1403/01/09
میثم شیرخدایی

میثم شیرخدایی

مرتبه علمی: دانشیار
ارکید:
تحصیلات: دکترای تخصصی
اسکاپوس:
دانشکده: دانشکده علوم اقتصادی و اداری
نشانی:
تلفن: 09125225939

مشخصات پژوهش

عنوان
The Power of Creative Advertising and Consumers' Perceived Risk
نوع پژوهش
JournalPaper
کلیدواژه‌ها
creative advertising, ad credibility, attitude, perceived product risk
سال
2014
مجله Journal of Promotion Management
شناسه DOI
پژوهشگران Meysam shirkhodaie ، SAEED REZAEE

چکیده

Despite the growing importance of creative advertising as an effective marketing tool, little is known about the process through which it influences preexisting attitudes for familiar brands and factors that moderate its effectiveness. To fill this gap, A 2 advertising type (creative vs. normal) by 2 product category (high risk vs. low risk) experiment was conducted. Four creative ads and four normal ads were developed for some familiar brands and were exhibited for participants. Results indicate that creative ads significantly lead to more favorable ad credibility, ad attitude, brand attitude, and purchase intention than normal ads. Perceived product risk was found to moderate the effectiveness of creative ads.