A new method to reduce tv ad avoidance: the effectiveness of interactive program loyalty banners

This study used a sample of the general public in Australia to test whether program-related interactive banners superimposed over commercials in the break would reduce channel changing. Interaction with the banners reduced channel changes during the ad break by almost 40%, although interaction distracted viewers from optimally processing the ads. With the potential for advertising avoidance rates being driven up by DVRs, however, accepting reduced levels of advertising impact may be a necessary consequence of strategies designed to retain audiences, such as interactive loyalty banners

A study of sports celebrity endorsement advertising: a partial replication and extension

This research identifies key factors predicting the effectiveness of sports celebrity endorsement advertisements and examines correspondent inferences and endorser characteristics to predict factors that influence consumer attitudes toward the endorser, advertisement and brand. The study provides valuable implications to brand managers for sport celebrity endorsement and provides companies' with insight into the strategic use of their resources to gain advertising objectives and maximise return on investment with sports celebrity endorsement practices. The study used a partial replication and extension of Silvera and Austad (2004) study conducted in Norway. Using a sports celebrity endorser and self-administered questionnaires were distributed over 240 respondents. Findings showed there were no significant differences in consumer attitudes toward endorser, advertisement and brand when endorsing sports and non-sports brands. Although, the scope of research was extensive it was not without limitations. These include the use of convenience sampling, investigation of one endorser and examination of sports celebrity effectiveness in print advertisements only

Exploring the role of lawfulness and legality on purchasing counterfeit products

This study examines the influence of personality factors and attitudes toward consumers' willingness to knowingly purchase counterfeit luxury brands. The findings have uncovered contrasting evidence that attitudes do not influence consumers' willingness to purchase counterfeit luxury brands. Integrity has been noted to be a strong influencer of both attitudes and consumer willingness to purchase consistently. Both buyers and non-buyers were tested for their attitudinal differences. Status consumption and materialism did not play a role in influencing attitudes or willingness to purchase. Managerial implications were provided to better allow luxury brand owners, the government and policy makers to better understand consumers of counterfeit luxury brands

Exploring Physicality in the Design Process

The design process used in the development of many products we use daily and the nature of the products themselves are becoming increasingly digital. Although our whole world is turning ever more digital, our bodies and minds are naturally conceived to interact with the physical. Very often, in the design of user-targeted information appliances, the physical and digital processes are formulated separately and usually, due to cost factors, they are only brought together for user testing at the end of the development process. This not only makes major design changes more difficult but it can also significantly affect the users’ level of acceptance of the product and their experience of use. It is therefore imperative that designers explore the relationship between the physical and the digital form early on in the development process, when one can rapidly work through different sets of ideas. The key to gaining crucial design information from products lies in the construction of meaningful prototypes. This paper specifically examines how physical materials are used during the early design stage and seeks to explore whether the inherent physical properties of these artefacts and the way that designers interpret and manipulate them have a significant impact on the design process. We present the findings of a case study based on information gathered during a design exercise. Detailed analysis of the recordings reveals far more subtle patterns of behaviour than expected. These include the ways in which groups move between abstract and concrete discussions, the way groups comply with or resist the materials they are given, and the complex interactions between the physicality of materials and the group dynamics. This understanding is contributing to ongoing research in the context of our wider agenda of explicating the fundamental role of physicality in the design of hybrid physical and digital artefacts. Keywords: Physicality; Digitality; Product Design; Design Process; Prototyping; Materials</p

The role of lawfulness and legality toward purchasing counterfeits

This study examines the influence of personality factors and attitudes toward consumers' willingness to knowingly purchase counterfeit luxury brands. The findings have uncovered contrasting evidence that attitudes do not influence consumers' willingness to purchase counterfeit luxury brands. Integrity has been noted to be a strong influencer of both attitudes and consumer willingness to purchase consistently. Both buyers and non- buyers were tested for their attitudinal differences. Status consumption and materialism did not play a role in influencing attitudes or willingness to purchase. Managerial implications were provided to better allow luxury brand owners, the government and policy makers to better understand consumers of counterfeit luxury brands

The role of lawfulness and legality toward purchasing counterfeits of luxury brands

This study examines the influence of personality factors and attitudes toward consumers' willingness to knowingly purchase counterfeit luxury brands. The findings have uncovered contrasting evidence that attitudes do not influence consumers' willingness to purchase counterfeit luxury brands. Integrity has been noted to be a strong influencer of both attitudes and consumer willingness to purchase consistently. Both buyers and non-buyers were tested for their attitudinal differences. Status consumption and materialism did not play a role in influencing attitudes or willingness to purchase. Further managerial implications were provided to better allow luxury brand owners, the government and policy makers to better understand consumers of counterfeit luxury brands

A conceptual model of consumer attitudes towards SMS advertising

This paper presents the theoretical applications relevant to a study on the drivers of consumer acceptance of SMS advertising. This paper applies common underlying theories such as the Technology Acceptance Model and Diffusion of Innovation Theory to the field of SMS advertising. Common marketing concepts and theories are also applied to each of the proposed constructs within the study, Utility, Context, Sacrifice, Control, Trust and Attitudes to Advertising in General. This paper then summarises the study in the form of a conceptual framework, presenting a model and proposed hypotheses to be tested

SMS advertising - a critical review and future directions

The area of SMS advertising is relatively new and under-researched within marketing literature. SMS advertising itself is encompassed by the broader areas of M-Commerce and Mobile advertising, which are experiencing rapid growth. A review of literature surrounding the topic of SMS advertising has revealed the key drivers of consumer acceptance. While the broad drivers of acceptance are agreed upon in the literature, researchers disagree on the importance of each issue. This review also presents a summary of the key gaps within SMS advertising literature

Factors predicting the effectiveness of sports celebrity endorsement advertising: a partial replication and extension

This research identifies key factors predicting the effectiveness of sports celebrity endorsement advertisements and examines correspondent inferences and endorser characteristics to predict factors that influence consumer attitudes toward the endorser, advertisement and brand. Purpose of this study is to examine the effectiveness of sports celebrities endorsing sports and non-sports brands. This study provides valuable implications to brand managers for sport celebrity endorsement and provides companies‟ with insight into the strategic use of their resources to gain advertising objectives and maximise return on investment with sports celebrity endorsement practices. The research is a partial replication and extension of Silvera and Austad (2004) study conducted in Norway. This study used a sports celebrity endorser and gained results from self-administered questionnaires with a total of 240 respondents. An important finding of the study revealed that there were no significant differences in consumer attitudes toward endorser, advertisement and brand when endorsing sports and non-sports brands. Although, the scope of research was extensive it was not without limitations including the use of convenience sampling, investigation of one endorser and examination of sports celebrity effectiveness in print advertisements only

Counterfeits of luxury brands: exploring the role of lawfulness and legality

This study examines the influence of personality factors and attitudes toward consumers? willingness to knowingly purchase counterfeit luxury brands. The findings have uncovered contrasting evidence that attitudes do not influence consumers? willingness to purchase counterfeit luxury brands. Integrity has been noted to be a strong influencer of both attitudes and consumer willingness to purchase consistently. Both buyers and non- buyers were tested for their attitudinal differences. Status consumption and materialism did not play a role in influencing attitudes or willingness to purchase. Further managerial implications were provided to better allow luxury brand owners, the government and policy makers to better understand consumers of counterfeit luxury brands