The Effects of Positive Valence and Intensity of Word-Of-Mouth and Advertising on Forming Beer Brand Equity and Purchase Intentions

Edward Shih-Tse Wang, Jia-Yi Lin, Yu-Ting Liao
{"title":"The Effects of Positive Valence and Intensity of Word-Of-Mouth and Advertising on Forming Beer Brand Equity and Purchase Intentions","authors":"Edward Shih-Tse Wang, Jia-Yi Lin, Yu-Ting Liao","doi":"10.1080/10454446.2023.2273517","DOIUrl":null,"url":null,"abstract":"ABSTRACTBrand communication activities and brand equity influence purchase intention; however, few studies have investigated the effects of the valence and intensity of brand communication activities on brand equity and purchase intention. The present study investigated how the intensity and valence (or attitude) of brand communication activities influenced brand awareness, brand image, and purchase intention in the beer market. Convenience sampling was used to collect beer consumer data, and valid data from 433 individuals were gathered. Data were analyzed using structural equation modeling. Brand awareness and brand image were positively correlated with purchase intention, with brand image having the stronger association of the two. Furthermore, the intensity and valence of WOM and advertising attitude were associated with brand image, with advertising attitude having the stronger association of the three. Finally, advertising intensity and advertising attitude but not WOM intensity were associated with brand awareness.KEYWORDS: Word-of-mouthadvertisingintensityvalencebrand equity Disclosure statementNo potential conflict of interest was reported by the author(s).Ethics approval statementAll the participants in the survey were fully informed about the aims of the research and they were informed of the confidentiality and anonymity of the collected responses. The anonymization was done to prevent the study results being linked to any individual. According to standard socio-economic studies, no ethical concerns are involved other than preserving the participants’ anonymity.Additional informationFundingThe author(s) reported there is no funding associated with the work featured in this article.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":null,"pages":null},"PeriodicalIF":3.6000,"publicationDate":"2023-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Food Products Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10454446.2023.2273517","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

ABSTRACTBrand communication activities and brand equity influence purchase intention; however, few studies have investigated the effects of the valence and intensity of brand communication activities on brand equity and purchase intention. The present study investigated how the intensity and valence (or attitude) of brand communication activities influenced brand awareness, brand image, and purchase intention in the beer market. Convenience sampling was used to collect beer consumer data, and valid data from 433 individuals were gathered. Data were analyzed using structural equation modeling. Brand awareness and brand image were positively correlated with purchase intention, with brand image having the stronger association of the two. Furthermore, the intensity and valence of WOM and advertising attitude were associated with brand image, with advertising attitude having the stronger association of the three. Finally, advertising intensity and advertising attitude but not WOM intensity were associated with brand awareness.KEYWORDS: Word-of-mouthadvertisingintensityvalencebrand equity Disclosure statementNo potential conflict of interest was reported by the author(s).Ethics approval statementAll the participants in the survey were fully informed about the aims of the research and they were informed of the confidentiality and anonymity of the collected responses. The anonymization was done to prevent the study results being linked to any individual. According to standard socio-economic studies, no ethical concerns are involved other than preserving the participants’ anonymity.Additional informationFundingThe author(s) reported there is no funding associated with the work featured in this article.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
口碑与广告的正效度与强度对啤酒品牌资产与购买意愿形成的影响
【摘要】品牌传播活动和品牌资产影响购买意愿;然而,很少有研究调查品牌传播活动的效价和强度对品牌资产和购买意愿的影响。本研究旨在探讨啤酒市场中品牌传播活动的强度、效价(或态度)对品牌认知、品牌形象和购买意愿的影响。采用方便抽样法收集啤酒消费者数据,共收集有效数据433人。数据分析采用结构方程模型。品牌意识、品牌形象与购买意愿正相关,其中品牌形象与购买意愿的关联性更强。口碑的强度、效价、广告态度与品牌形象有显著的相关性,其中广告态度与品牌形象的相关性更强。最后,广告强度和广告态度与品牌知名度相关,而口碑传播强度与品牌知名度无关。关键词:口碑广告强度价值品牌资产披露声明作者未发现潜在的利益冲突。伦理批准声明调查的所有参与者都被充分告知研究的目的,并被告知所收集的回答的机密性和匿名性。匿名化是为了防止研究结果与任何个人联系在一起。根据标准的社会经济研究,除了保持参与者的匿名性外,不涉及伦理问题。其他信息资金作者报告没有与本文所述工作相关的资金。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
期刊最新文献
Designing Package Labels for Upcycled Food Products in Japan: Case Study of Broccoli Stem Snack Food Safety Risk and Visual Attention: The Moderating Effect of Prototype Perception and Social Distance Meatless Revolution: Exploring Consumers’ Perception of Meat Alternatives Requirements of Environmentally-Aware Consumers on the Implementation and Communication of Sustainability Measures in the Beverage Industry: A Qualitative Kano-Model Approach Cheers! Examining Message Congruency Effects for No/low-Alcohol Beer
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1