Mark Brown

The effect of provocation in the form of mild erotica on attitude to the ad and corporate image

Provocative advertising is characterized by a deliberate attempt to gain attention through shock. This research investigates the reactions of individuals to a provocative appeal for a cause as opposed to a provocative advertisement for a standard consumer product, using mild erotica as the element of provocative imagery. An experiment using 391 adult subjects was conducted, and two analyses were performed. The first examined the effect of stimulus type (mildly erotic/nonerotic) by product category (cause appeal/consumer product) on attitude to the ad. The second examined the effect of stimulus type (mildly erotic/nonerotic) by cause (AIDS [acquired immunodeficiency syndrome]/SIDS [sudden infant death syndrome]) on corporate image. Both analyses also included gender as a third independent variable. The results suggest that people prefer mildly erotic ads generally, that an organization using mild erotica in appeals for a cause will be viewed more favorably where the erotica is congruent with the cause, and that women may be more responsive to mild erotica in cause appeals than are men.

The Impact of Comedic Violence on Viral Advertising Effectiveness

The use of comedic violence in viral advertising is becoming widespread, but as yet no examination of what influence it may have on consumer response has been undertaken. Two experimental studies using a commercial panel sample investigate the effects of this executional cue on ad message involvement, brand memorability, likelihood of being passed on to third parties, and attitude formation. Results suggest that humorous ads that combine higher levels of violence intensity with more severe consequences appear to elicit greater involvement with the ad message, better retention of brand information, higher pass-along probability, and greater ad likability. Attitudes toward the brand remain unaffected. Furthermore, justification for the violence and relatedness to the product brand appear to be important considerations when using high intensity-severe consequence comedic violence. The paper specifies conditions under which advertisers can expect to gain maximum impact when using violent humor in viral advertising campaigns.

Winning ways: Immediate and long-term effects of sponsorship on perceptions of brand quality and corporate image

Sponsorship is believed to influence consumer perceptions of a brand. The authors identify conditions under which sponsorship information spills over to affect attitudes toward brands and the image of their manufacturers. Over two longitudinal field experiments, they find that spillover effects from sponsorship messages occur at both the generic sponsorship announcement level and the team performance level. Immediate announcement effects are observed on perceptions of both sponsor brand quality and corporate image. In the longer term, information regarding positive and negative team performance results spills over to perceptions of brand quality but not corporate image. The research provides recommendations for how managers should minimize negative spillover effects and maximize their use of sponsorship information.

The use of banner advertisements with pull-down menus: A copy testing approach

ABSTRACT This paper examines the effectiveness of Web banner advertisements in terms of several widely employed copy-testing measures. Two groups of subjects were exposed to the same banner advertisement with the exception that the promotional message in one of the ads appeared as part of a pull-down menu. The research indicates that consumers who are exposed to banner advertisements using pull-down menus score higher on measures of attention, novelty, liking, persuasion, and click-through, suggesting that these types of banner ads are more effective than traditional, static banners. It is proposed that key factors contributing to this result are the unique format and greater informational appeal of pull-down ads. Managerial implications are discussed and directions for future research are suggested.

Consumer perceived brand innovativeness: : Conceptualization and operationalization

Purpose – This paper aims to examine brand innovativeness. While innovativeness has been studied at the product and firm levels, there is little research at the brand level. This paper argues for why this is needed, develops a conceptualization of consumer perceived brand innovativeness (CPBI) from a theoretical perspective and then develops and validates a measure for CPBI. Design/methodology/approach – Three qualitative studies were conducted to generate an enriched and more detailed understanding of what brand innovativeness means to consumers. Data were collected using free association and open-ended elicitation techniques. Next, a CPBI scale was developed and validated in three quantitative studies. Findings – The results indicate that innovative brands are related with several interesting core and secondary associations that have not been adequately addressed in previous research. CPBI is conceptualized as a unidimensional construct. Altogether six studies show that the proposed CPBI measure is vali...

Consumer perceived brand innovativeness

Purpose – This paper aims to examine brand innovativeness. While innovativeness has been studied at the product and firm levels, there is little research at the brand level. This paper argues for why this is needed, develops a conceptualization of consumer perceived brand innovativeness (CPBI) from a theoretical perspective and then develops and validates a measure for CPBI. Design/methodology/approach – Three qualitative studies were conducted to generate an enriched and more detailed understanding of what brand innovativeness means to consumers. Data were collected using free association and open-ended elicitation techniques. Next, a CPBI scale was developed and validated in three quantitative studies. Findings – The results indicate that innovative brands are related with several interesting core and secondary associations that have not been adequately addressed in previous research. CPBI is conceptualized as a unidimensional construct. Altogether six studies show that the proposed CPBI measure is vali...

Phone bullying: impact on self-esteem and well-being

Purpose – Most current research emphasises the benefits of mobile communications for consumers. The purpose of this paper, however, is to investigate the neglected negative effect of “m‐bullying” on young consumers, to expand the understanding of the pervasive impact of enhanced mobile communication.Design/methodology/approach – Data were collected using a cross‐sectional mall intercept method. The survey instrument comprised of sets of statements about the self and the experience of using mobile phones, followed by a set of demographic questions.Findings – Findings indicate both genders experience m‐bullying and that levels of self‐esteem were found to have a direct effect on overall well being.Originality/value – While prior research emphasised the positive aspects of enhanced connectivity, this paper advances understanding of the negative aspects of mobile communications and identified the risk of bullying inherent in continuous communication.

The role of respect in the effects of perceived ad interactivity and intrusiveness on brand and site

Abstract This paper examines the interrelated effects of respect, ad intrusiveness, and ad interactivity on attitudes toward brands and the publishers that serve online advertisements. Despite widespread use of the term, respect has received almost no attention in the advertising literature. A structural equations model indicates that ad formats that are perceived as respectful to viewers result in more favorable attitudes toward both the brand and publisher site. Ad intrusiveness negatively affects respect, while interactivity has a positive influence. Respect is demonstrated to exhibit a partial mediating role in the effect of these two variables on brand and site. Results also suggest that advertisers should strive for greater interactivity in ads if their objective is branding rather than direct response, as this can minimize the negative influence of intrusiveness. Publishers can also benefit from these kinds of ads.

The role of brand credibility in the relationship between brand innovativeness and purchase intention

This paper examines the interrelated effects of brand innovativeness, brand credibility, and consumer innovativeness on consumer purchase intention. While innovativeness has been extensively studied at the product, firm, and consumer level, there is a small but growing body of research that examines innovativeness at the brand level. The brand innovativeness construct has been theoretically validated although its role in consumer response to branded offerings is still underexplored. A structural equations model indicates that brands that are perceived as more innovative garner significantly higher purchase intent among consumers. The paper seeks to explain the mechanism by which this relationship occurs by introducing brand credibility as a partial mediating factor. Results suggest that marketers should emphasise their brands innovation credentials as this has a positive effect on credibility and purchase intention.