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WHICH DIMENSION OF BRAND IDENTIFICATION, SIMILARITY, PRESTIGE,
DISTINCTIVENESS OR HERITAGE, AFFECTS ATTITUDE TOWARD AN ADVERT
ON HIGH/LOW INVOLVEMENT SERVICES?
Author: Demi Ella OShea 11000230 Supervisor: Dr Helen Watts Word
count: 9793 Submitted: April 2014
Business Project submitted as part requirement for the B.A.
(Hons) degree in Business, Management and Advertising at the
University of Worcester.
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Abstract This paper aimed to understand which dimension of brand
identification, similarity, prestige, distinctiveness and heritage,
affects attitude toward advert on high/low involvement services,
exhibited through British Airways and Skype. Understanding the
consumer brand relationship is essential for both theorist and
practitioners, so optimal advertising campaigns can be made to
deliver the appropriate messages to consumers. It is the attitude
toward the advert and interpretation of the brand message that
determines if the consumer will identify with that particular
brand. This paper examines how consumers identify with brands
through four dimensions; similarity, prestige, distinctiveness and
heritage. Currently, there is a lack of distinction between service
and product advertising, resulting in service brands inability to
advertise successfully. As the literature has found, there to be
many components of advertising services that make it more complex.
This paper examines the dimensions of brand identification and
there affect toward attitude toward advert in both high and low
involvement services. Furthermore, this paper identifies the
cause-and-effect relationship through four conditions, high and low
involvement and TV and print advert, exhibited through British
Airways and Skype. Moreover, the relationship was be examined by
regression analysis, of which found there to be different
dimensions of brand identification that predict attitude toward
advert dependent upon the involvement and channel type.
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Table of Contents
Abstract
.....................................................................................................................
2 Table of Figures
.........................................................................................................
5 Preface
......................................................................................................................
6 Acknowledgements
...................................................................................................
7 1.0. Introduction
.....................................................................................................
9 1.1. British Airways
.............................................................................................................................................
11 1.2. Skype
................................................................................................................................................................
12 1.3. Research Question and Objectives
......................................................................................................
12 2.0 Context
..............................................................................................................
13 2.1. Attitude Toward Adverts
.........................................................................................................................
13
2.1.1. Consequence of Attitude Toward Advert
.......................................................................................
14 2.2. Advertising in Services
.............................................................................................................................
15 2.2.1.1. Performance
...........................................................................................................................................
15 2.2.1.2. Variability
...............................................................................................................................................
16 2.2.1.3. Intangibility
............................................................................................................................................
16 2.2.2. Service Competitors
................................................................................................................................
17 2.3. Channels
..........................................................................................................................................................
17 2.4. Brand Identification
...................................................................................................................................
18 2.4.1. Similarity
.....................................................................................................................................................
19 2.4.2. Distinctiveness
..........................................................................................................................................
19 2.4.3. Prestige
........................................................................................................................................................
20 2.4.4. Technological influences
......................................................................................................................
20 2.5. Brand Identification and Attitude toward Adverts
......................................................................
20 2.5.1. Heritage and Attitude toward Advert
............................................................................................
21 2.6. Academic Gap
...............................................................................................................................................
21
3.0. Methodology
....................................................................................................
23 3.1. Research Design
..........................................................................................................................................
23 3.2. Research Method
.........................................................................................................................................
23 3.3. Preliminary Study
.......................................................................................................................................
24 3.3.1. Analysis
........................................................................................................................................................
25 3.4. Quantitative Research
...............................................................................................................................
27 3.4.1. Participants
................................................................................................................................................
29 3.4.2. Procedure
....................................................................................................................................................
29 3.4.3. Ethical Implications
................................................................................................................................
30 3.4.4. Data Analysis
.............................................................................................................................................
30
4.0. Data Analysis
....................................................................................................
32 4.1. Descriptive Statics
......................................................................................................................................
32 4.1.1. Gender
...........................................................................................................................................................
32 4.1.2. Age
..................................................................................................................................................................
32 4.1.3. Continuous Variables
.............................................................................................................................
33 4.2. Regression Analysis
...................................................................................................................................
37 4.2.1.1. High Involvement TV
..........................................................................................................................
37 4.2.1.2. Low Involvement TV
...........................................................................................................................
38 4.2.1.3. High Involvement Print
.....................................................................................................................
38 4.2.1.4. Low Involvement Print
......................................................................................................................
39
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4.2.2. Findings
........................................................................................................................................................
39 5.0. Discussion
.........................................................................................................
42 5.1. Summary of results
....................................................................................................................................
42
5.2.1. Similarity
.....................................................................................................................................................
42 5.2.2. Prestige
........................................................................................................................................................
43 5.2.3. Distinctiveness
..........................................................................................................................................
45 5.2.4. Heritage
.......................................................................................................................................................
45 5.3. Wider Implications
.....................................................................................................................................
46 5.4. Limitations
.....................................................................................................................................................
47 5.5. Suggestions for Further Research
........................................................................................................
48
6.0. Conclusion
........................................................................................................
50 Reference List
..........................................................................................................
52 Appendices List
........................................................................................................
57
Appendix A: Ethical Consent letter given to each of the
participants .......................................... 57 Appendix
B: Key Themes from the Focus Group
.....................................................................................
58 Appendix C: A template of the Quantitative Survey as it appeared
to participants on SmartSurvey.
......................................................................................................................................................
64 Appendix D: Variable Coding
..........................................................................................................................
70
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Table of Figures
Figure 1: Academic Gap Conceptual Model
.........................................................................
22 Figure 2: Focus Group Exhibits (Source: British Airways 2011,
Skype 2013a, Adsoftheworld.com 2012 and Tomorrowawards.com 2014)
................................ 26 Figure 3: Demographic Analysis
Gender
..........................................................................
32 Figure 4: Demographic Analysis Age
..................................................................................
33 Figure 5: Mean and Standard Deviation Scores
............................................................... 34
Figure 6: Standard Deviation Similarity
...........................................................................
35 Figure 7: Standard Deviation Prestige
...............................................................................
35 Figure 8: Mean Scores Distinctiveness
..............................................................................
36 Figure 9: Mean Score Heritage
...................................................................................................
36 Figure 10: Mean Score Attitude toward Advert
............................................................ 37
Figure 11: Correlation Analysis
.................................................................................................
39 Figure 12: Significance Scores
....................................................................................................
40 Figure 13: Beta Scores
.....................................................................................................................
40
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Preface In a society surrounded by brands and advertising, it is
of great interest to the brands, advertising agencies and theorists
to understand the consumer brand relationship. To date, many
scholars describe this relationship as complex. This undergraduate
research project aims to understand one dimension of the consumer
brand relationship, how attitude toward adverts impact how
consumers identify with brands. The author would like to refer to a
few quotes by Hegarty (2011), which inspired the research topic.
The consumers part in a brands success is now even more
fundamental and indeed precarious. Misunderstand that
relationship and a brand is doomed to failure. Understand the
role
[the] brand plays in peoples lives and knowing how to make it
more
relevant is crucial. In order for adverts to be engaging to
consumers, theorists and practitioners, they must assess how
attitudes can predict the identification process. The author
started this journey unknowing of the results but thriving on the
ability to contribute toward the understanding of the consumer
brand relationship. Throughout the process of this business
project, it became apparent how complex research is. It also
identified how under researched certain areas are and how this
piece of work could contribute toward the academic gaps. To some
the thought of contributing toward academic gaps can be a daunting
process, however, the author felt empowered. Nevertheless, the
writing of the business project was at times, stressful.
Regardless, it could not of been possible without the willingness
of the participants and project supervisor, of whom the next
section will acknowledge.
