Beruflich Dokumente
Kultur Dokumente
Author:
Demi
Ella
OShea
11000230
Supervisor:
Dr
Helen
Watts
Business
Project
submitted
as
part
requirement
for
the
B.A.
(Hons)
degree
in
Business,
Management
and
Advertising
at
the
University
of
Worcester.
Word
count:
9793
Submitted:
April
2014
Abstract
This
paper
aimed
to
understand
which
dimension
of
brand
identification,
similarity,
prestige,
distinctiveness
and
heritage,
affects
attitude
toward
advert
on
high/low
involvement
services,
exhibited
through
British
Airways
and
Skype.
Understanding
the
consumer
brand
relationship
is
essential
for
both
theorist
and
practitioners,
so
optimal
advertising
campaigns
can
be
made
to
deliver
the
appropriate
messages
to
consumers.
It
is
the
attitude
toward
the
advert
and
interpretation
of
the
brand
message
that
determines
if
the
consumer
will
identify
with
that
particular
brand.
This
paper
examines
how
consumers
identify
with
brands
through
four
dimensions;
similarity,
prestige,
distinctiveness
and
heritage.
Currently,
there
is
a
lack
of
distinction
between
service
and
product
advertising,
resulting
in
service
brands
inability
to
advertise
successfully.
As
the
literature
has
found,
there
to
be
many
components
of
advertising
services
that
make
it
more
complex.
This
paper
examines
the
dimensions
of
brand
identification
and
there
affect
toward
attitude
toward
advert
in
both
high
and
low
involvement
services.
Furthermore,
this
paper
identifies
the
cause-and-effect
relationship
through
four
conditions,
high
and
low
involvement
and
TV
and
print
advert,
exhibited
through
British
Airways
and
Skype.
Moreover,
the
relationship
was
be
examined
by
regression
analysis,
of
which
found
there
to
be
different
dimensions
of
brand
identification
that
predict
attitude
toward
advert
dependent
upon
the
involvement
and
channel
type.
Table
of
Contents
Abstract
.....................................................................................................................
2
Table
of
Figures
.........................................................................................................
5
Preface
......................................................................................................................
6
Acknowledgements
...................................................................................................
7
1.0.
Introduction
.....................................................................................................
9
1.1.
British
Airways
.............................................................................................................................................
11
1.2.
Skype
................................................................................................................................................................
12
1.3.
Research
Question
and
Objectives
......................................................................................................
12
2.0
Context
..............................................................................................................
13
2.1.
Attitude
Toward
Adverts
.........................................................................................................................
13
2.1.1.
Consequence
of
Attitude
Toward
Advert
.......................................................................................
14
2.2.
Advertising
in
Services
.............................................................................................................................
15
2.2.1.1.
Performance
...........................................................................................................................................
15
2.2.1.2.
Variability
...............................................................................................................................................
16
2.2.1.3.
Intangibility
............................................................................................................................................
16
2.2.2.
Service
Competitors
................................................................................................................................
17
2.3.
Channels
..........................................................................................................................................................
17
2.4.
Brand
Identification
...................................................................................................................................
18
2.4.1.
Similarity
.....................................................................................................................................................
19
2.4.2.
Distinctiveness
..........................................................................................................................................
19
2.4.3.
Prestige
........................................................................................................................................................
20
2.4.4.
Technological
influences
......................................................................................................................
20
2.5.
Brand
Identification
and
Attitude
toward
Adverts
......................................................................
20
2.5.1.
Heritage
and
Attitude
toward
Advert
............................................................................................
21
2.6.
Academic
Gap
...............................................................................................................................................
21
3.0.
Methodology
....................................................................................................
23
3.1.
Research
Design
..........................................................................................................................................
23
3.2.
Research
Method
.........................................................................................................................................
23
3.3.
Preliminary
Study
.......................................................................................................................................
24
3.3.1.
Analysis
........................................................................................................................................................
25
3.4.
Quantitative
Research
...............................................................................................................................
27
3.4.1.
Participants
................................................................................................................................................
29
3.4.2.
Procedure
....................................................................................................................................................
29
3.4.3.
Ethical
Implications
................................................................................................................................
30
3.4.4.
Data
Analysis
.............................................................................................................................................
30
4.0.
Data
Analysis
....................................................................................................
32
4.1.
Descriptive
Statics
......................................................................................................................................
32
4.1.1.
