The mediating effect of hedonic and functional brand images on the relationship between social media advertising content, sales promotion content and behaviuoral intention

Document Type : Quantitative Research Paper

Authors

1 management,faculty of economic and administrative sciences, ferdowsi university of mashhad, iran.

2 1. MSc. Master of Business Administration, marketing, Faculty of Economic & Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran

3 Associate Prof. Faculty of Economic & Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran

10.34785/J018.2022.014

Abstract

At a highly competitive market, the recognition and identification of factors that affect the development and management of the brand is known as the main concerns of managers. This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favorable behavioural intention from consumers. To test the hypotheses developed in this study, used the available non-random sampling method and Cochran's formula, 227 survey questionnaires were administered to respondents who follow of Chery brand on Instagram. The face validity and content validity were confirmed by experts and a University of Professors and construct validity was confirmed through factor analysis. Reliability was assessed by Cronbach's alpha coefficient greater than 0.7. The research method is survey research. The data were analyzed using Structural Equation Modelling with AMOS v18 and SPSS v22. The findings reported in this research demonstrate that there are positive and significant relationships between social media advertising content, social media sales promotion content, hedonic brand image, functional brand image and behavioural intention. Both hedonic and functional brand images have significant mediating effects on social media advertising content, social media sales promotion content and behavioural intention. Hence, through the social media advertising content and social media sales promotion content, brand images can be enhanced in the consumers’ minds and are considered an effective tool for stimulating favourable behavioural intention of consumers.

Keywords


 
 
