你的品牌受到保护了吗?

IF 2.1 4区 管理学 Q3 BUSINESS
Rossiter Johnson, Clay M. Voorhees, F. Khodakarami
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引用次数: 0

摘要

品牌安全是指品牌为避免其广告与网络上的负面内容联系在一起而采取的策略。本文首先通过一项管理调查来了解这种做法,然后通过一项在线实验来验证广告商的担忧。在此过程中,作者提供了品牌安全的正式定义,并详细说明了广告经理对品牌安全问题的普遍关注。这项研究提供的证据表明,当品牌的广告出现在负面内容旁边时,品牌就会面临风险,消费者对品牌资产的认知、态度忠诚度和为品牌付费的意愿都会下降。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Is Your Brand Protected?
Brand safety refers to the strategies that brands undertake to avoid their advertisements being associated with negative content on the Internet. The current article provides a first look at this practice, through a managerial survey, and then validates advertisers’ concerns through an online experiment. In doing so, the authors provide a formal definition of brand safety and detail the prevalence of brand safety concerns among advertising managers. This study presents evidence that brands are at risk when their advertisements are displayed next to negative content and that consumers’ perceptions of brand equity, attitudinal loyalty, and willingness to pay for a brand decrease.
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来源期刊
CiteScore
4.20
自引率
12.00%
发文量
25
期刊介绍: The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
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