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The Brand Communication Effects of Using a Headline to Prompt the Key Benefit in Ads With Pictorial Metaphors
Nottingham University Business School China, University of Nottingham Ningbo, Ningbo, China.
Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
2012 (English)In: Journal of Advertising, ISSN 0091-3367, E-ISSN 1557-7805, Vol. 41, no 2, 67-75 p.Article in journal (Refereed) Published
Abstract [en]

This study investigated the differential effects of adding an explanatory headline to ads with a pictorial metaphor on brand communication effects. An experimental study compared the effects of adding a moderate headline, which gives a clue to the ad's message, or a complete headline, which clearly spells out the ad's message, to an ad without a headline. Results show that a complete headline leads to more positive brand communication effects than a moderate headline or no headline at all. A complete headline results in stronger brand beliefs about the key benefit conveyed by the pictorial metaphor, which in turn leads to a more positive brand attitude

Place, publisher, year, edition, pages
2012. Vol. 41, no 2, 67-75 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-83194DOI: 10.2753/JOA0091-3367410205OAI: oai:DiVA.org:su-83194DiVA: diva2:574348
Available from: 2012-12-05 Created: 2012-12-05 Last updated: 2017-12-07Bibliographically approved

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