基于品牌态度的价值导向广告效果策略外文翻译.doc

1、 外文翻译原文 Title:The Effects of a Value-oriented Advert ising Strategy on Brand AttitudeMaterial Source: Der markt. Volume 46, Number 4 / 12/2004, Springer Wien Author:Heribert Gierl / Sandra Praxmarer Previous research has categorised advertising as either“price” or“non-price”Kaul/Wittink 1995. In pri

2、ce advertising the products price is provided and emphasised whereas non-price advertising highlights the products unique and favourable attributes or intends to evoke positive emotions to affect a consumers attitude. Usually non-price advertising is described as image building and long-term oriente

3、d whereas price advertising is often local, short-term, and retail-oriented Lal/Matutes 1994; Kalra/Goodstein 1998. Producers usually cannot exactly determine the price of their products in the retail trade. Thus, when manufacturers aim at stressing their products low price in advertisements they ca

4、nnot provide the product price but refer to the price indirectly through a value proposition like ?good value for money“ or ?dont waste your money, buy“ Kalra/Goodstein 1998. The effectiveness of a value-oriented good deal advertising strategy is the topic of interest in the present paper. There is

5、conceptual and empirical agreement that price advertising increases brand price sensitivity Bemmaor/Mouchoux 1991, which is usually not intended by an advertiser. Furthermore, it was observed that price information leads to lower perceived product value and a less favourable attitude toward the bran

6、d Dodds/Monroe/Grewal 1991.However, the effectiveness of value-oriented advertising that does not provide the product price has not often been considered. If the effects of value propositions are comparable to the effects the price has, if provided in an ad, one might expect a negative impact of val

7、ue-oriented advertisements on brand attitudes. Kalra/Goodstein 1998 investigated the effects of a value-oriented advertising strategy on consumers willingness to pay for a brand and on the relative importance of price compared to other product attributes. The product price was not provided in their

8、advertisements but indirectly referred to through the value proposition espoused in the ads e.g., ?at a price that wont leave you broke“. The authors found that consumers willingness to pay for a brand was lower if the advertisements focused on the brands value compared to ads based on other adverti

9、sing strategies e.g., unique attribute positioning, celebrity endorsers, meaningless attributes. As the price consumers are willing to pay for a brand is often interpreted as an indicator of their attitude toward the brand Rao/Monroe 1996, a negative effect of value-oriented advertising on brand att

10、itude could also be expected. Surprisingly the authors reported comparatively positive brand attitudes if the good value of the brand was stressed in the advertisements. Thus, they observed a positive effect of value-oriented advertising on brand attitudes.Unfortunately Kalra/Goodstein did not discu

11、ss or explain this inconsistency. Due to Kalra/Goodsteins results it is interesting to investigate whether value-oriented advertising really leads to a favourable brand attitude. Therefore, the purpose of the present study was to examine the effects of value-oriented advertising on consumers brand a

12、ttitudes. As it can be expected that the effectiveness of value-oriented advertising depends on the product type being advertised, product category was included as a moderating variable. A negative effect of value-oriented advertising on brand attitude is expected even though the products price is o

13、nly referred to indirectly. This assumption can be explained as follows. In value-oriented advertisements the relatively low product price is emphasised. Therefore consumers could use a value proposition as a signal of lower product quality Rao/Monroe 1988; Kirmani/Rao 2000; Teas/Agarwal 2000.Value-

14、oriented advertising draws consumers attention to the fact that they have to spend money for the advertised product Kalra/Goodstein 1998. Lal/Rao 1997 and Kalra/Goodstein 1998 showed that price becomes more salient to consumers if value propositions are used in advertisements. Evoking the awareness

15、that a monetary sacrifice, no matter if high or low, has to be made if the consumer wants to buy the advertised product can result in negative feelings Dodds/Monroe/Grewal 1991; Teas/Agarwal 2000. These negative feelings can be transferred to the brand leading to a less favourable brand attitude Lut

