37,826 research outputs found
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The role of customer experience in building brand loyalty within the service context
Customer experience theory, research, and practice represent an evolving area of study within the marketing discipline. Despite its importance, the customer experience concept remains vague and lacks a thorough theoretical foundation. This study addresses this gap in the literature and examines the antecedents and consequences of customer experience from customer perspectives. The study provides a conceptual framework building from a qualitative study and the existing literature. This article includes a formal test of the framework using a large-scale survey of British customers to examine their experience with resort-hotel brands. The results show price perception, core services, and word-of-mouth have a direct impact on how customers interpret their experiences with resort-hotel brands; perceived service quality plays a mediatory role in the relationship between servicescape, core service, and customer experience. Measuring validation strength of customer experience upon brand loyalty by best fit in combination with cross-sample predictive validity models is a valuable contribution of this study
Affective involvement in advertising effectiveness: implications for interpretation of print advertisements
The purpose of this study is to examine the impact that affective dimensions of involvement have on the decoding process of print advertisements. The results from a factorial experiment using advertisements for two types of product, credit cards and chocolate bars, indicate that outcomes of the decoding process are predominantly influenced by affective dimensions of involvement, such as interest and pleasure, in a low involvement situation. This affective involvement has a strong relationship with likeability of the advertisement. However the relationship between comprehension and likeability is less straightforward and seems to be linked to beliefs about the advertisement
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A structural model to examine the antecedents and consequences of customer with experiential brands
Despite the increasing attention towards customer experience, empirical research to explain this notion, its antecedents and its consequences is still limited. Hence, this research aims to develop a framework of customer experience based on a number of antecedents that influence customer experience in the service sector. This paper presents the first part of the study which includes the review of literature, the application of netnography method to the development of customer experience construct, the development of the research measures and the hypotheses development for the structural model. The second part of the study, which is presented in another paper, provides the results of the empirical study and discusses the findings of the structural model
Operator-based approaches to harm minimisation in gambling: summary, review and future directions
In this report we give critical consideration to the nature and effectiveness of harm
minimisation in gambling. We identify gambling-related harm as both personal (e.g.,
health, wellbeing, relationships) and economic (e.g., financial) harm that occurs from
exceeding oneâs disposable income or disposable leisure time. We have elected to use the
term âharm minimisationâ as the most appropriate term for reducing the impact of
problem gambling, given its breadth in regard to the range of goals it seeks to achieve,
and the range of means by which they may be achieved.
The extent to which an employee can proactively identify a problem gambler in a
gambling venue is uncertain. Research suggests that indicators do exist, such as sessional
information (e.g., duration or frequency of play) and negative emotional responses to
gambling losses. However, the practical implications of requiring employees to identify
and interact with customers suspected of experiencing harm are questionable,
particularly as the employees may not possess the clinical intervention skills which may
be necessary. Based on emerging evidence, behavioural indicators identifiable in industryheld
data, could be used to identify customers experiencing harm. A programme of
research is underway in Great Britain and in other jurisdiction
Affect Recognition in Ads with Application to Computational Advertising
Advertisements (ads) often include strongly emotional content to leave a
lasting impression on the viewer. This work (i) compiles an affective ad
dataset capable of evoking coherent emotions across users, as determined from
the affective opinions of five experts and 14 annotators; (ii) explores the
efficacy of convolutional neural network (CNN) features for encoding emotions,
and observes that CNN features outperform low-level audio-visual emotion
descriptors upon extensive experimentation; and (iii) demonstrates how enhanced
affect prediction facilitates computational advertising, and leads to better
viewing experience while watching an online video stream embedded with ads
based on a study involving 17 users. We model ad emotions based on subjective
human opinions as well as objective multimodal features, and show how
effectively modeling ad emotions can positively impact a real-life application.Comment: Accepted at the ACM International Conference on Multimedia (ACM MM)
201
The influence of banner advertisements on attention and memory: human faces with averted gaze can enhance advertising effectiveness
Research suggests that banner advertisements used in online marketing are often overlooked, especially when positioned horizontally on webpages. Such inattention invariably gives rise to an inability to remember advertising brands and messages, undermining the effectiveness of this marketing method. Recent interest has focused on whether human faces within banner advertisements can increase attention to the information they contain, since the gaze cues conveyed by faces can influence where observers look. We report an experiment that investigated the efficacy of faces located in banner advertisements to enhance the attentional processing and memorability of banner contents. We tracked participantsâ eye movements when they examined webpages containing either bottom-right vertical banners or bottom-centre horizontal banners. We also manipulated facial information such that banners either contained no face, a face with mutual gaze or a face with averted gaze. We additionally assessed peopleâs memories for brands and advertising messages. Results indicated that relative to other conditions, the condition involving faces with averted gaze increased attention to the banner overall, as well as to the advertising text and product. Memorability of the brand and advertising message was also enhanced. Conversely, in the condition involving faces with mutual gaze, the focus of attention was localised more on the face region rather than on the text or product, weakening any memory benefits for the brand and advertising message. This detrimental impact of mutual gaze on attention to advertised products was especially marked for vertical banners. These results demonstrate that the inclusion of human faces with averted gaze in banner advertisements provides a promising means for marketers to increase the attention paid to such adverts, thereby enhancing memory for advertising information
Advertising Message Processing Amongst Urban Children: With Reference To TV Advertising in Pakistan.
