Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Brand attitudes: How companies can avoid the 'Tiger Woods' effect

19.05.2010
When a company drafts a single celebrity to represent a brand, it can backfire—in the way Tiger Woods' indiscretions affected Accenture. A new study in the Journal of Consumer Research examines different ways to secure brand loyalty.

"A widely applied method for improving how people feel about a brand is to pair the brand with positive stimuli," write authors Steven Sweldens (INSEAD), Stijn van Osselaer (Erasmus University), and Chris Janiszewski (University of Florida). "A brand can be advertised using attractive imagery, endorsements by a celebrity, or used in event sponsoring. Invariably, advertisers hope that the favorable feelings generated by the positive stimuli will attach to the brand."

The pairing of a brand with positive stimuli is called evaluative conditioning, and the researchers found that evaluative conditioning can occur in two different ways: direct transfer and indirect transfer.

"In indirect transfer, the positive feelings toward the brand are dependent on creating a link in memory between the brand and a positive stimulus. For example, MasterCard uses the popular NFL player Peyton Manning to advertise its product, creating a link between MasterCard and Peyton Manning," the authors write.

A second form of evaluative conditioning involves the direct transfer of feelings to the brand. In this case, the positive feeling from the stimulus "rubs off" on the brand. For example, Nike sponsors 55 current NBA players, which associates the brand with a wide range of likeable athletes. "For these fans, the Nike brand becomes more liked as a consequence of the sponsorship of many athletes, not because of the sponsorship of any one athlete," the authors write.

This difference is displayed in Woods' association with Accenture. "If a brand has used Tiger Woods to create an indirect transfer of feelings, then Woods' recent indiscretions are particularly damaging to the brand," the authors write.

"Advertising and product use can be structured to facilitate direct versus indirect affect transfer, which yields more robust brand attitudes than indirect affect transfer," the authors conclude.

Steven Sweldens, Stijn van Osselaer, and Chris Janiszewski. "Evaluative Conditioning Procedures and the Resilience of Conditioned Brand Attitudes." Journal of Consumer Research: October 2010 (Published online May 7, 2010).

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu

More articles from Business and Finance:

nachricht The RWI/ISL-Container Throughput Index started off well in 2018
22.02.2018 | RWI – Leibniz-Institut für Wirtschaftsforschung

nachricht RWI/ISL-Container Throughput Index ending 2017 on a positive note
24.01.2018 | RWI – Leibniz-Institut für Wirtschaftsforschung

All articles from Business and Finance >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Attoseconds break into atomic interior

A newly developed laser technology has enabled physicists in the Laboratory for Attosecond Physics (jointly run by LMU Munich and the Max Planck Institute of Quantum Optics) to generate attosecond bursts of high-energy photons of unprecedented intensity. This has made it possible to observe the interaction of multiple photons in a single such pulse with electrons in the inner orbital shell of an atom.

In order to observe the ultrafast electron motion in the inner shells of atoms with short light pulses, the pulses must not only be ultrashort, but very...

Im Focus: Good vibrations feel the force

A group of researchers led by Andrea Cavalleri at the Max Planck Institute for Structure and Dynamics of Matter (MPSD) in Hamburg has demonstrated a new method enabling precise measurements of the interatomic forces that hold crystalline solids together. The paper Probing the Interatomic Potential of Solids by Strong-Field Nonlinear Phononics, published online in Nature, explains how a terahertz-frequency laser pulse can drive very large deformations of the crystal.

By measuring the highly unusual atomic trajectories under extreme electromagnetic transients, the MPSD group could reconstruct how rigid the atomic bonds are...

Im Focus: Developing reliable quantum computers

International research team makes important step on the path to solving certification problems

Quantum computers may one day solve algorithmic problems which even the biggest supercomputers today can’t manage. But how do you test a quantum computer to...

Im Focus: In best circles: First integrated circuit from self-assembled polymer

For the first time, a team of researchers at the Max-Planck Institute (MPI) for Polymer Research in Mainz, Germany, has succeeded in making an integrated circuit (IC) from just a monolayer of a semiconducting polymer via a bottom-up, self-assembly approach.

In the self-assembly process, the semiconducting polymer arranges itself into an ordered monolayer in a transistor. The transistors are binary switches used...

Im Focus: Demonstration of a single molecule piezoelectric effect

Breakthrough provides a new concept of the design of molecular motors, sensors and electricity generators at nanoscale

Researchers from the Institute of Organic Chemistry and Biochemistry of the CAS (IOCB Prague), Institute of Physics of the CAS (IP CAS) and Palacký University...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

2nd International Conference on High Temperature Shape Memory Alloys (HTSMAs)

15.02.2018 | Event News

Aachen DC Grid Summit 2018

13.02.2018 | Event News

How Global Climate Policy Can Learn from the Energy Transition

12.02.2018 | Event News

 
Latest News

Basque researchers turn light upside down

23.02.2018 | Physics and Astronomy

Finnish research group discovers a new immune system regulator

23.02.2018 | Health and Medicine

Attoseconds break into atomic interior

23.02.2018 | Physics and Astronomy

VideoLinks
Science & Research
Overview of more VideoLinks >>>