J.S. Panwar and Milan Agnihotri
This study is designed to extend knowledge of cognitive processing of advertising messages by urban children in India.
Abstract
Purpose
This study is designed to extend knowledge of cognitive processing of advertising messages by urban children in India.
Design/methodology/approach
Data were collected from 250 children aged between 7 and 12 years, drawn in the sample from five major towns of the relatively affluent western state of Gujarat (India) by using the cluster sampling approach. A simple questionnaire using three point rating scale was administered with the help of moderators. Data were analyzed using the SPSS software.
Findings
It was found that children's ability to decode and process advertising messages and to understand their intents is influenced not only by their cognitive abilities at different age strata but also by their social and personal environments. Social norms related to acceptability and appropriateness of gender behavior also influence the processing of ad messages by the children of both sexes. Other elements like likeability of the model, character or endorser, story line, slogan and the music will create liking or disliking for a particular advertisement and hence decoding of its message.
Research limitations/implications
As it was not possible to use advanced psychometric tools for the study on children, a simple three a point scale used for the purpose could have had its own limitations. Future research can benefit from further improvements in measuring techniques.
Originality/value
How children decode an advertising message and what are the sources of influence is not an actively researched topic in India. The study would therefore contribute towards better understanding of children's processing abilities and designing of effective communication strategies.
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Pankaj Priya, Rajat Kanti Baisya and Seema Sharma
Children differ in their cognitive ability while trying to interpret television advertisements and hence form different attitudes towards them. The purpose of this paper is to…
Abstract
Purpose
Children differ in their cognitive ability while trying to interpret television advertisements and hence form different attitudes towards them. The purpose of this paper is to analyse the impact of children's attitudes towards television advertisements on their resultant buying behaviour.
Design/methodology/approach
The research has been based on exploratory and descriptive research design. Exploratory research includes a literature review and in‐depth interviews with child psychologists, advertisers and parents of young children. This was further carried forward by carrying out a survey of children in the age group five to 11 years, while they were in their class room. The filling up of the questionnaires was aided by the class teacher, which had response options in a pictorial manner.
Findings
The demand for the advertised products is heavily influenced by the children's attitude towards advertisements. Further, the cognitive changes among the different age groups leads to the formation of varying attitudes towards the advertisements. Yet there are other potent factors apart from advertisements, which result in the requests for a product or brand.
Research limitations/implications
The paper has been carried out among children studying in English medium schools in the National Capital region of Delhi. Hence, the sample size is too small and restricted. The interplay of the various buying dimensions on each other have not been probed.
Practical implications
More focused approach is required by advertisers while planning their advertisement campaign for different age groups of children, rather than considering them as one homogenous group. Various elements of the advertisements have to be meticulously planned for different age groups.
Originality/value
At the lower age group it is the entertaining ability of the advertisements, whereas at the higher age groups the credibilty element in the advertisements has the potential of creating a favourable attitude towards the advertisements. There seems to be a complex relationship between attitude formation towards advertisements and the resulting buying behaviour because of the presence of other intervening variables. Characters from folklores can be depicted for creating aspiration.
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Jung-Joo Lee and Kate Sangwon Lee
This study aims to apply the theoretical lens of embodied interaction to examine roles of peripheral service evidence (PSE) in customer experiences. While previous research…
Abstract
Purpose
This study aims to apply the theoretical lens of embodied interaction to examine roles of peripheral service evidence (PSE) in customer experiences. While previous research explained the role of PSE as tangible proof from the firm’s perspective, this study investigates how customers interact with PSE and shape their experiences from customer’s perspective.
Design/methodology/approach
The research employed a qualitative methodology, conducting in-depth interviews with 40 participants. These interviews were designed to elicit narratives about customers’ experiences with eight archetypes of PSE across various service contexts. The study utilized thematic analysis to uncover the underlying roles of PSE in enhancing customer experiences.
Findings
The analysis identified five key themes demonstrating the impact of PSE on customer experience: facilitating embodied interactions on-site, resourcing customer-created servicescapes, fostering autonomy, embodying priority and urgency and evoking reflective experiences. These findings reveal that PSE serves as a crucial resource that enables customers to actively shape their service journeys, extending beyond its traditional role as mere tangible proof of service transactions.
Originality/value
This study contributes to the literature by reconceptualizing PSE from a customer-centric perspective, highlighting its role in empowering customers to actively shape their service journeys and activities for value cocreation. By applying the concept of embodied interaction, the study provides new insights into how PSE artifacts, in their mundane forms, significantly influence customer experiences. This study opens new vistas in service research by examining customer interactions from the perspective of embodied interaction. The findings offer practical implications for service providers and designers on how to utilize PSE to enhance customer experiences.
