Catálogo de publicaciones - libros

In the past few years a large number of studies have been published examining the various practical and theoretical aspects of event-marketing and event-sponsorship. The academic research aims to explain the effectiveness of these marketing communication tools. Primarily the elements of recall and recognition have become central factors within this field of research (Walliser 2003). However, the effects of marketing-events on creating a positive attitude towards the involved brands have received little consideration so far. Accordingly, there are inconsistent theoretical approaches and only few empirical studies focussing primarily on this aspect of event-marketing. It is known that marketing-events can modify a certain attitude towards a brand, but it is not clarified why and how. Even though different models have been established to estimate the influence of marketing-events on attitude formation (cf. Baux 1991; Walliser 1993; Ganassali & Didellon 1996; Gwinner 1997; Hoek et al. 1997; Courbet 2000; Meenaghan 2001; Nufer 2002; Drengner 2004), not one of those has proven its superiority in empirical research so far (Walliser 2003). Instead of adding another model to explain the effects of event-marketing and event-sponsorship on attitude formation this paper aims at reviewing the broad approach in this field of research in order to educe a general understanding of the effectiveness of marketing-events. We assume that the attitude towards the brand (A), as a main objective of event-marketing and -sponsorship, is essentially influenced by three determining factors: The attitude towards the event (A), the attitude towards the communication activities presented at the event (A) and the prior attitude towards the brand that existed before visiting the event (A). This paper outlines the literature reporting an empirical or conceptual investigation of the attitude formation in the context of marketing-events. Based on this state of research we generate our understanding of the impact of marketing-events on the attitude towards the brand. The results of an empirical study which examined the influence of A, A and A on A will be reported. Based on our findings practical and empirical implications will be given. We conclude with suggestions for further testing of our model.

This study analyses the communicational implementation of green brand associations. Three distinct types of emotional brand benefits suitable for green branding are identified: the feeling of well-being (“warm glow”) from acting in an altruistic way, self-expressive benefits, and nature-related consumption experiences. Dimensionality of green brand associations and impact on brand attitude are tested in the scope of a survey of consumer perceptions of three established energy brands in the Spanish consumer-energy market, one of them recently positioned as a green energy brand. Results of the study confirm significant perceptual effects of green brand communications, proposed dimensions of green brand benefits, as well as significant positive attitude effects of green brand associations.

In a personal sales conversation between a customer and a salesperson the salesperson usually presents arguments for purchase alternatives to the customer. In this article we analyse effects of customers’ mood on their product evaluation in a personal sales conversation. In order to determine these effects, we simulated a sales conversation in a role-playing experiment. Other authors analysing mood effects often consider only direct mood effects on the evaluation of environmental stimuli but they do not examine indirect mood effects or moderator variables. The results of our study show that customers’ mood has a direct effect and an indirect effect through the customers’ perception of the strength of the arguments provided by the salesperson on product evaluation. The results also illustrate that the strength of both mood effects depends on customer involvement.

The moderating role of the personality trait Discomfort With Ambiguity (DWA) on the processing of mixed emotions in advertising is studied. In our experiment, the emotions between the medium context and the embedded advertisement were mixed. Results indicate that discomfort with ambiguity, which can be seen as a proxy for how well people are able to deal with mixed emotions, has a moderating effect on advertising processing. Individuals having a high discomfort with ambiguity respond less positively to mixed emotions in advertisements and contexts. Further analysis shows that high DWA people respond better when a joyful ad is embedded in a joyful medium context compared to a sad context. For low DWA people, as expected, no significant differences were found.