Gender
...........................................................................................................................................................
32
4.1.2.
Age
..................................................................................................................................................................
32
4.1.3.
Continuous
Variables
.............................................................................................................................
33
4.2.
Regression
Analysis
...................................................................................................................................
37
4.2.1.1.
High
Involvement
TV
..........................................................................................................................
37
4.2.1.2.
Low
Involvement
TV
...........................................................................................................................
38
4.2.1.3.
High
Involvement
Print
.....................................................................................................................
38
4.2.1.4.
Low
Involvement
Print
......................................................................................................................
39
Table
of
Figures
Figure
1:
Academic
Gap
Conceptual
Model
.........................................................................
22
Figure
2:
Focus
Group
Exhibits
(Source:
British
Airways
2011,
Skype
2013a,
Adsoftheworld.com
2012
and
Tomorrowawards.com
2014)
................................
26
Figure
3:
Demographic
Analysis
Gender
..........................................................................
32
Figure
4:
Demographic
Analysis
Age
..................................................................................
33
Figure
5:
Mean
and
Standard
Deviation
Scores
...............................................................
34
Figure
6:
Standard
Deviation
Similarity
...........................................................................
35
Figure
7:
Standard
Deviation
Prestige
...............................................................................
35
Figure
8:
Mean
Scores
Distinctiveness
..............................................................................
36
Figure
9:
Mean
Score
Heritage
...................................................................................................
36
Figure
10:
Mean
Score
Attitude
toward
Advert
............................................................
37
Figure
11:
Correlation
Analysis
.................................................................................................
39
Figure
12:
Significance
Scores
....................................................................................................
40
Figure
13:
Beta
Scores
.....................................................................................................................
40
Preface
In
a
society
surrounded
by
brands
and
advertising,
it
is
of
great
interest
to
the
brands,
advertising
agencies
and
theorists
to
understand
the
consumer
brand
relationship.
To
date,
many
scholars
describe
this
relationship
as
complex.
This
undergraduate
research
project
aims
to
understand
one
dimension
of
the
consumer
brand
relationship,
how
attitude
toward
adverts
impact
how
consumers
identify
with
brands.
The
author
would
like
to
refer
to
a
few
quotes
by
Hegarty
(2011),
which
inspired
the
research
topic.
The
consumers
part
in
a
brands
success
is
now
even
more
fundamental
and
indeed
precarious.
Misunderstand
that
relationship
and
a
brand
is
doomed
to
failure.
Understand
the
role
[the]
brand
plays
in
peoples
lives
and
knowing
how
to
make
it
more
relevant
is
crucial.
In
order
for
adverts
to
be
engaging
to
consumers,
theorists
and
practitioners,
they
must
assess
how
attitudes
can
predict
the
identification
process.
The
author
started
this
journey
unknowing
of
the
results
but
thriving
on
the
ability
to
contribute
toward
the
understanding
of
the
consumer
brand
relationship.
Throughout
the
process
of
this
business
project,
it
became
apparent
how
complex
research
is.
It
also
identified
how
under
researched
certain
areas
are
and
how
this
piece
of
work
could
contribute
toward
the
academic
gaps.
To
some
the
thought
of
contributing
toward
academic
gaps
can
be
a
daunting
process,
however,
the
author
felt
empowered.
Nevertheless,
the
writing
of
the
business
project
was
at
times,
stressful.
Regardless,
it
could
not
of
been
possible
without
the
willingness
of
the
participants
and
project
supervisor,
of
whom
the
next
section
will
acknowledge.
Acknowledgements
This
business
project
would
not
of
been
possible
without
the
help,
support
and
contributions
of
many
people
of
which
I
would
like
to
express
my
sincere
gratitude.
Firstly,
I
would
like
to
thank
my
personal
tutor
and
business
project
supervisor,
Dr
Helen
Watts.
Without
her
continuing
support
and
expert
knowledge,
this
project
would
not
of
been
possible.
Helen
did
not
only
act
as
my
supervisor
but
also
as
a
mentor
and
a
support
system
that
I
turned
to
regularly
to
keep
me
on
track.
I
cannot
thank
Helen
enough
for
her
encouragement
and
the
time
she
took
with
me.
It
was
Helens
passion
in
my
ideas
that
encouraged
me
throughout
and
I
am
forever
grateful
for
her
support
on
this
project.
