The effect of perceived advertising effort on brand perception: implication for retailers in Hong Kong
| العنوان: | The effect of perceived advertising effort on brand perception: implication for retailers in Hong Kong |
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| المؤلفون: | Fong Yee (Fanny) Chan, Felix Tang, Hung Fai (Sunny) Chan |
| المصدر: | The International Review of Retail, Distribution and Consumer Research. 27:78-93 |
| بيانات النشر: | Informa UK Limited, 2016. |
| سنة النشر: | 2016 |
| مصطلحات موضوعية: | Marketing, Economics and Econometrics, media_common.quotation_subject, Brand awareness, 05 social sciences, Advertising, Context (language use), Philosophy of business, Creativity, Advertising account executive, Advertising research, Trustworthiness, Perception, 0502 economics and business, 050211 marketing, Business, Business and International Management, 050203 business & management, media_common |
| الوصف: | This paper examines how advertising effort, specifically advertising creativity and advertising believability, may influence consumers’ perceptions of a retailer’s business philosophy, and in turn consumers’ behavior toward retailers in Hong Kong. Altogether five hundred and eighty-three respondents (i.e. 320 college students and 263 shoppers) were surveyed. The results suggested that retailers that are regarded as having more creative advertising are perceived as being more learning-oriented, which leads to higher brand recognition. Meanwhile, retailers that are regarded as having more believable advertisements are perceived as having higher levels of integrity, and as a result are better recognized and more likely to be patronized. This research contributes to literature in retailing and marketing communication by establishing the antecedents and consequences of building a learning-oriented and trustworthy business philosophy in a cultural specific context. It also provides practical guidance fo... |
| تدمد: | 1466-4402 0959-3969 |
| الوصول الحر: | https://explore.openaire.eu/search/publication?articleId=doi_________::6c50b0d646d8aa218385e6a4a9a45f1aTest https://doi.org/10.1080/09593969.2016.1221843Test |
| رقم الانضمام: | edsair.doi...........6c50b0d646d8aa218385e6a4a9a45f1a |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 14664402 09593969 |
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