How the positioning, emotions and attributes perceived in a brand message advertising influence the consumer's attitude?

Details

Supervisors

Jupsin, Thierry

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

Today, people are exposed to countless advertising messages every day. Companies must be effective and creative if they want to capture the public's attention and be remembered in their minds. In order to better understand this practice, an analysis of the literature on advertising was conducted through five questions: when did advertising appear, why is it important for companies, what does it consist of and how can it be done in the context of a partnership with a sporting event and who can practice it by focusing on the case of the company Bridgestone. Following this review, we noticed that no study to our knowledge was carried out on the analysis of the message alone before its integration with other components of the advertising and before its official diffusion towards the public. However, the Bridgestone company within the framework of its partnership with the Olympic Games is constructing its new campaign for Paris 2024 Games. In that context, Bridgestone would like to verify that the message chosen reflects both its positioning, its brand identity and its values in order to increase its brand awareness and brand affinity. This thesis focuses on the exclusive analysis of this advertising message in the test phase. We have developed a research question based on three criteria that a message must respect to be effective to influence the consumer's attitude: How the positioning, emotions and attributes perceived in a brand message advertising influence the consumer's attitude? Research has shown that the perceived positioning, emotions and attributes that define the advertising message have a significant and positive impact on the consumer's attitude towards the message but also towards the brand. Furthermore, the effect of positioning and emotions on attitude towards the brand operates partially through attitude towards the message. In addition, the native language does not have a moderation effect on the relation between positive emotions and attitude towards the message. However, the native language has a significant positive moderation effect on the relationship between negative emotions and the attitude towards the message. Finally, the awareness of the respondent has a moderation effect on the relation between attitude towards the message and attitude towards the brand.