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This paper aims to study whether age impacts the responses to different communication cues in terms of brand recall, attitude toward advertisement, attitude toward brand and…
Abstract
Purpose
This paper aims to study whether age impacts the responses to different communication cues in terms of brand recall, attitude toward advertisement, attitude toward brand and purchase intention, and which age groups respond more favorably to a given cue.
Design/methodology/approach
An experimental research was conducted across a sample of 1,050 respondents in Delhi to test variance in consumer attitudes across “tweenagers”, teenagers, youth, young adults and adults, when exposed to different communication cues for dummy brands of biscuits and mobile handsets.
Findings
Significant variances were observed in consumer attitudes across the five age groups. However, the variation pattern differs across the two product categories. The caricature cue worked well for biscuits across most age groups. For mobile handsets, the picture cue was very effective for the two younger age groups but not as much for others. The product information cue was highly effective for adults.
Practical implications
The study provides insights on making communication for brands targeted at more than one age group. If adults are a part of the marketers’ age group, some amount of product information is highly desirable, just as bright pictures/caricatures are necessary for tweenagers. For teenagers, who exhibit high variance vis-a-vis other age groups, communication needs to be customized. For brands where both children and adults are part of the target audience, common appeals can easily be identified, as they had similar responses in all but one case.
Originality/value
The framework proposed in this research fills a gap in the existing literature by establishing that age impacts attitude formation in response to communication cues and gives insights for marketing communication.
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The purpose of this paper is to explore the impact of brand familiarity on the various dimensions of brand experience, and to identify the factor structure of brand familiarity…
Abstract
Purpose
The purpose of this paper is to explore the impact of brand familiarity on the various dimensions of brand experience, and to identify the factor structure of brand familiarity for financial services brands.
Design/methodology/approach
This study used a convenience sampling technique by contacting 216 respondents, and examined the relationship between brand experience dimensions and brand familiarity. An independent sample t-test was performed to assess the differences for brand experience dimensions. Exploratory and confirmatory factor analyses were performed for both low familiarity and high familiarity service brands to highlight the differences.
Findings
The improvement in brand familiarity is positive for sensory, emotional, behavioral and relational brand experiences for high familiarity service brands. Exploratory factor analysis and confirmatory factor analysis found a four-factor brand experience model for low brand familiarity and a five-factor brand experience structure for high familiarity financial services brands. The study of financial services brands validates the service brand experience framework of Nysveen et al. (2013) for high familiarity brands, but not for low familiarity financial services brand.
Practical implications
There is a need for marketers to comprehend various dimensions of brand experience in the context of financial services brands which are experiencing increased competition with non-banks.
Originality/value
The study makes a contribution to the existing literature as the concept of brand familiarity and its relationship with brand experience have received scant attention in the past.
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The purpose of this study is to explore the impact of advertising, brand-related-stimuli, on the dimensions of sensory, emotional and intellectual brand experience.
Abstract
Purpose
The purpose of this study is to explore the impact of advertising, brand-related-stimuli, on the dimensions of sensory, emotional and intellectual brand experience.
Design/methodology/approach
The study is divided into two parts. In the first part, the objective is to examine antecedents to brand experience dimensions for umbrella brand and product brand using an experimental study; in the second part, the relationship among brand experience dimensions, brand experience evaluation and brand loyalty was examined using structural equation modeling by incorporating the measures after exposure to advertisement for both types of brands.
Findings
Based on a 2 × 2 factorial design, the results confirm that the main effect of advertisement exists on sensory, emotional and intellectual brand experience. For product brand, brand experience evaluation was mediator between both intellectual brand experience and emotional brand experience with brand loyalty. The effect of interaction between branding strategy and advertisement was not significant. For an umbrella brand, brand experience evaluation acted as a mediator between emotional brand experience dimension and brand loyalty. For product brand, brand experience evaluation acted as a mediator between both intellectual brand experience and emotional brand experience dimension with brand loyalty.
Research limitations/implications
The research has implications with regard to the antecedents and consequences of brand experience and offers implications for branding strategy.
Originality/value
The present study is integrated and comprehensive, as it covers various facets of brand experience.
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This paper aims to identify the nature of themes/appeals used in food commercials shown on children’s networks in India. Marketers use various themes/appeals in TV advertisements…
Abstract
Purpose
This paper aims to identify the nature of themes/appeals used in food commercials shown on children’s networks in India. Marketers use various themes/appeals in TV advertisements to influence food consumption habits of children. Children are also found to focus on these appeals while selecting foods rather than using nutritional value as a criteria to select foods.
Design/methodology/approach
For the present study, a content analysis of 114 discrete food commercials broadcast on children’s networks was done. These were further analysed to collect data on themes/appeals used in them. SPSS 19.0 was used to record the data and descriptive statistics were used for data analysis.
Findings
A majority of food advertisements which were broadcast during children’s programmes included confectionery, ice creams and dairy products, baked products and ready-to-cook food items. Grazing was found to be the most frequently used appeal in these food advertisements. This was followed by taste/flavour/smell/texture, fun/happiness, being “cool”, adult approval/disapproval, family ties and so on. However, a majority of these advertisements did not feature any health-related message.
