聚焦前沿| 市场学重要期刊品牌沟通系列专题论文选辑
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市场学重要期刊品牌沟通专题论文
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【1】电视广告中的品牌沟通
Communicating brands in television advertising
Bruce, Norris I, Becker Maren, Reinartz Werner. [J]. Journal of Marketing Research,2020,57(2):236-256.
Abstract
Many studies have quantified the effects of TV ad spending or gross rating points on brand sales. Yet this effect is likely moderated by the different types of brand-related messages or cues (e.g., logo, brand attributes) embedded in the ads and by the ways (e.g., explicitly or implicitly) these cues are conveyed to TV audiences. The authors thus measure 17 cues often used within ads to build brand awareness (or salience) and brand image and investigate their influence on ad effectiveness. Technically, the study builds a dynamic model to quantify the effects of advertising on sales; builds a robust and interpretable (i.e., nonparametric and sparse) factor model that integrates correlated, left-censored branding cues; and then models the effects of advertising as a function of the factors identified by these cues. An analysis of 177 campaigns aired by 62 brands finds that salience cues (e.g., logo) and benefit and attribute messages moderate ad effectiveness. It also finds that explicit cues are more effective than implicit ones; nonetheless, the primary drivers of ad effectiveness are visual salience cues: the duration and frequency with which the logo and the duration with which the product are displayed. The study can thus suggest ways brand and ad agency managers can improve the effects of creative ad content on sales.
摘要
已有研究探讨了电视广告支出或总收视率对品牌销售的量化影响。然而，广告中嵌入的不同类型的品牌信息或线索（如品牌标识、品牌属性）以及向电视观众传达这些线索的方式（如显性或隐性）可能会调节这种效果。因此，作者测量了在广告中用来建立品牌知名度（或显著性）和品牌形象的17个线索，并研究其对广告效果的影响。从技术角度，本研究建立了一个动态模型来量化广告对销售的影响。具体是建立了一个稳健的、可解释的（即非参数的、稀疏的）因子模型，该模型整合了互为相关的、左删失（指线索数据中有很大比例的0）的品牌线索，然后在模型中将广告的影响确立为通过这些线索所识别出来的因素的函数。通过对62个品牌177个广告的分析发现，显著性线索（如品牌标识）、利益和属性信息对广告效果发挥了调节作用。研究还发现，显性线索比隐性线索更有效。尽管如此，广告效果的主要驱动因素是视觉显著性线索，包括标识的持续时间和频率以及产品展示的持续时间。因此，本研究可以为品牌和广告代理经理提高创意广告内容对销售的影响提供指导。
【2】让品牌标识来说话：标识描述性对品牌资产的影响
Let the logo do the talking: The influence of logo descriptiveness on brand equity
Luffarelli Jonathan, Mukesh Mudra,Mahmood Ammara. [J]. Journal of Marketing Research, 2019, 56(5):862-878.
Abstract
Logos frequently include textual and/or visual design elements that are descriptive of the type of product/service that brands market. However, knowledge about how and when logo descriptiveness can influence brand equity is limited. Using a multi-method research approach across six studies, the authors demonstrate that more (vs. less) descriptive logos can positively influence brand evaluations, purchase intentions, and brand performance. They also demonstrate that these effects occur because more (vs. less) descriptive logos are easier to process and thus elicit stronger impressions of authenticity, which consumers value. Furthermore, two important moderators are identified: the positive effects of logo descriptiveness are considerably attenuated for brands that are familiar (vs. unfamiliar) to consumers and reversed (i.e., negative) for brands that market a type of product/ service linked with negatively (vs. positively) valenced associations in consumers’ minds. Finally, an analysis of 597 brand logos suggests that marketing practitioners might not fully take advantage of the potential benefits of logo descriptiveness. The theoretical contributions and managerial implications of these findings are discussed.
摘要
品牌标识通常包括文字和/或视觉设计元素，这些元素描述了品牌所营销的产品或服务类型。然而，关于标识描述性如何以及何时影响品牌资产的研究还非常有限。本文通过六项研究，采用多种研究方法，验证了描述性更多（相对于更少）的标识对于品牌评价、购买意愿和品牌绩效产生正面影响。本文还验证了这些效应之所以发生，是因为描述性更多（相对于更少）的标识更容易处理，品牌的印象更加真实，而真实性是消费者所看重的。此外，本文还发现了两个重要的调节因素：对于消费者熟悉（相比不熟悉）的品牌，标识描述性的积极影响显著减弱。进一步地，如果在消费者心目中品牌代表的产品或服务带来的是负性（相比正性）联想，这种效应会反转为负向影响。最后，根据对597个品牌标识的分析，发现营销人员可能没有充分利用标识描述性的潜在好处。本文讨论了这些发现的理论贡献和管理意义。
【3】品牌标识对环境的描述：设计不稳定性与安全导向型产品的效用
When brand logos describe the environment: Designinstability and the utility of safety oriented products
Rahinel,Ryan, and Noelle M Nelson. [J]. Journal of Consumer Research, 2016,43(3):478-496.