16、z/MacKenzie/Belch 1983; Burke/Edell 1989; Yoo/MacInnis 2005 Price information is not meaningful and informative if provided on its own Nowlis/Simonson 1997. Therefore, value propositions in advertising can hardly be verified if the consumer does not have price knowledge regarding the product categor

17、y. Thus, this type of information might be devalued. Whereas in emotional or informative advertisements only the products favourable attributes are emphasised, value-oriented advertising can demand consumers to compare the advertised brand with competitors brands, telling the consumer ?if you are no

18、t stupid, buy “. Therefore, value-oriented advertisements usually provide very strong claims. Consumers might perceive such a strong and aggressive message as manipulative, resulting in over correction and reactive behaviour Meyers-Levy/Tybout 1997. Thus the following hypothesis is proposed: H1: Val

19、ue-oriented advertising leads to a less favourable attitude toward the brand than other common advertising strategies. However, differences or even exceptions regarding the hypothesised negative effect of a value oriented advertising strategy on brand attitudes might exist. The study examined the re

20、lative impact of an explicit value-oriented advertising claim with emotional and informational claims for premium versus value-priced products. The study examined such ads for a variety of products with German student respondents. The study expected a negative relationship between explicit value-ori

21、ented claim and favourability of the brand. The negative impact was expected to be higher for premium products. On the contrary, we expected a positive effect of value-oriented advertising if price-decline products are advertised On the whole this investigation shows that value oriented advertising

22、which refers to the price indirectly leads to a less favourable brand attitude than other common advertising strategies i.e. emotional and informational advertisements. Thus, referring to the inconsistent findings of Kalra/Goodstein 1998, p. 220 the present research supports that value-oriented adve

23、rtising does not only result in less willingness to pay but also in a deterioration of brand attitude. This effect was observed across several product categories including more or less expensive products running shoes versus coffee as well as hedonic and utilitarian products sunglasses versus tooth

24、paste. The negative impact of a value-oriented advertising strategy on brand attitude was explained by its possible function as a signal of lower product quality, by negative feelings resulting from activating thoughts of monetary sacrifice, and by their message strength evoking consumers reactive b

25、ehaviour. Thus, although quite common, value-oriented advertising does not seem to be the best method to achieve a more favourable brand attitude. The present research showed at least that value oriented ads are inferior to emotional or informational advertisements. However, the type of product bein

26、g advertised has to be considered in this context. Nevertheless, an important exception regarding the negative effects of value-oriented advertising was identified. If a product characterised by a frequent change in technology and price decline is advertised, a value-oriented advertising strategy ca

27、n be more effective than the other two strategies. Of three products representing price-decline productsCanon, Fuji, and Casio the advertisements that emphasised the brands good value proved to be superior in one case and showed the expected tendency in another. Consumers knowledge of prices in a pr

28、oduct category might also be a relevant moderating variable Compeau/Grewal/Chandrashekaran 2002; Compeauet al. 2004. Consumers with good price knowledge might compare the advertised message to the expected price level of the product, resulting either in confirmation or non-confirmation of prior beli

29、efs. Non-confirmation may lead to product devaluation. Thus, for future investigations of the effects of value-oriented advertising consumers knowledge of prices should be considered. It can be criticised that value-oriented claims are more common as a short term advertising strategy whereas emotion

30、al and informational claims are used more routinely for long-term impact. Long-term use of value-oriented advertising may be used to position value-priced brands not premium brands. However, we assumed that value-oriented advertising strategy can even be used as a routine long-term strategy if a pri

31、ce-decline product is promoted. However, we did not test his assumption in along-range experiment. We did not take very expensive products into our examination. For instance, premium products like a BMW car signal a high price compared to alternative car brands but the consumers might be delighted t

32、o get a price reduction if buying a BMW. In further investigations the respondents should be divided in buyers of premium products and in buyers of value products. Both consumer segments might respond differently to the advertising strategies. If a consumer is not value-oriented information about th

