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Christian Millennials and Christian Symbols in Advertising: Understanding the Effects of Christian Symbols on Advertising Effectiveness.

机译:基督教千禧一代和广告中的基督教符号:了解基督教符号对广告效果的影响。

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摘要

The use of religious symbols in advertising is not novel. For a significant period of time, advertisers have used religious symbols in advertising to appeal to the religions' respective adherents. However, the research on this particular advertising strategy remains sparse. While some studies have show the effectiveness of religious symbols in advertising, there is very little research on the moderating effect of a symbol's perceived sacredness and prominence in the ad on perceived attitude similarity, perceived expertise, perceived trustworthiness, and skepticism. Additionally, much research is needed to further understand generational differences among consumers who view advertisements containing religious symbols.;This research study was designed to better understand the reactions of Christian consumers to Christian symbols used in advertising. A total of 1,093 self-identified Christians viewed one of ten advertisements, eight of which included a Christian symbol, and completed a subsequent survey. Results from the study demonstrate that Christian symbols and the perceived sacredness do moderate important relationships between religiosity and perceived attitude similarity, perceived expertise, and perceived trustworthiness constructs. The presences of a Christian symbol did strengthen the relationship between these constructs when compared to those advertisements that did not contain a Christian symbol. Additionally, the relationships between religiosity and the mentioned constructs were made stronger when a more sacred symbol, the cross, was used when compared to a lesser sacred symbol, the Ichthys. This finding is significant for future research in this area.;The research study compared two generations: Millennials and Baby Boomers. A generational effect was observed between Millennials and Baby Boomers. Christian symbols in advertising were less influential on Millennials' perceived attitude similarity than Baby Boomers' perceived attitude similarity. This demonstrates that using Christian symbols in advertising may not be the most effective way to engage Christian Millennials.
机译:在广告中使用宗教符号并不新颖。在相当长的一段时间内,广告商在广告中使用宗教符号来吸引宗教的各自拥护者。但是,对该特定广告策略的研究仍然很少。尽管一些研究表明了宗教符号在广告中的有效性,但很少有关于符号在广告中感知的神圣性和突出性对感知的态度相似性,感知的专业知识,感知的信任度和怀疑度的调节作用的研究。此外,还需要进行大量研究来进一步了解查看包含宗教符号的广告的消费者之间的代际差异。该研究旨在更好地了解基督教消费者对广告中使用的基督教符号的反应。共有1,093名自认为基督徒的基督徒查看了十个广告中的一个,其中八个带有基督徒的标志,并完成了随后的调查。研究结果表明,基督教的象征和感知到的圣洁确实在宗教与感知态度相似性,感知专业知识和感知可信度结构之间起到了重要的调节作用。与那些不包含基督教象征的广告相比,基督教象征的存在确实增强了这些构造之间的关系。此外,与较小的神圣象征“鱼叉”相比,使用更神圣的象征十字架时,宗教信仰与上述结构之间的关系更加牢固。这一发现对这一领域的未来研究具有重要意义。研究比较了两代人:千禧一代和婴儿潮一代。在千禧一代和婴儿潮一代之间观察到了代际效应。广告中的基督教符号对千禧一代的态度相似度的影响要比婴儿潮一代对态度相似度的影响小。这表明在广告中使用基督教符号可能不是吸引基督教千禧一代的最有效方法。

著录项

  • 作者

    Rainer, Arthur T.;

  • 作者单位

    Nova Southeastern University.;

  • 授予单位 Nova Southeastern University.;
  • 学科 Marketing.;Business administration.
  • 学位 D.B.A.
  • 年度 2016
  • 页码 141 p.
  • 总页数 141
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

  • 入库时间 2022-08-17 11:50:11

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