International Journal of Marketing and Business Communication

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Consumer Perceptions of Brand Mention in Magazines by Level of Involvement


Affiliations
1 Professor Emeritus, Marketing, Bryant University, United States
2 Associate Professor, Marketing, Bryant University, United States
3 Professor, Marketing, Bryant University, United States
     

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Consumer perceptions of different methods of information delivery in magazines were studied. Three information delivery methods (advertisements, advertorials, editorials) and two types of consumer products (high involvement, low involvement) were used to evaluate reader perceptions of selling intent, source credibility, and purchase intention. Significant differences between high and low involvement products and between editorials, advertorials, and advertisements in perceived selling intent, perceived credibility, and purchase intention were found. Gender and prior knowledge of the product were also significant. Implications for marketers and policy-makers are also discussed.

Keywords

Product Involvement, Brand Mention, Consumer Behavior, Advertisements, Product Placement.
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  • Consumer Perceptions of Brand Mention in Magazines by Level of Involvement

Abstract Views: 262  |  PDF Views: 1

Authors

Charles J. Quigley
Professor Emeritus, Marketing, Bryant University, United States
Sharmin Attaran
Associate Professor, Marketing, Bryant University, United States
Elaine M. Notarantonio
Professor, Marketing, Bryant University, United States

Abstract


Consumer perceptions of different methods of information delivery in magazines were studied. Three information delivery methods (advertisements, advertorials, editorials) and two types of consumer products (high involvement, low involvement) were used to evaluate reader perceptions of selling intent, source credibility, and purchase intention. Significant differences between high and low involvement products and between editorials, advertorials, and advertisements in perceived selling intent, perceived credibility, and purchase intention were found. Gender and prior knowledge of the product were also significant. Implications for marketers and policy-makers are also discussed.

Keywords


Product Involvement, Brand Mention, Consumer Behavior, Advertisements, Product Placement.

References