Secondly,
I
would
like
to
thank
Mark
Regan,
one
of
my
lecturers
at
University
of
Worcester.
It
was
Marks
passion
for
advertising
in
my
first
year
of
university
that
confirmed
my
decision
to
start
this
journey
in
advertising.
For
the
past
three
years
I
have
turned
to
Mark
as
a
mentor.
Even
in
times
of
doubt
Mark
consistently
reminded
me
of
my
passion
and
ability
in
the
field
of
advertising.
I
cannot
thank
Mark
enough
for
his
support
over
the
past
three
years.
Thirdly,
I
would
like
to
thank
Matt
Hoban
and
Molly
Parsley.
Matt
Hoban,
the
strategist
on
the
British
Airways
account
at
BBH,
took
his
time
to
answer
my
questions
and
sent
me
a
case
study
on
the
British
Airways
To
Fly,
To
Serve
campaign.
I
am
very
thankful
to
him
for
this
case
study
inspired
this
research
project.
Also,
I
would
like
to
express
my
gratitude
for
Molly
Parsley
from
Skypes
advertising
agency,
Pereira
and
ODell,
who
spent
her
time
sending
me
information
on
the
Skypes
Stay
Together
and
Its
Time
for
Skype
campaign,
which
contributed
greatly
to
this
research
project.
Fourthly,
I
would
like
to
express
my
gratitude
toward
all
my
colleagues,
lecturers
and
fellow
students,
at
the
University
of
Worcester.
Many
of
my
colleagues
1.0. Introduction
Scholars
discuss
the
way
in
which
a
consumer
identifies
with
a
brand
as
a
key
component
in
the
process
of
advertising,
and
its
link
to
purchasing
products
or
services.
Brands
spend
millions
of
pounds
on
advertising
each
year,
from
employing
agencies,
creatives
and
purchasing
media
space.
The
process
is
calculated
to
an
extent;
however
with
many
traditional
medias,
such
as
magazines,
which
are
measured
by
circulation
months
after
publish;
the
calculations
are
not
always
conclusive
(Altstiel
and
Grow
2010).
Nevertheless,
brands
still
pay
large
sums
of
money
to
ensure
connections
and
messages
are
delivered
to
consumers;
emphasising
the
importance
on
the
execution
of
these
messages,
quality
adverts.
In
order
for
a
brands
message
to
be
delivered
through
quality
adverts,
organisations
must
consider
the
consumers
attitude
toward
an
advert.
It
is
strongly
suggested
in
the
literature
that
there
is
a
link
between
consumer
attitudes
toward
adverts
and
brand
identification.
Brands
utilisation
of
techniques,
such
as
similarity,
has
the
ability
to
contribute
toward
positive
consumer
attitudes,
potentially
leading
to
the
purchasing
of
products
or
services
of
the
brand.
However,
the
digital
age
has
changed
the
dynamics
between
consumer
and
brand,
consumers
now
have
the
ability
to
actively
source
out
brands
and
involve
themselves
with
brands
(Voorveld
et
al.
2011).
The
change
of
dynamics
stress
the
importance
of
understanding
how
consumers
identify
with
brands
and
the
affect
this
has
on
their
attitude
toward
adverts.
Consideration
into
product
or
service
involvement
should
be
taken
into
account
when
developing
an
advert.
Rossiter
et
al.
(1991)
suggests
the
involvement
consumers
have
with
the
product
or
service
determines
the
creative
tactics.
High
and
low
involvement
categories
are
distinguished
by
the
perceived
risk
that
the
consumer
holds
when
debating
the
purchasing
of
the
product
or
service
(Percy
and
Rosenbaum-Elliot
2012).
Percy
and
Rosenbaum-Elliot
(2012)
describe
the
perceived
risk
as
either
fiscal
or
psychological
risk.
The
Foote,
Cone,
Belding
involvement
grid
(FCB
grid)
develops
the
determining
of
products
or
services
10
segments,
like
goods
are,
that
share
similar
characteristics.
Further
research
is
therefore
required
to
justify
services
and
goods
as
proportionate
as
apposed
to
interchangeable.
In
conclusion,
the
service
sector
is
highly
complex;
as
a
result
the
sectors
high
complexity
nature
is
transferred
to
their
ability
to
advertise.
Advertising
in
the
service
sector
is
challenging
and
complex;
further
research
is
required
to
suggest
applicable
advertising
strategies.
