Experimental Study of the Effect of Advertisement and Promotional Plans on the Brand Attachment

Document Type : Research Paper

Authors

1 Assistant Prof., Department of Business Management, Rasht (Roudbar) Branch, Islamic Azad University, Rasht (Roudbar), Iran

2 Associate Prof., Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

3 Associate Prof. of Information Science and Knowledge Studies, Kharazmi University, Tehran, Iran

Abstract

Building a strong and lasting relationship between a brand and its consumers can be routed out by applying “the theory of attachment” in the marketing. This article aims to identify the best interaction between promotional and advertising plans as the resources of creating brand attachment in the durable and fast moving consumer goods. Conducting three experimental studies of factorial design type with 1200 participants, we investigated the different modes of interaction to identify the best fit. The results are quite similar for both product categories. The findings showed that the financial gifts with the ability of liquidity and shopping variety fit the advertisement messages at high construal level and high argument strength. However, the financial gift with the ability of buying from a particular store fits the advertisement messages at the low construal level and high argument strength. Therefore, we can cocnlude that the conditions for building brand attachment can work out independent of the product category

Keywords

Main Subjects

References

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Journal of Business Management
Volume 9, Issue 3
2017
Pages 573-594

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