塑造垂直产品线延伸的品牌概念:可信度的调节作用

IF 4.4 3区 管理学 Q2 BUSINESS
Nicolas Pontes, Fernanda Polli Leite, David Goyeneche
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引用次数: 0

摘要

本文探讨了在新的垂直产品线延伸广告中,将品牌概念框定为功能性与象征性的影响。在这项研究中,我们进行了两次在线实验,收集了从MTurk上招募的415名参与者的数据,研究了可信度对品牌概念框架对消费者垂直产品线延伸购买意向影响的调节作用。结果表明:(i) 当垂直延伸广告信息的框架与目标价格/质量细分市场相一致,而不是与其母品牌或现有产品线相一致时,消费者对该广告信息的评价更积极;(ii) 这种效应受消费者可信度的调节,因此在可信度高的情况下会发现广告框架效应,而在可信度低的情况下则不会。对品类契合度的认知是品牌概念框架与扩展评价之间关系的中介。本研究通过探讨消费者如何根据其可信度对垂直产品线延伸广告信息中的品牌概念框架做出不同的解释,进而影响其购买意向,为广告和营销文献做出了贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Framing brand concept of vertical line extensions: The moderating role of believability

Framing brand concept of vertical line extensions: The moderating role of believability

This article examines the influence of framing a brand's concept as functional versus symbolic in the advertising of a new vertical line extension. In this research, we carried out two online experiments and collected data from 415 participants recruited from MTurk to investigate the moderating role of believability on the effect of brand concept framing on consumers' purchase intentions of vertical line extensions. The results indicate that (i) consumers evaluate a vertical extension advertising message more positively when it is framed in a consistent manner with the targeted price/quality segment and not with its parent brand or existing product line and that (ii) this effect is moderated by consumer believability such that an advertising framing effect is found for high, but not low, in believability. Perceptions of category fit mediate the relationship between framing brand concept and the evaluation of the extension. This study contributes to the advertising and marketing literature by exploring how consumers can interpret brand concept framing in advertising messages of vertical line extensions differently depending on their level of believability and, in turn, influence their purchase intentions.

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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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