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Effects of advertising strategy on consumer-brand relationships: A brand love perspective

Abstract

This research investigates the effects of advertising strategy, that is, rational advertising and emotional advertising, on brand love. Based on the consumer-brand relationship literature, brand love is defined as a reciprocal, dynamic, multiplex, and purposive relationship between satisfied consumers and their brands, and has three key components: brand intimacy, brand passion, and brand commitment. Using a series of pretests and a main experiment, we examine how rational and emotional advertising affect brand love as well as its components for different products and services. Results show that for products, there is an interaction between advertising strategy and product type in influencing brand love. Specifically, rational advertising is more effective for utilitarian-value based products while emotional advertising is more effective for hedonic-value based products. For services, we find that emotional advertising is more effective for both utilitarian- and hedonic-value based services.

摘要

在回顾消费者—品牌关系相关文献的基础上, 采用品牌喜爱度三角模型, 探索理性广告策略和感性广告策略对品牌喜爱度及其情感要素(亲密)、 动机要素(激情)和认知要素(承诺)的影响。 研究发现, 理性广告对基于功能价值的产品更有效, 而感性广告对基于享乐价值的产品更有效。 在服务领域, 感性广告比理性广告更能促使消费者产生强烈的品牌喜爱度。

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Correspondence to Hean Tat Keh.

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Translated and revised from Yingxiao Kexue Xuebao 营销科学学报 (Journal of Marketing Science), 2007, 3(3): 59–73

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Pang, J., Keh, H.T. & Peng, S. Effects of advertising strategy on consumer-brand relationships: A brand love perspective. Front. Bus. Res. China 3, 599 (2009). https://doi.org/10.1007/s11782-009-0029-8

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Keywords

  • brand love
  • brand intimacy
  • brand passion
  • brand commitment
  • rational advertising
  • emotional advertising

关键词

  • 品牌喜爱度
  • 品牌亲密
  • 品牌激情
  • 品牌承诺
  • 理性广告
  • 感性广告