Journal of Management Research

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Attitude towards the Brand: Does Advertising Exposure Matter?


Affiliations
1 University School of Management Studies, Guru Gobind Singh Indraprastha University, Sector-16C, Dwarka, Delhi 110078, India
2 Amity International Business School, I3 Block, Amity University, Sector 125, Noida, 201301, India
     

   Subscribe/Renew Journal


This study addresses concerns regarding the usefulness of high-decibel television advertising that constitutes an important part of the Integrated Marketing Communication programmes of multinational and domestic firms operating in India. It empirically investigates the relationship between advertising exposure and consumer attitude towards the brand for several highly advertised product categories. The paper presents several insights into consumer responses to rational and emotional advertising stimuli. Marketing implications emanating from the findings of the study are discussed.

Keywords

Advertising, Consumer Attitude, Appeal, Judgement, Feeling, Belief, Brand, Television Commercial, Advertising Exposure, Purchase Intention.
User
Notifications

  • Pritha Mitra Dasgupta (2014), Amazon, Flipkart investing heavily on TV ads during IPL, The Economic Times, April 14, 2014. Available on http://articles.economictimes.indiatimes.com/2014-04-14/news/49126255_1_associate-sponsors-ipl7presenting-sponsors

  • Aaker, David A., and Stayman, Douglas M. (1989), What Mediates the Emotional Response to Advertising? The Case of Warmth, Cognitive and Affective Responses to Advertising, 287–304.

  • Aaker, David A., Stayman, Douglas M. and Hagerty, Michael R. (1986), Warmth in Advertising: Measurement, Impact and Sequence Effects, Journal of Consumer Research, 12 (March): 365–381.

  • Adaval, R. (2001), Sometimes It Just Feels Right: The Differential Weighting of Affect-consistent and Affect-inconsistent Product Information, Journal of Consumer Research, 28: 1–17.

  • Bartos, Rena and Dunn, Theodore (1974), Advertising and Consumers: New Perspectives, American Association of Advertising Agencies, New York.

  • Batra, Rajeev (1986), “Affective Advertising: Role, Processes, and Measurement,” The Role of Affect in Consumer Behavior, pp. 53–85, D. C. Heath and Company, Lexington. MA.

  • Batra, Rajeev and Ray, Michael L. (1986), Affective Responses Mediating Acceptance of Advertising, Journal of Consumer Research, 13 (September): 234–249.

  • Batra, Rajeev and Stayman, Douglas M. (1990), The Role of Mood in Advertising Effectiveness, Journal of Consumer Research, 17 (September): 203–214.

  • Bauer, Raymond A. and Greyser, Stephen A. (1968), Advertising in America: The Consumer View, Harvard University, Boston, Mass.

  • Belch, George E. and Belch, Michael A. (1984), Advertising and Promotion: An Integrated Marketing Communications Perspective. McGrawHill/Irwin.

  • Belch, George E. and Belch, Michael A. (1984), An Investigation of the Effects of Repetition on Cognitive and Affective Reactions to Humorous and Serious Television Commercials, Advances in Consumer Research, 11: 4–10.

  • Belch, George E. and Belch, Michael A. (1990), Introduction to Advertising and Promotion Management. Homewood, Richard D. Irwin, Inc., IL.

  • Belch, George E. and Belch, Michael A. (2003), Advertising and Promotion: An Integrated Marketing Communications Perspective, McGrawHill.

  • Bov´ee, C. L., and Arens, W. F. (1992), Contemporary Advertising, Homewood, R.D. Irwin, IL.

  • Brown, S. P., Homer, P. M. and Inman, J. J. ( 1998 ), A Meta-analysis of Relationships between Ad-evoked Feelings and Advertising Responses, Journal of Marketing Research 35(1): 114–126.

  • Brown, S. P. and Stayman, D. M. (1992), Antecedents and Consequences of Attitude towards the Ad: A Meta-analysis, Journal of Consumer Research, 19(1): 34–51.

  • Burke, Marian Chapman and Edell, Julie A. (1989), The Impact of Feelings on Ad-based Affect and Cognition, Journal of Marketing Research, 26 (February): 69–83.

  • Chaiken, S., Liberman, A. and Eagly, A. H. (1989), Unintended Thought: Limits of Awareness, Intention, and Control, Guilford Press, New York.

  • Coulter, K. S. (2005), An Examination of Qualitative vs Quantitative Elaboration Likelihood Effects, Psychology & Marketing, 22(1): 31–49.

  • Churchill Jr., G. A. and Peter, J. P. (1998), Marketing: Creating Value for Customers, Irwin/McGraw Hill, Boston.

  • Dens, Nathalie and Pelsmacker, Patrick De (2010), Consumer Response to Different Advertising Appeals for New Products: The Moderating influence of Branding Strategy and Product Category Involvement, Brand Management, 18(1): 50–65.