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Acknowledgements This business project would not of been
possible without the help, support and contributions of many people
of which I would like to express my sincere gratitude. Firstly, I
would like to thank my personal tutor and business project
supervisor, Dr Helen Watts. Without her continuing support and
expert knowledge, this project would not of been possible. Helen
did not only act as my supervisor but also as a mentor and a
support system that I turned to regularly to keep me on track. I
cannot thank Helen enough for her encouragement and the time she
took with me. It was Helens passion in my ideas that encouraged me
throughout and I am forever grateful for her support on this
project. Secondly, I would like to thank Mark Regan, one of my
lecturers at University of Worcester. It was Marks passion for
advertising in my first year of university that confirmed my
decision to start this journey in advertising. For the past three
years I have turned to Mark as a mentor. Even in times of doubt
Mark consistently reminded me of my passion and ability in the
field of advertising. I cannot thank Mark enough for his support
over the past three years. Thirdly, I would like to thank Matt
Hoban and Molly Parsley. Matt Hoban, the strategist on the British
Airways account at BBH, took his time to answer my questions and
sent me a case study on the British Airways To Fly, To Serve
campaign. I am very thankful to him for this case study inspired
this research project. Also, I would like to express my gratitude
for Molly Parsley from Skypes advertising agency, Pereira and
ODell, who spent her time sending me information on the Skypes Stay
Together and Its Time for Skype campaign, which contributed greatly
to this research project. Fourthly, I would like to express my
gratitude toward all my colleagues, lecturers and fellow students,
at the University of Worcester. Many of my colleagues
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contributed directly to this business project and others
supported me throughout the past three years, for that I am
thankful. I would also like to thank all my friends who have
supported me throughout the duration of my university career.
Finally, I would like to extend my gratefulness to my loving family
for always supporting me in my educational needs. My Father and
Mother who have been there for me both financially and emotionally
for my whole life, without them I would not be where I am today. No
amount words could ever thank my family enough; they are making my
dreams possible. Thank you Dad, Mum, Shanne and Lotte, I will
forever be indebted to each of you.
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1.0. Introduction Scholars discuss the way in which a consumer
identifies with a brand as a key component in the process of
advertising, and its link to purchasing products or services.
Brands spend millions of pounds on advertising each year, from
employing agencies, creatives and purchasing media space. The
process is calculated to an extent; however with many traditional
medias, such as magazines, which are measured by circulation months
after publish; the calculations are not always conclusive (Altstiel
and Grow 2010). Nevertheless, brands still pay large sums of money
to ensure connections and messages are delivered to consumers;
emphasising the importance on the execution of these messages,
quality adverts. In order for a brands message to be delivered
through quality adverts, organisations must consider the consumers
attitude toward an advert. It is strongly suggested in the
literature that there is a link between consumer attitudes toward
adverts and brand identification. Brands utilisation of techniques,
such as similarity, has the ability to contribute toward positive
consumer attitudes, potentially leading to the purchasing of
products or services of the brand. However, the digital age has
changed the dynamics between consumer and brand, consumers now have
the ability to actively source out brands and involve themselves
with brands (Voorveld et al. 2011). The change of dynamics stress
the importance of understanding how consumers identify with brands
and the affect this has on their attitude toward adverts.
Consideration into product or service involvement should be taken
into account when developing an advert. Rossiter et al. (1991)
suggests the involvement consumers have with the product or service
determines the creative tactics. High and low involvement
categories are distinguished by the perceived risk that the
consumer holds when debating the purchasing of the product or
service (Percy and Rosenbaum-Elliot 2012). Percy and
Rosenbaum-Elliot (2012) describe the perceived risk as either
fiscal or psychological risk. The Foote, Cone, Belding involvement
grid (FCB grid) develops the determining of products or
services
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further by placing categories into four quadrants, high/low
involvement and think/feel categories. This advertising planning
grid determines a brands position on the grid that then has its own
set of guidelines, including the most suitable channels and
techniques to use (Percy and Rosenbaum-Elliot 2012). Although, the
FCB grid is still used, Mortimer (2002) suggests it is widely
criticised for lack of clarification of particular services and
products. Furthermore, the grid is better suited for products as
apposed to services. Whilst products and services have similar
influences, it should be taken into consideration that services are
affected by other influences making them more complex (Mortimer
2002). The service sector should be considered independent from
products as its people-orientation makes it a key contributor to
the UK economy because of its vast employment. Monaghan and Inman
(2014) reported the sectors 14th straight-month rise in
employability despite the UK economy still being in recovery from
the fiscal crisis. Chris Williamson, chief economist at Markit,
reported by Monaghan and Inman (2014) suggests that the service
sector is the most important driver of the UK economic recovery.
Despite Markits differentiation between the product-based sector
and service sector, Levitt (1972: p.42) dismissed any
differentiation between products and services, as he suggests,
everybody is in service. Nevertheless, services intangible outputs
are referred to as intangible goods suggesting advertising
techniques and theories are transferred between both goods and
services (Vargo and Lusch 2008). As a consequence of this, a trend
of brand selling is apparent within service sector advertising in a
bid to distinguish them from the competition (Gauci and Hill 2003).
Moreover, intensifying competition within the service sector is
adding to pressure for organisations to distinguish themselves,
within their advertising, from competitors as well as good-based
organisations. The intensifying competition, in the service sector,
is further discussed by Lovelock (1983) that suggests not only
should the service sector be separated from goods advertising, but
they also need to be clustered into
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segments, like goods are, that share similar characteristics.
Further research is therefore required to justify services and
goods as proportionate as apposed to interchangeable. In
conclusion, the service sector is highly complex; as a result the
sectors high complexity nature is transferred to their ability to
advertise. Advertising in the service sector is challenging and
complex; further research is required to suggest applicable
advertising strategies. The required research should utilise
contrasting service organisations, high and low involvement, and
different types of advertising mediums, print and TV, in order for
optimal advertising strategies to be developed and implemented.
Mortimer (2002) suggests travel and holiday as feel
(psychological), high involvement and long distance phone calls as
feel (social), low involvement. This paper will explore the
comparison between these two categories through British Airways and
Skype. 1.1. British Airways As a full service global airline,
British Airways (BA) prides themselves on their British heritage
and prestigious services (British Airways 2014a). Celebrating their
95th year in aviation in 2014, BA has been awarded with Superbrands
number one spot for Consumer British Brand 2014 (Superbrands 2014).
This achievement follows BA up-hill struggle throughout the
twentieth and twenty-first century, overcoming the 2001 terrorist
attacks and 2008 economic downturn, both crippling the airline
industry (Milmo 2008). Operating in excess of 30,000 flights per
annum, BA state the training of staff is paramount as consumers pay
for the BA experience (British Airways 2014b). An on-going rivalry
between Virgin Atlantic and BA has lead to both brands to depict
distinctive identities which are the focal point of their
advertising; Virgin Atlantic as the modern, sexy airline and BA as
the trustworthy, nostalgic airline. BAs recent advertisement
exhibits the timeline of events and changes within BAs history
to
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present day, with the company slogan at the forefront of the
advert To Fly, To Serve. 1.2. Skype In 2003, Skype originated as an
Internet communication platform aimed toward businesses for
conference calls, however over the past decade Skype has
transformed day-to-day communication on a global scale (Skype and
Microsoft 2014). Skype now gives the opportunity to anyone with
Internet access worldwide, the ability to communicate with other
Skype users, from text to video calls (Skype and Microsoft 2014).