The
required
research
should
utilise
contrasting
service
organisations,
high
and
low
involvement,
and
different
types
of
advertising
mediums,
print
and
TV,
in
order
for
optimal
advertising
strategies
to
be
developed
and
implemented.
Mortimer
(2002)
suggests
travel
and
holiday
as
feel
(psychological),
high
involvement
and
long
distance
phone
calls
as
feel
(social),
low
involvement.
This
paper
will
explore
the
comparison
between
these
two
categories
through
British
Airways
and
Skype.
11
present
day,
with
the
company
slogan
at
the
forefront
of
the
advert
To
Fly,
To
Serve.
1.2.
Skype
In
2003,
Skype
originated
as
an
Internet
communication
platform
aimed
toward
businesses
for
conference
calls,
however
over
the
past
decade
Skype
has
transformed
day-to-day
communication
on
a
global
scale
(Skype
and
Microsoft
2014).
Skype
now
gives
the
opportunity
to
anyone
with
Internet
access
worldwide,
the
ability
to
communicate
with
other
Skype
users,
from
text
to
video
calls
(Skype
and
Microsoft
2014).
Skype
have
approximately
170m
active
monthly
users
with
600,000
more
users
joining
daily
(Johnston
2011).
In
recent
years
Microsoft
has
brought
Skype
to
secure
the
possibilities
of
communication
between
Microsoft
users
for
$8.5
billion
(Johnston
2011).
Johnston
(2011)
suggests
in
order
for
the
acquisition
to
be
successful
Microsoft
must
exploit
Skypes
assets
by
exploring
ways
to
grow
Skypes
online
advertising
revenue.
However,
Skype
has
established
a
brand
image
independently,
therefore
their
advertising
is
still
currently
independent
from
Microsoft.
Two
themes
have
arisen
from
there
recent
advertising,
modern
technological
communication,
to
appeal
to
the
social
media
hungry
youth,
and
the
ability
to
communicate
with
people
that
could
have
been
deemed
impossible
before
Skype,
taking
a
nostalgic
approach
(Johnston
2011).
12
2.0 Context
Tungate
(2007:
p.18)
outlines
that
Claude
Hopkins,
a
pioneer
of
advertising
in
the
twentieth
century,
overtly
stated
that
the
sole
purpose
of
advertising
was
to
sell.
However,
Hegarty
(2011:
p.43),
an
advertising
pioneer
of
the
twenty-first
century
outlines
that
in
todays
society,
a
brand
isnt
only
made
by
the
people
who
buy
it,
but
also
by
the
people
who
know
about
it.
Therefore,
posing
a
new
challenge
for
the
advertising
industry
to
seek
relationships
with
wider
audiences
based
on
shared
beliefs,
attitudes,
preferences,
or
behavior
(Belch
and
Belch
2012).
13
14
15
2.2.1.2.
Variability
Lack
of
consistency
is
an
issue
for
the
service
sector
as
it
is
people
orientated.
However,
many
service
brands
undergo
extensive
training
to
ensure
any
inconsistencies
are
not
a
risk
to
the
brand
image.
However,
there
is
a
further
risk
to
services,
consumers
perceived
risk.
Theorists
suggest
the
perceived
risk
of
brands
determines
the
advertising
appeals
they
should
utilise
(Belch
and
Belch
2012).
Boshoff
(2002)
suggests
this
perceived
risk
occurs
because
services
are
intangible,
therefore
risker
than
physical
products,
as
consumers
only
experience
their
purchase
after
their
purchase.
If
consumers
perceived
risk
is
high
it
is
important
for
brands
to
ensure
their
advertising
is
reflective
of
the
true
experience
consumers
will
receive,
reducing
perceived
risk
(Percy
and
Rosenbaum-Elliot
2012).
2.2.1.3.
Intangibility
The
distinction
between
product
and
services
is
widely
debated;
one
common
finding
is
the
lack
of
a
physical
product
within
services
is
what
differentiates
it
from
products.
Mittal
(1999)
suggests
it
is
the
brands
competitive
appeal
that
determines
whether
an
advert
features
tangible
or
intangible
aspects
of
the
brand.
However,
it
can
be
argued
that
all
services
have
tangible
aspects;
therefore
it
is
these
aspects
that
should
be
utilised
within
adverts
(Mittal
1999).
