基于品牌態(tài)度的價(jià)值導(dǎo)向廣告效果策略-外文翻譯

1、4外文翻譯原文Title：TheEffectsofaValueientedAdvertisingStrategyonBrAttitudeMaterialSource:Dermarkt.Volume46Number4122004SpringerWienAuth：HeribertGierlSraPraxmarerPreviousresearchhascategisedadvertisingaseither“price”“nonprice”(

2、KaulWittink1995).Inpriceadvertisingtheproduct’spriceisprovidedemphasisedwhereasnonpriceadvertisinghighlightstheproduct’suniquefavourableattributesintendstoevokepositiveemotionstoaffectaconsumer’sattitude.Usuallynonpricea

3、dvertisingisdescribedasimagebuildinglongtermientedwhereaspriceadvertisingisoftenlocalshttermretailiented(LalMatutes1994KalraGoodstein1998).Producersusuallycannotexactlydeterminethepriceoftheirproductsintheretailtrade.Thu

4、swhenmanufacturersaimatstressingtheirproduct’slowpriceinadvertisementstheycannotprovidetheproductpricebutrefertothepriceindirectlythroughavaluepropositionlike?goodvaluefmoney“?don’twasteyourmoneybuy…“(KalraGoodstein1998)

5、.Theeffectivenessofavalueiented(gooddeal)advertisingstrategyisthetopicofinterestinthepresentpaper.Thereisconceptualempiricalagreementthatpriceadvertisingincreasesbrpricesensitivity(BemmaMouchoux1991)whichisusuallynotinte

6、ndedbyanadvertiser.Furthermeitwasobservedthatpriceinfmationleadstolowerperceivedproductvaluealessfavourableattitudetowardthebr(DoddsMonroeGrewal1991).Howevertheeffectivenessofvalueientedadvertisingthatdoesnotprovidethepr

7、oductpricehasnotoftenbeenconsidered.Iftheeffectsofvaluepropositionsarecomparabletotheeffectsthepricehasifprovidedinanadonemightexpectanegativeimpactofvalueientedadvertisementsonbrattitudes.KalraGoodstein(1998)investigate

8、dtheeffectsofavalueientedadvertisingstrategyonconsumers’willingnesstopayfabrontherelativeimptanceofpricecomparedtootherproductattributes.Theproductpricewasnotprovidedintheiradvertisementsbutindirectlyreferredtothroughthe

9、valuepropositionespousedintheads(e.g.?atapricethatwon’tleaveyoubroke“).Theauthsfound4Whereasinemotionalinfmativeadvertisementsonlytheproduct’sfavourableattributesareemphasisedvalueientedadvertisingcandemconsumerstocompar

10、etheadvertisedbrwithcompetits’brstellingtheconsumer?ifyouarenotstupidbuy…“.Therefevalueientedadvertisementsusuallyprovideverystrongclaims.Consumersmightperceivesuchastrongaggressivemessageasmanipulativeresultinginovercre

11、ctionreactivebehaviour(MeyersLevyTybout1997).Thusthefollowinghypothesisisproposed:H1:Valueientedadvertisingleadstoalessfavourableattitudetowardthebrthanothercommonadvertisingstrategies.Howeverdifferencesevenexceptionsreg

12、ardingthehypothesisednegativeeffectofavalueientedadvertisingstrategyonbrattitudesmightexist.Thestudyexaminedtherelativeimpactofanexplicitvalueientedadvertisingclaimwithemotionalinfmationalclaimsfpremiumversusvaluepricedp

13、roducts.ThestudyexaminedsuchadsfavarietyofproductswithGermanstudentrespondents.Thestudyexpectedanegativerelationshipbetweenexplicitvalueientedclaimfavourabilityofthebr.Thenegativeimpactwasexpectedtobehigherfpremiumproduc

14、ts.Onthecontraryweexpectedapositiveeffectofvalueientedadvertisingifpricedeclineproductsareadvertised.Onthewholethisinvestigationshowsthatvalueientedadvertisingwhichreferstothepriceindirectlyleadstoalessfavourablebrattitu

15、dethanothercommonadvertisingstrategies(i.e.emotionalinfmationaladvertisements).ThusreferringtotheinconsistentfindingsofKalraGoodstein(1998p.220)thepresentresearchsupptsthatvalueientedadvertisingdoesnotonlyresultinlesswil

16、lingnesstopaybutalsoinadeteriationofbrattitude.Thiseffectwasobservedacrossseveralproductcategiesincludingmelessexpensiveproducts(runningshoesversuscoffee)aswellashedonicutilitarianproducts(sunglassesversustoothpaste).The

17、negativeimpactofavalueientedadvertisingstrategyonbrattitudewasexplainedbyitspossiblefunctionasasignaloflowerproductqualitybynegativefeelingsresultingfromactivatingthoughtsofmoarysacrificebytheirmessagestrengthevokingcons

18、umers’reactivebehaviour.Thusalthoughquitecommonvalueientedadvertisingdoesnotseemtobethebestmethodtoachieveamefavourablebrattitude.Thepresentresearchshowedatleastthatvalueientedadsareinferitoemotionalinfmationaladvertisem