Skype have approximately 170m active monthly users with 600,000
more users joining daily (Johnston 2011). In recent years Microsoft
has brought Skype to secure the possibilities of communication
between Microsoft users for $8.5 billion (Johnston 2011). Johnston
(2011) suggests in order for the acquisition to be successful
Microsoft must exploit Skypes assets by exploring ways to grow
Skypes online advertising revenue. However, Skype has established a
brand image independently, therefore their advertising is still
currently independent from Microsoft. Two themes have arisen from
there recent advertising, modern technological communication, to
appeal to the social media hungry youth, and the ability to
communicate with people that could have been deemed impossible
before Skype, taking a nostalgic approach (Johnston 2011). 1.3.
Research Question and Objectives This project aims to discover
which dimension of brand identification, similarity, prestige,
distinctiveness or heritage, affects attitude toward an advert on
high/low involvement services. The research will therefore aim to:
Objective 1: To confirm the feasibility of the potential
predictors; similarity, prestige, distinctiveness and heritage.
Objective 2: To assess the predictive efficacy of similarity,
prestige, distinctiveness and heritage towards attitude toward
advert across four conditions of based on high/low involvement, and
print/TV channel.
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2.0 Context Tungate (2007: p.18) outlines that Claude Hopkins, a
pioneer of advertising in the twentieth century, overtly stated
that the sole purpose of advertising was to sell. However, Hegarty
(2011: p.43), an advertising pioneer of the twenty-first century
outlines that in todays society, a brand isnt only made by the
people who buy it, but also by the people who know about it.
Therefore, posing a new challenge for the advertising industry to
seek relationships with wider audiences based on shared beliefs,
attitudes, preferences, or behavior (Belch and Belch 2012). 2.1.
Attitude Toward Adverts This section will establish the importance
of attitude toward advert and the role it plays within advertising.
Hackley (2005) suggests advertising brands plays a vital role
within social context, as it reflects the desires of society at
that given time, and sustained through other formats such as word
of mouth and entertainment media. Advertisings purpose is
persuasive by nature; within social context it is debated whether
brands take advantage of their social power through the use of
manipulation and erotic content in their advertising. However, the
Advertising Standards Authority (2014) report a decline in
complaints in 2013 compared to the previous year which could
suggest a change in consumers opinion on advertising and/or brand,
or a societal change. A change within the external environment,
consumers opinions toward the advertising sector or brand, affects
the output of advertising. Attitudes of consumers toward adverts
are seen to be able to predict behaviour (purchase) and perception
(loyalty). The literature suggests two methods evoke behaviour and
perceptions, emotional and cognition appeals in advertising. Shimp
(1981) defines the cognition process as the audiences ability to
consciously understand visual elements of the advert, and the
emotional process as a sustained positive feeling thereafter.
Emotional appeals tend to be favoured as conclusive research
suggests its effectiveness. Alsop (1986) cited by Homer (1990)
found positive emotions
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such as enjoyment from brands advertisements could determine an
advanced consumer-brand relationship. Adverts can usually be
distinguished by either emotional or non-emotional appeals.
Emotional appeals usually evoke affective responses in comparison
to non-emotional appeals, which usually contain features and more
than likely are factual. Janssens and De Pelsmacker (2005)
conducted two experiments to measure the effects of advertisements
and context type, and the impact this had on new or existing
products. The experiment discovered that consumers generally favour
positive emotional adverts regardless of the other factors, however
non-emotional adverts favour new product brands and led to more
positive cognitive reactions (Janssens and De Pelsmacker 2005).
Both experiments did, however, conclude one common finding, that
the measuring of the attitude towards the advertisement resulted in
three underlying dimensions: feeling, knowing and understanding
(Janssens and De Pelsmacker 2005). 2.1.1. Consequence of Attitude
Toward Advert Consumers attitudes towards adverts is three
dimensional; their attitude is the consequence of what they
previously know about the brand, which may impact what they think
or feel, what they think about the advert and finally what they
feel about the advert. In order to measure the success or failure
of an advert the audiences attitude toward the advert must be
examined. Nevertheless, brands should still persuasively advertise
in order to supply information, channel desire and provide
reasoning for selection over competitors (Kotler 1988). The
measurement of advertising is not simply to discover if the target
audience are receiving the adverts but also whether those adverts
are successful in the journey to achieve brand purchasing and brand
loyalty. Ha et al. (2011) suggests the effectiveness of advertising
on consumer perceptions is critical in constructing brand loyalty.
Consumer perceptions of the adverts are therefore what predict the
success or failure of an advert and the consequences of that
perception determine purchase and loyalty.
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2.2. Advertising in Services The following discussion of
advertising in services will outline the necessity of the
independence of services from products, followed by the key
features and the affect these features have on advertising.
Frameworks and theories have been scrutinised for their lack of
distinction between advertising products and services. Abernethy et
al. (1997) found that there is limited research in the difference
between products and services within advertising context. Whilst
this revelation was established over ten years ago, it is still
apparent today. Mortimer (2001) discusses the lack of distinction
as well as the lack of theory and framework. It is suggested by
Mittal (1999) that special consideration be given to service
advertising due to its complex nature. Bateson (1977) as cited by
Hill et al. (2004) describes this complex nature as the inability
to touch or see services therefore resulting in a lack of
visualisation. If brands depend on consumers to visualise their
brand, it could be result in a misconception of their attitude
toward the brand. George and Berry (1981) found there to be three
features of services, performance, variability and intangibility.
2.2.1.1. Performance Employment and training of staff is paramount
to service performance, as very few aspects of their supply chain
are out of reach from the consumer (Lusch et al. 2010). Services
must execute and sell an experience intertwined with their
employees, determining consumers perception of that brand. Many
brands portray themselves as trustworthy and quality-assured; Hill
et al. (2004) suggests that this is because consumers do not
experience the quality of a service brand until after the
experience is brought. Therefore suggesting that the advertising
and marketing of a brand should be in check with their service
performance in order for consumers to make connections between the
service and the brand that are advertised.
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2.2.1.2. Variability Lack of consistency is an issue for the
service sector as it is people orientated. However, many service
brands undergo extensive training to ensure any inconsistencies are
not a risk to the brand image. However, there is a further risk to
services, consumers perceived risk. Theorists suggest the perceived
risk of brands determines the advertising appeals they should
utilise (Belch and Belch 2012). Boshoff (2002) suggests this
perceived risk occurs because services are intangible, therefore
risker than physical products, as consumers only experience their
purchase after their purchase. If consumers perceived risk is high
it is important for brands to ensure their advertising is
reflective of the true experience consumers will receive, reducing
perceived risk (Percy and Rosenbaum-Elliot 2012). 2.2.1.3.
Intangibility The distinction between product and services is
widely debated; one common finding is the lack of a physical
product within services is what differentiates it from products.
Mittal (1999) suggests it is the brands competitive appeal that
determines whether an advert features tangible or intangible
aspects of the brand. However, it can be argued that all services
have tangible aspects; therefore it is these aspects that should be
utilised within adverts (Mittal 1999). Furthermore, Berry and
Clarke (1986) as cited by Mittal (1999) suggest tangibalization of
services will ensure the connection and understanding between
consumers and brands; including association, physical
representation, documentation and visualisation. The
tangibalization process attempts to create visual cues for
consumers to connect with the service brand as they would a product
brand. However, Stafford (1996) found the presence of physical
representation had no significant affect on consumer perceptions.
