BazEkon - The Main Library of the Cracow University of Economics

BazEkon home page

Main menu

Author
Mahmoodi Asif (Namal Institute, Pakistan), Haider Syed Zeeshan (National University of Computer and Emerging Sciences Chiniot-Faisalabad, Pakistan)
Title
Relationship of Advertising Appeals, Corporate Reputation and Brand Advocacy: The Mediation Role of Brand Loyalty
Zależności pomiędzy marketingiem, reputacją firmy i polityką marki: rola mediacyjna lojalności marki
Source
LogForum, 2020, vol. 16, nr 2, s. 287-298, rys., tab., bibliogr. 28 poz.
Keyword
Marketing przedsiębiorstwa, Wizerunek marki, Przywiązanie do marki, Produkty szybko zbywalne
Enterprise marketing, Brand image, Brand attachment, Fast Moving Consumer Goods (FMCG)
Note
summ., streszcz.
Abstract
Wstęp: Utrzymanie klientów w relacjach długoterminowych, umożliwiających osiąganie stabilnych zysków jest kluczowym zagadnieniem w branży szybko ratujących dóbr zbywalnych (FMCG). Ze względu na stosunkową łatwość uzyskiwania zysków na tym rynku, można zaobserwować dużą ilość nowych podmiotów wkraczających na wschodzące rynki FMCG. W celu zatrzymania istniejących klientów na dłuższy okres czasu i przywiązanie ich do danej marki, firmy przeznaczają znaczne kwoty na kampanie reklamowe. W obrębie działań marketingowych na rynku FMCG można zaobserwować dwa kierunki: informujący oraz normatywny. Celem pracy jest określenie stopnia powiązania pomiędzy podejściem normatywnym i informującym a lojalnością marki w kontekście rynku FMCG. Główny nacisk położono na zrozumienie zależności pomiędzy trzema ważnymi zmiennymi: reputacją firmy, lojalnością marki oraz polityką marki w obrębie rynku FMCG. Metody: Dane zostały zebrany przy użyciu ankiety o liczbie prób 400, pochodzących z czterech różnych miast w Pakistanie. Zależności pomiędzy zmiennymi były badane przy użyciu analizy regresji. Na początku określono niezależność każdej ze zmiennych w stosunku do pozostałych, następnie zmierzono efekt mediacyjny lojalności marki na relacje pomiędzy reputacją firmy a polityką marki. Wyniki: Uzyskane wyniki wskazały na większy wpływ informacyjnego podejścia działań marketingowych na lojalność marki aniżeli podejście normatywne dla sektora FMCG. Z drugiej strony, wyniki sugerują, że reputacja firmy oraz lojalność marki mają ważne, ale nie główny wpływ na politykę marki dla produktów FMCG. Wnioski: Praca ma istotne znaczenia dla specjalistów marketingu oraz praktyków, będąc wskazówką odnośnie strategicznych kierunków prawidłowego prowadzenia kampanii marketingowych. (abstrakt oryginalny)

