当前位置: X-MOL 学术Journal of Marketing Channels › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
Brand Advertising in an Access–Ownership World: How Marketing Channels Impact Message Persuasiveness
Journal of Marketing Channels Pub Date : 2017-04-03 , DOI: 10.1080/1046669x.2017.1346981
Lora Mitchell Harding 1 , Mark T. Schenkel 1
Affiliation  

Recent research has sought to identify drivers of preference for access-based consumption over ownership. Although much of this research highlights ideological reasons consumers may prefer access options, other empirical work suggests that functional reasons may be stronger drivers. We examine whether functional appeals will always result in more favorable attitudes toward access offerings or if and when ideological appeals will be equally or more persuasive. Building on the satisficing, maximizing, and brand personality literatures, we propose that people are more likely to satisfice in an access marketing channel, becoming more persuaded by appeals that fit with—or meet—minimum expectations given the brand's personality. In contrast, people are more likely to maximize in an ownership marketing channel, becoming more persuaded by appeals that do not fit with—or exceed—minimum expectations given the brand's personality. The results of two experiments with competent, exciting, and sincere brands largely support these hypotheses.

中文翻译:

访问-所有权世界中的品牌广告:营销渠道如何影响信息说服力

最近的研究试图确定基于访问的消费而不是所有权的偏好驱动因素。尽管这项研究的大部分内容都强调了消费者可能更喜欢访问选项的意识形态原因,但其他实证研究表明,功能性原因可能是更强大的驱动因素。我们研究了功能诉求是否总是会导致对访问产品的更有利的态度,或者意识形态诉求是否以及何时具有同等或更具有说服力。在满足、最大化和品牌个性文献的基础上,我们提出人们更有可能对访问营销渠道感到满意,更容易被符合或满足给定品牌个性的最低期望的吸引力所说服。相比之下,人们更有可能在所有权营销渠道中最大化,不符合或超过品牌个性的最低期望的吸引力变得更容易被说服。对有能力、令人兴奋和真诚的品牌进行的两项实验的结果在很大程度上支持了这些假设。
更新日期:2017-04-03
down
wechat
bug