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Effects of promotional‐based advertising on brand associations

Effects of promotional‐based advertising on brand associations Purpose – The purpose of this paper is to investigate how value‐based messaging affects brand associations within a durable goods category. Design/methodology/approach – Brand associations are conceptualized in this paper as brand image, brand attitudes, and consumer quality perceptions. A 2×2 factorial design was employed with cognitive involvement (high/low) and advertising message (brand/value) as the experimental factors. Findings – Results suggest that promotional‐based messaging is detrimental to all three brand associations, with quality ratings witnessing the most significant declines. In addition, the current study observed no significant effects of involvement, as measured by attention to the message, on brand association measures for value‐based messaging when compared with brand messaging. Originality/value – The current study suggests that promotional‐messaging can be detrimental to brand association measures, compared with non‐value‐based brand messaging within a durable goods category. More research is needed to understand the long‐term effects of different levels of usage of promotional‐based messaging as part of the marketing mix. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Effects of promotional‐based advertising on brand associations

Journal of Product & Brand Management , Volume 20 (4): 7 – Jul 19, 2011

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References (33)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610421111148324
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to investigate how value‐based messaging affects brand associations within a durable goods category. Design/methodology/approach – Brand associations are conceptualized in this paper as brand image, brand attitudes, and consumer quality perceptions. A 2×2 factorial design was employed with cognitive involvement (high/low) and advertising message (brand/value) as the experimental factors. Findings – Results suggest that promotional‐based messaging is detrimental to all three brand associations, with quality ratings witnessing the most significant declines. In addition, the current study observed no significant effects of involvement, as measured by attention to the message, on brand association measures for value‐based messaging when compared with brand messaging. Originality/value – The current study suggests that promotional‐messaging can be detrimental to brand association measures, compared with non‐value‐based brand messaging within a durable goods category. More research is needed to understand the long‐term effects of different levels of usage of promotional‐based messaging as part of the marketing mix.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Jul 19, 2011

Keywords: Advertising; Value; Price; Messaging; Brand equity; Durable; Promotional methods; Brand identity

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