Sexually Appealing Ads Effectiveness on Indonesian Customers

This study aims to analyze the perception of Indonesian customers toward sex appeals in advertising as well as to understand what people think of sexually content advertising. Moreover, it is intended to also examine the role of conviction both cognitive and affective in sculpturing consumer’s attitude. Data collection methods conducted by web based survey method using snowball sampling. The study included 319 Indonesian respondents of each age-category and multi-background demography. Result from quantitative analysis demonstrating that conviction has influence on customers’ attitude formation process. Advertising should not only be interesting, but must also be convincing, either in the context of cognitive or affective state. Sexually appealing advertisement might be interesting and effective in some countries that have more overt culture, whereas, it is probably ineffective for countries with different cultural backgrounds. Conviction in ads elicited when the ad is successfully developing belief in consumers’ mind, where it matched their personality descriptions and made them pay more attention to the ad. Keywords: cognitive conviction, affective conviction, attitude toward the ads, attitude toward the brand, purchase intention

Towards a micro conception of brand personality: An application for print media brands in a French context

Keywords: Print media brands Brand personality Micro vs. macro approaches Brand identification This paper reviews within the marketing field the concept of brand personality, its different available measures and its main limitations. Hence, the study proposes to make a distinction between macro and micro approaches of brand personality. Then a quantitative study in the field of print media brands is performed on 780 respondents and 24 publications. The results show, firstly, the advantages of the micro approach for studying a specific sector. Secondly, the findings indicate the operational validity of the approach pursued in this research, particularly concerning the capacity of the brand personality concept to predict consumers' self-identification to the brands

Cognitive outcomes of brand heritage: A signaling perspective

This paper examines the cognitive outcomes of brand heritage in the theoretical framework of signaling theory. Three quantitative studies show the added value of making brand heritage available to consumers in different situations of familiarity. The results show that brand heritage enhances perceived brand quality and commands a price premium for established companies (Study 1) as well as companies penetrating a new market (Study 2). It also outlines the moderating effect of the familiarity that consumers have with the company, and consumers' past time orientation. Theoretical and managerial implications are also discussed

The Editors

Luxury industry and Corporate Social Responsibility (CSR) activates are generally considered as incompatible concepts by consumers. This because luxury is generally related to hedonism, excess, and ostentation, while CSR is generally based on sobriety, moderation and ethics. However, nowadays more and more luxury companies seem highly committed toward sustainability. For example, Tiffany started certifying its diamonds as “conflict free”, Chanel incorporated “earthy materials” in its 2016 collection, and Bulgari has recently funded restoration of Rome's Spanish Steps. Therefore, it seems plausible the presence of a certain compatibility degree between luxury and CSR activities. However, this issue has received very limited empirical investigation from marketing literature. As a consequence, the present research aims to empirically test whether and under what conditions consumers react to different kinds of luxury companies’ CSR initiatives. Using the Carroll’s four dimensions model of internal vs. external CSR, we argue and demonstrated that luxury companies’ internal (versus external) CSR initiatives increase willingness to buy luxury products, but mainly for those customers who buy luxury for internal motivations and not for status ostentation, as for example individual style and personal taste

Rapha: weaving story strands of luxury

British cycling company Rapha presents itself as a premium brand offering high quality apparel, concierge travel services, boutique 'clubhouses' and beautiful publications. Since 2004, it has enjoyed year-on-year growth and in 2016 sales increased almost 30% to £63 million (Wood 2017). This chapter critiques how we can know that and know how (Roberts and Armitage 2016) Rapha is a luxury brand – contrary to its labelling as 'premium' – and how this can be established through socio-cultural sense-making of the brand offerings, through critical textual analysis. This chapter interrogates how Rapha has developed a luxurious 'storyworld' (Abbott 2008) and charts how story strands of luxury are woven through its material artefacts, texts and environments, acting as a symbolic 'red thread' that cohesively binds the brand together

Le rôle des émotions sur l'attitude envers la marque (Ab): pour une médiation totale de l'attitude envers le message (Aad)

International audienc

Le modele ELM: Bilan et perspectives

International audienc

Le rôle des émotions sur l'attitude envers la marque (Ab): pour une médiation totale de l'attitude envers le message (Aad)

International audienceÀ la différence des recherches étudiant les émotions en tant que concept global, ce travail examine les effets de trois dimensions d'émotions (le plaisir, le contrôle et l'éveil) sur l'attitude envers le message (Aad) et l'attitude envers la marque (Ab), mesurée avant (Ab prior) et après (Ab post) l'exposition au message publicitaire. L'analyse des données montre que les émotions n'ont pas un rôle uniforme dans la persuasion publicitaire et que leurs effets sur l'attitude envers le message (Aad) et l'attitude envers la marque (Ab) dépendent de la dimension d'émotion étudiée