Deliver knowledge or touch the mind? The effect of informational and emotional advertisement strategy on sportswear brand attitude and recall Public Deposited

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/3484zm50h

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  • The purpose of the present study was to investigate the effect of advertisement strategy (informational, positive emotional, negative emotional) and brand awareness (high, low awareness) on brand name recall and change in brand attitude. The study extends previous research by focusing on the sportswear market and including personal involvement towards sportswear as moderating variable. Two online surveys were distributed to implement a 2X3 between subject experiment, and a total of 394 college students aged 18 and older participated in this study. Participants were divided into two groups. One group viewed ads with high awareness brands' logos and the other was exposed to low awareness brands' ads. The results indicated that compared to low awareness brands, high awareness brands had higher brand name recall in general. However after viewing informational and positive emotional ads, brand name recall was not different between high awareness brands and low awareness brands. Compared to informational ad strategy, emotional ad strategies led to greater change in brand attitude. Also, after viewing informational and positive emotional ads, change in brand attitude was greater when consumers were less aware of the brand. However, after viewing negative emotional ads, change in brand attitude was greater when consumers were more highly aware of the brand. The results showed no effect of ad strategy on brand name recall, and involvement was not found to have a moderating effect on brand name recall or change in brand attitude. The findings of the present study emphasize on the importance of raising brand awareness and touching consumers' mind. First, the findings imply that brands should receive high initial brand awareness in order to achieve high brand name recall of the printed advertisement. The results also suggest to marketers to use emotional advertisement strategy when they aim to change consumers' attitudes towards their brands. Third, for low awareness brands, it is suggested for the marketers to implement positive emotional ad executions to achieve higher brand name recall. Since advertising effectiveness varied depending on the initial brand awareness and different strategies led to different marketing outcomes, the present study implies the importance for the marketers to understand their expected marketing output, consumers' needs, and brand perceptions to carefully select the most effective ad strategy for their brand.
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