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Wyślij tekst przez e-mail Wpływ reklam na postrzeganą wartość marki dla obrazu siebie konsumenta
Streszczenie w języku polskim
Celem badań eksperymentalnych było sprawdzenie, czy przy użyciu reklam możliwy jest specyficzny (kontrolowany przez twórcę reklamy) wpływ na wizerunek użytkownika marki oraz na symboliczne dopełnianie/potwierdzanie obrazu siebie wśród konsumentów. Treść reklam prasowych stanowiąca przedmiot manipulacji eksperymentalnej odwoływała się do każdej z pięciu cech osobowości istotnych w porównaniach z typowymi użytkownikami marek: sprawczości, towarzyskości, odpowiedzialności, wyrafinowania i wyniosłości. Wpływ manipulacji eksperymentalnej na postrzegany potencjał symboliczny reklamowanych marek sprawdzono na przykładzie pięciu kategorii produktów. Badania zostały przeprowadzone indywidualnie z użyciem komputera. Stwierdzono specyficzny wpływ akcentowanych cech osobowości w reklamie na wizerunek typowego użytkownika oraz na postrzeganą wartość symboliczną marki dla obrazu siebie konsumenta.
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DOI: http://dx.doi.org/10.17951/j.2021.34.2.221-244
Data publikacji: 2021-06-12 13:30:31
Data złożenia artykułu: 2019-10-19 12:19:53
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Prawa autorskie (c) 2021 Magdalena Kolańska, Oleg Gorbaniuk
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