The purpose of this paper is to use social identity theory and the elaboration likelihood model to explore differences in consumer response to positive and negative online brand advertising based on the degree to which the consumer identifies with the brand featured in the ad. Dependent variables include attitude toward the ad, attitude toward the brand, willingness to share the ad and purchase intention.,This study uses a posttest-only, 2 (low consumer–brand identification v. high consumer–brand identification) × 2 (negative advertisement v. positive advertisement) between-subjects factorial design for two separate brands based on the pretest results.,Results show, in support of extant research, that consumer–brand identification enhances consumer perceptions of positive brand advertising. In addition, this research shows that consumer–brand identification also minimizes the potentially detrimental effects of negative advertisements on the dependent variables. Further, results suggest that those with a low consumer–brand identification are more likely to share negative online brand advertising.,Building consumer–brand identification among target consumers results in positive brand attitudes and behaviors while at the same time shielding brands from negative online attack advertising. However, consumers with weak consumer–brand identification can be influenced through peripheral cues in online ads. This research indicates that managers need to focus on strengthening consumer–brand identity with target audiences and closely monitor negative online sentiment.,This exploratory research extends current consumer–brand relationship scholarship and adds support for application of the elaboration likelihood model in an online environment. To the best of the authors’ knowledge, this study is the first to examine the role of consumer–brand identity and its role in explaining consumer responses to online display advertising.

中文翻译：

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消费者品牌标识和在线广告消息的详细说明

本文的目的是使用社会认同理论和精细化可能性模型，根据消费者对广告中所含品牌的认同程度，探索消费者对正面和负面在线品牌广告的反应差异。因变量包括对广告的态度，对品牌的态度，分享广告的意愿和购买意愿。本研究使用仅事后测试2（低消费者-品牌识别与高消费者-品牌识别）×2（负）结果表明，在现有研究的支持下，消费者-品牌识别增强了消费者对正面品牌广告的认知。此外，这项研究表明，消费者品牌识别还可以最大程度地减少负面广告对因变量的潜在不利影响。此外，结果表明，具有较低消费者品牌识别度的人更有可能分享负面的在线品牌广告。在目标消费者中建立消费者品牌识别度会导致​​正面的品牌态度和行为，同时保护品牌免受负面的在线攻击广告。但是，消费者对品牌的识别能力较弱的消费者可能会受到在线广告中外围提示的影响。这项研究表明，管理人员需要重点关注与目标受众之间的消费者品牌认知度，并密切监视负面的在线情绪。这项探索性研究扩展了当前的消费者与品牌关系奖学金，并为在在线环境中应用拟订可能性模型提供了支持。就作者所知，该研究是第一个研究消费者品牌识别作用及其在解释消费者对在线展示广告的反应中的作用的研究。