Naslov
Relationship between consumer needs and brand benefits as predictor of ad preference

Autori
First, Ivana ; Gržinčić, Filip

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
3rd EuroMed Conference of the EuroMed Academy of Business: Business developments across Countries and Cultures / Demetris, V ; Weber, Y ; Kaufmann, R ; Tarba, S - Nikozija : EuroMed Press, 2010, 373-386

ISBN
978-9963-634-83-5

Skup
3rd EuroMed Annual Conference

Mjesto i datum
Nikozija, Cipar, 04.11.2010. - 05.11.2010

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Brand benefits ; Ad appeals ; Consumer needs ; Ad preference

Sažetak
Purpose: This research aims at testing the role of general consumer needs in ad preference. Design/methodology/approach: Four ads for two branded products of different product categories were created. An online questionnaire to determine participants driving needs and created ad preferences was disseminated among students. 190 responses were collected. Findings: Results show correlation between higher emphasize on certain type of need and higher appreciation of the ad using an appeal related to that need. Originality/value: The fit between consumer driving needs and brand benefits expressed by brand appeals is introduced as the predictor of ad preference. By testing the influence of general consumer needs, in stead of product related needs, the research contributes to discovering more efficient advertising and brand positioning. Research limitations/implications: The study was conducted on only one homogeneous group of respondents and it was not possible to fully control for other ad stimulus and respondent characteristics that apart from identified ad appeals might influence ad preference. Practical implications: Practitioners are advised to invest time and energy in determining their target consumers’ driving needs and then choose ad appeal that best fit those needs. Because ad appeals create brand’s identity core, decision on appropriate appeal should not be left for marketing agency to be decided upon.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Rad je indeksiran u CPCI bazi (bivša ISI
Proceedings baza)

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