Shifting Advertising Strategies and Designs. Consequences for Brand Perception

      Аннотация: The purpose of this research is to determine to what extent the impact of the shift from provocative to more traditional advertising strategies on some affective and conative variables – attitude toward the ad (Aad), attitude toward the brand (Abr), and purchase intentions (PI) – is influenced solely by the effect of the change in the picture/content of the advertisements or also by the effect of the consumers’ perceptions of the product brands. The findings demonstrate that the impact of the shift from provocative to more traditional advertising strategies on the Aad and Abr is not influenced solely by the change in the picture/content of the ads but also by the consumers’ perceptions of the product brands. It follows that Aad would be a predictor of brand attitudes whereas Abr would be a predictor of ad attitudes and PI are generally not influenced by the brands’ advertising strategies but rather by the product brands. We finally find evidence that brands which used to rely for several years on provocation can change consumer perceptions more efficiently in terms of Aad and Abr by shifting to more traditional advertising strategies under the same brand names than under new ones.

Ключевые слова: Advertisement, advertising, Brand, marketing, Strategy, Attitude, Brand Equity, Perception, purchase intention, Traditional, provocation, provocative