Nevertheless, Mittal (1999) suggests that products have the ability
to sell intangible benefits therefore this should not be an issue
for services. Mortimer (2001) concludes that the lack of framework
is a result of a lack of consensus of the most appropriate service
characteristics. Rossiter- Percy Grid is a
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framework that recognises both product and services in order to
establish guidelines (Percy and Rosenbaum-Elliott 2012). Percy and
Rosenbaum-Elliott (2012: p.187) state that the Rossiter-Percy grid
is about a product or service in terms of the target audiences
involvement with the choice decision and the motivation that drives
its behaviour. Lovelock (1983) observed the necessity for
conceptual frameworks, over 30 years ago, for advertising agencies
to utilise in order to create long-lasting relationships with
consumers. 2.2.2. Service Competitors Service brands build their
brand image on the service they provide; therefore where
competitors are similar, consumers only form of distinguishing the
two is through their advertising. Hill et el. (2004) suggests that
due to services intangible nature consumers find it difficult to
differentiate one brand from the other, resulting in the consumer
generalising. Generalising of services places pressure on firms to
advertise their competitive appeal in order to stand out from their
competitors (Hill et al. 2004). Services also depend on other
formats, such as word of mouth, to increase brand awareness.
However, along with human-orientation, word of mouth can create
inconsistencies, and are uncontrollable as they are consumers
messages and attitudes in comparison to advertising, which are
brands messages. 2.3. Channels When developing an advert, brands
must consider the channel platform for that advert. Target
audiences utilise different forms of platforms at different times
and places. The creation of a successful advert and its ability to
reach consumers are a consequence of what channel platform it is
placed. Brand messages are transported through different channel
platforms to reach consumers to create brand consumer
relationships. The digital age has expanded the spectrum of medium
channels that these messages can be delivered through. Channels are
sub divided into two categories, traditional and non-traditional.
Typically non-traditional mediums are all channels introduced from
the rise of the digital market place. All mediums hold their own
merit, however, brands still rely heavily on traditional formats to
deliver their messages (OReilly 2013). One reason for this is
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the unknown success of advertising on the World Wide Web on
delivering messages to establish brand consumer relationships
(Voorweld et al. 2011). This research project will therefore test
the difference between two traditional advertising channels. In
order to reach consumers, brands consider each formats ability to
deliver messages to their target audience. Both television and
print channel mediums have the ability to reach large audiences.
However, television still remains one of the most expensive and
sought-after formats due to its ability to reach millions of
viewers (Thinkbox 2014). On the contrary, although some print sub
mediums can reach large numbers of consumers, it is utilised for
its ability to target specific audiences (Cannon 1983). As
discussed, television advertising is expensive and changes are
costly, in comparison to newspaper advertising that can be changed
or introduced hours before publish. Nevertheless, television is
still the most desired channel by most brands, Altstiel and Grow
(2010) suggest it is televisions ability to combine both sight and
sound; making it more likely to give consumers the opportunity to
consciously understand visual elements of the advert and maintain
positive feelings causing positive behaviour and perceptions
prompting a consumer brand relationship. 2.4. Brand Identification
Brand identification has been widely found to have a link with
consumer attitude toward advert; this section will identify brand
identification, its use within advertising and the vital role it
currently has due to changes within wider society. In recent times,
a growing body of research has focused its attention to the
consumer brand relationship; also described as brand
identification. Strong consumer brand relationships have been
linked to long-lasting consumer brand relationships and fiscal
success resulting in a high interest of theorist to discover what
builds the consumer brand relationship and the implications of that
relationship. Stockburger-Sauer et al. (2012) suggests successful
brand
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identification has the ability to influence customer actions and
measure the effectiveness of brand management. Scholars suggest
brand identification has the ability to predict brand loyalty,
brand advocacy and customer recruitment (Bhattacharya and Sen 2003;
Stockburger-Sauer et al. 2012). Bhattacharya and Sen (2003) outline
in their framework there are three dimensions of brand
identification, similarity, distinctiveness, prestige that predict
these factors. 2.4.1. Similarity Consumers are becoming increasing
aware of their sense of self, one reason for this is the use of
social media in todays western society; consumers are increasingly
publicising a depiction of themselves. It is through these
depictions brands have the ability to draw correlations and
connections to their identity. Pratt (1998) suggested that
similarity between consumers and brands is a key driver for brand
identification as consumers are likely to be attracted to a brands
identity that is similar to their own (Bhattacharya and Sen 2003).
2.4.2. Distinctiveness On the contrary to similarity, consumers
also value uniqueness. Brands should be able to uniquely identify
with consumers however this can vary from consumer to consumer as
they have different cultural norms and social experiences. Brewer
(1991) discusses tension that the consumers have due to their need
to be similar and unique by identifying with groups that satisfy
with both needs. Within in the context of brand identification the
consumer need for uniqueness is discussed in Tian et al. (2001:
p.50) paper as an individuals pursuit of differentness relative to
others that is achieved through the acquisition, utilization, and
disposition of consumer good for the purpose of developing and
enhancing ones personal and social identity. Furthermore,
Stockburger-Sauer et al. (2012) suggests distinctiveness is also
dependent on the competitive landscape, as brands must stand out
from competitors in order for consumers to perceive them as
distinctive.
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2.4.3. Prestige Self-conception research by Kunda (1999)
discusses that people build their self-esteem through positive
associations with themselves. People maintain their self-esteem by
identifying with organisations that have prestigious identities
that satisfy their positive self-view (Stockburger-Sauer et al.
2012). Therefore, brands must build a prestigious identity in order
for consumers to identify with them positively. Brand operations
should also hold prestigious qualities, as consumers are
dissatisfied with brands that deceive; this is applicable when
discussing service brands, as operations are a core contributor to
the consumer brand identification process (Bergami and Bagozzi
2000). Bhattacharya and Sen (2003: p.80) summarise prestige in
relation to brand identification as, consumers identification with
a company that has a prestigious identity enables them to view
themselves in the reflective glory of the company, which enhances
their sense of self-worth. 2.4.4. Technological influences
Technological developments have changed the dynamics of the
consumer brand relationship. Brands are becoming apart of western
culture, suggesting the sense of power brands have; however, with
the dynamics changing because of technological developments it is
questionable who dictates whos future. Consumers active involvement
with brands gathers the debate of the importance of brand
identification, as brands are consistently becoming more
transparent as the feed of information is instant and public
(Khansa at el. 2012). 2.5. Brand Identification and Attitude toward
Adverts The way in which consumers identify with brands has a
direct correlation to their attitude toward adverts. Bhattacharya
and Sens (2003) conceptual framework suggested knowledge and
trustworthiness are determined by consumer perceptions and
reactions. As previously discussed, the knowledge and trust of a
brand is a dimension of consumer attitude toward adverts, of which
can ultimately determine the success or failure of an advert.
However, the use of similarity, distinctiveness and/or prestige
enables brands to build trust-assured brands to
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create long-lasting relationships provided their advertising is
a true reflection of their brand. 2.5.1. Heritage and Attitude
toward Advert Euromonitor International (2012: p.9) issued a Global
Notalgia Marketing report whereby stating that the continuing
economic uncertainty will prompt consumers to seek comfort in
memories of times past. Heritage and nostalgia are techniques that
have been used for many years within advertising. Brands reflect on
their past or links to a past, to build a trustworthy brand image.
Merchant and Rose (2013) found the technique of brand heritage
exploited in advertising helps enhance brand personality and brand
equity; the building of personality and equity is another method to
build relationships with consumers. Heritage and nostalgia evoke
emotions of consumers from times past, but also, the longing
consumers have for a time period they did not live through (Balmer
2013). Although, heritage is an apparent trend with advertising
currently it is still relatively under-researched (Merchant and
Rose 2013). Nevertheless, heritages ability to evoke emotions,
relates directly to the outputs of attitude toward advert,
behaviour and perceptions. 2.6. Academic Gap The way in which
consumers identify with brands has been widely discussed as
scholars have found correlations with powerful forces such as brand
loyalty and brand advocacy resulting in long-lasting relationships.
