Steps or Leaps? The Interplay Effects of Advertising Types and Brand Roles on a Green Product’s Communication Effectiveness (79989)
Session Chair: Jieqiong Cao
Saturday, 25 May 2024 12:55
Session: Session 3
Room: Room 607
Presentation Type: Oral Presentation
The first research question is how to utilize change ads to improve the interest of target audiences in green products across the two brand roles. The second research question is how to utilize change ads to improve the interest of target audiences in green products across the two product types. Overall, the aim of this study is to examine when the effect of progression ads on persuading consumers to purchase green products is strengthened by considering brand roles and green product types (i.e., close‐to‐body and not-close-to-body). Across two studies, we found that when a green product is a not-close-to-body (vs. a close-to-body) product, the click-through rate (i.e., CTR) (vs. the likelihood of buying) of a progression advertisement is higher (vs. lower) than a before/after advertisement. The above results existed only in a partner brand role condition. Our findings are substantively important for the promotion of green products. Given the greater popularity of environmental sustainability, understanding how and when to boost green actions will help marketers to design more effective advertising strategies. Further research could examine a full model of three variables at the same time, measure the underlying mechanisms (e.g., product quality), and manipulate the number of intermediate steps in the progression ads.
Authors:
Ming-Yi Chen, National Chung Hsing University, Taiwan
Yun-Hsuan Chang, National Chung Hsing University, Taiwan
About the Presenter(s)
Dr. Ming-Yi Chen is a University Professor at National Chung Hsing University in Taiwan
See this presentation on the full schedule – Saturday Schedule
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