Furthermore,
Berry
and
Clarke
(1986)
as
cited
by
Mittal
(1999)
suggest
tangibalization
of
services
will
ensure
the
connection
and
understanding
between
consumers
and
brands;
including
association,
physical
representation,
documentation
and
visualisation.
The
tangibalization
process
attempts
to
create
visual
cues
for
consumers
to
connect
with
the
service
brand
as
they
would
a
product
brand.
However,
Stafford
(1996)
found
the
presence
of
physical
representation
had
no
significant
affect
on
consumer
perceptions.
Nevertheless,
Mittal
(1999)
suggests
that
products
have
the
ability
to
sell
intangible
benefits
therefore
this
should
not
be
an
issue
for
services.
Mortimer
(2001)
concludes
that
the
lack
of
framework
is
a
result
of
a
lack
of
consensus
of
the
most
appropriate
service
characteristics.
Rossiter-
Percy
Grid
is
a
16
2.3.
Channels
When
developing
an
advert,
brands
must
consider
the
channel
platform
for
that
advert.
Target
audiences
utilise
different
forms
of
platforms
at
different
times
and
places.
The
creation
of
a
successful
advert
and
its
ability
to
reach
consumers
are
a
consequence
of
what
channel
platform
it
is
placed.
Brand
messages
are
transported
through
different
channel
platforms
to
reach
consumers
to
create
brand
consumer
relationships.
The
digital
age
has
expanded
the
spectrum
of
medium
channels
that
these
messages
can
be
delivered
through.
Channels
are
sub
divided
into
two
categories,
traditional
and
non-traditional.
Typically
non-
traditional
mediums
are
all
channels
introduced
from
the
rise
of
the
digital
market
place.
All
mediums
hold
their
own
merit,
however,
brands
still
rely
heavily
on
traditional
formats
to
deliver
their
messages
(OReilly
2013).
One
reason
for
this
is
17
18
identification
has
the
ability
to
influence
customer
actions
and
measure
the
effectiveness
of
brand
management.
Scholars
suggest
brand
identification
has
the
ability
to
predict
brand
loyalty,
brand
advocacy
and
customer
recruitment
(Bhattacharya
and
Sen
2003;
Stockburger-
Sauer
et
al.
2012).
Bhattacharya
and
Sen
(2003)
outline
in
their
framework
there
are
three
dimensions
of
brand
identification,
similarity,
distinctiveness,
prestige
that
predict
these
factors.
2.4.1.
Similarity
Consumers
are
becoming
increasing
aware
of
their
sense
of
self,
one
reason
for
this
is
the
use
of
social
media
in
todays
western
society;
consumers
are
increasingly
publicising
a
depiction
of
themselves.
It
is
through
these
depictions
brands
have
the
ability
to
draw
correlations
and
connections
to
their
identity.
Pratt
(1998)
suggested
that
similarity
between
consumers
and
brands
is
a
key
driver
for
brand
identification
as
consumers
are
likely
to
be
attracted
to
a
brands
identity
that
is
similar
to
their
own
(Bhattacharya
and
Sen
2003).
2.4.2.
Distinctiveness
On
the
contrary
to
similarity,
consumers
also
value
uniqueness.
Brands
should
be
able
to
uniquely
identify
with
consumers
however
this
can
vary
from
consumer
to
consumer
as
they
have
different
cultural
norms
and
social
experiences.
Brewer
(1991)
discusses
tension
that
the
consumers
have
due
to
their
need
to
be
similar
and
unique
by
identifying
with
groups
that
satisfy
with
both
needs.
Within
in
the
context
of
brand
identification
the
consumer
need
for
uniqueness
is
discussed
in
Tian
et
al.
(2001:
p.50)
paper
as
an
individuals
pursuit
of
differentness
relative
to
others
that
is
achieved
through
the
acquisition,
utilization,
and
disposition
of
consumer
good
for
the
purpose
of
developing
and
enhancing
ones
personal
and
social
identity.
Furthermore,
Stockburger-Sauer
et
al.
(2012)
suggests
distinctiveness
is
also
dependent
on
the
competitive
landscape,
as
brands
must
stand
out
from
competitors
in
order
for
consumers
to
perceive
them
as
distinctive.
19
2.4.3.
Prestige
Self-conception
research
by
Kunda
(1999)
discusses
that
people
build
their
self-
esteem
through
positive
associations
with
themselves.