Abstract
A core assumption underlying brand logo design is thatinferences generated from a logo’s design are applied to the considerationtarget (e.g., product or brand) to which the logo is attached, and designsshould therefore reflect the beliefs one wishes to promote about the target.The current work demonstrates an important case in which consideration targetsare resistant to particular inferences, which leads such inferences to beapplied instead to one’s environment. Specifically, when considering safety-orientedproducts, consumers exposed to unstable-looking brand logos infer the presenceof unsafe conditions, and because safety-oriented products are resistant toinferences that they are unsafe, the inference is instead applied to theenvironment (i.e., “the environment is unsafe”). This process subsequentlyincreases the perceived utility of safety-oriented products. Five experimentscollectively demonstrate the core effect, uncover the underlying inferentialmechanism, and demonstrate the crucial role of inference resistance in theprocess. Overall, the present findings suggest that in some cases, a logodesign that is opposed to desired product or brand beliefs may ironically helpin boosting demand.
摘要
品牌标识设计的核心假设是，由标识设计产生的推论将应用于标识所附加的目标，例如产品或品牌，因此标识设计应反映人们希望推广的有关产品或品牌的信念。本研究展示了一个重要的情况，即目标对特定的推论具有抵抗性，这将导致这些推论将被应用于环境之中，而非考虑的目标本身。具体而言，当考虑安全导向型产品时，接触外观不稳定的品牌标识的消费者会推断出存在不安全的状况，并且由于安全导向型产品对自己不安全的推论具有抵抗性，因此，推论反而被应用到环境中，即环境不安全。这一过程随后便增加了对安全导向型产品的感知效用。五个实验共同证明了这种核心效用，揭示了潜在的推理机制，并论证了推理抵抗性在此过程中的关键作用。总体上，目前的研究发现表明，在某些情况下，一个与期望的产品或品牌信念相反的标识设计，反而可能有助于提高需求。
【4】视觉设计元素符号关联的权变性：以品牌标识框架为例
The contingent nature of the symbolic associations of visual design elements: The case of brand logo frames
Fajardo, Tatiana M, Zhang Jiao, Tsiros Michael. [J]. Journal of Consumer Research,2016,43(4):549-566.
Abstract
This research examines how situational factors influence the symbolic associations generated from visual design elements and their downstream consequences in terms of consumption intent. Specifically, this research focuses on a common and yet little-studied brand design element, logo frames. The authors propose that a logo frame may be perceived as either protecting or confining, depending on the level of risk associated with a purchase. A high perception of risk increases the accessibility of a logo frame’s association with protection and increases purchase intent, whereas a low perception of risk increases the accessibility of a logo frame’s association with confinement and decreases purchase intent. The authors also propose that the logo frame effect may, under certain situations, extend to secondary brand identifiers (e.g., brand slogans), but will not extend to elements unrelated to brand identity (e.g., product descriptions). Six studies provide support for these propositions. The findings of this research contribute to the literature on symbolic associations by demonstrating the contingent nature of the symbolic associations triggered from a visual design element and by showing that design features can mitigate (and under certain circumstances reverse) the negative effect of increased risk perceptions on purchase intent.
摘要
本研究考察情境因素如何影响视觉设计元素生成的象征性联想及随后的消费意图。具体而言，本研究着眼于一个普遍但甚少研究的品牌设计元素——标识框架。作者认为，根据购买风险水平的高低，标识框架可以被视为具有保护性或限制性。高风险感知会增加标识框架与保护关联的可达性，提高购买意愿；而低风险感知会增加标识框架与限制关联的可达性，降低购买意愿。作者也提出，在某些情况下，标识框架效应可能会扩展到次级品牌标识符号，例如品牌标语，但不会扩展到产品描述等与品牌识别无关的元素上。六项研究支持了这些假设。本研究通过论证视觉设计元素触发的符号联想的权变性，表明设计特征可以减轻，在某种情况下甚至逆转高风险感知对购买意向的负面影响，推动了象征性联想领域的科学研究。
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图文编辑：靳珊 审校：CMAU
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