), 龚璇 武汉大学 经济与管理学院 市场营销与旅游管理系, 武汉 430072
收稿日期:2018-07-19出版日期:2019-08-25发布日期:2019-06-24基金资助:* 国家自然科学基金(91746206);国家自然科学基金资助(71672132)Does nostalgic advertising contribute to the spread of a brand’s word of mouth? An emotional two-dimensional perspective
LIAO Yichen, XU Chuanzhe(), GONG Xuan Department of Marketing and Tourism Management, Economics and Management School, Wuhan University, Wuhan 430072, China
Received:2018-07-19Online:2019-08-25Published:2019-06-24摘要/Abstract
摘要： 怀旧型情感广告是企业常用的广告策略, 现有的研究主要从怀旧广告的情感性出发, 而忽略了广告的认知性。本研究从情感处理的两个维度(情感和认知), 探究了怀旧广告和非怀旧广告在不同品牌情境下对消费者口碑传播的影响。通过二手数据和实验研究发现：对温暖型品牌而言, 怀旧(vs非怀旧)广告会降低消费者的口碑传播, 孤独感和满足感起到连续中介作用; 对效能型品牌而言, 怀旧(vs非怀旧)广告会提高消费者的口碑传播, 历史感和信任感起到连续中介作用。
图/表 12
图1研究模型图
图1研究模型图表1怀旧广告类型与品牌形象交叉表
| 广告类型 | 温暖型 | 效能型 | 总计 |
|---|---|---|---|
| 怀旧广告 | 125 | 46 | 171 |
| 非怀旧广告 | 88 | 89 | 177 |
| 总计 | 213 | 135 | 348 |
表1怀旧广告类型与品牌形象交叉表
| 广告类型 | 温暖型 | 效能型 | 总计 |
|---|---|---|---|
| 怀旧广告 | 125 | 46 | 171 |
| 非怀旧广告 | 88 | 89 | 177 |
| 总计 | 213 | 135 | 348 |
表2信息与情感类型与品牌形象交叉表
| 属性 | 广告类型 | 温暖 | 效能 | 总计 |
|---|---|---|---|---|
| 信息 | 怀旧 | 63 | 20 | 83 |
| 非怀旧 | 49 | 41 | 90 | |
| 情感 | 怀旧 | 62 | 26 | 88 |
| 非怀旧 | 39 | 48 | 87 | |
| 总计 | 213 | 135 | 348 |
表2信息与情感类型与品牌形象交叉表
| 属性 | 广告类型 | 温暖 | 效能 | 总计 |
|---|---|---|---|---|
| 信息 | 怀旧 | 63 | 20 | 83 |
| 非怀旧 | 49 | 41 | 90 | |
| 情感 | 怀旧 | 62 | 26 | 88 |
| 非怀旧 | 39 | 48 | 87 | |
| 总计 | 213 | 135 | 348 |
表3帖子示例
| 帖子类型 | 帖子内容 | |
|---|---|---|
| 信息 | 怀旧 | 比起现在的我们, 还记得小时候更喜欢下雨——在换洗一新的世界里, 一把小伞、一双雨鞋, 你就拥有了全世界。 (可口可乐) |
| 非怀旧 | 冰箱里的可口可乐就像薛定谔的猫, 不打开门你永远不会知道快乐的模样。 (可口可乐) | |
| 情感 | 怀旧 | #父亲节#小时候, 我调皮、打架、撒谎、成绩差…让你上火操心; 此时我早已知错, 惹你上火不是本意, 表上火, 消消气, 老爸节日快乐, 我爱你！ (王老吉) |
| 非怀旧 | 猴年吉祥无论能不能回家, 都要喜庆地过年。一点门联红, 三两爆竹声, 辛苦操劳一整年, 所有吉祥如意的期盼都在这一刻得到释放, 愿每个人都能把年过得红火。过吉祥年, 喝王老吉！红红火火就是吉祥！ (王老吉) |
表3帖子示例
| 帖子类型 | 帖子内容 | |
|---|---|---|
| 信息 | 怀旧 | 比起现在的我们, 还记得小时候更喜欢下雨——在换洗一新的世界里, 一把小伞、一双雨鞋, 你就拥有了全世界。 (可口可乐) |
| 非怀旧 | 冰箱里的可口可乐就像薛定谔的猫, 不打开门你永远不会知道快乐的模样。 (可口可乐) | |
| 情感 | 怀旧 | #父亲节#小时候, 我调皮、打架、撒谎、成绩差…让你上火操心; 此时我早已知错, 惹你上火不是本意, 表上火, 消消气, 老爸节日快乐, 我爱你！ (王老吉) |
| 非怀旧 | 猴年吉祥无论能不能回家, 都要喜庆地过年。一点门联红, 三两爆竹声, 辛苦操劳一整年, 所有吉祥如意的期盼都在这一刻得到释放, 愿每个人都能把年过得红火。过吉祥年, 喝王老吉！红红火火就是吉祥！ (王老吉) |
表4广告类型和品牌形象对口碑传播的影响
| 变异来源 | III类平方和 | df | 均方 | F | 显著性 |
|---|---|---|---|---|---|
| 校正模型 | 3.20E-6 | 3 | 1.07E-6 | 32.472 | 0.000 |
| 截距 | 4.70E-6 | 1 | 4.70E-6 | 143.007 | 0.000 |
| 怀旧类型 | 1.12E-6 | 1 | 1.12E-6 | 34.170 | 0.000 |
| 品牌形象 | 1.78E-6 | 1 | 1.78E-6 | 54.123 | 0.000 |
| 怀旧类型×品牌形象 | 1.58E-6 | 1 | 1.58E-6 | 48.203 | 0.000 |
| 误差 | 1.13E-5 | 344 | 3.29E-8 | ||
| 总计 | 1.73E-5 | 348 | |||
| 校正的总计 | 1.45E-5 | 347 |
表4广告类型和品牌形象对口碑传播的影响
| 变异来源 | III类平方和 | df | 均方 | F | 显著性 |
|---|---|---|---|---|---|
| 校正模型 | 3.20E-6 | 3 | 1.07E-6 | 32.472 | 0.000 |
| 截距 | 4.70E-6 | 1 | 4.70E-6 | 143.007 | 0.000 |
| 怀旧类型 | 1.12E-6 | 1 | 1.12E-6 | 34.170 | 0.000 |
| 品牌形象 | 1.78E-6 | 1 | 1.78E-6 | 54.123 | 0.000 |
| 怀旧类型×品牌形象 | 1.58E-6 | 1 | 1.58E-6 | 48.203 | 0.000 |
