التفاصيل البيبلوغرافية
| العنوان: |
Purpose Advertising And the Credibility Gap: How Consumers Respond to Established Versus Emergent Brand Activist Messaging. |
| المؤلفون: |
MILFELD, TYLER1 tyler.milfeld@villanova.edu, HALEY, ERIC2 haley@utk.edu |
| المصدر: |
Journal of Advertising Research. Mar2024, Vol. 64 Issue 1, p59-79. 21p. |
| مصطلحات موضوعية: |
*PRODUCT advertising, *PRODUCT image, *CONSUMER behavior, ACTIVISM |
| مستخلص: |
One approach to purpose advertising is brand activism--taking a stand on a sociopolitical issue. This research compares divergent perspectives on whether and how brand activism influences brand attitudes and purchase intentions. Results from three studies, in which real-world brands and messages were used, identify a credibility gap between brands with a reputation for activism (established activist brands) and those without a reputation (emergent activist brands). Findings also reveal how personal issue knowledge moderates the credibility gap. Among other contributions, this research creates a new brand typology in the brand activism arena and empirically demonstrates a more favorable effect for established (versus emergent) activist brands when taking a stand. [ABSTRACT FROM AUTHOR] |
|
Copyright of Journal of Advertising Research is the property of Ascential Events (Europe) Limited and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| قاعدة البيانات: |
Business Source Index |