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Posted January 10th
Many companies have experimented with their brand architecture throughout
history. Not all these shifts in brand architecture have been successes. In the
case of Unilever, for example, evolving a House of Brands strategy (where the
purchase decision and use experience is driven by the product brands) towards an
Endorsed Brands strategy (where the product brands are endorsed by a master
brand) resulted in some problems because of the inconsistency in communications
about their different brands [...].
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Posted November 28th
Subliminal advertising has been a highly controversial topic. The question
is: Does it work? Two articles by Verwijmeren et al. (2011) and Veltkamp et al.
(2011) indicate that it works, but only under certain conditions. The findings
suggest that the subliminal advertising of, for example a soda, will only
increases the choice for that soda if people are thirsty and if the advertised
soda isn’t habitually chosen. [...]
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Posted October 17th
Online shopping & multi-sensory marketing: how to reach the consumer’s
five senses in a virtual world? Recent research points to the fact that the
internet presents some retailing challenges due to its limited capacity to allow
the consumer full multisensory input. Phillips et al. (1997) found that one
deterrence to consumers’ use of the Internet for product purchase was the lack
of a range of sensory experiences linked to this medium. Intuitively, it has
been suggested that goods requiring multisensory input in reaching product
choice decisions will be less likely to be purchased over the Internet.
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Posted September 26th
Two articles by Vaccaro et al. (2009) and by Morrison et al. (2011) provide
us with interesting academic insights on the influence of scent and music on
consumers. As to music, the first article (2009) shows that musicretail
consistency (i.e. perceived fit between the store image and the music) leads to
more productinvolvement, positive behavioural intentions, more intended time
spent in the store and better store image.
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Posted August 23th
Several cases (e.g. Chevron) illustrate that greenwashing can be
an effective marketing tactic. However, as the years go by, research has
repeatedly documented skepticism among consumers towards environmental and
ecological advertising...
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