 
References
Arli, D. (2017). Does social media matter? Investigating the effect of social media features on consumer attitudes. Journal of Promotion Management, 23(4), 521–539.
Aazami, M., & Tavreh, N. (2022). Analyzing the role of intimacy on consumer behavior of electronic products in Kermanshah province by considering the emotional and functional dimension of the brand, Consumer Behavior Studies Journal, 9(2). 122-136. (In Persian)
Baalbaki, S., & Guzmán, F. (2016). A consumer-perceived consumer-based brand equity scale. Journal of Brand Management, 23(3), 229-251.
Bakhtiar Nasrabadi, H., Hasan gholipour yasouri, T., Abolghasem Mira, S., & Vedadhir, A. (2020). Developing a Model of Consumer behavior in Life Insurance "A study based on Grounded Theory". Consumer Behavior Studies Journal, 7(1). 217-224. (In Persian)
Batra, R., & Homer, P.M. (2004). The situational impact of brand image beliefs. Journal of Consumer Psychology, 14(3), 318-330.
Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management research review35(9), 770-790.‏
Brunello, A. (2015). Brand equity in premium car market. International Journal of Communication Research5(2), 128.‏
Buil, I., Martínez, E., & De Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of consumer marketing.‏
Chi, H. H. (2011). Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of interactive advertising12(1), 44-61.‏
Chu, S. C., Kamal, S., & Kim, Y. (2013). Understanding consumers' responses toward social media advertising and purchase intention toward luxury products. Journal of Global Fashion Marketing4(3), 158-174.‏
Chu, S., & Keh, H. T. (2006). Brand value creation: Analysis of the Interbrand-Business Week brand value rankings. Marketing Letters17, 323-331.‏
Clemons, E. K., Barnett, S., & Appadurai, A. (2007, August). The future of advertising and the value of social network websites: some preliminary examinations. In Proceedings of the ninth international conference on Electronic commerce (pp. 267-276).‏
Darzian Azizi, A., Rahimi, F., & Asadolahi Dehkordi, E. (2015). Examining the effect of advertising and sales promotions on brand equity creation (Case study: Samsung Home Appliances Brand). Journal of Business Management,7(3), 643-662. (In Persian)
Demangeot, C., & Broderick, A. J. (2010). Consumer Perceptions of Online Shopping Environments. Psychology & Marketing, 30(6), 461–469.
Dirsehan, T., & Kurtuluş, S. (2018). Measuring brand image using a cognitive approach: Representing brands as a network in the Turkish airline industry. Journal of Air Transport Management, 67, 85-93.
Erdogmus, I. E., & Cicek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty. Social and Behavioral Sciences, 58(4), 1353-1360.
Fetscherin, M., & Toncar, M. (2009). Valuating brand equity and product related attributes in the context of the German automobile market. Journal of Brand Management, 17(2), 134-145.
Foroudi, P., Akarsu, T.N., Ageeva, E., Foroudi, M.M., Dennis, C., & Melewar, T.C. (2018). Promising the dream: changing destination image of London through the effect of website palce. Journal of Business Research, 83(1), 97-110.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
Hanaysha, J. (2016). The importance of social media advertisements in enhancing brand equity: A study on fast food restaurant industry in Malaysia. International Journal of Innovation. Management and Technology, 7(2), 46-45.
Hilman, H., Hanaysha, J.R.M., & Ghani, N.H.A. (2017). Analyzing the relationship between advertising and sales promotion with brand equity. Asian International Journal of Social Sciences, 17(2), 88 -103.
Horn, D., & Salvendy, G. (2006). Consumer-based assessment of product creativity: a review and reappraisal. Human Factors and Ergonomics in Manufacturing, 16(2), 155-175.
Hutter, K., J. Hautz, S. Denhardt, & J. Fuller. (2013). The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook. Journal of Product & Brand Management, 22(5), 342-351.
Kartono, B., & Rao, V. R. (2005). Linking consumer-based brand equity to market performance: An integrated approach to brand equity management. Zyman Institute of Brand Science.
Kato, T., & Tsuda, K. (2018). A Management Method of the Corporate Brand Image Based on Customers’ Perception. Procedia Computer Science, 126, 1368-1377.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2), 139-155.
Keller, K. L., & Lehman, D.R. (2006). Brands and branding: research findings and future priorities. Marketing Science, 25(6), 740-759.
Khosravi Anjadani, H, Irani, H. R, & Jandaghi, G (2020). The effect of point of purchase advertising on the consumer purchase intentions by mediating of brand equity. Business management perspective, 19(41), 101-109. (In Persian)
Kim, A.J., & E.Ko. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brands. Journal of Business Research, 65(10), 1480-1486.
Lee, T.W., & Govindan, S. (2014). Emerging issues in car purchasing decision. Academic Research International, 5(5), 170-179.
Levy, S. J. (1980, April). The symbolic analysis of companies, brands, and customers. Twelfth Annual Albert Wesley Frey Lecture, University of Pittsburgh, PA.
Mahfooz, Y. (2015). Brand equity-consequence relationship: Evidence from automobile industry. International Journal of Business and Management, 10(3), 81-90.
Mathews, C., Ambroise, L., & Brignier, J. M. (2009, May). Hedonic and symbolic consumption perceived values: opportunities for innovators and designers in the fields of brand and product design. In Renaissance & Renewal in Management Studies (p. 32p).‏
Mehrnoosh, M., & Tahmasbi, D. (2017). The Effect of Brand Equity and Social Capital on Brand Image (A Study of Samand Automobile Brand). Journal of Business Management,9(4), 905-925. (In Persian)
Mela, C. F., Gupta, S., & Lehmann, D. R. (1997). The long-term impact of promotion and advertising on consumer brand choice. Journal of Marketing Research, 34(2), 248-261.
Nguyen, T. P. A. (2021). Storytelling and visual art in advertising: an approach towards creative and impactful advertising content.‏
Okazaki, S., & Taylor, C.R. (2013). Social media and international advertising: theoretical challenges and future directions. International Marketing Review, 30(1), 56-71.
Rahimnia, F., & fatem, z. (2012). The effect of customer-based brand equity on brand image among 5-star hotels in Razavi Khorasan province. International brand management conference. (In Persian)
 Raji, R. A., Rashid, S., & Ishak, S. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention. Journal of Research in Interactive Marketing, 13(3),302-330.
Schiffman, L.G., & Kanuk, L.L. (2010), Consumer Behavior, PearsonPrentice Hall, NJ.
Schivinski, B. (2013). Effects of social media communication on brand equity and brand purchase intention. PhD Interdisciplinary Journal2, 157-162.‏
Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), 31-53.
Schivinski, B., Langaro, D., Fernandes, T., & Guzmán, F. (2020). Social media brand engagement in the context of collaborative consumption: the case of AIRBNB. Journal of Brand Management, 27(6), 645-661.
Shen, B., & Bissell, K. (2013). Social media, social me: a content analysis of beauty companies’ use of Facebook in marketing and branding. Journal of Promotion Management, 19(5), 629-651.
Straker, K., Wrigley, C., & Rosemann, M. (2015). Typologies and touchpoints: designing multichannel digital strategies. Journal of Research in Interactive Marketing, 9(2), 110-128.
Taecharungroj, V. (2016), Starbucks’ marketing communications strategy on twitter, Journal of Marketing Communications, 72(66), 1-19.
Valette-Florence, P., Guizani, H., & Merunka, D. (2011). The impact of brand personality and sales promotions on brand equity. Journal of Business Research, 64(1), 24-28.
Villarejo-Ramos, A. F., & Sanchez-Franco, M. J. (2005). The impact of marketing communication and price promotion on brand equity. Journal of Brand Management, 12(6), 431–444.
Vinh, T. T., & Huy, L. Van. (2016). The relationships among brand equity, brand preference, and purchase intention: empirical evidence from the motorbike market in Vietnam. International International Journal of Economics and Finance, 8(3), 75-84.
Winer, R. S. (1986). A reference price model of brand choice for frequently purchased products. Journal of consumer research, 13(2), 250-256.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
Zamani Moghadam, A., & Jafarifar, S. (2015). The Relationship between Customer Based Brand Equity with Purchase Intend (Case Study: Buyers of Hyundai Vehicle in Tehran). Journal of Marketing Management.9(25). 51-66. (In Persian)
Zembick, M. (2015). Brand image in social media – an outline of the research related issues. Polish Journal of Management Studies, 11(2), 203-212.