Ad Th. H. Pruyn

Matching Communication Modalities: The Effects of Modality Congruence and Processing Style on Brand Evaluation and Brand Choice

Previous research has shown that prior brand exposure (e.g., through advertising) can positively influence brand consideration, brand attitudes, and brand choice. In the present studies, the authors argue that the effects of prior brand exposure depend on the communication modality (visual vs. aural) in which exposure (i.e., advertising) takes place and the modality in which evaluations and choices are made. It was hypothesized and found that congruence in communication modalities has a positive effect on brand evaluation and brand choice, compared to incongruence in modalities. Perceptual fluency is proposed to be the underlying mechanism explaining these effects. Moreover, the results demonstrated that the effects of modality congruence are moderated by individuals’ processing style in such a way that the impact is stronger under conditions of data-driven as opposed to conceptually driven, processing.These results indicate that consumer responses depend on the interaction between the modality in which consumers are exposed to the brand in advertising and the modality in which consumers encounter the brand in a purchase situation.

Exploring cleanliness in the Dutch facilities management industry: a Delphi approach

Purpose This paper aims to identify antecedents that influence perceived cleanliness by consulting experts and end-users in the field of facilities management (facility service providers, clients of facility service providers and consultants). Business models were evaluated to understand why some antecedents are adopted by practitioners and others are not. Design/methodology/approach A qualitative study, with end-users (n = 7) and experts (n = 24) in the field of facilities management, was carried out to identify antecedents of perceived cleanliness. Following the Delphi approach, different research methods including interviews, group discussions and surveys were applied. Findings Actual cleanliness, cleaning staff behaviour and the appearance of the environment were identified as the three main antecedents of perceived cleanliness. Client organisations tend to have a stronger focus on antecedents that are not related to the cleaning process compared to facility service providers. Practical implications More (visible) cleaning, maintenance, toilets, scent, architecture and use of materials offer interesting starting points for practitioners to positively influence perceived cleanliness. These antecedents may also be used for the development of a standard for perceived cleanliness. Originality/value A basis was created for the development of an instrument that measures perceived cleanliness and includes antecedents that are typically not included in most of the current standards of actual cleanliness (e.g. NEN 2075, ISSA).

The Importance of Values for Brand Purchase: A Managerial Contribution: An Abstract

Consumers currently place increasing importance on the values that companies represent. Modern values such as transparency, benevolence to society, sustainability and fairness are becoming more relevant, as noted by many major consulting firms among which Nielsen (2013), the World Federation of Advertisers (2013) and the Boston Consultancy Group (2013). Modern values are grounded in social, political and economic developments, and represent the new values of this era. As a consequence, a company’s value to consumers no longer has to lie solely in its products and services. This new, broader scope of value may include the entire business process and organizational culture, ranging from the management’s integrity to values being found in the company’s contributions to society. Although the role of values in human behaviour has been extensively discussed in the psychology literature since the beginning of the 1900s (e.g. Feather, 1995; Hofstede, 1980; Olson & Maio, 2003; Rokeach, 1973; Schwartz, 2012), limited attention has been dedicated to values in marketing literature. This was the conclusion of a systematic literature review that we conducted on this subject (Voorn, van der Veen, van Rompay, Hegner & Pruyn, 2016). As a follow up, we organized an online survey (n = 1109) to empirically investigate the role of values in the brand selection process. In this paper, we report on the relationship between values and brand purchase intentions through the concept of value congruence and in relation to several product categories representing services, durables and consumables. Overall, the results confirm the relevance of value congruence as a predictor of brand purchase, in particular in services and durables. Our study shows that companies can benefit from incorporating values into their marketing strategies, especially those values that are congruent with (higher-order) personal goals, rather than more (instrumental) category-specific values. This offers new marketing perspectives, especially for brands. Brands are – by definition – more than just one product or service, which means they can serve as an umbrella for the incorporation and propagation of new values. However, an important question remains for the brand manager: the extent to which values have an advantage over brand personality traits and functional attributes, since investing in values is not only about communication – it means that an organization needs to embody them in the very fibre of its being otherwise it may be perceived as ‘green washing’, which can undermine brand trust.

Watch it! The Influence of Forced Pre-roll Video Ads on Consumer Perceptions

The internet is the fastest growing advertising segment in the world (Gambaro and Puglisi, 2012). One specific online advertising format that is growing very rapidly is online video advertising. This advertising format owes its explosive growth to the rapid acceleration of online video viewing and is currently the fastest growing advertising format (eMarketer, 2012; Science Daily, 2013). A comparative study indicates that online video ads show a higher impact on recall and ad likeability than TV ads (IAB, 2013).