Vai Shiem Leong, Sally Hibbert and Christine Ennew
This study aims to examine the effects of enhanced visualization of intangible service value through integration of means-end perspectives on advertising effectiveness.
Abstract
Purpose
This study aims to examine the effects of enhanced visualization of intangible service value through integration of means-end perspectives on advertising effectiveness.
Design/methodology/approach
Banking advertisements, incorporating message stimuli derived from salient values desired by the financial consumers and designed to assist message elaboration and stimulate personal relevance, were developed to examine the influence of cognitive connectivity on vividness of intangible service benefits and service advertising effectiveness.
Findings
The findings demonstrate that greater cognitive connectivity positively affects perceived tangibility, attitude toward the advertisement and attitude toward the brand. Additionally, the results indicated that perceived personal relevance has higher influence on envisioning service components, compared to one’s ability to connect visual cues to perceived benefits and to immediate end-goals.
Research limitations/implications
This study incorporated visual stimuli limited only to financial security and social recognition. Future research should aim to examine the effects of different types of values on consumers’ elaboration process and their ability to visualize financial services.
Originality/value
This study extends knowledge of the means-end chain by proposing a means-end cognitive connectivity construct which influences the degree that consumers are able to mentally picture intangible service attributes. This study also provides insight that different values have different degree of influence on one’s ability to visualize service.
Details
Keywords
Marcel Huettermann, Tatjana Thimm, Frank Hannich and Christine Bild
The purpose of this paper is to examine visitor management in the German-Swiss border area of the Lake Constance region. Taking a customer perspective, it determines the…
Abstract
Purpose
The purpose of this paper is to examine visitor management in the German-Swiss border area of the Lake Constance region. Taking a customer perspective, it determines the requirements for an application with the ability to optimize personal mobility.
Design/methodology/approach
A quantitative study and a survey of focus groups were conducted to identify movement patterns of different types of visitors and their requirements concerning the development of a visitor management application.
Findings
Visitors want an application that provides real-time forecasts of issues such as traffic, parking and queues and, at the same time, enables them to create a personal activity schedule based on this information.
Research limitations/implications
Not every subsample reached a sufficient number of cases to yield representative results.
Practical implications
The results may lead to an optimization and management separation of mobility flows in the research area and be helpful to municipal planners, destination marketing organizations and visitors.
Originality/value
The German border cities of Konstanz, Radolfzell and Singen in the Lake Constance region need improved visitor management, mainly because of a high level of shopping tourism by Swiss visitors to Germany. In the Summer months, Lake Constance is also a popular destination for leisure tourists, which causes overtourism. For the first time, the results of this research presented here offer possible solutions, in particular by showing how a mobile application for visitors could defuse the situation.