Practical implications
The study highlights the need for strategic actions by all stakeholders interested in protecting well-being of children. Taking account of the promotional tactics used by food marketers, parents as well as governmental agencies must strongly take steps to check these practices.
Originality/value
As no such study has already been conducted in India (to the best of researcher’s knowledge), this study potentially helps in abridging gaps in literature.
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The purpose of this paper is to assess the antecedent of satisfaction and loyalty in the context of a multi-channel banking environment. Multi-channel banking involves both branch…
Abstract
Purpose
The purpose of this paper is to assess the antecedent of satisfaction and loyalty in the context of a multi-channel banking environment. Multi-channel banking involves both branch and electronic banking channels through which the customers interact with the bank.
Design/methodology/approach
The study involved a customer survey of 229 respondents, which used a convenience sampling approach through intercepts and interviews held at bank branches. A structured questionnaire was used, and data were analyzed using structural equation modeling.
Findings
While examining factors such as perceived ease of use, branch service quality evaluation, satisfaction, and loyalty, it is observed, using structural equation modeling, that perceived ease of use and branch service quality are antecedents to satisfaction and satisfaction positively affects the loyalty.
Originality/value
Although it is realized that digital banking will positively influence loyalty, the role of branch service quality cannot be ignored. The role played by the ease of use is higher than branch service quality evaluations.
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Morten Grønbæk, R. Curtis Ellison and Erik Skovenborg
The purpose of this paper is to review the conceptual and methodological challenges of a J-shaped association between alcohol consumption (AC), coronary heart disease (CHD) and…
Abstract
Purpose
The purpose of this paper is to review the conceptual and methodological challenges of a J-shaped association between alcohol consumption (AC), coronary heart disease (CHD) and all-cause mortality. In associated papers in this journal, Skovenborg et al., 2021 reviews the evidence for the J-shaped curve, and Ellison et al., 2021 examines the advantages and drawbacks of Mendelian randomization studies of the J-shaped curve.
Design/methodology/approach
A number of methodological problems are common in observational research in general, and some of the methodological problems suggested for the J-shaped alcohol-CHD-associations are discussed. The extent of the methodological problems in studies of the J-shaped curve is reviewed, and the possibility that the J-shaped curve is an artifact created by reverse causality and residual confounding is discussed. Further, the issue of interaction with drinking pattern and type of alcohol is discussed.
Findings
Imprecise categorization of alcohol intake information seems to have had little effect on the J-shaped alcohol-CHD-associations, nor has it affected the ability of these studies to show increasing mortality from a range of causes with increasing AC. The problem of “sick quitters” has been resolved by large studies using lifelong abstainers or infrequent drinkers as reference group. Many studies lack information on drinking patterns with regard to regular, moderate consumption versus binge drinking. Stratified analyses by important risk factors for CHD have not significantly changed the J-shaped association observed in most epidemiologic studies.
Originality/value
Potential biases and residual confounding probably do not overcome the J-shaped alcohol-CDH-association observed in most epidemiologic studies; however, the existence of a J-shaped curve is challenged by some degree of uncertainty. The actual review together with the associated papers by Skovenborg et al., 2021 and Ellison et al., 2021 offers a possibility to “update your priors” and achieve greater certainty when giving your patients information on the pros and cons of alcohol intake.
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Celia Wilkinson, Kim Clarke, Ros Sambell, Julie Dare and Stephen Jason Bright
Rates of drinking- and alcohol-related harms among older adults are increasing in most developed nations. The purpose of this paper was to explore the relationship among at-risk…
Abstract
Purpose
Rates of drinking- and alcohol-related harms among older adults are increasing in most developed nations. The purpose of this paper was to explore the relationship among at-risk alcohol use, smoking, gender, geographical location, self-reported health and psychological well-being among Western Australians aged 65 years and older.
Design/methodology/approach
A secondary analysis was conducted of a cross-sectional survey that collected data from 7,804 West Australians aged 65 years and older between 2013 and 2015. Participants were categorised according to the following age groups: young-old (aged 65–74 years), older-old (aged 75–84 years) and oldest-old (aged 85+ years).
Findings
Results from a multinomial logistic regression analysis indicated that at-risk drinking decreased with increasing age. Current smokers, males and those males and females who perceived their health to be “excellent” were more likely to report at-risk drinking, as were the oldest-old males who lived in remote communities. Psychological well-being was not a predictor of at-risk drinking
Originality/value
This paper examines drinking behaviour among a diverse population of older Western Australians. The way in which the age groups were segmented is unique, as most studies of older Australian drinking patterns aggregate the older adult population. Some of the authors’ findings support existing literature, whereas the remainder provides unique data about the relationship among at-risk drinking, geographic location and psychological well-being.