Whilst brand identification has been widely researched this project
will add a forth dimension, brand heritage, to Bhattacharya and
Sens (2003) brand identification model illustrated in figure 1.
Currently, there is a limited research on the possibility of brand
heritage as a fourth dimension of brand identification; however, it
is an up-to-the-minute trend for current brand advertising
campaigns and has been utilised creatively in the past,
commissioning the possibility to be explored.
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Figure 1: Academic Gap Conceptual Model As well as cause and
affect dimensions, this project will look at it within the context
of services. Services and products have struggled to be
differentiated within theories and frameworks; however, Mortimer
(2001) has now suggested services warrant separate attention.
Furthermore, Bhattacharya and Sen (2003) concluded in their
research, that services, as apposed to products, are more likely to
benefit from identification. Percy and Rosenbaum-Elliot (2012)
further subdivide services into high and low involvement categories
as they have found distinct factors to also warrant separate
attention. Presently, there is a lack of research of this
subdivision being compared within the context of brand
identification; therefore this project will explore it through
comparison. In conclusion, this project will explore four
dimensions of brand identification, similarity, distinctiveness,
prestige and heritage, evaluating which dimension has more of an
impact. As well as considering if the impact differs from high to
low involvement service brands, through the brands BA and
Skype.
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3.0. Methodology
3.1. Research Design This paper will adopt a positivism
philosophy as it intends to explore a cause and effect relationship
between four dimensions of brand identification and attitude toward
advert. Adopting a positivism philosophy is appropriate when
collecting data about an observable reality (Saunders et al. 2012).
Conducting research in relation to observable reality requires the
research to be reflective of the current time, making primary
research data necessary. The researcher will be value neutral as
their views are unnecessary when researching regularities and
casual relationships. The approach adopted by this research project
is deduction, as this research aims to explain casual relationships
between concepts and variables. The four, cause, independent
variables, similarity, prestige, distinctiveness and heritage, will
be measured by their effect upon the dependent variable, attitude
toward advert. 3.2. Research Method The use of a mixed method
design for this research project will enable the use of both
quantitative and qualitative data within this single study. The
utilisation of mixed methods will ensure a more holistic
understanding of the issue at hand (Powell et al. 2008). Whilst
mixed method design is useful for complex analyses, Harrison and
Reilly (2011) suggest that the extent to which the researcher is
mixing the methods needs to be clearly defined, as there is many
ways to execute a mixed method design. A two-phase approach will be
adopted resulting in a partially integrated mixed methods research
design. The quantitative research design will take a dominant role
in the research project, whereby the collecting and analysing of
data will be solely within the parameters of a quantitative
research design, taking place in the second phase of the research
project. The qualitative research design will play a supporting
role in this research project,
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utilised at the beginning of the research, phase one, to
establish credibility and validity. 3.3. Preliminary Study This
project aims to explore an academic gap, the preliminary study aims
to determine if the study is worthwhile. It will also ensure a
better understanding to the researcher to the development of the
quantitative research. Ultimately validating the second phase of
the research. The research question makes a deductive assumption
that there is a relationship between high and low involvement
services and the four dimensions of brand identification. To ensure
the reach is worthwhile and to confirm the feasibility of the
potential predictors, as outlined in objective one, a focus group
will be conducted. A focus group focuses upon a particular issue
for participants to discuss openly and freely in a tolerant
environment (Saunders et al. 2012). Typically focus groups consist
of four or more participants dependent on other factors; the
participants are also particularly selected for their common
knowledge and characteristics with the topic. This research project
selected a total of 5 participants as the qualitative focus group
plays a supporting role in the project. Three of the participants
were male and two female, each were selected for their ability to
discuss adverts. The researcher adopted a mediator role within the
group to ensure discussion remained within boundaries and to
generate interest. Focus groups are semi-structured in-depth
interviews, the structure of the focus group consisted of fifteen
open questions, e.g. how, why and what, that were asked to the
participants after the researcher presented each advert (Saunders
et al. 2012). To ensure the independent variables were discussed
four of the questions consisted of the active words, similarity,
prestige, distinctiveness and heritage. The ethical implications
were addressed at each stage of the qualitative process, each
participant signed a consent form to participate within the study,
outlined in Appendix A, and had the ability to opt-out at any
stage, and all participants were
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ensured of their confidentiality and were referred to as letters
of the alphabet instead of names. 3.3.1. Analysis The focus group
confirmed the deductive assumption, although not all the
participants agreed that all of the four adverts evoked similarity,
prestige, distinctiveness and heritage; the key themes are
exhibited in Appendix B. Figure 2 (British Airways 2011, Skype
2013, adsoftheworld.com 2012 and tomorrowawards.com 2014) displays
the adverts shown to the focus group for discussion. Participants
said the two print adverts (3 and 4), were both quite distinctive,
and that there was elements of heritage in both the TV adverts (1
and 2) they both portray different types of heritage, Skype because
of how much hes talking about home, but BA as a cultural, country,
heritage. The BA advert strongly evoked emotions of proud to be
British and similarity to the participants, one participant said It
makes me feel proud to be British, to be apart of, or my family
were apart of, the growth of BA over that time period.
Nevertheless, the Skype adverts, particularly advert 4 (figure 2)
were discussed as distinctive and reflective of modern society with
the term LOL and reference to texting. One participant stated that
they thought it was really good when you realise its Skype it makes
me reflect on when the last time I spoke to my family properly and
another said, you think about how much technology has taken over
our lives its so impersonal. Adverts one and two (figure 2) were
described as too long and the participants felt disengaged, they
were both, like, more than two minutes, youre never going to see
that whole advert on TV. Furthermore, advert 3, required contextual
background as it was selected from the Olympics advertising
campaign, participants found it to be unclear confusing and that
they didnt get that one (figure 2).
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In conclusion, the focus group confirmed that the four
dimensions of brand identification were present in these adverts
validating the second phase of the research project.
Figure 2: Focus Group Exhibits (Source: British Airways 2011,
Skype 2013a,
Adsoftheworld.com 2012 and Tomorrowawards.com 2014) Although the
focus group established the validity of conducting the second phase
of the research, dominant voices potentially drove this conclusion.
Smithson (2000) discusses dominant voice in focus group are those
that take vocally forward with their opinions and discourage others
causing agreeable participants, whereby participants agree with the
dominant figure. Within this focus group the moderator encouraged
participants less dominant by asking direct questions to include
participants. However, this technique can also force opinions that
those participants may not of had before, questioning the
reliability of the research.
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Nevertheless, as a supporting research method, the focus group
fulfilled its requirement and confirmed the deductive assumption
made in the research question. Moreover, the focus group served a
second purpose, as a pilot study to the quantitative survey.
Participants identified key issues with the exhibits. As a result,
in phase two of the study both television adverts will be replaced
with 60-second adverts. Furthermore, participants expressed issues
with the contextual background to the BA print advert as it was
from their Olympics campaign in 2012. To address this issue and for
the research to remain reflective of reality, a different advert
will be chosen for the quantitative study; as consumers do not
receive advertising context in reality, the study should not
provide advertising context (Saunders et al. 2012). 3.4.
Quantitative Research A quantitative approach is appropriate as
distinction between data and consumers attitudes need to be
established, examining these relationships between variables. The
use of numerical data for the quantitative research will produce
qualitative numbers for statistical conclusions of generalisation
to be analysed (Saunders et al. 2012). To transform participants
opinions, attitudes, into qualitative numbers this research will
utilise a survey. Saunders et al. (2012) outlines surveys enable
standardisation of data from a reasonable size of participants to
facilitate assumptive conclusions from the general public in the
case of this research project. Nevertheless, Krosnick (1999)
suggests that population representative samples can be
significantly bias; in order to reduce bias samples the procedure
of this research project will have to extend the survey to a range
of demographics in order to conclude a representative sample.