33、e effectiveness of a value advertising strategy of a value brand is irrelevant to the sellers of premium brands because that consumer may not be the target customer of the value product.译文 标题:基于品牌态度的价值导向广告效果策略 资料来源:Der markt. Volume 46, Number 4 /12/2004, Springer Wien 作者:Heribert Gierl / Sandra Pra

34、xmarer 以往的这些研究已经归类为“价格”或“非价格” 的广告(考尔/威廷特, 1995)。价格广告强调产品的价格而非价格广告则以产品的独特和有利的属性为亮点或有意唤起积极的情绪来影响消费者的态度。通常非价格广告被描述为形象建设和长期导向,而价格广告往往是地方性的,以短期和零售为主(拉尔/特斯1994;卡尔拉/古德斯坦,1998)。生产者通常无法准确确定在零售贸易中的产品价格,因此,当制造商的目标是在广告中强调其产品的低价格,对于他们无法提供的产品价格则通过这样的“物有所值” 或“不要浪费你的钱,买” 的价值主张间接体现(卡尔拉/古德斯坦,1998)。一个价值导向(好买卖)广告策略的有效性

35、是本文感兴趣的话题。价格广告增加品牌的价格敏感度这是概念和经验(贝马勒/?克勒斯,1991),这通常不是由广告客户所预期的。此外,有人指出价格信息会导致较低的产品价值感知,并减少消费者对品牌的喜爱度(兹/梦露/格雷瓦尔,1991)。然而,以价值为导向的广告效果往往没有提及到产品的价格。如果在广告中体现的价值主张的影响效果能和价格相媲美,人们可以预期以价值为导向的广告对品牌态度的负面影响。 卡尔拉/古德斯坦(1998)基于消费者对于一个品牌的支付意愿和相对于产品其他属性重要的价格角度研究了以价值为导向的广告策略的影响。该产品的价格并没有在广告中提到,但间接通过在广告信奉(例如,“一个不会给你打破

36、的价格”)的价值主张。研究人员发现相对于其他广告策略(例如,独特的属性定位,名人代言人,无意义的属性),焦点集中在品牌价值的广告消费者愿意支付较低。消费者愿意为一个品牌的支付价格常常被作为一个他们的品牌态度的指标(饶/门罗,1996),以价值为导向的品牌广告态度的负面影响也可预期的态度指标。令人惊讶的是如果在广告中强调良好的品牌价值,报道的品牌态度会比较积极。因此,他们观察到以价值为导向的品牌态度(第220页)广告可以产生积极影响。不幸的,卡尔拉/古德斯坦没有讨论或解释这种不一致。由于卡尔拉/古德斯坦的结论引起了人们调查价值为导向的广告是否真的能导致了良好的品牌态度的兴趣。因此,本研究的目的是

37、为了验证广告价值对于消费者对该品牌态度的影响。因此,以价格为导向的广告效果取决于广告中作为变量的产品种类和产品类型。 一种以价值为导向的品牌广告态度的负面影响可以通过产品的价格仅为间接提到预计。这种假设可以解释如下。 在价值导向的广告中往往会强调产品价格相对较低。因此消费者可以使用一种价值取向作为降低产品质量的信号(饶/门罗,1988;凯玫瑞/饶2000;查/阿加沃,2000)。以价值为导向的广告吸引消费者注意的是,他们必须在广告产品上花费的金额(卡尔拉/古德斯坦1998)。拉尔/拉奥(1997)和卡尔拉/古德斯坦(1998)表明,如果在广告中使用这种价值主张,在消费者看来价格变得更为突出。如