The current study extends the knowledge of cognitive processing of advertising messages by urban children in Pakistan. Data were collected from 230 children in age bracket 7 - 12 years, drawn by using the cluster sampling approach. Structured questionnaire using three point rating scale was used. Data analysis showed that childrenâs capability to understand, decode and process advertising messages is directed not only by their own cognitive capabilities at different age levels but also through societal and personal backgrounds. Some communal and social customs related to tolerability and aptness of human behavior also manipulate the processing of advertising messages by children of either sex. Some other factors including the model liking, role played, story, and jingle will not only influence liking or disliking of some specific advertisements and therefore its decoding. At this age group, it was not appropriate to use advanced psychometric techniques for study, so, a simple three a point scale was used for data collection. Further research may explore other insights by using development in measuring tools and techniques. How advertising messages are decoded by children and which are important sources of persuading and influencing is a topic not explored much in Pakistan. Therefore, the study would add some insights for good understanding the childrenâs capabilities to process and ultimately scheming valuable communication approaches.Advertising, Cognitive Processing, Communication, Pakistan, Children
Assessing the what is beautiful is good stereotype and the influence of moderately attractive and less attractive advertising models on self-perception, ad attitudes, and purchase intentions of 8â13-year-old children
This paper investigates (1) whether the physical attractiveness stereotype applies to children, (2) whether childrenâs self-perception is influenced by the attractiveness of an advertising model, (3) whether childrenâs attitudes towards an ad and buying intentions for a non-beauty-related product are influenced by the attractiveness of an advertising model, and (4) whether age affects (1), (2), and (3). Results of two experimental studies with respectively 8â9-year-old (Nâ=â75) and 12â13 year old (Nâ=â57) girls and boys confirm the presence of the physical attractiveness stereotype in children. The presence of a moderately attractive (vs. less attractive) model has a negative influence on general self-worth for 8â9-year-old boys, but not for girls, nor for 12â13-year-old children. Exposure to a moderately attractive (vs. less attractive) model also has a positive influence on perceived physical appearance of 8â9-year-old girls, but this effect does not occur for boys, nor for 12â13-year-olds. The studies also show that moderately attractive (vs. less attractive) models increase attitudes and buying intentions for 8â9-year-olds, but not for 12â13-year-old boys and girls
The ethics of distress: Toward a framework for determining the ethical acceptability of distressing health promotion advertising
© 2014 International Union of Psychological Science. Distressing health promotion advertising involves the elicitation of negative emotion to increase the likelihood that health messages will stimulate audience members to adopt healthier behaviors. Irrespective of its effectiveness, distressing advertising risks harming audience members who do not consent to the intervention and are unable to withdraw from it. Further, the use of these approaches may increase the potential for unfairness or stigmatization toward those targeted, or be considered unacceptable by some sections of the public. We acknowledge and discuss these concerns, but, using the public health ethics literature as a guide, argue that distressing advertising can be ethically defensible if conditions of effectiveness, proportionality necessity, least infringement, and public accountability are satisfied. We do not take a broad view as to whether distressing advertising is ethical or unethical, because we see the evidence for both the effectiveness of distressing approaches and their potential to generate iatrogenic effects to be inconclusive. However, we believe it possible to use the current evidence base to make informed estimates of the likely consequences of specific message presentations. Messages can be pre-tested and monitored to identify and deal with potential problems. We discuss how advertisers can approach the problems of deciding on the appropriate intensity of ethical review, and evaluating prospective distressing advertising campaigns against the conditions outlined
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