Regardless, this research method will also suggest reasons for
particular relationships between variables. Finally, this project
requires a cross-sectional time horizon, as it is the consumers
current attitudes that need to be measured in order for optimal
advertising strategies to be developed and implemented. Developing
established variables from previous literature is a component of
deductive research. Bhattacharya and Sen (2003) outline three
aspects of brand
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identification, utilising their tested model for this research
project is appropriate, as they have established creditability.
Therefore, each question for similarity, prestige and
distinctiveness is consistent with Bhattacharya and Sen (2003)
measurement model. On the other hand, heritage is a modern concept
of brand identification, therefore, the questions for heritage was
adapted from the Merchant and Rose (2013) paper. Finally, Janssens
and De Pelsmacker (2005) found 5 dimensions of attitude toward
advert, one questions was selected from each aspect of the
reliability table. Each of these questions needed to be tested
against the controlled measure of high/low involvement services and
TV/print format adverts. Phase one of the research found the
previous TV adverts were too long and were therefore exchanged with
60-second adverts, a more common advert length. Advert three, BAs
print advert required contextual background according to the focus
group, therefore was exchanged with a different print advert from
the To Fly. To Serve. campaign. Advert four had no issues in the
focus group and therefore remained the same. The questionnaire
template is exhibited in Appendix C. The survey will measure the
four independent variables and dependent variable on a continuous
five-point Likert-type scale from Strongly agree to Strongly
disagree, pre coded in preparation for analysis of data. In order
to achieve reliable data with statistical power each independent
variable will be represented by two items (Saunders et al 2012).
Furthermore, five items in the survey will represent the dependent
variable. A total of thirteen items will be presented to the
participants for four conditions, the first condition will measure
the participants attitude toward a BA television advert, the
second, a Skype television advert, the third, a BA print advert and
fourth, a Skype print advert, as outlined in Appendix C.
Demographic characteristics, age and gender, will also be measured
as moderator variables, to ensure the sample section aim is reached
and reflective of the general public, so valid justified
assumptions can be concluded.
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3.4.1. Participants The utilisation of an online survey enables
the research to reach participants, however the researcher has
limited control on the response rate of those participants. A total
of 178 participants actively clicked on the link provided to
complete the survey, however 68 of those participants did not
finish the survey resulting in a 67.79% response rate. An entire
population can access advertising, and each individual holds their
own attitude toward advert; therefore, the sample size should be
reflective of the population. As a result of the response rate
67.79%, the sample size of 110 participants has been left to
contribute toward this study. It is a large sample and will enable
the researcher to make justified assumptions of the view of the
general population. The sample size should hold equal weight of
both male and females, to ensure validity of results, as attitudes
will therefore not be bias to one gender. Furthermore, participants
will not be measured for any other segmentation profile, as the
objective of this deductive research is to be reflective of the
general population and will maintain the research within ethical
boundaries. 3.4.2. Procedure In conjunction with modern societies
access to the Internet, it was appropriate to utilise an online
survey design provider SmartSurvey. The use of
www.smartsurvey.co.uk enables the greatest reach of participants,
high response rate, as it can be published on social media
platforms, emails and websites, for participants to pass on to
others for the sample size to be reach a wide variety of people,
ensuring bias representative samples will be reduced. SmartSurvey
also allowed for parameters to be put into place, such as only one
answer per column and an answer required to reduce the risk of
anomalies. A pilot study was conducted on five participants, one
from each age bracket, three females and two males. The pilot study
was conducted to ensure access, understanding and ability to
complete the study (Saunders et al. 2012). All the participants
understood and gained access to the study easily, however, the
ability
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to complete raised a concern when mobile devises would only
allow one answer per advert, therefore the twelve other items on
the survey were not enabling selection, this issue was dealt with
and showed no future issue throughout the duration of the study.
The researcher will be dependent on participants for data, as
participants have the ability to opt-in to the survey by clicking
the link provided to them. Participants will have limited access to
the researcher; this will reduce the researchers influence as an
external researcher. On the contrary, participants lack of access
to the research could cause data error as participants may
misinterpret the questions. Nevertheless, the research aims to
access and interpret participants opinions. 3.4.3. Ethical
Implications Compliance to ethical standards is of high importance
to this study, as it requires human participation. At each stage of
the research process compliance to University of Worcester ethical
code of conduct will be met to the highest standards. As outlined
in the design of the survey, no personal information will be
required for this study ensuring confidentiality. The online
accessibility of the survey will ensure normal social settings for
the conducting of research (Saunders et al. 2012). Furthermore, the
access to the survey will be entirely voluntary and each
participant has the right to withdraw from the study if they
choose. Although the researcher will post the survey link on social
media platforms and send emails to participants, there is limited
interaction between participants and researcher. In the case of
consent, participants clicking on the survey link and submission
button at the end of the survey is confirmation of participant
consent to be involved in the research. 3.4.4. Data Analysis Before
the analysis process the researcher will examine the data. The use
of five-point Likert-type scale consequently results in the scale
being pre assigned a response, Strongly Agree is coded as 1, Agree
as 2, Neutral as 3, Disagree as 4 and Strongly Disagree as 5. The
ranked (or ordinal) data will be formatted onto
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a data matrix, whereby each column will represent a different
variable, Appendix D outlines the data coding for each variable.
The SmartSurvey settings put in place by the researcher should
prevent any data errors or missing data, to determine this outcome
the researcher will screen the data. The analysis of results will
utilise the Statistical Package for Social Science Software (SPSS).
Initially, descriptive statistics will be analysed by mean scores
and standard deviation. Each of the independent variables will be
measured by two items on the survey and therefore require an
average score. The standard deviation will determine how vast or
compact the scores were. In order to access the strength of a
cause-and-effect relationship between independent and dependent
variables, the data will be analysed by regression analysis
(Saunders et al. 2012). Regression analysis will determine
correlations, coefficient determination and significance scores
between the independent variables and dependent variable. The
results of the analysis will be reported in the form of a
discussion.
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4.0. Data Analysis
4.1. Descriptive Statics This research aimed to study a fair
representative of the population. The profiles of the 110
participants were segmented into two subsections of gender and age
demographics. 4.1.1. Gender The gender segment, as illustrated in
figure 3, suggests a relatively equal number of female to male
participants. The figure suggests a predominately female gender of
51% of the total participants, whilst male is represents 49%. A
total number of 54 males participated in the research in comparison
to 56 female participants.
Figure 3: Demographic Analysis Gender
4.1.2. Age Figure 4 outlines the five age brackets identified in
the research questionnaire. A total number of 9 participants are
categorised within the 55+-age bracket, representing 8% of the
total participants. The 35-54-age bracket represents 29% of the
total participants. Twenty-two percent (22%) of the participants
were aged
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between 25-34. The largest contribution age demographic to this
research is the 18-24-age bracket, resulting in 41% of the total
participants. Finally, the under 18-age bracket is represented by
2% of the total participants within this research.
Figure 4: Demographic Analysis Age
4.1.3. Continuous Variables As discussed by Pallant (2010),
continuous variables are recommended for scale data analysis in
order to produce more manageable data in the form of mean and
standard deviation. The questionnaire comprised of two questions
for the all four of the independent variables and five questions
for the dependent variable, taking the mean of these scores enables
the static analysis required to deal with each variable
individually as outlined in figure 5.
