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Source: Swinder 1xbet best casino website , 785-532-5439, swinder@k-state.edu
http://www.k-state.edu/media/mediaguide/bios/jandabio.html
News release prepared by: Erinn Barcomb-Peterson, 785-532-6415, ebarcomb@k-state.edu
Tuesday, April 20, 2010
TO BUILD 1xbet best casino website LOYALTY, COMPANY MONEY BETTER SPENT ON ADVERTISEMENTS THAT GO BEYOND A PRODUCT'S SURFACE-LEVEL APPEAL, K-STATE MARKETING PROFESSOR FINDS
MANHATTAN -- All 1xbet best casino website dollars are not created equal, according to marketing research at Kansas State University.
Swinder 1xbet best casino website , the Paul Edgerley Distinguished Chair in Global Business at K-State, and his colleagues suggest that businesses wanting to build brand loyalty will get more bang for their buck with advertising that focuses on the deeper meanings of a brand rather than surface-level traits.
As an example, 1xbet best casino website says to think about beer commercials on television. By using funny situations or showing people having a good time, many U.S. brands carry messages about the taste and image of a particular brew.
&1xbet best casino website ;To what degree ads actually change the way consumers think about your beer brand, you need ads that are not just party scenes and telling them to drink your beer,&1xbet best casino website ; Janda said.
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&1xbet best casino website ;It means this family has been so passionate about making beer that they've perfected it and stuck with it for 180 years,&1xbet best casino website ; he said. &1xbet best casino website ;Consumers are more likely to stay loyal to such a brand based on their perception of its quality.&1xbet best casino website ;
1xbet best casino website and colleagues are publishing a study this year in the European Journal of Marketing that measured customer loyalty against advertising dollars. 1xbet best casino website collaborated with Hong-Youl Ha of South Korea's Kangwon National University, Joby John of Bentley University in Massachusetts, and Siva Muthaly of Australia's Swinburne University of Technology.
&1xbet best casino website ;We all tend to think that if you spend a dollar on advertising, it's going to realize money for your company, but does anyone really know how much?&1xbet best casino website ; Janda said.
To enhance validity of their findings, the researchers replicated their findings from the banking environment in a discount store environment, because these represented very diverse contexts.
&1xbet best casino website ;Compared to discount stores, banks involve more customer interaction,&1xbet best casino website ; Janda said. &1xbet best casino website ;If this relationship between spending and customer loyalty holds true in banking, we wanted to know does it also hold true in discount stores?&1xbet best casino website ;
To see whether the 1xbet best casino website messages were being absorbed, they also took a self-reported measure of customers' perceptions of how much the businesses spent on 1xbet best casino website .
&1xbet best casino website ;For a brand such as Coca-Cola, most people would say that the company spends lots of money on advertising because of the proliferation of ads in various media,&1xbet best casino website ; Janda said. &1xbet best casino website ;But if it's a smaller company, people may not perceive that they spend that much.&1xbet best casino website ;
The researchers found that how much the companies advertised did influence 1xbet best casino website loyalty, but not in a direct way.
&1xbet best casino website ;People do not see an ad and say, 'I will buy that product for the rest of my life' -- it doesn't happen like that,&1xbet best casino website ; Janda said.
He 1xbet best casino website other things have to happen first. Customers have to try a product or service, develop a liking for it, and they have to perceive that they are getting a better value from it.
&1xbet best casino website ;Those things will have to happen before people decide to buy it again,&1xbet best casino website ; Janda said.
1xbet best casino website 's current research has been ongoing for the past 10 years, during which he and collaborators have collected data from four business contexts to see whether companies get a monetary return when they develop strong brand identities. The researchers expect those results to be published later this year.