| 误差 | 1.13E-5 | 344 | 3.29E-8 | ||
| 总计 | 1.73E-5 | 348 | |||
| 校正的总计 | 1.45E-5 | 347 |
图2怀旧广告类型与品牌形象的交互对消费者口碑传播的影响
图2怀旧广告类型与品牌形象的交互对消费者口碑传播的影响
图3广告类型操控文案
图3广告类型操控文案表5广告类型和品牌形象对口碑传播的影响
| 变异来源 | III类平方和 | df | 均方 | F | 显著性 |
|---|---|---|---|---|---|
| 校正模型 | 55.270 | 3 | 18.423 | 41.611 | 0.000 |
| 截距 | 2733.457 | 1 | 2733.457 | 6173.808 | 0.000 |
| 怀旧类型 | 36.797 | 1 | 36.797 | 83.109 | 0.000 |
| 品牌形象 | 0.829 | 1 | 0.829 | 1.872 | 0.173 |
| 怀旧类型×品牌形象 | 16.724 | 1 | 16.724 | 37.772 | 0.000 |
| 误差 | 96.520 | 218 | 0.443 | ||
| 总计 | 2889.520 | 222 | |||
| 校正的总计 | 151.790 | 221 |
表5广告类型和品牌形象对口碑传播的影响
| 变异来源 | III类平方和 | df | 均方 | F | 显著性 |
|---|---|---|---|---|---|
| 校正模型 | 55.270 | 3 | 18.423 | 41.611 | 0.000 |
| 截距 | 2733.457 | 1 | 2733.457 | 6173.808 | 0.000 |
| 怀旧类型 | 36.797 | 1 | 36.797 | 83.109 | 0.000 |
| 品牌形象 | 0.829 | 1 | 0.829 | 1.872 | 0.173 |
| 怀旧类型×品牌形象 | 16.724 | 1 | 16.724 | 37.772 | 0.000 |
| 误差 | 96.520 | 218 | 0.443 | ||
| 总计 | 2889.520 | 222 | |||
| 校正的总计 | 151.790 | 221 |
图4广告类型与品牌形象的交互对消费者口碑传播的影响
图4广告类型与品牌形象的交互对消费者口碑传播的影响
图5广告类型操纵文案
图5广告类型操纵文案表6广告类型和品牌形象对口碑传播的影响
| 变异来源 | III类平方和 | df | 均方 | F | 显著性 |
|---|---|---|---|---|---|
| 校正模型 | 41.522 | 3 | 13.841 | 78.028 | 0.000 |
| 截距 | 1720.546 | 1 | 1720.546 | 9699.661 | 0.000 |
| 怀旧类型 | 8.936 | 1 | 8.936 | 50.375 | 0.000 |
| 品牌形象 | 10.960 | 1 | 10.960 | 61.787 | 0.000 |
| 怀旧类型×品牌形象 | 18.800 | 1 | 18.800 | 105.984 | 0.000 |
| 误差 | 25.898 | 146 | 0.177 | ||
| 总计 | 1821.880 | 150 | |||
| 校正的总计 | 67.420 | 149 |
表6广告类型和品牌形象对口碑传播的影响
| 变异来源 | III类平方和 | df | 均方 | F | 显著性 |
|---|---|---|---|---|---|
| 校正模型 | 41.522 | 3 | 13.841 | 78.028 | 0.000 |
| 截距 | 1720.546 | 1 | 1720.546 | 9699.661 | 0.000 |
| 怀旧类型 | 8.936 | 1 | 8.936 | 50.375 | 0.000 |
| 品牌形象 | 10.960 | 1 | 10.960 | 61.787 | 0.000 |
| 怀旧类型×品牌形象 | 18.800 | 1 | 18.800 | 105.984 | 0.000 |
| 误差 | 25.898 | 146 | 0.177 | ||
| 总计 | 1821.880 | 150 | |||
| 校正的总计 | 67.420 | 149 |
图6广告类型与品牌形象的交互对消费者口碑传播的影响
图6广告类型与品牌形象的交互对消费者口碑传播的影响参考文献 51
| [1] | Aaker D. A. ( 1996). Building strong brands . New York: The Free Press. |
| [2] | Aaker J., Vohs K. D., & Mogilner C . ( 2010). Nonprofits are seen as warm and for-profits as competent: Firm stereotypes matter. Journal of Consumer Research, 37(2), 224-237. |
| [3] | Baldwin M., Biernat M., & Landau M. J . ( 2015). Remembering the real me: Nostalgia offers a window to the intrinsic self. Journal of Personality & Social Psychology, 108(1), 128-147. |
| [4] | Berger J., .( 2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4), 586-607. |
| [5] | Brakus J. J., Schmitt B. H., & Zarantonello L . ( 2009). Brand experience: what is it? How do we measure it? Does it affect loyalty? Journal of Marketing, 73(3), 52-68. |
| [6] | Cacioppo J.T., & Hawkley L.C . ( 2005). People thinking about people: The vicious cycle of being a social outcast in one's own mind. The Social Outcast: Ostr Acism, Social Exclusion, Rejection, and Bullying, 91-108. |
