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
{"title":"你的品牌受到保护了吗?","authors":"Rossiter Johnson, Clay M. Voorhees, F. Khodakarami","doi":"10.2501/jar-2023-013","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.1000,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Is Your Brand Protected?\",\"authors\":\"Rossiter Johnson, Clay M. Voorhees, F. Khodakarami\",\"doi\":\"10.2501/jar-2023-013\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\",\"PeriodicalId\":51400,\"journal\":{\"name\":\"Journal of Advertising Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":2.1000,\"publicationDate\":\"2023-06-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Advertising Research\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.2501/jar-2023-013\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising Research","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.2501/jar-2023-013","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
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.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
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.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信