38、果消费者想购买所宣传的产品可能会导致的负面情绪,不论高或低,都会使人们意识到货币的牺牲(兹/梦露/格雷瓦尔,1991;查/阿加瓦尔,2000)。这些消极的感情是可以转移到品牌所导致的较差品牌态度上(鲁兹/麦肯齐,1983;伯克/艾德尔 1989;柳/麦金尼斯,2005)。 如果自行制定价格信息是没有意义和内容(饶力斯/西蒙森,1997)。因此,如果消费者不具有相关产品类别的价格知识,广告的价值主张难以核实。因此,这种类型的信息可能会贬值。 而在情感或信息广告只是强调产品的有利属性,以价值为导向的广告会要求消费者比较它与竞争对手的品牌广告牌,告诉消费者“如果你不傻,买”。因此,价值为导向的广告通

39、常提供非常强大的索赔。消费者可能认为这样一个强大的操控和侵略性的信息,是过度矫正和相关行为产生的结果。因此以下假设提出: H1:价值为导向的广告会导致比其他常见的广告策略更恶劣的的品牌态度。 关于一个价值导向的广告策略对品牌态度所带来的负面影响的分歧甚至异常可能存在。该研究主旨是评估一个明确的价值取向对于产品溢价情感和信息索赔的相对影响。该研究旨在评估各种产品的广告在德国学生的印象。该项研究会预计明确价值导向的要求和青睐的品牌能力的负相关关系。这种负面影响对于优质产品的影响会更大。相反的,如果价格下降的产品做广告。,我们预期价值为导向的广告会产生积极影响。 整体而言本次调查表明,价值导向的广告

40、是指与其他常见的广告策略(即情感和信息广告)相比以间接的价格导致品牌态度较差的广告。因此,与卡尔拉/古德斯坦(1998)目前的研究结果不一致,以价值为导向的广告不只是减少了消费者的支付意愿,也导致了品牌态度的恶化。这种效应是在多个产品种类很明显,包括观察到的更多或更便宜的产品(与咖啡跑鞋)以及享乐和实用产品(太阳眼镜与牙膏)两类。 以价值为导向的广告策略对品牌态度的不利影响被解释为其作为一种降低产品质量的信号并通过他们的信息力量激活消费者的货币牺牲的想法产生消极情绪,唤起消费者的反应行为。因此,价值为导向的广告虽然相当普遍,但并不是最好的方法来实现一个更加良好的品牌态度。目前的研究表明,至少价

41、值导向的广告不如情感类或信息类的广告。但是,广告的产品类型必须在这方面考虑。 然而,一个关于价值导向的广告的负面影响重要的例外被确定。如果产品广告的特点是技术和价格频繁的下降,那么价值导向的广告策略可以比其他两个策略更有效。三种代表价格下降的产品(佳能,富士和卡西欧)广告,强调了品牌的良好价值被证明是一个优秀案件,表现出预期的另一个趋势。 消费者在一个产品类别价格知识也可能是一个相关调节变量(康皮/格雷瓦尔/ 查德施克耐,2002;肯培特2004)。具有良好的价格知识的消费者可能会在确认或不确认之前不做评断,比较广告的信息预期该产品的价格水平。非确认可能导致产品贬值。因此在今后对以价值为导向的

42、广告影响的调查中应消费者对价格知识考虑。 它可以这样评价。以价值为导向的广告策略更适合作为短期的广告词,而信息类和情绪类的广告策略更常被作为长期的宣传。长期价值为导向的广告适用于没有溢价的品牌的价格定位。不过,我们认为,如果是产品价格的长期下降的推广,价值导向的广告策略甚至可以作为日常使用的策略。但是,我们没有测试他在沿程实验假设是否成立。 我们没有在测试中使用非常昂贵的产品。举例来说,像宝马汽车这样的高档产品比起其他汽车品牌标志着一个高价位,但消费者可能会感到很高兴获得一辆降价的宝马。 在进一步调查的受访者应分为优质的产品买家和价值产品的购买者。这两种消费群体可能需要不同的广告策略。如果一个消费者对一个价值导向的广告策略中关于优质品牌有效性的信息觉得是无关紧要的,那么消费者可能不会是价值产品的目标客户。 . .此处忽略！