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Figure 5: Mean and Standard Deviation Scores Similarity produced
mean scores between 2.1 and 2.3 resulting in a neutral
interpretation. However, these scores have high standard deviation
results that suggest a wide variety as exhibited in figure 6. High
involvement TV and print scored 1.02 and low involvement print
1.00. Although, less than 1.0 is not classified as a high deviation
score, the low involvement TV condition scored 0.97, suggesting
that there was a wide variety of scores but not as wide in
comparison to the other conditions.
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Figure 6: Standard Deviation Similarity A neutral interpretation
can be taken for all four conditions for Prestige. Mean scores of
2.1 for the high involvement TV condition, 2.47 score for low
involvement TV, 2.16 for the high involvement print condition and
the fourth condition scored 2.54. All the standard deviation scores
are also less than 1 suggesting consensus amongst the participants
as displayed in figure 7.
Figure 7: Standard Deviation Prestige Three out of the four of
the conditions for distinctiveness have been interpreted as agree.
The high involvement TV condition mean-score was 2.0, low
involvement
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TV 2.03, and high involvement print 2.04. However, the low
involvement print condition scored 2.18, which is interpreted as
neutral, exhibited in figure 8. The standard deviation scores for
all four conditions were low.
Figure 8: Mean Scores Distinctiveness The final independent
variable, heritage scored low standard deviation scores, below 1.0,
for all conditions. However, a mean score of 3.7 and 3.5 can be
seen for both the low involvement conditions, in comparison to the
high involvement TV, interpreted as agree and the high involvement
print condition as neutral, as displayed in figure 9.
Figure 9: Mean Score Heritage
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Attitude toward advert scored low standard deviation scores in
all four conditions ranging from 0.51-0.72. The mean scores for all
the conditions are interpreted as neutral, however, there is a wide
variety within the scores, as exhibited in figure 10. High
involvement TV scored 2.44, low involvement TV scored 2.36, high
involvement print scored 2.54 and the low involvement print
condition scored 2.55.
Figure 10: Mean Score Attitude toward Advert 4.2. Regression
Analysis The use of regression analysis enables the researcher to
identify the relationship between the one continuous dependent
variable, attitude toward advert, and the four independent
variables, similarity, prestige, distinctiveness and heritage. The
use of four independent variables in multiple regression analysis
allows for a more sophisticated exploration of the
interrelationships among the set of variables (Pallant 2010).
4.2.1.1. High Involvement TV Correlation measures the strength
between two variables. Measuring the strength between the dependent
variable and the independent variable, similarity in the high
involvement television condition, produced a correlation measure of
.443 suggesting a relationship between the variables. Prestige
scored .542, distinctiveness, .458 and heritage .394, also
suggesting a relationship between
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these independent variables and the dependent variable. The
coefficient of determination (r2), suggests this model explains
41.3% of the relationship between the dependent variable and
continuous independent variables. However, in terms of
significance, distinctiveness (.069) and heritage (.112) are not
making a significant unique contribution to the prediction of
attitude toward advert, in comparison to similarity (.001) and
prestige (.004) that are making a unique significant contribution.
Whilst, prestige has a lower significance score to similarity, the
prestige beta score (.285) suggests it is the strongest prediction
for attitude toward advert in the high involvement television
category. 4.2.1.2. Low Involvement TV Within the low involvement
television category, similarity (.427), prestige (.539) and
distinctiveness (.533) all produced a correlation with the
dependent variable. However, heritage scored 0.235 suggesting a
limited relationship.. Overall, the model summary suggests a 37.4%
explanation between the dependent variable and independent
variables. Similarly to the high involvement television category,
heritage scored 0.9 in terms of significance suggesting it does not
make a significant unique contribution to the prediction to the
dependent variable. However, distinctiveness (.003), prestige
(0.006) and similarity (.018) do suggest a significant unique
contribution to the prediction of attitude toward advert. In terms
of the beta score distinctiveness (.292) is the strongest
prediction of attitude toward advert compared to prestige (.278),
similarity (.208) and heritage (.010). 4.2.1.3. High Involvement
Print The correlation between attitude toward advert and the
continuous independent variables suggest a relationship; similarity
scored .582, prestige scored .568, distinctiveness .500 and
heritage scored .404. The coefficient of determination suggests the
model contributes a 48.1% explanation between attitude toward
advert and the four independent variables. Whilst, a relationship
is suggested by the correlation, the significant score suggests
distinctiveness and heritage do not uniquely contribute toward the
prediction of the dependent variable. Nevertheless, the two
remaining independent variables, similarity (.000) and prestige
(.004), are significant unique contributors toward the prediction
of attitude toward advert.
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The beta score for the high involvement print category suggests
the independent variable similarity (.364) is the strongest
prediction of the dependent variable. 4.2.1.4. Low Involvement
Print Upon analysis of the correlation between the dependent
variable and continuous independent variables, all four independent
variables were found to have a relationship with attitude toward
advert. The model summary r2, suggests a 55.1% relationship between
attitude toward advert and the independent variables. Dissimilar to
the other categories, distinctiveness (.000) is the only
independent variable making a significant unique contribution to
the prediction of attitude toward advert. Furthermore, the beta
score suggests distinctiveness (.523) is the strongest prediction
of attitude toward advert. 4.2.2. Findings The following figures
demonstrate the regression data analysis, followed by an analysis
of the findings. Figure 11 demonstrates the correlations, figure 12
exhibits the significance scores, and figure 13 displays the Beta
scores.
Figure 11: Correlation Analysis
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Figure 12: Significance Scores
Figure 13: Beta Scores
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41
Firstly, the independent variable, similarity, was found to have
a relationship in the correlation test for each condition. However,
similaritys strongest correlation was in the high involvement print
condition. It also produced the highest significance score in this
condition and for the high involvement TV condition. However, it
was found to be the strongest predictor of attitude toward advert
in the high involvement print condition. Secondly, prestige all
produced a relationship with all the conditions but its strongest
correlation was with both high and low involvement TV. Furthermore,
it produced a significant score with high involvement TV, low
involvement TV and high involvement print, less than 0.05. However,
prestige did not produce the highest significance scores for any of
the condition. Nevertheless, prestige was found to be the strongest
predictor of high involvement TV. Thirdly, a relationship with all
the conditions was established between attitude toward an advert
and distinctiveness, the strongest correlations being low
involvement print condition. No significance was found in the high
involvement conditions, however distinctiveness produced the
highest significance with both the low involvement TV and print
conditions. Furthermore, the data found distinctiveness to be the
strongest predictor of low involvement print and low involvement
TV. Finally, The correlation test showed a relationship with
heritage and attitude toward an advert in each condition apart from
low involvement TV where no relationship was found. Nevertheless,
heritage correlation scores were the lowest amongst all of the
independent variables. Furthermore, heritage showed no significance
with any condition or was not the strongest predictor of any
condition.
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5.0. Discussion This section will discuss the studys findings in
relation to the literature. Furthermore, the discussion will aim to
answer the research question; which dimension of brand
identification, similarity, prestige, distinctiveness or heritage,
affects attitude toward advert on high/low involvement services?
5.1. Summary of results The study found that different independent
variables predict attitude toward an advert for each condition.
Prestige is the strongest predictor of attitude toward an advert
for the high involvement TV condition. Nevertheless, similarity
produced the lowest significant score within the high involvement
TV condition, suggesting it as viable predictor. The strongest
predictor of attitude toward an advert for low involvement TV is
distinctiveness, however, prestige produced the strongest
correlation within the low involvement TV condition; suggesting it
is the secondary predictor of that condition. In comparison, the
two print conditions produced one predictor each. The strongest
predictor of the high involvement print condition was found to be
similarity. Furthermore, the data analysis suggests distinctiveness
to be the strongest predictor of attitude toward an advert in the
low involvement print condition. The independent variable heritage
was not found to predict attitude toward an advert in any condition
in this study. 5.2.1. Similarity Similarity produced high
significance scores for both the high involvement conditions.
