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18. Advertising Adaptation versus Standardization Effectiveness in Open and Closed Markets

Author

Rajabi, Mahdi, Dens, Nathalie, De Pelsmacker, Patrick, Diehl, Sandra, Series editor, Hansen, Flemming, Series editor, Heath, Robert G., Series editor, Neijens, Peter, Series editor, Okazaki, Shintaro, Series editor, de Pelsmacker, Patrick, Series editor, Smit, Edith, Series editor, Terlutter, Ralf, Series editor, Banks, Ivana Bušljeta, editor, and De Pelsmacker, Patrick, editor

Published
2015
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19. How Consumers’ Media Usage Influences the Advertising Media Mix that Maximizes Campaign Recognition

Author

Aleksandrovs, Leonids, Goos, Peter, Dens, Nathalie, De Pelsmacker, Patrick, Diehl, Sandra, Series editor, Hansen, Flemming, Series editor, Heath, Robert G., Series editor, Neijens, Peter, Series editor, Okazaki, Shintaro, Series editor, de Pelsmacker, Patrick, Series editor, Smit, Edith, Series editor, Terlutter, Ralf, Series editor, Banks, Ivana Bušljeta, editor, and De Pelsmacker, Patrick, editor

Published
2015
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20. Electric Car Extensions of Car Brands: Impact on Brand Personality, Extension Evaluation and Parent Brand Feedback

Author

Moons, Ingrid, De Pelsmacker, Patrick, Diehl, Sandra, Series editor, Hansen, Flemming, Series editor, Heath, Robert G., Series editor, Neijens, Peter, Series editor, Okazaki, Shintaro, Series editor, de Pelsmacker, Patrick, Series editor, Smit, Edith, Series editor, Terlutter, Ralf, Series editor, Banks, Ivana Bušljeta, editor, and De Pelsmacker, Patrick, editor

Published
2015
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21. Context Matters: Modeling the Impact of Context Perceptions on the Effectiveness of Brand Placement

Author

Verhellen, Yann, Dens, Nathalie, De Pelsmacker, Patrick, Diehl, Sandra, Series editor, Hansen, Flemming, Series editor, Heath, Robert G., Series editor, Neijens, Peter, Series editor, Okazaki, Shintaro, Series editor, de Pelsmacker, Patrick, Series editor, Smit, Edith, Series editor, Terlutter, Ralf, Series editor, Banks, Ivana Bušljeta, editor, and De Pelsmacker, Patrick, editor

Published
2015
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22. The Impact of Managerial Responses to Online Reviews on Consumers’ Perceived Trust and Attitude

Author

Purnawirawan, Nathalia, De Pelsmacker, Patrick, Dens, Nathalie, Diehl, Sandra, Series editor, Hansen, Flemming, Series editor, Heath, Robert G., Series editor, Neijens, Peter, Series editor, Okazaki, Shintaro, Series editor, de Pelsmacker, Patrick, Series editor, Smit, Edith, Series editor, Terlutter, Ralf, Series editor, Banks, Ivana Bušljeta, editor, and De Pelsmacker, Patrick, editor

Published
2015
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29. This embodied conversational agent looks very human and as old as I feel! The effect of perceived agent anthropomorphism and consumer-agent age difference on brand attitude

Author

David Ignatieff, Arabella, Buzeta Riquelme, Cristian, De Pelsmacker, Patrick, and Ben Dahmane Mouelhi, Norchene

Subjects
Marketing, Economics, Mass communications, Psychology, Business and International Management
Abstract

In a study with 320 Canadian participants, we explore the effect of perceived physical and non-physical anthropomorphism of an Embodied Conversational Agent (ECA) and the perceived actual and subjective age difference between an individual and this ECA on the ECA’s likeability and credibility. We also explore the effect of likeability and credibility on the attitude towards the website on which the ECA appears and the brand on the website. Perceived physical anthropomorphism has a positive effect on ECA likeability and credibility. The perceived differences between a consumer’s subjective and actual age and perceived ECA age have a negative effect on ECA likeability. This effect is attenuated by an interaction effect between the subjective age difference and perceived non-physical anthropomorphism: for a given level of the subjective age difference, the more the ECA is perceived as having human emotions and motivations, the more positive the effect on ECA likeability is. ECA likeability and credibility lead to more positive attitudes towards the website and the brand. For the conceptualization of our study, we draw upon the Attraction to Similarity Theory, complemented by insights from anthropomorphism studies, Self-Congruity Theory, and relational characteristics research. Theoretical and managerial contributions are discussed.

