文章基本信息

标题：Relationship of advertising appeals, corporate reputation and brand advocacy: The mediation role of brand loyalty
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作者：Asif Mahmood ; Syed Zeeshan Haider
期刊名称：LogForum
电子版ISSN：1734-459X
出版年度：2020
卷号：16
期号：2
页码：287-298
DOI：10.17270/J.LOG.2020.383
出版社：Poznań School of Logistics
摘要：Background: Retention of customers to maintain long term profitable relationship is indispensable forthe organizations operating in Fast Moving Consumer Goods (FMCGs) sector. Due to lucrative nature of market,proximity of new entrants is very high in emerging FMCGs markets. In order to retain customers for longer time andmake them loyal with the brand, companies are spending heavily on advertising campaigns. Informative and normativeadvertising appeals are two widely used appeals in FMCGs advertisements. This research aims at finding the degree ofrelationship of informative and normative ad appeals with brand loyalty in FMCGs context. Efforts have been put tounderstand the relationship of three very important variables; corporate reputation, brand loyalty and brand advocacy inFMCGs sector.Methods: Data were collected using questionnaire with the sample size of 400 from four different cities of Pakistan.Regression analysis was conducted to find the relationships between variables. Firstly, all were measured independentlywith each other, and then mediating effect of brand loyalty on the relationship between corporate reputation and brandadvocacy was measured.Results: The results revealed that informative advertising appeal has created more impact on brand loyalty thannormative advertising appeal in FMCGs sector. On the other hand, findings also suggest that corporate reputation andbrand loyalty are important but not the major contributor towards the brand advocacy in FMCGs sector.Conclusions: The research has great significance for marketing professionals and practitioners as it would guide themabout strategic direction for the use of appropriate appeals in advertising campaigns.
关键词：advertising appeals; corporate reputation; brand advocacy; brand loyalty; FMCGs sector