This paper aims to conduct a classification of influence factors on purchase behavior of customers regarding consumption goods. This classification is empirically tested by means of a factor analysis. Data is surveyed using event-contingent protocols, one form of the diary method. Over a couple of weeks, 86 test-subjects evaluated their purchases in terms of relevant influence factors. Altogether, the classification is based on 3,458 purchase evaluations. Particular attention is paid to the comparison between non media-based and media-based influence factors. 12 factors are extracted using Principal Component Analysis (PCA), 9 non media-based and 3 media-based influence factors. Among the media-based influence factors, exerts the highest influence on purchase behavior, followed by . Among the non media-based influence factors, the factor exerts the highest influence on purchase decisions, followed by the situational factor .

The paper further aims to test if personality influences the extracted factors affecting purchase behavior of consumers. Personality is analyzed on the basis of the NEO-FFI (five-factor model) by Costa and McCrae (1992). The five factors of the NEO-FFI are replicated. Cluster-analysis reveals four distinct consumer groups that differ with regard to their personality. The four personality groups show significant differences in all 12 factors. Results suggest that personality may well be suited for explaining which factors influence consumers’ purchase decisions.

Democracy in families is growing fast. Consequently there is a strong movement from individual to joint decisions, which has serious implications for advertising. In the first study described in this paper we try to understand the intricacies of the family decision-making process. A quantitative study was carried out among roughly 300 families, involving several members of individual families. Four choice processes were studied, relating to: savings account, shampoo, car, soft drink. The data show that there is a lot of disagreement in the decision process, especially as regards the weights assigned to the relevant choice criteria. Different influence and conflict-resolution strategies are used in the family. In a second study, group discussions were held with members of the advertising world concerning the implications of these findings. The project is an example of fruitful co-operation between the academic and commercial communication world.

This study examined gender-role and gender-trait portrayal of television commercials in children’s programs in China using content analysis. Altogether 139 unduplicated commercials broadcast on the Central China Television (CCTV) channel and three regional television channels in 2002 were coded. Results show that males dominated the voice-overs. Males were more likely to be portrayed in independent roles while females were more likely to be portrayed in relationship roles. Males were more often featured in active, aggressive and anti-social activities while females were more often featured in inactive, dependent, and caring/sharing activities. Commercials targeted at both children and adults were more gender stereotyped than those only targeted at adults. Gender stereotypes in children’s television commercials were attributed to traditional paternal cultural values and higher moral expectation for females.

This study examined gender portrayal in a sample of 780 television commercials broadcast in prime time programs in Korea and Hong Kong using content analysis. Cultural differences between Korea and Hong Kong suggest hypotheses about the gender portrayal in advertising. Literature suggests that Korean culture differs from Hong Kong culture on the dimension of Masculinity/Femininity proposed by Hofstede. The differences between the two societies provide a valid test of theory. The results of the study showed significant differences between the two countries in terms of product profile, presence of central characters, voice-over, setting and reward type. Contrary to expectations from Hofstede’s framework, greater sex-role differences are reflected in occupation and credibility in Korea, a feminine society, not in Hong Kong, a masculine society. The study confirms that the difference on the masculinity dimension is not able to elucidate all differences in gender role portrayals in television advertising, thus, the concept of ‘gender of nations’ needs further examination.

We investigate the impact of website interactivity in connection with its attention-getting effect on imagery processing and the generation of mental imagery. Results of an experiment indicate that the use of interactivity on brand websites can increase the activity of the Internet users’ imagery and support different dimensions of mental imagery, such as vividness or complexity. Furthermore, highly interactive and imagery-strong websites can lead to more favorable attitudes toward the site and the brand as well as to stronger behavioral intentions. Implications for theory and practice of internet advertising are discussed at the end of this article.

This study explores multinationals’ online standardisation in terms of the similarity between home country and host country sites in logo, colour, layout, textual information, static visuals, and interactive images. We compare the home websites of 64 American brands, chosen from Business Week’s brand ranking, with their websites created in Germany, France, and Spain. The findings suggest that American brands are likely to tailor the specific website components to each market, while maintaining a minimum level of uniformity for the European markets, in logo, colour, and layout. Other components, such as textual information and visual images, tend to be dissimilar across markets.