  • Edell, Julie A. and Burke, Marian Chapman (1987), The Power of Feelings in Understanding Advertising Effects, Journal of Consumer Research, 14(December): 421–433.

  • Edell, J. E. and Staelin, R. (1983), The Information Processing of Pictures in Print Advertisements, Journal of Consumer Research, 10(1): 45–61.

  • Erevelles, S. (1998), The Role of Affect in Marketing, Journal of Business Research, 42(3): 199–215.

  • Feltham, Tammi S. (1994), Assessing Viewer Judgement of Advertisements and Vehicles: Scale Development and Validation, in Chris T. Allen and Deborah Roedder-John (Eds), Advances in Consumer Research, Vol. 21, pp. 531–535.

  • Gardner, Meryl Paula (1985), Does Attitude towards the Ad Affect Brand Attitude Under a Brand Evaluation Set?, Journal of Marketing Research, 22 (May): 192–198.

  • Gresham, Larry G. and Shimp, Terence A. (1985), Attitude towards the Advertisement and Brand Attitudes: A Classical Conditioning Perspective, Journal of Advertising, 14(1): 10–49.

  • Goldsmith, R. E., Lafferty, B. A. and Newell, S. J. (2000), The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands, Journal of Advertising, 29(3): 43.

  • Hawkins, D. I., Best, R. J. and Coney, K. A. (2003), Consumer behavior: Building Marketing Strategy, McGraw Hill, New York.

  • Heath, Rober G., Nairn, Agnes C. and Bottomley, Paul A. (2009), How Effective is Creativity? Emotive Content in TV Advertising Does Not Increase Attention, Journal of Advertising, 49(4): 450–463.

  • Holbrook, M. B. (1978), Beyond Attitude Structure: Toward the Informational Determinants of Attitude, Journal of Marketing Research, 15(4): 545–556.

  • Holbrook M. B. and Batra, R. (1987), Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising, Journal of Consumer Research, 14(3): 404–420.

  • Homer, Pamela M. (1990), The Mediating Role of Attitude towards the Ad: Some Additional Evidence, Journal of Marketing Research, 22: 192–198.

  • Homer, Pamela M. and Yoon, Sun-Gil (1992), Message Framing and the Inter-relationships Among Ad-based Feelings, Affect, and Cognition, Journal of Advertising, 21(March): 19–33.

  • Johar, J. S. and Sirgy, M. Joseph (1991), Value-expressive Versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal, Journal of Advertising, 20(3): 23–33.

  • Kotler, Philip and Armstrong, Gay (2008), Principles of Marketing, Pearson Prentice Hall.

  • Lang, P. J., Greenwald, M. K., Bradley, M. M. and Hamm, A. O. (1993), Looking at Pictures: Affective, Facial, Visceral and Behavioural Reactions, Psychophysiology, 30: 261–273.

  • Lutz, Richard J. ( 1985), Affective and Cognitive Antecedents of Attitude towards the Ad: A Conceptual Framework, in Linda F. Alwitt and Andrew A. Mitchell (Eds), Psychological Processes and Advertising Effects: Theory, Research, and Application, pp. 45–65, Eribaum, Hilisdale, NJ.

  • Lutz, Richard, Mackenzie, Scott and Belch, George (1983), Attitude towards the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences, in Bagozzi, R. and Tybout, A. (Eds), Advances in Consumer Research (Vol 10), pp. 532–539, Association for Consumer Research, Ann Harbor, MI.

  • MacKenzie, Scott and Lutz, Richard (1983), “Testing Competing Models of Advertising Effectiveness via Structural Equation Models,” in Darden, William, Monroe, Kent and Dillon, William (Eds), Research Methods and Causal Modeling in Marketing, Proceedings of AMA Winter Educators’ Conference, American Marketing Association, Chicago.

  • MacKenzie, Scott B., Lutz, Richard J. and Belch, George E. (1986), The Role of Attitude towards the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations, Journal of Marketing Research, 23 (May): 130–143.

  • McGuire, William J. (1969), The Nature of Attitude and Attitude Change, in Gardner, Lindzey and Elliot, Aronson (Eds), The Handbook of Psychology: The Individual in a Social Context (Vol. 3), pp. 136–314, Addison-Wesley, Reading, MA.

  • McQuarrie, E. F. and Mick, D. G., (1996), Rhetorical Figures in Advertising Language, Journal of Consumer Research, 22(3): 424– 438.

  • Meyers-Levy, Joan and Malaviya, Prashant (1999), Consumers’ Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories, Journal of Marketing, January: 45–60.

  • Mitchell, Andrew A. and Olson, Jerry C. (1981), Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude, Journal of Marketing Research, 18(August): 318–332.

  • Moore, Danny L. and Hutchinson, J. Wesley (1983), The Effects of Ad Affect on Advertising Effectiveness, in Bagozzi, Richard and Tybout, Alice (Eds), Advances in Consumer Research (Vol. 10), Association for Consumer Research, San Francisco.

