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Full-Text Articles in Business
Unlocking The Potential Of Branding In Social Marketing Services: Utilising Brand Personality And Brand Personality Appeal, Ross Gordon, Nadia Zainuddin, Christopher A. Magee
Unlocking The Potential Of Branding In Social Marketing Services: Utilising Brand Personality And Brand Personality Appeal, Ross Gordon, Nadia Zainuddin, Christopher A. Magee
Faculty of Business - Papers (Archive)
Purpose - This paper aims to demonstrate the utility of branding theory for social marketing services. Specifically, this is to our knowledge the first to investigate brand personality (BP) and brand personality appeal (BPA) in a single study as predictors for consumer attitudes and intentions to engage with a service. Design/methodology/approach - The associations between BP and BPA and their subsequent associations with attitudes and intentions are tested in two service types, i.e. a commercial marketing service (banking) and a social marketing service (health screening). This involved a cross-sectional dual online survey administered to a sample of 395 women 50-69 …
A Comparison Of Viewers' Cognitive And Psychophysiological Responses To Threat-Appeal Tv Advertisements, Jennifer Ann Algie
A Comparison Of Viewers' Cognitive And Psychophysiological Responses To Threat-Appeal Tv Advertisements, Jennifer Ann Algie
Faculty of Commerce - Papers (Archive)
This study examines the emotional reactions experienced by viewers during threat appeal anti-speeding TV advertisements using both a cognitive continuous response measure of fear and a psychophysiological response measure of arousal. Static, postonly, self-report methods are typically used to obtain ad responses, however this study uses dynamic continuous response measures to gain a better picture of how viewers are responding throughout the entire ad. A comparison of the two different types of continuous response measures is made to determine if both measures produce similar or different results. Participants for the study watched one of four anti-speeding ads, with 20 participants …