基于品牌态度的价值导向广告效果策略-外文翻译（可编辑）.docVIP

基于品牌态度的价值导向广告效果策略-外文翻译 Title:The Effects of a Value-oriented Advert ising Strategy on Brand Attitude Material 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 price advertising the product’s price is provided and emphasised whereas non-price advertising highlights the product’s unique and favourable attributes or intends to evoke positive emotions to affect a consumer’s attitude. Usually non-price advertising is described as image building and long-term oriented 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 product’s low price in advertisements they cannot provide the product price but refer to the price indirectly through a value proposition like ?good value for money“ or ?don’t 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 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 brand 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 value-oriented advertisements on brand attitudes. Kalra/Goodstein 1998 investigated the effects of a value-oriented advertising strategy on consumers’ willingness to pa