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How Consumers in China Perceive Brands In Online and Offline Encounters

A Framework For Brand Perception

Terri H. Chan, Rocky Peng Chen, Caleb H. Tse
DOI: 10.2501/JAR-2017-041 Published 1 March 2018
Terri H. Chan
Hong Kong Baptist University,
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  • For correspondence: terrichan@hkbu.edu.hk
Rocky Peng Chen
Hong Kong Baptist University,
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  • For correspondence: rockychen@hkbu.edu.hk
Caleb H. Tse
Sungkyunkwan University,
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  • For correspondence: calebtse@skku.edu
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ABSTRACT

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market. Using schema theory as the overarching framework, the authors posit that a company's choice of online versus offline advertising efforts significantly affects its brand perception and performance, with message content strategies, social interactivity, and reputability playing a moderating role. Results from a series of controlled experiments and a real-life brand database confirm that online and offline advertising efforts influenced brand warmth and competence, respectively, and these effects were enhanced by appropriate message content. Brand warmth and competence individually and complementarily affected purchase intentions.

Footnotes

  • FUNDING

    This paper was supported in part by the GRF Grant [#12502715], Hong Kong Research Grant Council, awarded to one of the authors.

  • Received August 25, 2016.
  • Accepted September 30, 2016.
  • Copyright© 2018 ARF. All rights reserved.
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Vol 58 Issue 1

Journal of Advertising Research: 58 (1)
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How Consumers in China Perceive Brands In Online and Offline Encounters
Terri H. Chan, Rocky Peng Chen, Caleb H. Tse
Journal of Advertising Research Mar 2018, 58 (1) 90-110; DOI: 10.2501/JAR-2017-041

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How Consumers in China Perceive Brands In Online and Offline Encounters
Terri H. Chan, Rocky Peng Chen, Caleb H. Tse
Journal of Advertising Research Mar 2018, 58 (1) 90-110; DOI: 10.2501/JAR-2017-041
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • MULTIPLATFORM MEDIA CHALLENGES
    • HYPOTHESIS DEVELOPMENT
    • RESEARCH DESIGN AND METHODOLOGY
    • STUDY 1: LABORATORY EXPERIMENT—MAIN EFFECTS
    • STUDY 2: LABORATORY EXPERIMENT—BOUNDARY CONDITIONS
    • STUDY 3: REAL-LIFE BRAND DATABASE
    • GENERAL DISCUSSION AND IMPLICATIONS
    • ABOUT THE AUTHORS
    • APPENDIX 1 Advertisement Stimuli of Experiment 1
    • APPENDIX 2 Advertisement Stimuli for Boundary Conditions Of Experiments 2A and 2B
    • APPENDIX 3 Summary Statistics and Correlation Tan
    • APPENDIX 4 Regression Results of Brand Personality on Brand Buying Intent
    • Footnotes
    • REFERENCES
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