TY - JOUR
T1 - How to develop brand attachment in various product categories?
AU - Shabani Nashtaee, Mitra
AU - Heidarzadeh Hanzaei, Kambiz
AU - Mansourian, Yazdan
N1 - Includes bibliographical references.
PY - 2017/1/1
Y1 - 2017/1/1
N2 - The purpose of this paper is to identify the best interactions between sales promotion and advertisement plans as the resources of the brand attachment and its consequences in durable and fast-moving consumer goods. Design/methodology/approach: The mixed methods research in the form of qualitative approach, using a phenomenological method and quantitative approach, using three experimental studies of factorial design types and a structural equation modeling method, have been used in this research. Findings: The fit of plans to achieve the brand attachment is similar in both product categories. The financial gift, with the ability of liquidity and variety of shopping, fits with the advertisement messages at a high construal level and high argument strength. However, the financial gift, with the ability of purchase from particular stores, fits with the advertisement messages at the low construal level and high argument strength. Moreover, in both product categories, the brand attachment leads to the emotional and cognitive consequences. Originality/value: This research provides experimental support with actual experiences to create a fit in marketing communication plans in order to achieve a lasting and strong relationship. Therefore, this paper offers a valuable insight relating to financial gifts and advertisement messages and their effects on consumers’ behavior. It can also be used by other managers and researchers to assess their communication options.
AB - The purpose of this paper is to identify the best interactions between sales promotion and advertisement plans as the resources of the brand attachment and its consequences in durable and fast-moving consumer goods. Design/methodology/approach: The mixed methods research in the form of qualitative approach, using a phenomenological method and quantitative approach, using three experimental studies of factorial design types and a structural equation modeling method, have been used in this research. Findings: The fit of plans to achieve the brand attachment is similar in both product categories. The financial gift, with the ability of liquidity and variety of shopping, fits with the advertisement messages at a high construal level and high argument strength. However, the financial gift, with the ability of purchase from particular stores, fits with the advertisement messages at the low construal level and high argument strength. Moreover, in both product categories, the brand attachment leads to the emotional and cognitive consequences. Originality/value: This research provides experimental support with actual experiences to create a fit in marketing communication plans in order to achieve a lasting and strong relationship. Therefore, this paper offers a valuable insight relating to financial gifts and advertisement messages and their effects on consumers’ behavior. It can also be used by other managers and researchers to assess their communication options.
KW - Advertising message
KW - Argument strength
KW - Brand attachment
KW - Construal levels
KW - Financial gifts
KW - Product categories
UR - http://www.scopus.com/inward/record.url?scp=85035088339&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85035088339&partnerID=8YFLogxK
U2 - 10.1108/APJML-01-2017-0003
DO - 10.1108/APJML-01-2017-0003
M3 - Article
AN - SCOPUS:85035088339
SN - 1355-5855
VL - 29
SP - 1198
EP - 1220
JO - Asia Pacific Journal of Marketing and Logistics
JF - Asia Pacific Journal of Marketing and Logistics
IS - 5
ER -