The effects of a value-oriented advertising strategy on brand attitude

摘要

Some advertisements refer to the product price indirectly through a value proposition espoused in the ad such as ?Good value for money“. In the present paper the effects of a value-oriented (good deal) advertising strategy are described and tested across several product categories and brands. The empirical findings presented here indicate that value-oriented advertising leads to a less favourable attitude toward the brand than emotional or informational advertising strategies. This negative effect is even stronger if premium brands are advertised. However, in advertisements for products which are characterised by a frequent change in technology value-oriented advertising can be seen to be partially effective.