| Tittel: | In-store, location-based mobile advertising effects : The mediating role of brand experience | | Ansvar: | Herbjørn Nysveen & Per E. Pedersen | | Forfatter: | Nysveen, Herbjørn  / Pedersen, Per E. | | Materialtype: | Artikkel - elektronisk | | Signatur: | Beta | | Utgitt: | Oslo : Universitetsforlaget, 2020 | | Omfang: | S. 161-182 | | Serie: | Beta ; 2/2020 | | Emneord: | Mobiltelefon | | Innhold: | We developed and examined an in-store, location-based mobile advertising effects model in which cognitive and affective brand experiences were proposed to mediate the influence of mobile advertising on awareness of the advertised product, attitude toward the advertising brand, and loyalty to the advertising brand. We tested the model on real customers (n=574) in a natural field study. Respondents used their own smartphones, and advertisements and survey instruments were implemented into a commercial native app used by ordinary customers. The results showed no direct influences of in-store, location-based mobile advertising on awareness, attitude, and loyalty. However, indirect influences were revealed through both affective brand experience (awareness, attitude, loyalty) and cognitive brand experience (awareness). Further, the results indicate that advertising appeal and product involvement influence the role of affective and cognitive brand experiences. This implies that in-store, location-based mobile advertising effects are best understood through a process model that includes brand experiences.
Keywords: in-store, location-based mobile advertising, brand experience, field study, message appeal, product involvement
Norske stikkord: Annonsering - mobiltelefon - meldinger | | Del av verk: | Beta 2/2020 |
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