need to consider the race and gender of their target audience in choosing the race and gender of the model to be in an advertisement.<br />When examining the results by the ethnicity of the model, it is important to remember the ethnic make-up of the sample, which was almost 70% Caucasian and 15% African-American. For the ads with African-American models, the slice-of-life was significantly better across all five dimensions of source credibility. The model was seen as having a higher level of expertise, more trustworthy, more attractive, more similar, and greater level of liking when viewing the model in the slice-of-life visual strategy than when the same model was seen in the fantasy and emotional visual ads. If an African-American model is to be used in a service-oriented advertisement, the using a slice-of-life appeal is better than either fantasy or emotional appeals.<br />For Asian models, only expertise and trust were significantly different, again for the slice-of-life visual. In terms of attractiveness, similarity, and liking, the visual strategy does not make any difference. Thus, for ads with Asian models, the support for using a slice-of-life visual strategy is much weaker. Similar results were found for the Caucasian model except liking was also significantly different, in addition to expertise and trust. <br />When looking at the gender of the model, for male models only expertise and trust were significantly different, again for slice-of-life. As with Asian models and Caucasian models, there is not strong evidence that one particular visual strategy is superior to the others. For female models, however, every source credibility dimensions was significantly different and slice-of-life was clearly the best approach.<br />In summary, when designing service advertisements the ethnicity and gender of the model will make a difference on how views of the ad perceive the spokesperson’s credibility. While the slice-of-life did score the best, fantasy and emotional visuals may due as well depending on which source characteristic the advertiser wants to stress. In addition, the ethnicity and gender of the spokesperson also impacts the level of perceived source credibility.<br />This study was done with college students and credit cards. It was an experimental design. Future studies need to examine other service types and even goods. The sample needs to be expanded beyond students. Lastly, future research should also utilize a field design to create higher external validity.<br />REFERENCES<br />Arora, Raj, Charles Stoner and Alisha Arora. 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(1997), “Services advertising: an overview and summary of research, 1980-1995”, Journal of Advertising, Vol. 26 No. 4, pp. 21-39.<br />Table 1<br />Sample Characteristics<br />DemographicScaleFrequencyPercentClassificationFreshman417.3%Sophomore7212.9%Junior17230.7%Senior23341.6%Graduate234.1%GenderFemale29652.9%Male24543.8%Age18-208916.0%21-2328651.0%24-269116.3%27 and older6311.9%EthnicityAfrican American8415.0%Caucasian39069.6%Other6011.2%IncomeLess than $20,00026447.1%$20,000-$50,00012221.8%$50,001 and greater14325.5%<br />Table 2<br />Ad Composition<br />VariableCategoryNo. of ItemsPercentVisual StrategyFantasy18733.4%Emotional (Negative)18733.4%Slice-of-life18633.2%Race of ModelAfrican-American18633.2%Asian-American18733.4%Caucasian18733.4%Gender of ModelMale28050.0%Female28050.0%<br />Table 3<br />Reliability of Scales<br />ScaleNo. of ItemsCronbach AlphaExpertise5.872Trustworthiness5.829Attractiveness4.849Similarity5.832Liking5.801<br />Table 4<br />Source Characteristics by Visual Strategy<br />Source CharacteristicVisual StrategyF-ValueSign.FantasyEmotionalSlice-of-lifeExpertise3.413.304.2137.654.000Trust4.854.805.3914.247.000Attractiveness3.453.293.532.234.108Similarity3.733.683.881.594.204Liking4.233.974.4210.142.000<br />Table 5<br />Source Characteristics for African-American Models<br />Source CharacteristicVisual StrategyF-ValueSign.FantasyEmotionalSlice-of-lifeExpertise3.603.374.2811.314.000Trust4.884.875.556.766.001Attractiveness3.453.433.943.899.022Similarity3.733.644.204.326.015Liking4.113.964.607.215.001<br />Table 6<br />Source Characteristics for Asian Models<br />Source CharacteristicVisual StrategyF-ValueSign.FantasyEmotionalSlice-of-lifeExpertise3.483.714.299.401.000Trust4.815.105.383.386.036Attractiveness3.263.093.26.459.632Similarity3.543.743.64.507.603Liking4.164.064.301.062.348<br />Table 7<br />Source Characteristics for Caucasian Models<br />Source CharacteristicVisual StrategyF-ValueSign.FantasyEmotionalSlice-of-lifeExpertise3.172.854.0921.980.000Trust4.864.475.287.536.001Attractiveness3.633.353.431.193.306Similarity3.943.683.84.976.379Liking4.433.924.375.594.004<br />Table 8<br />Source Characteristics for Male Models<br />Source CharacteristicVisual StrategyF-ValueSign.FantasyEmotionalSlice-of-lifeExpertise3.453.274.0612.820.000Trust4.894.705.244.87.008Attractiveness3.242.912.972.825.061Similarity3.793.633.59.915.402Liking4.243.954.212.644.073<br />Table 9<br />Source Characteristics for Female Models<br />Source CharacteristicVisual StrategyF-ValueSign.FantasyEmotionalSlice-of-lifeExpertise3.393.334.3826.276.000Trust4.824.925.5610.974.000Attractiveness3.673.684.094.690.010Similarity3.683.754.175.302.006Liking4.244.014.6410.441.000<br />