Assessing The Effects Of Product VS Country Image And Hedonic VS Utilitarian Messaging On Brand Attitude
DOI:
https://doi.org/10.57185/joss.v3i2.286Keywords:
Brand Image , Message Framing, Marketing Strategy, Sustainability MarketingAbstract
This study aims to analyze the most effective strategy to obtain the most favorable brand attitude when promoting a brand. It examines the effectiveness of a product or country image, as well as the hedonistic and utilitarian message towards the brand attitude of a product. This study also includes the moderating effect of brand sustainability to observe the effect of a good or bad sustainability image on the brand attitude of a product. This study uses an experimental approach using a fictitious Swiss chocolate brand with either a hedonistic or utilitarian-focused message, followed by a display of a country or product image, as well as a sustainability report using the Chocolate Scorecard as a template. The participants are then given a set of four bipolar items before and after the sustainability report to rate the brand attitude of the product. The results show a non-significant relationship between hedonistic and utilitarian messages towards brand attitude, while it shows a significant relationship between country and product image towards brand attitude. The results also show that a sustainable label shows a similar positive impact towards brand attitude, while a non-sustainable label has a more adverse impact on product image compared to country image.
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Copyright (c) 2024 Maria Natalia Damayanti Maer, Ruth Srininta Tarigan, Indra Pratama, Feline Gozal
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