| [7] | Cacioppo J. T., Hawkley L. C., Ernst J. M., Burleson M., Berntson G. G., & Nouriani B . ( 2006). Loneliness within a nomological net: An evolutionary perspective. Journal of Research in Personality, 40(6), 1054-1085. |
| [8] | Chang C-T., & Tung M-H. , ( 2016). Intergenerational appeal in advertising: Impacts of brand-gender extension and brand history. International Journal of Advertising, 35(2), 345-361. |
| [9] | Chen R., Chen H. H., & Zheng Y. H . ( 2017). The impact of nostalgia on consumers’ choice between hedonic and utilitarian products. Nankai Business Review, 20(6), 140-149. |
| [ 陈瑞, 陈辉辉, 郑毓煌 . ( 2017). 怀旧对享乐品和实用品消费决策的影响. 南开管理评论, 20(6), 140-149.] | |
| [10] | Cheung W. Y., Wildschut T., Sedikides C., Hepper E. G., Arndt J., & Vingerhoets A. J . ( 2013). Back to the future: Nostalgia increases optimism. Personality and Social Psychology Bulletin, 39(11), 1484-1496. |
| [11] | Crosno J. L., Freling T. H., & Skinner S. J . ( 2010). Does brand social power mean market might? Exploring the influence of brand social power on brand evaluations. Psychology & Marketing, 26(2), 91-121. |
| [12] | Fournier S., & Alvarez C. , ( 2011). Brands as relationship partners: Warmth, competence, and in-between. Journal of Consumer Psychology, 22(2), 177-185. |
| [13] | Fraley R. C., Heffernan M. E., Vicary A. M., & Brumbaugh C. C . ( 2011). The experiences in close relationships- relationship structures questionnaire: A method for assessing attachment orientations across relationships. Psychological Assessment, 23(3), 615-625. |
| [14] | Gong W., & Li X. , ( 2017). Engaging fans on microblog: The synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720-732. |
| [15] | Grohs R., & Reisinger H. , ( 2014). Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), 1018-1025. |
| [16] | Harris M., , ( 2001). The rise of anthropological theory:A history of theories of culture. AltaMira Press. |
| [17] | He J.X., & Li Y. , ( 2006). An elementary study on principles and decision-making strategie of brand rejuvenation-A concurrent discussion on the revitalization of Chinese old brands. Journal of Beijing Technology and Business University (Social Science Edition), 21(6), 50-55. |
| [ 何佳讯, 李耀 . ( 2006). 品牌活化原理与决策方法探窥——兼谈我国老字号品牌的振兴. 北京工商大学学报(社会科学版), 21(6), 50-55.] | |
| [18] | Holak S.L., & Havlena W.J . ( 1998). Feelings, fantasies, and memories: An examination of the emotional components of nostalgia. Journal of Business Research, 42(3), 217-226. |
| [19] | Holbrook M.B. . ( 1993). Nostalgia and consumption preferences: Some emerging patterns of consumer tastes. Journal of Consumer Research, 20(2), 245-256. |
| [20] | Holbrook M.B., & Schindler R.M. . ( 1991). Echoes of the dear departed past: Some work in progress on nostalgia. Advances in Consumer Research, 18(1), 330-333. |
| [21] | Huang X., Huang Z., & Wyer R. S . ( 2016). Slowing down in the good old days: The effect of nostalgia on consumer patience. Journal of Consumer Research, 43(3), 372-387. |
| [22] | Hung K., Chan K. W., & Tse C. H . ( 2011). Assessing celebrity endorsement effects in china: A consumer-celebrity relational approach. Journal of Advertising Research, 51(4), 608-623. |
| [23] | Ju I., Jun J. W., Dodoo N. A., & Morris J . ( 2017). The influence of life satisfaction on nostalgic advertising and attitude toward a brand. Journal of Marketing Communications, 23(4), 413-427. |
| [24] | Judd C. M., James-Hawkins L., Yzerbyt V., & Kashima Y . ( 2005). Fundamental dimensions of social judgment: Understanding the relations between judgments of competence and warmth. Journal of Personality and Social Psychology, 89(6), 899-913. |
| [25] | Juhl J., Routledge C., Arndt J., Sedikides C., & Wildschut T . ( 2010). Fighting the future with the past: Nostalgia buffers existential threat. Journal of Research in Personality, 44(3), 309-314. |
| [26] | Kervyn N., Fiske S. T., & Malone C . ( 2012). Brands as intentional agents framework: How perceived intentions and ability can map brand perception. Journal of Consumer Psychology, 22(2), 166-176. |
| [27] | Krishnan H.S., & Chakravarti D , ( 2003). A process analysis of the effects of humorous advertising executions on brand claims memory. Journal of Consumer Psychology, 13(3), 230-245. |
| [28] | Leary M.R., & Kowalski R.M . ( 1993). The interaction anxiousness scale: Construct and criterion-related validity. Journal of Personality Assessment, 61(1), 136-146. |
| [29] | Mellor D., Stokes M., Firth L., Hayashi Y., & Cummins R . ( 2008). Need for belonging, relationship satisfaction, loneliness, and life satisfaction. Personality and Individual Differences, 45(3), 213-218. |
| [30] | Morgan R.M., & Hunt S.D . ( 1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. |
| [31] | Muehling D.D., & Pascal V.J . ( 2011). An empirical investigation of the differential effects of personal, historical, and non-nostalgic advertising on consumer responses. Journal of Advertising, 40(2), 107-122. |
| [32] | Muehling D.D., & Sprott D.E . ( 2004). The power of reflection: An empirical examination of nostalgia advertising effects. Journal of Advertising, 33(3), 25-35. |
| [33] | Muehling D. D., Sprott D. E., & Sultan A. J . ( 2014). Exploring the boundaries of nostalgic advertising effects: A consideration of childhood brand exposure and attachment on consumers’ responses to nostalgia-themed advertisements. Journal of Advertising, 43(1), 73-84. |
| [34] | Nussbaum M. C. ( 2003). Upheavals of thought:The intelligence of emotions. Cambridge University Press. |
| [35] | Parker J. R., Lehmann D. R., & Xie Y . ( 2016). Decision comfort. Journal of Consumer Research, 43(1), 113-133. |
| [36] | Pascal V. J., Sprott D. E., & Muehling D. D . ( 2002). The influence of evoked nostalgia on consumers’ responses to advertising: An exploratory study. Journal of Current Issues & Research in Advertising, 24(1), 39-47. |
| [37] | Ranaweera C.J., & Prabhu J. , ( 2003). On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for Marketing, 12(1), 82-90. |
| [38] | Reid C. A., Green J. D., Wildschut T., & Sedikides C . ( 2015). Scent-evoked nostalgia. Memory, 23(2), 157-166. |
| [39] | Reynolds K.E., & Beatty S.E . ( 1999). Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75(1), 11-32. |
| [40] | Russell D., Peplau L. A., & Cutrona C. E . ( 1980). The Revised UCLA Loneliness Scale: Concurrent and discriminant validity evidence. Journal of Personality and Social Psychology, 39(3), 472-480. |
| [41] | Sedikides C., Wildschut T., & Routledge A. C . ( 2008). Nostalgia: Past, present, and future. Current Directions in Psychological Science, 17(5), 304-307. |
| [42] | Stern B.B . ( 1992). Historical and personal nostalgia in advertising text: The fin de siècle effect. Journal of Advertising, 21(4), 11-22. |
| [43] | Triantafillidou A., & Siomkos G. , ( 2013). Summer camping: An extraordinary, nostalgic, and interpersonal experience. Journal of Vacation Marketing, 19(3), 197-208. |
| [44] | Triantafillidou A., & Siomkos G. , ( 2014). Consumption experience outcomes: satisfaction, nostalgia intensity, word-of-mouth communication and behavioural intentions. Journal of Consumer Marketing, 31(6/7), 526-540. |
| [45] | Walker W. R., Skowronski J. J., Gibbons J. A., Vogl R. J., & Ritchie T. D . ( 2009). Why people rehearse their memories: Frequency of use and relations to the intensity of emotions associated with autobiographical memories. Memory, 17(7), 760-773. |
| [46] | Wildschut T., Sedikides C., Arndt J., & Routledge C . ( 2006). Nostalgia: Content, triggers, functions. Journal of Personality & Social Psychology, 91(5), 975-993. |
| [47] | Yagci M. I., Biswas A., & Dutta S . ( 2009). Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance. Journal of Business Research, 62(8), 768-774. |
| [48] | Zhang Y., & Sun M.X . ( 2012). Effect of consumer's nostalgia feeling on brand loyalty. Commercial Research, ( 2), 32-36. |
| [ 张义, 孙明贵 . ( 2012). 消费者怀旧情感对品牌忠诚的影响. 商业研究, ( 2), 32-36.] | |
| [49] | Zhao X., Lynch J., & Chen Q . ( 2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206. |
| [50] | Zhou X., Sedikides C., Wildschut T., & Gao D. G . ( 2008). Counteracting loneliness: On the restorative function of nostalgia. Psychological Science, 19(10), 1023-1029. |
| [51] | Zhou X., Wildschut T., Sedikides C., Shi K., & Feng C . ( 2012). Nostalgia: The gift that keeps on giving. Journal of Consumer Research, 39(1), 39-50. |
相关文章 1
| [1] | 焦璇,吕建红,陈毅文. 品牌形象系统的因素结构[J]. 心理学报, 2004, 36(03): 359-364. |
PDF全文下载地址:
http://journal.psych.ac.cn/xlxb/CN/article/downloadArticleFile.do?attachType=PDF&id=4491