Published
2023

30. The Effects of Brand Placement Disclosures in Fiction.

Author

Avramova, Yana R., Dens, Nathalie, and De Pelsmacker, Patrick

Subjects
BRAND name products, FICTION, TRUST, PERSUASION (Psychology), INTENTION, PRODUCT placement
Abstract

The present study is the first to explore the effects of brand placement disclosures in fiction. Prior to reading a short story featuring an unfamiliar brand, participants were exposed to either a brand-unspecific, brand-specific, or no placement disclosure. A longitudinal design was employed, such that conceptual persuasion knowledge (advertising recognition) and author-related perceptions (trustworthiness, intrinsic and ulterior motives for inserting the brand) were measured immediately (Time 1), while brand purchase intention was measured both immediately (Time 1) and after a two-week delay (Time 2). Mediation analyses showed that (especially specific) disclosures enhance advertising recognition and increase perceptions of the author's ulterior (commercial) motives (both directly and via advertising recognition). Although disclosures did not influence purchase intention directly at either measurement point, they exerted an indirect negative effect on purchase intention at Time 2 via decreasing author trustworthiness. [ABSTRACT FROM AUTHOR]

Published
2022
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41. How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention.

Author

De Keyzer, Freya, Dens, Nathalie, and De Pelsmacker, Patrick

Subjects
CONSUMER attitudes, CONSUMER behavior, AWARENESS advertising, BRAND name products, ONLINE social networks, INTERNET advertising
Abstract

We study the effect of perceived personalization in advertising on social networking sites (SNSs) on consumer brand responses. In study 1 (N = 202), we test a parallel mediation via perceived personal relevance and intrusiveness on brand attitude (Ab) and click intention (CI). Perceived personalization improves Ab and CI by increasing the perceived personal relevance and, unexpectedly, by decreasing the perceived intrusiveness of the ad. Study 2 (N = 264) extends the processing mechanism of personalized advertising by additionally including the mediating effects of self-brand connection and reactance toward the ad. Perceived personalization has a positive indirect effect on self-brand connection via perceived personal relevance, but not via perceived intrusiveness. Self-brand connection, in turn, has a positive effect on consumers' responses. Contrary to expectations, reactance does not significantly affect brand responses. Study 2 also examines the moderating role of perceived privacy protection by the SNS. Higher levels of perceived privacy protection by the SNS do not strengthen the indirect effects of perceived personalization. [ABSTRACT FROM AUTHOR]

Published
2022
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50. Branded content and motivations for social media use as drivers of brand outcomes on social media: a cross-cultural study

Author

Buzeta, Cristian, De Keyzer, Freya, Dens, Nathalie, De Pelsmacker, Patrick, Buzeta, Cristian, De Keyzer, Freya, Dens, Nathalie, and De Pelsmacker, Patrick

Abstract

Social media are increasingly popular for delivering branded content to consumers worldwide. A central task for researchers is to understand what consumer brand-related motivations and brand appeals drive consumer engagement and benefit brand outcomes across different cultures. Based on the Uses and Gratifications theory, this study explores how individuals’ motivations for social media use and branded content reflecting these motivations affect three focal consumer brand responses (viral behavioral intentions, click intention, and purchase intention) across different cultural contexts, namely Western European (i.e. Austria, Belgium, Sweden) and Latin (i.e. Brazil, Chile, Portugal) cultures. Our results exhibit significant positive effects of motivations (Remuneration) and branded appeals (entertainment appeal) on consumer responses that prevail in both Western European and Latin cultures. Managers implementing cross-cultural social media marketing can use the insights of this paper as a guide to target audiences with brand appeals, enhancing the effectiveness of their brand communication activities on social media.

Published
2023

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