nep-mkt New Economics Papers
on Marketing
Issue of 2021‒05‒17
four papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Impact of Persuasive Advertising Appeals on the Consumer Adoption of Competing Products: a Conceptual Framework and Research Propositions By Ekta Srivastava
  2. Consequences of Consumers’ attitude toward CRM By Gladys Stephen
  3. Determinants of Purchasing Behavior - On the Interaction of Price Anchors and the Framing of Price Changes By Caroline Dauenhauer; Jens K. Perret
  4. When logos seem human: Moderating role of dynamic imagery and product types on evaluations of anthropomorphized logos By Deepak S Kumar; Vinitha V U

  1. By: Ekta Srivastava (Indian Institute of Management Kozhikode)
    Abstract: This research uses sustainable competitive advantage theory to develop a conceptual framework for the choice of persuasive advertising appeals. By integrating previous findings from advertising and consumer behavior literature, it develops testable research propositions. This research, if empirically proven, would uphold that the rational (vs. emotional) appeal of advertising has a positive influence on the adoption of competing brands in low-involvement situations. Additionally, it identifies two major antecedents to the choice of persuasive advertising appeals: product-level brand equity and advertising goal congruency. The research framework, if empirically validated, would guide firms in choosing a right advertising appeal for their products, leading to firm performance.Length: 3 pages
    Date: 2021–03
  2. By: Gladys Stephen (Indian Institute of Management Kozhikode)
    Abstract: Cause related marketing is one of the important strategic marketing tools that organizations are adopting to support for a cause and thereby winning the minds of consumers. The purpose of the study is to identify the consequences of consumers’ attitude toward CRM. The study used CRM campaign that were real-time stimuli and respondents were exposed to the printed form of CRM campaigns that was followed by filling their responses through an online questionnaire. A theoretical model was developed and tested using Structural Equation Modelling. Results of the study suggested that consumers’ attitude toward CRM has a positive influence on purchase intention, brand loyalty, brand credibility and perceived quality. Thus, the study suggests that marketers can design effective CRM campaigns that supports social cause in relevance to the motive of the organization that would result in creating a favourable consumers’ attitude toward CRM and eventually result in attracting consumers to value the brand and also support for a good cause.
    Date: 2021–03
  3. By: Caroline Dauenhauer (HHL Leipzig Graduate School of Management); Jens K. Perret (International School of Management)
    Abstract: Low involvement goods per definition do not require the customer to invest a significant amount of will-power into the purchasing decision. Thus, buying decisions in this context are primarily driven by the intuitive mind and relevant decision heuristics. This study focuses on the anchor and the framing heuristic, their combined effect on the willingness-to-buy of low involvement goods and especially their interaction effect. It is established that of the two heuristics considered, the framing effect is the more relevant with an impact roughly 2.5 times the size of the anchor effect. An interaction effect between the two heuristics exists even though it is only weakly significant and only marginally impacts the willingness-to-buy, reporting an effect size of one fifth of the anchor effect. Although limited in its scope the weakly significant interaction effect shows that in certain retail environments price reduction have a more pronounced effect than in others. The study provides relevant insights from a theoretical academic perspective and offers advice to marketing practioners, in particular advertising experts.
    Keywords: Purchasing; Behavior; Price Anchor; Framing; Prospect Theory; Discounter
    JEL: C21 D91 M31
    Date: 2021–04
  4. By: Deepak S Kumar (Indian Institute of Management Kozhikode); Vinitha V U (Amrita Vishwa Vidyapeetham)
    Abstract: Logo designs play a strategic role in communicating brand value to consumers, thereby contributing significantly to brands' success. This study explores the interactive effects of anthropomorphic logo with perceived movement (dynamic imagery) on brand attractiveness, brand attitude and brand engagement. Further, it also evaluates the moderating effects of product types (search vs credence products) on consumers' brand evaluations. A factorial design with 2 (anthropomorphism vs non-anthropomorphism) x manipulated 2 (dynamic vs static) X 2 (search vs credence) - mixed designs are used to validate the proposed relationships. The fictitious logos, designed with experts' help, were pre-tested using post-graduate students of a leading university in India. The respondents for the main study were chosen using a snowballing approach from researchers' social media contacts. Through an experiment design, the research establishes that dynamic imagery in anthropomorphized logos is perceived more favourably by consumers than anthropomorphized logos. It also establishes the moderating role of product types and explains how anthropomorphic logos with dynamic imagery are perceived as more attractive than anthropomorphized logos in credence products than search products. This contributes to logo design studies and has implications for managers in designing more appealing and engaging logos for brands. Furthermore, this is also one of the first studies that have used brand attractiveness as an outcome variable and brand engagement and attitude. With this study's outcomes, managers can now make decisions on logo designs by incorporating "humanlike" features and incorporating a sense of dynamism in them that would be better appreciated by viewers.
    Date: 2021–03

This nep-mkt issue is ©2021 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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