Article2008

Does Consumers' Product-Related Involvement Matter When it Comes to Corporate Ads?

18 citations0/0 files storedJournal of Current Issues & Research in Advertising

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

The study reported in this article examines the effects of three involvement types (technology, computer product category, and advertisement involvements) on attitude/behavioral intentions in two contexts: product and corporate ads. Specifically, the study explored these relationships using computer product ads and the ads of the company that produces the computer brand featured in the product ads. In the corporate ads, involvement levels in the technology and computer product category did not reveal a significant influence, whereas all three involvement types (technology, computer product category, and advertisement involvement) had a significant influence on attitudes and behavioral intentions of viewers in the product ads. The results suggest that consumers' product related involvements might not have the same influences on the corporate ads as the product ads.

Citations in this library

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References

2025Advances in Consumer Research 1985Measuring the Involvement Construct 2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1997The Company and the Product: Corporate Associations and Consumer Product Responses 2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies 1985Measuring Consumer Involvement Profiles 1988The Role of Involvement in Attention and Comprehension Processes

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