Brand personality complementarity:its effects on evaluations of extremely incongruent extensions

Prior research on brand extension has provided little evidence on enhancing the evaluation of extremely incongruent extension. Adopting the theoretical framework of schema congruity theory, the author posits that evaluations can be improved if brand personality impressions of both parent brand and extension are complementary. The author coins this as the brand personality complementarity (BPC) principle. Prior to examining BPC effect, cultural-specific brand personality scale was developed to identify universal and indigenous brand personality dimensions. The reason is BPC requires a reliable and valid brand personality scale in order to detect its effect. Following successful identification of the cultural-specific brand personality scale, a total of three experimental studies were done to investigate BPC effect. Specifically, one experimental study identified complementary levels amongst brand personality dimensions, whereas two experimental studies investigated the moderating effect of BPC. Findings from the scale development study reveal that Malaysian brand personality (MBP) scale is a second higher-order factor reflected by first higher-order factors of sophistication, youth, competence, and sincerity. Most importantly, findings from the experimental studies revealed; 1) different BPC levels amongst all possible pairs of MBP dimensions, 2) significant interaction effect of brand extension congruity x BPC, and 3) significant mediation effect of complementarity resolution. Specific findings indicated that when iv text-based stimuli were used to form brand personality impression, even low BPC level improves the evaluations of extremely incongruent extension. However, when visualbased stimuli were used, low BPC level worsen the extension evaluation compared those of the control condition (i.e. without brand personality impression). Implications for both academician and practitioner are discussed

Cognition and emotion : exploration on consumers response to advertisement and brand

Cognition and emotion are known to be drivers of information and message processing, leading to attitude formation. This research hypothesises that emotion, specifically intense positive mood, would elicit better ad and brand evaluations. This paper examined the role of the Associative Network Theory of Memory and Emotion (ANTME) within the framework of the Elaboration Likelihood Model (ELM). Adopting experimental method, the results confirmed most of our hypotheses. In four experimental studies via the purposive sampling method, undergraduate students were invited to volunteer in the experiments (N = 389). Study 1 (n = 60) established ELM as a framework within the sampling frame. The results indicate that individuals' difference in the need for cognition (NFC) evaluate both ad and brand differently. In study 2 (n = 131), despite having elicited positive and negative mood valence, none of the moods successfully boost the evaluations of ads and brands for either low or high NFC individuals. In study 3 (n = 129), the results indicate that only intense positive mood successfully garner favourable brand evaluation. Lastly, in study 4 (n = 69), the results reveal that prior exposure to a humourous stimulus (i.e., comic strip) affects ad evaluation only. This research offers some theoretical contributions to the establishment of cognition as drivers to information processing and ELM attitude formation; and insights into consumers' cognitive-emotional attempts in response to advertising and brands which may become an input for advertisers, brand builders and marketing firms to design more innovative and impactful advertising campaigns for a sustainable IMC. Further, it could assist policymakers and regulators in improving the existing advertising guidelines and policies in Malaysia

Does Need for Cognition, Need for Affect and Perceived Humour Influence Consumers’ Brand Attitude?

Cognition has long been known as a mechanism to process message besides forming desirable attitude. However, the engagement of emotions that has been limited in its discussions to the message processing theory such as the Elaboration Likelihood Model (ELM) could also function as influencer to message processing and contributor to attitude formation. Hence, the purpose of this research is to examine the effects of need for cognition (NFC), need for affect (NFA) and perceived humour on consumers’ attitude towards the brands advertised. The research engaged three main studies and has adopted a quantitative basic experimental design with a random selection and distribution of participants into treatment groups. Result of study 1 showed that advertising attitude mediates between NFC and brand attitude. Study 2 found that NFA moderates between NFC and brand attitude. Study 3 revealed that NFA moderates between perceived humour and brand attitude. Finally, the results also determined that NFC, NFA, and perceived humour influence the processing of advertising message in the low and high involvement conditions of message elaborations. The findings encourage future researchers to further assess consumers’ attitude towards brand in various advertising contexts in more detail. The study contributes to the advertising guidelines for advertising firms and policy makers. In addition, the study contributes to the theoretical establishment of the Elaboration Likelihood Model (ELM) that can be used for future research extension

Humour advertising: a review and a bibliometrics citation analysis

The purpose of this paper is to present review and analysis of citations by journals, papers and authors, co-occurrences of keyword and sub-keywords, and the co-authorship between authors, institutions as well as countries in the field of humour advertising. The number of journal publications in humour advertising has increased and expanded over the years in the field of marketing, communication and business research, but are less being discussed in relation to its citation’s analysis. Therefore, the study has been conducted using a review and a bibliometrics analysis approach. A total of 2300 articles for the study has been extracted from the Web of Science database and reviewed using the PRISMA (Preferred Reporting Items for Systematic Review and Meta-analysed). However, only 1500 were screened and selected for use for the citation analysis. This study contributes in a sense that it provides future researchers with knowledge and information about the worldwide citation’s linkages, and networking between authors, institutions, and research interest in the field of humour advertising. This study also provides insights for researchers to engage in developing novel research ideas that may contribute to expanding the engagement of marketing of humour advertising worldwide

DOES THE NEED FOR COGNITION, NEED FOR AFFECT AND PERCEIVED HUMOUR INFLUENCE CONSUMERS’ ATTITUDES TOWARDS THE ADVERTISED BRANDS?

Cognition has long been known as a mechanism to process message besides forming desirable attitude. However, the engagement of emotions that has been limited in its discussions to the message processing theory such as the Elaboration Likelihood Model (ELM) could also function as influencer to message processing and contributor to attitude formation. Hence, the purpose of this research is to examine the effects of need for cognition (NFC), need for affect (NFA) and perceived humour on consumers’ attitude towards the brands advertised. The research engaged three main studies and has adopted a quantitative basic experimental design with a random selection and distribution of participants into treatment groups. Result of study 1 showed that advertising attitude mediates between NFC and brand attitude. Study 2 found that NFA moderates between NFC and brand attitude. Study 3 revealed that NFA moderates between perceived humour and brand attitude. Finally, the results also determined that NFC, NFA, and perceived humour influence the processing of advertising message in the low and high involvement conditions of message elaborations. The findings encourage future researchers to further assess consumers’ attitude towards brand in various advertising contexts in more detail. The study contributes to the advertising guidelines for advertising firms and policy makers. In addition, the study contributes to the theoretical establishment of the Elaboration Likelihood Model (ELM) that can be used for future research extension

Travel motivation among cross border tourists: Case study of Langkawi

Research that focuses on regional tourists in Malaysia is scarce in literature. This study examined the influence of travel motivations; economic, nature, and cultural aspects on tourists’ loyalty intention in the context of Langkawi Island, Malaysia. A total of 200 fully answered questionnaires were collected from ASEAN tourists on the island using the purposive sampling technique, and the data were analyzed using the structural equation modeling technique. The results confirmed that the ‘economic aspect’ and ‘nature aspect’ are important motivational factors affecting tourists’ loyalty intention to revisit Langkawi. Although cultural aspect influences loyalty intention, its effect was weak. Managerial and marketing recommendations were made for tourism in Langkawi based on these findings. © 2019 Elsevier Lt