Background: Retention of customers to maintain long term profitable relationship is indispensable for the organizations operating in Fast Moving Consumer Goods (FMCGs) sector. Due to lucrative nature of market, proximity of new entrants is very high in emerging FMCGs markets. In order to retain customers for longer time and make them loyal with the brand, companies are spending heavily on advertising campaigns. Informative and normative advertising appeals are two widely used appeals in FMCGs advertisements. This research aims at finding the degree of relationship of informative and normative ad appeals with brand loyalty in FMCGs context. Efforts have been put to understand the relationship of three very important variables; corporate reputation, brand loyalty and brand advocacy in FMCGs sector. Methods: Data were collected using questionnaire with the sample size of 400 from four different cities of Pakistan. Regression analysis was conducted to find the relationships between variables. Firstly, all were measured independently with each other, and then mediating effect of brand loyalty on the relationship between corporate reputation and brand advocacy was measured. Results: The results revealed that informative advertising appeal has created more impact on brand loyalty than normative advertising appeal in FMCGs sector. On the other hand, findings also suggest that corporate reputation and brand loyalty are important but not the major contributor towards the brand advocacy in FMCGs sector. Conclusions: The research has great significance for marketing professionals and practitioners as it would guide them about strategic direction for the use of appropriate appeals in advertising campaigns. (original abstract)
Full text
Show
Bibliography
Show
  1. Armstrong G., Kotler Ph., 2011. Principles of Marketing by Gary Armstrong and Philip Kotler (2011, Hardcover). Retrieved June 28, 2014, from http://www.ebay.com/ctg/Principles- Marketing-Gary-Armstrong-and-Philip- Kotler-2011-Hardcover-/1699446
  2. Anderson S.P., Renault R., 2009. Comparative advertising: disclosing horizontal match information. The RAND Journal of Economics, 40(3), 558-581. http://doi.org/10.1111/j.1756-2171.2009.00077.x1
  3. Argyres N., Bercovitz J., Zanarone G.J.S.M.J., 2019. The role of relationship scope in sustaining relational contracts in interfirm networks, Strategic Management Journal, 41(2), 222-245.
  4. Aribarg A., Schwartz E.M., 2020. Native Advertising in Online News: Trade-Offs Among Clicks, Brand Recognition, and Website Trustworthiness. Journal of Marketing Research, 57(1), 20-34. http://doi.org/10.1177/0022243719879711
  5. Bartikowski B., Walsh G., Beatty S.E., 2011. Culture and age as moderators in the corporate reputation and loyalty relationship. Journal of Business Research, 64(9), 966-972. http://doi.org/10.1016/j.jbusres.2010.11.019
  6. Bill F., Feurer S., Klarmann M., 2020. Salesperson social media use in business-to-business relationships: An empirical test of an integrative framework linking antecedents and consequences. J. of the Acad. Mark. Sci. http://doi.org/10.1007/s11747-019-00708-z
  7. Chu S.-C., Kim Y., 2011. Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75. http://doi.org/10.2501/IJA-30-1-047-075
  8. Filatotchev I., Wei L.Q., Sarala R.M., Dick P., Prescott J.E.J.J.o.M.S., 2020. Connecting Eastern and Western Perspectives on Management: Translation of Practices Across Organizations, Institution and Geographies, Journal of Management Studies, 57(1), 1-24.
  9. Graf-Vlachy L., Oliver A.G., Banfield R., Konig A., Bundy J., 2020. Media Coverage of Firms: Background, Integration, and Directions for Future Research, Journal of Management, 46(1), 36-69. http://doi.org/10.1177/0149206319864155.
  10. Gulbrandsen I.T., Plesner U., Raviola E.J.I.J.o.M.R., 2019. New media and strategy research: towards a relational agency approach, International, Journal of Management Reviews, 22(1), 33-52.
  11. Islam M.S., 2008. The Analysis of Customer Loyalty in Bangladeshi Mobile Phone Operator Industry. Presented at: Independent University, Bangladesh. 83 Suhrawardy Avenue, Dhaka-1212, Bangladesh, 1-16.
  12. Jeong Y.-C., Kim T.-Y.J.A.o.M.J., 2019. Between legitimacy and efficiency: An institutional theory of corporate giving, Academy of Management, 62(5), 1583-1608.
  13. Jia X.J.C.S.R., Management E., 2020. Corporate social responsibility activities and firm performance: The moderating role of strategic emphasis and industry competition, Corporate Social Responsibility and Environmental Management, 27(1), 65-73.
  14. Keh H.T., Xie Y., 2009. Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment. Industrial Marketing Management, 38(7), 732-742. http://doi.org/10.1016/j.indmarman.2008.02.005
  15. Korgaonkar P., Silverblatt R., O'Leary B., 2001. Web advertising and Hispanics. Journal of Consumer Marketing, 18(2), 134-152.
  16. Matzler K., Pichler E.A., Hemetsberger A.J.M.T., Applications, 2007. Who is spreading the word? The positive influence of extraversion on consumer passion and brand evangelism, 18(1), 25-32.
  17. Mazzarol T., Sweeney J.C., Soutar G.N., 2007. Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing, 41(11/12), 1475-1494. http://doi.org/10.1108/03090560710821260
  18. Moolla A.I., Bisschoff C.A., 2012. Validating a model to measure the brand loyalty of fast-moving consumer goods. Journal of Social Sciences, 31(2), 101-115.
  19. Narteh B., Braimah M., 2019. Corporate reputation and retail bank selection: the moderating role of brand image, International Journal of Retail & Distribution Management, Vol. ahead-of-print No. ahead-of-print. http://doi.org/10.1108/IJRDM-08-2017- 0164
  20. Phau I., Teah M., 2009. Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands. Journal of Consumer Marketing, 26(1), 15-27. http://doi.org/10.1108/07363760910927019
  21. Rietveld R., van Dolen W., Mazloom M., Worring M.J.J.o.I.M., 2020. What You Feel, Is What You Like Influence of Message Appeals on Customer Engagement on Instagram, Journal of Interactive Marketing, 49, 20-53.
  22. Ponzi L.J., Fombrun C.J., Gardberg N.A., 2011. RepTrakTM Pulse: Conceptualizing and Validating a Short-Form Measure of Corporate Reputation. Corporate Reputation Review, 14(1), 15-35. http://doi.org/10.1057/crr.2011.5
  23. Price K.N., Gioia D.A., Corley K.G., 2008. Reconciling Scattered Images: Managing Disparate Organizational Expressions and Impressions. Journal of Management Inquiry, 17 (3), 173-185, http://doi.org/10.1177/1056492608314991
  24. Saeed R., Tufail S., Lodhi R.N., Ahmad M., Arshad H.M., Saeed R., 2013. Antecedents of Cigarette Brand Loyalty in Pakistan. Journal of Basic and Applied Scientific Research, 3(5), 969-975.
  25. Sekaran U., Bougie R., 2013. Wiley: Research Methods for Business: A Skill-Building Approach, 6th Edition - Uma Sekaran, Roger Bougie. Retrieved July 1, 2015, from http://eu.wiley.com/WileyCDA/WileyTitle/ productCd-111994225X.html
  26. Wong R., Sheng S.Y., 2008. A System Dynamics Approach to the Study of Word-of-Mouth and Its Effect in an Online Environment, Technol. Innov. Manage. Rev, 42-48. Retrieved from http://www.ebrf.fi/ file/44151/EBRF11 Pa per v02.pdf
  27. Zeithaml V.A., Jaworski B.J., Kohli A.K., Tuli K.R., Ulaga W., Zaltman G., 2020. A Theories-in-Use Approach to Building Marketing Theory. Journal of Marketing, 84(1), 32-51. http://doi.org/10.1177/0022242919888477
  28. Zhao W., Lee, Y.-J.J.J.o.P.M., 2019. The Moderating Effects of Status-Consumption Motive and Age in the Relationship between CSR Advertising Appeal Type and Purchase Intentions. Journal of Promotion Management.
Cited by
Show
ISSN
1895-2038
Language
eng
URI / DOI
http://dx.doi.org/10.17270/J.LOG.2020.383
Share on Facebook Share on Twitter Share on Google+ Share on Pinterest Share on LinkedIn Wyślij znajomemu