The effect of perceived advertising effort on brand perception: implication for retailers in Hong Kong. Issue 1 (1st January 2017)

• Record Type: Journal Article
• Authors: Chan, Fong Yee (Fanny); Chan, Hung Fai (Sunny); Tang, Felix
• Is Part Of: International review of retail, distribution and consumer research. Volume 27:Issue 1(2017)
• Page Start: 78
• Page End: 93
• Publication Date: 2017-01-01
• Subjects: Advertising -- learning-orientation -- integrity -- brand recognition -- purchase intention; Retail trade -- Periodicals; Physical distribution of goods -- Periodicals; Consumers -- Research -- Periodicals; 381.1
• DOI: 10.1080/09593969.2016.1221843
• Languages: English
• ISSNs: 0959-3969

Abstract

Abstract: This paper examines how advertising effort, specifically advertising creativity and advertising believability, may influence consumers' perceptions of a retailer's business philosophy, and in turn consumers' behavior toward retailers in Hong Kong. Altogether five hundred and eighty-three respondents (i.e. 320 college students and 263 shoppers) were surveyed. The results suggested that retailers that are regarded as having more creative advertising are perceived as being more learning-oriented, which leads to higher brand recognition. Meanwhile, retailers that are regarded as having more believable advertisements are perceived as having higher levels of integrity, and as a result are better recognized and more likely to be patronized. This research contributes to literature in retailing and marketing communication by establishing the antecedents and consequences of building a learning-oriented and trustworthy business philosophy in a cultural specific context. It also provides practical guidance for retailers who aim to increase brand recognition and purchase intentions through promotional effort.