Whilst, it was the strongest predictor of attitude toward an advert
in the high involvement print condition, it was the secondary
predictor for the high involvement TV condition. Therefore
suggesting similarity to be one of two potential dimensions of
brand identification to utilise within advertising to ensure
loyalty, advocacy and recruitment with the high involvement service
sector. The study suggests that when consumers view a
high-perceived risk service advert, high involvement, their
attitude toward the advert is dependent upon the similarities or
their perceived similarities, between themselves and the
brands.
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43
Bhattacharya and Sen (2003) suggested that consumers are more
attracted toward brands that are reflective of their perceived
self. However, this study suggests that the attraction is more
likely to be sourced by a consumer when viewing an advert of a high
involvement brand. Moreover, suggesting that the greater the
perceived risk, the more likely consumers seek comfort in drawing
correlations between themselves and the brand, in order to reduce
the psychological risk (Percy and Rosenbaum-Elliot 2012). However,
the study did not find similarity to be the primary predictor of
attitude toward advert in the high involvement TV condition.
Altstiel and Grow (2010) suggest it is televisions ability to
combine both sight and sound that enables it to be the most desired
advertising channel. According to this study, it may be more
difficult for consumers find correlations between themselves and
the brand through both sight and sound. Furthermore, brands
utilising advertising space on a television platform have
approximately 60 seconds (the same as they had in the study), in
comparison to print advertising that enables the consumers, or
participants in the case of this study, to refer back to the advert
at any given time. This may result in connections between the
consumers perceived self and the brand, being sourced out during
the extended time frame, by the consumers in order to satisfy the
perceived risk of the high involvement services. This study merits
Lovelocks (1983) proposal that product and service advertising
should be separate, and a further subdivision is required.
Furthermore, that high involvement should be one sub-segment as the
study found different independent variables affect high and low
involvement categories differently. The development of these
segments will enable practitioners to utilise dimensions, such as
similarity, to create optimal adverts. 5.2.2. Prestige Prestige
produced the highest correlation scores for both TV conditions,
high and low involvement. Nevertheless, prestige prevailed as the
strongest predictor of attitude toward advert in the high
involvement TV condition and the secondary
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predictor in the low involvement TV condition, due to the
independent variables correlation score producing the highest in
that test. The literature found the dimension prestige, aims to
enhance consumers self-worth. The study suggests that television is
the optimal platform to communicate enhancing self worth. It could
be argued that prestige exhibited through sight and sound,
television advertising, is more likely to impact consumers attitude
toward an advert, despite the involvement category. Furthermore, as
the most expensive channel platform, television could encourage
prestige as a predictor of attitude toward an advert. Prestige is
defined as widespread respect and admiration on the basis of a
perception of a brands achievements or quality. Achievement and
quality are valuable qualities. Placing a prestigious brands advert
on the most expensive channel platform could influence brand
identification as both can be described as valuable. Although
prestige has been found to be a viable predictor of both high and
low involvement TV conditions, it is the strongest predictor for
the high involvement TV condition. Percy and Rosenbaum-Elliot
(2012) suggest that the higher the perceived risk the higher the
involvement. The perceived risk can be either a psychological or
fiscal. It could be suggested that the more demanding the risk the
more likely consumers will search for or identify with brands that
bear achievements or quality. BA exhibited the high involvement TV
condition. This high involvement brand sponsored the 2012 London
Olympics, celebrated its 95th birthday and won Superbrands Consumer
British Brand 2014. These current achievements could of impacted
the results of this study as the brands achievements have been
widely publicized. As outlined by OReilly (2013) all channel
platforms hold their own merit. The finding that prestige is a
viable predictor in both TV conditions in this study reconfirms
Lovelocks (1983) proposal that the service sector needs to be
segmented into clusters. This independent variable would suggest
that the service
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sector should be divided into channel segments that the service
brand desires to utilise in order for optimal adverts to be
produced. 5.2.3. Distinctiveness The study found distinctiveness to
be the highest predictor of attitude toward advert in both low
involvement TV and low involvement print conditions. As a result,
the study suggests that distinctiveness has the highest predictive
efficacy for the low involvement conditions, despite not producing
the highest correlation scores in these categories. The level of
involvement is critical to building positive brand attitude as it
affects the ability to process an advertising message (Percy and
Rosenbaum-Elliot 2012). Distinctiveness was found to be the
strongest predictor of attitude toward advert in both low
involvement conditions. The low involvement category suggests a
lower perceived fiscal or psychological risk to the consumer. This
study suggests that brands are able to exhibit uniqueness but only
if they are in the low involvement category. Moreover, the lower
the risk the more distinct qualities a brand can portray within its
advertising. As discussed previously, Lovelocks (1983) cluster
suggestion is paramount, as this independent variable, according to
this study, can contribute toward optimal advertising strategies
for the low involvement category. 5.2.4. Heritage This study found
heritage to have a lack of predictive efficacy toward attitude
toward advert in all four conditions. Its inability to predict
attitude toward advert in any of the conditions disputes Merchant
and Rose (2013) theory that heritage is not a trend but has the
ability to enhance brand personality leading to consumer brand
relationships. This is particularly apparent for the high and low
involvement TV conditions that the focus group suggested exhibited
heritage. From this study, it can be argued that heritage remains a
trend or creative style utilised within advertising. However, this
trend shows no correlation toward the ability to predict attitude
toward advert.
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5.3. Wider Implications A growing body of theorists, including
Mortimer (2001) have discussed the current lack of distinction
between products and service theory and the need for
categorisation. This study has contributed toward the emphasis that
services merit there own advertising. As discussed previously,
Lovelocks (1983) paper suggested the service sector required
distinction and sub-segments. This paper suggests channel and
involvement sub-segments as the data suggests attitude toward an
advert can be predicted by different independent variables such as
similarity, prestige and distinctiveness. As a low involvement
service this research project would suggest Skypes consumers
identify with distinctive adverts. Therefore, for future
advertising campaigns Skype should adopt a unique approach for both
TV and print adverts. However, high involvement service advertising
has been shown, in this research project to be more complex. Market
research will be required for BA and other high involvement
services to gather information on their target audience to draw
similarities between them and their consumers and exhibit the
similarities in adverts. However, as the project found there to be
a different dimension of brand identification for television and
print adverts, brands within the high involvement quadrant should
exhibit their prestigious qualities when producing a TV advert.
Currently, the choice of a channel platform for an advert is either
chosen due to financial reasons or the optimal delivery of a brand
message. However, this study has found that brands should be aware
of how channels can influence attitude toward advert. The results
found that different dimensions of brand identification could
predict attitude toward advert depending upon the channel utilised.
The FCB grid is a well-known advertising planning grid. The grid
suggests brands should determine their position on the grid in
accordance with the consumers involvement and think/ feel
categories (Percy and Rosenbaum-Elliot 2012). This study tested
whether the involvement a consumer has with a brand could influence
their attitude toward an advert dependent upon different brand
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identification dimensions. Although, the FCB grid is an
established planning grid, this study verifies that brands should
be mindful of their involvement type when creating adverts.
Furthermore, the study also suggests that different brand
identification dimensions can predict attitude toward advert
dependent upon the involvement type of the service brand. In
conclusion, the study reiterates the complexity of consumer brand
relationships in current times. As discussed previously a variety
of factors can influence attitude toward an advert and intern
impact the consumer brand relationship. The study suggest that the
stronger the predictor of the condition the more likely a positive
consumer brand relationship. 5.4. Limitations Although the study
established conclusions to the research question and found results
that contribute towa