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| Content Provider | Springer Nature Link |
|---|---|
| Author | Gierl, Heribert Reich, Sandra |
| Copyright Year | 2005 |
| Abstract | In diesem Beitrag werden die in der jüngeren Forschung zur Wirkung von Werbung diskutierten und untersuchten Aspekte in einem Werbewirkungsmodell zusammengefasst. Der hier dargestellte Entwurf enthält drei Mediatorvariablen (Gefallen der Werbung, Gedanken über die Werbung, Gedanken über das Werbeobjekt) und zwei Moderatorvariablen (Involvement/Fähigkeit zur Informationsverarbeitung und Kontakthäufigkeit). Die Relevanz dieser fünf Größen wird basierend auf Erkenntnissen in der Literatur theoretisch diskutiert und soweit möglich durch vorhandene empirische Studien belegt. Den Nutzen eines derartigen Modells sehen wir zum einen darin, dass es eine Grundlage bilden kann, die Wirkung vielfältiger weiterer Aspekte der Werbegestaltung (z.B. Variation der Werbemittel bei unterschiedlichen Kontakten) oder von Rezipienteneigenschaften (z.B. bisherige Vertrautheit mit dem Werbeobjekt oder Stimmung) genauer in Form von direkten und indirekten Effekten auf die Verhaltensabsicht gegenüber dem Werbeobjekt untersuchen zu können. Ferner liefert ein derartiges Modell Anhaltspunkte, welche Werbewirkungsgrößen in Werbetests untersucht werden sollten, wenn diagnostische Aussagen bezüglich der Verbesserungsmöglichkeiten von Werbemitteln angestrebt werden. This article summarises the results of previously discussed and analysed advertising effects using a model of these effects. The model presented includes three mediating variables (attitude toward the advertisement, advertisement cognitions, and brand cognitions) and two moderating variables (involvement and frequency of exposure). We also discuss the relevance of these five concepts. In addition, we present empirical studies to support particular elements of our model. We see the contribution of this model in the fact that it represents a basis for investigating the direct and indirect effects of advertising concepts (e.g. advertisement variation in the case of increasing exposure) and for analysing the impact of recipients’ characteristics (e.g. their familiarity with advertising object or their mood) on attitudes toward the brand. Furthermore, such a model provides an informative basis with regard to the question of which dimensions of advertising effects should be considered when optimizing advertisements. |
| Starting Page | 249 |
| Ending Page | 295 |
| Page Count | 47 |
| File Format | |
| ISSN | 03449327 |
| Journal | Journal für Betriebswirtschaft |
| Volume Number | 55 |
| Issue Number | 4 |
| e-ISSN | 1614631X |
| Language | German |
| Publisher | Springer-Verlag |
| Publisher Date | 2005-01-01 |
| Publisher Place | Berlin, Heidelberg |
| Access Restriction | Subscribed |
| Subject Keyword | Models in advertising research persuasion mediating variables moderating variables Business/Management Science |
| Content Type | Text |
| Resource Type | Article |
| Subject | 1400/1401 Strategy and Management |
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