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The Impact of Narrative Advertisement on Consumers’ Brand Experience
Message sensation value
|Issue Date: ||2018-10-01 12:04:38 (UTC+8)|
In view of the impact of advertisement on consumers’ response and purchasing behavior toward brands, more and more brand managers hope to communicate brand-related information and build up the connections with consumers through various advertisements. Based on reviewing the literature of the types and effects of advertisements, this study combines the view of situational continuity, message sensation value and transportation theory to investigate the effects of narrative advertisement on consumers’ brand experience. This study conducts one pilot study and two experiments to examine consmers’respones while viewing a new brand’s narrative film advertisement with different combinations of situational continuity and message sensation value factors. The results of pilot study show that, compare to the argumentive advertisement, narrative advertisements can lead to higher level of consumers’ brand experience. Subsequently, the first experiment tests the effect of different situational continuity factors on consumers’ brand experience. The results show that consumers’ subjective comprehension of narrative advertisement is affected by the casual and time continuity of narrative advertisements. Moreover, the effect of casual and time continuity of the narrative advertisement on consumers’ brand experience is mediated by their subjective comprehension and transportation. The second experiment tests the effect of situational continuity and message sensation value on consumers’ brand experience. The results show that consumers’ subjective comprehension of narrative advertisement, sensory processing amount and valence are affected by the message sensation value of the narrative advertisement. Moreover, the effect of message sensation value of the narrative advertisement on consumers’ brand experience is partially mediated by their subjective comprehension and transportation. Finally, the implications of the research findings for brand managers to further understand consumers’ brand experience are included in the study.
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