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Attaran, Sharmin
- Consumer Perceptions of Brand Mention in Magazines by Level of Involvement
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Authors
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1 Professor Emeritus, Marketing, Bryant University, US
2 Associate Professor, Marketing, Bryant University, US
3 Professor, Marketing, Bryant University, US
1 Professor Emeritus, Marketing, Bryant University, US
2 Associate Professor, Marketing, Bryant University, US
3 Professor, Marketing, Bryant University, US
Source
International Journal of Marketing and Business Communication, Vol 8, No 1 (2019), Pagination: 1-14Abstract
Consumer perceptions of different methods of information delivery in magazines were studied. Three information delivery methods (advertisements, advertorials, editorials) and two types of consumer products (high involvement, low involvement) were used to evaluate reader perceptions of selling intent, source credibility, and purchase intention. Significant differences between high and low involvement products and between editorials, advertorials, and advertisements in perceived selling intent, perceived credibility, and purchase intention were found. Gender and prior knowledge of the product were also significant. Implications for marketers and policy-makers are also discussed.Keywords
Product Involvement, Brand Mention, Consumer Behavior, Advertisements, Product Placement.
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