“不确定时代的真实温情”:新冠肺炎广告真实性对品牌温情和消费者反应的影响

Q2 Business, Management and Accounting
Jing Yang, M. Jiang, Taeyoung Kim
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引用次数: 1

摘要

摘要本研究考察了品牌新冠肺炎广告真实性感知对消费者品牌温暖感知的影响,以及消费者对品牌态度和参与意愿的后续反应。针对2020年3月至8月期间发布的新冠肺炎视频广告,进行了消费者评价在线调查。结果表明,信息真实性显著提高了消费者对品牌温暖度、品牌态度和参与意愿的感知。此外,序列中介结果揭示了真实广告诱发正向情绪反应的内在机制,这种正向情绪反应增加了感知到的品牌温暖度,进而导致正向的品牌态度和参与意愿。讨论了实际意义和理论进展。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
“Authentic Warmth in These Uncertain Times”: The Impact of Authenticity in COVID-19 Advertising on Brand Warmth and Consumer Responses
Abstract This study investigated the impact of the perceived authenticity of brands’ COVID-19 advertisements on consumers’ perception of brand warmth and the subsequent responses on brand attitude and engagement intention. An online survey was used to acquire consumers’ evaluations of COVID-19 video ads published between March and August in 2020. Results showed that the message authenticity significantly increased consumers’ perception of brand warmth, brand attitude, and engagement intention. Furthermore, the serial mediation results revealed the underlying mechanism that authentic ads evoked positively valenced emotional responses, which increased perceived brand warmth and further resulted in positive brand attitudes and engagement intentions. Practical implications and theoretical advancement are also discussed.
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来源期刊
Journal of Promotion Management
Journal of Promotion Management Business, Management and Accounting-Marketing
CiteScore
6.10
自引率
0.00%
发文量
26
期刊介绍: The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.
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