THE BRAND COMMUNICATION EFFECTS OF USING A HEADLINE TO PROMPT THE KEY BENEFIT IN ADS WITH PICTORIAL METAPHORS

被引:22
作者
Bergkvist, Lars [1 ]
Eiderback, Daniel [2 ]
Palombo, Michaela [2 ]
机构
[1] Univ Nottingham, Nottingham Univ Business Sch China, Ningbo, Peoples R China
[2] Univ Stockholm, Dept Advertising & PR, S-10691 Stockholm, Sweden
关键词
COMMON METHOD VARIANCE; SINGLE-ITEM MEASURES; FAMILIARITY; EXPOSURE;
D O I
10.2753/JOA0091-3367410205
中图分类号
F [经济];
学科分类号
02 ;
摘要
This study investigated the differential effects of adding an explanatory headline to ads with a pictorial metaphor on brand communication effects. An experimental study compared the effects of adding a moderate headline, which gives a clue to the ad's message, or a complete headline, which clearly spells out the ad's message, to an ad without a headline. Results show that a complete headline leads to more positive brand communication effects than a moderate headline or no headline at all. A complete headline results in stronger brand beliefs about the key benefit conveyed by the pictorial metaphor, which in turn leads to a more positive brand attitude.
引用
收藏
页码:67 / 75
页数:9
相关论文
共 28 条
[1]   THE THEORY OF PLANNED BEHAVIOR [J].
AJZEN, I .
ORGANIZATIONAL BEHAVIOR AND HUMAN DECISION PROCESSES, 1991, 50 (02) :179-211
[2]  
[Anonymous], PREDICTIVE ABILITY P
[3]  
[Anonymous], 1993, The psychology of attitude
[4]   The role of ad likability in predicting an ad's campaign performance [J].
Bergkvist, Lars ;
Rossiter, John R. .
JOURNAL OF ADVERTISING, 2008, 37 (02) :85-97
[5]   The predictive validity of multiple-item versus single-item measures of the same constructs [J].
Bergkvist, Lars ;
Rossiter, John R. .
JOURNAL OF MARKETING RESEARCH, 2007, 44 (02) :175-184
[6]   Tailor-made single-item measures of doubly concrete constructs [J].
Bergkvist, Lars ;
Rossiter, John R. .
INTERNATIONAL JOURNAL OF ADVERTISING, 2009, 28 (04) :607-621
[7]   TELEVISION COMMERCIAL WEAR OUT - AN INFORMATION-PROCESSING VIEW [J].
CALDER, BJ ;
STERNTHAL, B .
JOURNAL OF MARKETING RESEARCH, 1980, 17 (02) :173-186
[8]   Brand familiarity and advertising repetition effects [J].
Campbell, MC ;
Keller, KL .
JOURNAL OF CONSUMER RESEARCH, 2003, 30 (02) :292-304
[9]   DOES ATTITUDE TOWARD THE AD ENDURE - THE MODERATING EFFECTS OF ATTENTION AND DELAY [J].
CHATTOPADHYAY, A ;
NEDUNGADI, P .
JOURNAL OF CONSUMER RESEARCH, 1992, 19 (01) :26-33
[10]  
Engel J.F., 1995, CONSUMER BEHAV, V8th