Experimental Study of the Effect of Advertisement and Promotional Plans on the Brand Attachment

• Main Authors: Mitra Shabani Nashtaee, Kambiz Heidarzadeh Hanzaei, Yazdan Mansourian
• Format: Article
• Language: fas
• Published: University of Tehran 2017-11-01
• Series: ‫مدیریت بازرگانی
• Subjects: Argument strength; Brand attachment; Construal levels; Financial gifts; Product categories
• Online Access: https://jibm.ut.ac.ir/article_63843_c76759bec66ee979900f1e870212f42b.pdf

Building a strong and lasting relationship between a brand and its consumers can be routed out by applying “the theory of attachment” in the marketing. This article aims to identify the best interaction between promotional and advertising plans as the resources of creating brand attachment in the durable and fast moving consumer goods. Conducting three experimental studies of factorial design type with 1200 participants, we investigated the different modes of interaction to identify the best fit. The results are quite similar for both product categories. The findings showed that the financial gifts with the ability of liquidity and shopping variety fit the advertisement messages at high construal level and high argument strength. However, the financial gift with the ability of buying from a particular store fits the advertisement messages at the low construal level and high argument strength. Therefore, we can cocnlude that the conditions for building brand attachment can work out independent of the product category