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首页> 外文学位 >The communication effects of positioning brands with sporting events: An experimental study of schema-triggered affect in consumer response to event sponsorship advertising.
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The communication effects of positioning brands with sporting events: An experimental study of schema-triggered affect in consumer response to event sponsorship advertising.

机译：定位品牌与体育赛事的传播效应：一项基于模式触发的影响消费者对赛事赞助广告的反应的实验研究。

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摘要

This research utilized a pretest/posttest design to examine consumers' use of schema-based information processing and the potential influence it has on their perceptions of print advertising which positions brands with sporting events. More specifically, it explored the moderating influence of involvement with product categories and sporting events on the perceived congruence between events and brands in advertised sponsorship relationships. Ten hypotheses were formulated to test certain theoretical propositions regarding Fiske's (1982) theory of schema-triggered affect in explaining sponsorship advertising response. A total of 216 undergraduates viewed print ads manipulated to position known brands from three different product categories with three different major sporting events. The subsequent effects of sponsorship ad treatments were gauged using thought-listings, attitudinal, behavioral intention and memorability measures.;Of the study's ten hypotheses, eight resulted in a failure to reject the null. The research provides very limited support for Fiske (1982), in terms of explaining sponsorship advertising response. However, it does add to the growing body of literature on the general notion of consumer advertising schemas. The significant findings concerning the effects of manipulated ad schema congruence on measures of attitude-towards-the-ad, as well as the content of a number of thought-listing responses, suggests that consumers do have well defined schematic templates with regards to the structure and content of advertising (including relationships in event sponsorship). Moreover, it appears that sponsorship ad schemas may have public policy implications as subjects' attitudes towards sponsorship ads involving cigarettes were found to be significantly related to the perceived incongruence of positioning healthy activities with an unhealthy product. An increased understanding of sponsorship response may one day aid in the creation of health communication campaigns to help offset potential effects from sponsorships that "indirectly" promote alcohol and tobacco use by underage consumers.
机译：这项研究利用前测/后测设计来检验消费者对基于模式的信息处理的使用以及它对他们对平面广告的感知的潜在影响，这些感知将品牌定位于体育赛事。更具体地说，它探讨了参与产品类别和体育赛事对广告赞助关系中赛事与品牌之间的一致性的影响。提出了十个假设，以检验有关Fiske（1982）的图式触发情感理论来解释赞助广告响应的某些理论命题。共有216名大学生观看了平面广告，这些广告被操纵以对来自三个不同产品类别的知名品牌进行三个主要体育赛事的定位。赞助广告治疗的后续效果通过思想清单，态度，行为意图和记忆力指标进行了评估。在该研究的10个假设中，有8个导致未能拒绝原假设。就解释赞助广告响应而言，该研究对Fiske（1982）的支持非常有限。但是，它确实增加了有关消费者广告模式的一般概念的文献。关于可操纵的广告模式一致性对广告态度的影响的重要发现，以及许多思考列表响应的内容，表明消费者确实在结构上具有定义明确的示意图模板广告内容（包括活动赞助中的关系）。而且，由于发现对​​象对涉及卷烟的赞助广告的态度与将健康活动与不健康产品定位的不恰当感显着相关，因此赞助广告模式似乎可能具有公共政策含义。对赞助响应的更多了解可能有一天会有助于开展健康交流活动，以帮助抵消“间接”促进未成年消费者使用烟酒的赞助的潜在影响。

著录项

  • 作者

    McDaniel, Stephen Ray.;

  • 作者单位

    The Florida State University.;

  • 授予单位 The Florida State University.;
  • 学科 Business Administration Marketing.;Mass Communications.;Psychology Social.
  • 学位 Ph.D.
  • 年度 1995
  • 页码 181 p.
  • 总页数 181
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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