目的广告与信誉差距

IF 2.1 4区 管理学 Q3 BUSINESS Journal of Advertising Research Pub Date : 2023-09-25 DOI:10.2501/jar-2023-021
Tyler Milfeld, Eric Haley
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引用次数: 0

摘要

目的广告的一种方法是品牌行动主义——在社会政治问题上表明立场。本研究比较了品牌行动主义是否以及如何影响品牌态度和购买意愿的不同观点。三项研究的结果(其中使用了现实世界的品牌和信息)确定了具有行动主义声誉的品牌(已建立的行动主义品牌)和没有声誉的品牌(新兴的行动主义品牌)之间的可信度差距。研究结果还揭示了个人问题知识如何调节可信度差距。除其他贡献外,本研究在品牌行动主义领域创造了一种新的品牌类型学,并从经验上证明,在表明立场时,成熟(相对于新兴)的行动主义品牌会产生更有利的影响。
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Purpose Advertising And the Credibility Gap
One approach to purpose advertising is brand activism—taking a stand on a sociopolitical issue. This research compares divergent perspectives on whether and how brand activism influences brand attitudes and purchase intentions. Results from three studies, in which real-world brands and messages were used, identify a credibility gap between brands with a reputation for activism (established activist brands) and those without a reputation (emergent activist brands). Findings also reveal how personal issue knowledge moderates the credibility gap. Among other contributions, this research creates a new brand typology in the brand activism arena and empirically demonstrates a more favorable effect for established (versus emergent) activist brands when taking a stand.
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来源期刊
CiteScore
4.20
自引率
12.00%
发文量
25
期刊介绍: The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
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