  • Moore, Danny L and Hutchinson, J. Wesley (1985), The Influence of Affective Reactions to Advertising: Direct and Indirect Mechanisms of Attitude Change, in Alwitt, L. F. and Mitchell, A. A. (Eds), Psychological Processes and Advertising Effects: Theory, Research, and Application, Lawrence Erlbaum, New York, New York.

  • Osgood, C. E., Suci, G. J. and Tannenbaum, P. H. (1957), The Measurement of Meaning, University of Illinois Press, Urbana, USA.

  • Petty, Richard E. and Cacioppo, John T (1981), Attitudes and Persuasion: Classic and Contemporary Approaches, William C. Brown, Dubuque, lA.

  • Petty, Richard E., Cacioppo, John T. and Schumann, David (1983), Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement, Journal of Consumer Research, pp. 135–146.

  • Petty, R. E., Cacioppo, John T., Strathman, A. J. and Priester, J. R. (2005), To Think or not to Think? Exploring Two Routes to Persuasion, in Brock, T. C. and Green, M. C. (Eds), Persuasion: Psychological Insights and Perspectives, pp. 81–116, Sage Publications, Thousand Oaks, CA.

  • Phelps, Joseph E. and Hoy, Mariea G. (1996), The Aad-AB-PI relationship in Children: The Impact of Brand Familiarity and Measurement Timing, Psychology and Marketing, 13(1): 77–105.

  • Pollay, Richard W. (1983), Measuring the Cultural Values Manifest in Advertising, Current Issues and Research in Advertising, 71–92.

  • Puto, Christopher P. and Wells, William D. (1984), Informational and Transformational Advertising: The Differential Effects of Time, Advances in Consumer Research, 11: 638–643.

  • Rossiter, J. R. and Percy, L. (1997), Advertising Communication and Promotion Management, McGraw-Hill, New York.

  • Russell, J. A. (1980), A Circumplex Model of Affect, Journal of Personality and Social Psychology, 39: 1161–1178.

  • Schiffman, L. G. and Kanuk, L. L. (2004), Consumer Behavior, Pearson Prentice Hall, Upper Saddle River, NJ.

  • Shimp, Terence A. (1981), Attitude towards the Ad as a Mediator of Consumer Brand Choice, Journal of Advertising, 10(2): 9–48.

  • Shimp, T. A. (2000), Advertising Promotion: Supplemental Aspects of Integrated Marketing Communications, Dryden Press, Fort Worth, TX.

  • Stafford, M. R. and Day, E. (1995), Retail Services Advertising: The Effects of Appeal, Medium, and Service, Journal of Advertising, 24(1): 57–71.

  • Tsal, Yehoshua (1985), Effects of Verbal and Visual Information on Brand Attitudes, Advances in Consumer Research, 12: 265–267

  • Vaughn, Richard (1980), How Advertising Works: A Planning Model, Journal of Advertising Research 20(5): 27–33

  • Wright, Peter (1973), The Cognitive Processes Mediating Acceptance of Advertising, Journal of Marketing Research, 10(February): 53–62.

  • Yoon, K., Kim, C. H. and Kim, M. S. (1998), A Cross-Cultral Comparison of the Effects of Source Credibility on Attitudes and Behavioral Intentions, Mass Communication & Society, 1(3/4): 153–173.

  • Zajonc, Roben B, (1980), Feeling and Thinking: Preferences Need No Inferences, American Psychologist, 35 (February): 151–175.

  • Zajonc Rohen B. and Markus, Hazel (1982), Affective and Cognitive Factors in Preferences, Journal of Consumer Research, September: 123–131.

  • Zajonc, Rohen B. and Markus, Hazel (1985), Must All Affect Be Mediated by Cognition, Journal of Consumer Research, 12 (December): 363–364.


Abstract Views: 849

PDF Views: 16




  • Attitude towards the Brand: Does Advertising Exposure Matter?

Abstract Views: 849  |  PDF Views: 16

Authors

Meenakshi Handa
University School of Management Studies, Guru Gobind Singh Indraprastha University, Sector-16C, Dwarka, Delhi 110078, India
Ajeet Sharma
Amity International Business School, I3 Block, Amity University, Sector 125, Noida, 201301, India

Abstract


This study addresses concerns regarding the usefulness of high-decibel television advertising that constitutes an important part of the Integrated Marketing Communication programmes of multinational and domestic firms operating in India. It empirically investigates the relationship between advertising exposure and consumer attitude towards the brand for several highly advertised product categories. The paper presents several insights into consumer responses to rational and emotional advertising stimuli. Marketing implications emanating from the findings of the study are discussed.

Keywords


Advertising, Consumer Attitude, Appeal, Judgement, Feeling, Belief, Brand, Television Commercial, Advertising Exposure, Purchase Intention.

References