TITLE

Branding Alters Attitude Functions and Reduces the Advantage of Function-Matching Persuasive Appeals

AUTHOR(S)
LeBoeuf, Robyn A; Simmons, Joseph P
PUB. DATE
April 2010
SOURCE
Journal of Marketing Research (JMR);Apr2010, Vol. 47 Issue 2, p348
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Attitudes differ in terms of the functions they serve: Whereas attitudes toward some products may serve a utilitarian purpose of helping consumers maximize rewards, attitudes toward other products may symbolize or express consumers' values. This article shows that branding alters the associations between products and attitude functions. Specifically, product categories that are generally associated with utilitarian attitudes are associated with less utilitarian, more symbolic attitudes when branded, whereas product categories that are generally associated with symbolic attitudes are associated with more utilitarian, less symbolic attitudes when branded. Branding also has important implications for persuasion and for the “function-matching” advantage: Although utilitarian appeals are most persuasive for “utilitarian” products (and symbolic appeals are most persuasive for “symbolic” products) at the category level, this article shows that this pattern does not emerge at the brand level, in part because attitude functions change with branding.
ACCESSION #
48445032

 

Related Articles

  • Advertising's Impact on Category Substitution. Wansink, Brian // Journal of Marketing Research (JMR);Nov94, Vol. 31 Issue 4, p505 

    The usage frequency of a mature brand can be increased by encouraging consumers to substitute it in situations for which it is not normally used. They are most likely to do so if they perceive the target brand as neither too similar to nor dissimilar from the product it is replacing. In study 1,...

  • Brands as Beacons: A New Source of Loyalty to Multiproduct Firms. Anand, Bharat N.; Shachar, Ron // Journal of Marketing Research (JMR);May2004, Vol. 41 Issue 2, p135 

    This study provides evidence that a multiproduct firm's portfolio of products affects consumer purchase decisions about each of the firm's products. The authors present a theory that explains this empirical regularity. The theory involves revising the information set of consumers to include the...

  • IT LIVES! BICKFORD, JAMES // NZ Marketing Magazine;Jan/Feb2012, p56 

    The article offers information on the power of brand humanization in creating a lasting relationship between the customers and the products and services, which will surely keep a business alive.

  • Does Loving a Brand Mean Loving Its Products? The Role of Brand-Elicited Affect in Brand Extension Evaluations. Yeung, Catherine W. M.; Wyer Jr., Robert S. // Journal of Marketing Research (JMR);Nov2005, Vol. 42 Issue 4, p495 

    Three studies examine the influence of brand-elicited affect on consumers' evaluations of brand extensions. When a brand spontaneously elicits affective reactions, consumers appear to form an initial impression of the brand's new extension based on these reactions. The affect that they...

  • Personality Fit in NASCAR: An Evaluation of Driver-Sponsor Congruence and its Impact on Sponsorship Effectiveness Outcomes. Dees, Windy; Bennett, Gregg; Ferreira, Mauricio // Sport Marketing Quarterly;Mar2010, Vol. 19 Issue 1, p25 

    The purpose of this study was to determine if personality fit between NASCAR (National Association of Stock Car Auto Racing) drivers and their major sponsors affects the sponsorship outcomes of consumer attitudes toward the sponsor, attitudes toward the brand, and purchase intentions. Fan...

  • Conceptualizing, Measuring, Managing Customer-Based Brand Equity. Keller, Kevin Lane // Journal of Marketing;Jan1993, Vol. 57 Issue 1, p1 

    The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative)...

  • THE LOGOTYPE, FUNDAMENTAL UNIT FOR A BRAND'S VISUAL IDENTITY. TERO, Mircea // Scientific Bulletin of the Petru Maior University of Targu Mures;2012, Vol. 9 Issue 1, p64 

    The paper presents some variants in making a logotype necessary in the building of an efficient visual identity. Logotypes are used to present commercial brands destined for the market and not only. On the other hand, the paper presents a widespread conclusion about makind a logo seen as a...

  • Consumer perspectives of cultural branding: The case of Burberry in Taiwan. Peng, Norman; Chen, Annie Huiling // Journal of Brand Management;Jan2012, Vol. 19 Issue 4, p318 

    Luxury brands are cultural phenomena forged by marketing efforts and country image. Yet although many Western luxury brands have iconic status among Asian consumers, the intertwining relationship between these two factors requires further clarification because the influence of local context is...

  • Swing for the Fences. Rivkin, Jill // CM&P: Contract Manufacturing & Packaging;Jan/Feb2010, p20 

    The article focuses on the branding strategy of brand owners of the retail sector in the U.S. The author indicates that the branding game changes due to the tenuous retail atmosphere and changing consumer attitudes. It is revealed that brand owners need to create an emotional connection with the...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics