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dc.contributor.authorDe Pelsmacker, Patrick
dc.contributor.authorGeuens, Maggie
dc.date.accessioned2017-12-02T14:10:37Z
dc.date.available2017-12-02T14:10:37Z
dc.date.issued1998
dc.identifier.urihttp://hdl.handle.net/20.500.12127/724
dc.description.abstractThe communication effect of four types of alcohol advertisement, i.e. humorous, warm, erotic and non-emotional, are studied in Belgian and Polish samples of young consumers. Ad recognition, brand attribution, ad evoked feelings, cognitive and affective reactions, attitude towards the ad, the brand and purchase intention, are measured and compared between the Belgian and the Polish group. A lot of similarities between Polish and Belgian subjects emerge. Emotional appeals generate a more positive ad and brand attitude, and humour is the most effective emotional appeal. Basic ad evoked feelings are very similar in both groups. On the other hand, some differences are observed. Erotic ads do a better job in Poland than in Belgium. An evoked irritation leads to negative communication effects only in Belgium, but not in Poland. Polish consumers seem to rely more on cognitive responses to form an attitude towards the brand, while affective responses are more important for Belgium consumers.
dc.language.isoen
dc.subjectAdvertising
dc.titleDifferent Markets, Different Communication Strategies? A Comparison of the Communication Effects of Alcohol Advertisements in Belgium and Poland
dc.identifier.journalInternational Marketing Review
dc.source.volume15
dc.source.issue4
dc.source.beginpage277
dc.source.endpage290
vlerick.knowledgedomainMarketing & Sales
vlerick.typearticleJournal article
vlerick.vlerickdepartmentMKT
dc.identifier.vperid32045
dc.identifier.vperid51213
dc.identifier.vpubid765


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