Abstract
Previous research has shown that the impact of advertising on brand attitude depends on various factors, such as the visual elements shown in the advertisement. In this study, we investigate how factors influencing the attitude towards the brand change when advertisings and brands are presented in either a rural or urban context. We conducted two experimental studies that manipulated the experimental factors advertising context (urban vs. rural) and brand context (urban vs. rural), and investigated the mediating influences of attitude towards the advertising, mental imagery, and involvement towards the advertising. The findings show that attitude towards the brand is differently influenced by the advertising and brand context and that these effects are mediated by attitude towards the advertisement and mental imagery. Our findings indicate that marketers need to be aware of which advertising and brand content they choose for an advertisement to reach their target group in an appropriate manner.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Ajzen, I.: Attitude structure and behavior. In: Pratkanis, A.R., Breckler, S.J., Greenwals, A.G. (eds.) Attitudes Structure and Function, pp. 241–274. Lawrence Erlbaum Associates, Hillsdale (1989)
Babin, L.A., Burns, A.C.: Effects of print ad pictures and copy containing instructions to imagine on mental imagery that mediates attitudes. J. Advert. 26(3), 33–44 (1997)
Bergkvist, L., Rossiter, J.R.: Tailor-made single-item measures of doubly concrete constructs. Int. J. Advert. 28(4), 607–621 (2009)
Burns, A.C., Biswas, A., Babin, L.A.: The operation of visual imagery as a mediator of advertising effects. J. Advert. 22(2), 71–85 (1993)
Burton, S., Lichtenstein, D.R.: The effect of Ad claims and Ad context on attitude toward the advertisement. J. Advert. 17(1), 3–11 (1988)
Cho, H.: Humor mechanisms, perceived humor and their relationships to various executional types in advertising. Adv. Consum. Res. 22, 191–197 (1995)
Demming, C.L., Jahn, S., Boztug, Y.: Conducting mediation analysis in marketing research. Mark. ZFP 39(3), 76–93 (2017)
D’Ercole, M., Castelli, P., Giannini, A.M., Sbrilli, A.: Mental imagery scale. Measur. Sci. Technol. 21(5), 1–8 (2010)
Elder, R.S., Krishna, A.: The “Visual Depiction Effect” in advertising. J. Consum. Res. 38(6), 988–1003 (2011)
Englis, B.G., Solomon, M.R.: To be and not to be: lifestyle imagery, reference groups, and “The Clustering of America”. J. Advert. 24(1), 13–28 (1995)
Hagtvedt, H., Patrick, V.P.: Art infusion: the influence of visual art on the perception and evaluation of consumer products. J. Mark. Res. 45(3), 379–389 (2008)
Krishnamurthy, P., Sujan, M.: Retrospection versus anticipation: the role of the ad under retrospective and anticipatory self-referencing. J. Consum. Res. 26(1), 55–69 (1999)
Kuenzel, S., Halliday, S.V.: The chain of effects from reputation and brand personality congruence to brand loyalty: the role of brand identification. J. Targeting, Meas. Anal. Mark. 18(3–4), 167–176 (2010)
Muehling, D.D., McCann, M.: Attitude toward the Ad: a review. J. Curr. Issues Res. Advert. 15(2), 25–58 (1993)
Osgood, C.E., Tannenbaum, P.H.: The principle of congruity in the prediction of attitude change. Psychol. Rev. 62(1), 42–55 (1955)
Richardson, A.: Mental Imagery. Routledge & Kegan Paul, London (1969)
Scott, L.M., Vargas, P.: Writing with pictures: toward a unifying theory of consumer response to images. J. Consum. Res. 34(3), 341–356 (2007)
Shimp, T.A.: Attitude toward the AD as a mediator of consumer brand choice. J. Advert. 10(2), 9–48 (1981)
Thomas, T.C., Trump, R.K., Price, L.P.: Advertising as unfavorable self-presentation: the dirty laundry effect. J. Advert. 44(1), 58–70 (2015)
Till, B.D., Busler, M.: The match-up hypothesis: physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent, brand beliefs. J. Advert. 29, 1–13 (2000)
United Nations: World urbanization prospect 2018 (2018). https://esa.un.org/unpd/wup/. Accessed 4 Dec 2019
Yi, Y.: Cognitive and affective priming effects of the context for print advertisements. J. Advert. 19(2), 40–48 (1990)
Zhao, X., Lynch Jr., J.G., Chen, Q.: Reconsidering baron and kenny: myths and truths about mediation analysis. J. Consum. Res. 37(2), 197–206 (2010)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Fota, A., Steinmann, S., Schramm-Klein, H., Wagner, G. (2020). The Impact of Rural and Urban Advertising and Brand Context on Attitude Towards the Brand. In: Martinez-Lopez, F., Gázquez-Abad, J., Breugelmans, E. (eds) Advances in National Brand and Private Label Marketing. NB&PL 2020. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-47764-6_9
Download citation
DOI: https://doi.org/10.1007/978-3-030-47764-6_9
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-47763-9
Online ISBN: 978-3-030-47764-6
eBook Packages: Business and ManagementBusiness and Management (R0)