People
maintain
their
self-
esteem
by
identifying
with
organisations
that
have
prestigious
identities
that
satisfy
their
positive
self-view
(Stockburger-Sauer
et
al.
2012).
Therefore,
brands
must
build
a
prestigious
identity
in
order
for
consumers
to
identify
with
them
positively.
Brand
operations
should
also
hold
prestigious
qualities,
as
consumers
are
dissatisfied
with
brands
that
deceive;
this
is
applicable
when
discussing
service
brands,
as
operations
are
a
core
contributor
to
the
consumer
brand
identification
process
(Bergami
and
Bagozzi
2000).
Bhattacharya
and
Sen
(2003:
p.80)
summarise
prestige
in
relation
to
brand
identification
as,
consumers
identification
with
a
company
that
has
a
prestigious
identity
enables
them
to
view
themselves
in
the
reflective
glory
of
the
company,
which
enhances
their
sense
of
self-worth.
2.4.4.
Technological
influences
Technological
developments
have
changed
the
dynamics
of
the
consumer
brand
relationship.
Brands
are
becoming
apart
of
western
culture,
suggesting
the
sense
of
power
brands
have;
however,
with
the
dynamics
changing
because
of
technological
developments
it
is
questionable
who
dictates
whos
future.
Consumers
active
involvement
with
brands
gathers
the
debate
of
the
importance
of
brand
identification,
as
brands
are
consistently
becoming
more
transparent
as
the
feed
of
information
is
instant
and
public
(Khansa
at
el.
2012).
20
21
Figure
1:
Academic
Gap
Conceptual
Model
As
well
as
cause
and
affect
dimensions,
this
project
will
look
at
it
within
the
context
of
services.
Services
and
products
have
struggled
to
be
differentiated
within
theories
and
frameworks;
however,
Mortimer
(2001)
has
now
suggested
services
warrant
separate
attention.
Furthermore,
Bhattacharya
and
Sen
(2003)
concluded
in
their
research,
that
services,
as
apposed
to
products,
are
more
likely
to
benefit
from
identification.
Percy
and
Rosenbaum-Elliot
(2012)
further
subdivide
services
into
high
and
low
involvement
categories
as
they
have
found
distinct
factors
to
also
warrant
separate
attention.
Presently,
there
is
a
lack
of
research
of
this
subdivision
being
compared
within
the
context
of
brand
identification;
therefore
this
project
will
explore
it
through
comparison.
In
conclusion,
this
project
will
explore
four
dimensions
of
brand
identification,
similarity,
distinctiveness,
prestige
and
heritage,
evaluating
which
dimension
has
more
of
an
impact.
As
well
as
considering
if
the
impact
differs
from
high
to
low
involvement
service
brands,
through
the
brands
BA
and
Skype.
22
3.0.
Methodology
3.1.
Research
Design
This
paper
will
adopt
a
positivism
philosophy
as
it
intends
to
explore
a
cause
and
effect
relationship
between
four
dimensions
of
brand
identification
and
attitude
toward
advert.
Adopting
a
positivism
philosophy
is
appropriate
when
collecting
data
about
an
observable
reality
(Saunders
et
al.
2012).
Conducting
research
in
relation
to
observable
reality
requires
the
research
to
be
reflective
of
the
current
time,
making
primary
research
data
necessary.
The
researcher
will
be
value
neutral
as
their
views
are
unnecessary
when
researching
regularities
and
casual
relationships.
The
approach
adopted
by
this
research
project
is
deduction,
as
this
research
aims
to
explain
casual
relationships
between
concepts
and
variables.
The
four,
cause,
independent
variables,
similarity,
prestige,
distinctiveness
and
heritage,
will
be
measured
by
their
effect
upon
the
dependent
variable,
attitude
toward
advert.
23
utilised
at
the
beginning
of
the
research,
phase
one,
to
establish
credibility
and
validity.
24
Airways
2011,
Skype
2013,
adsoftheworld.com
2012
and
tomorrowawards.com
2014)
displays
the
adverts
shown
to
the
focus
group
for
discussion.
Participants
said
the
two
print
adverts
(3
and
4),
were
both
quite
distinctive,
and
that
there
was
elements
of
heritage
in
both
the
TV
adverts
(1
and
2)
they
both
portray
different
types
of
heritage,
Skype
because
of
how
much
hes
talking
about
home,
but
BA
as
a
cultural,
country,
heritage.
The
BA
advert
strongly
evoked
emotions
of
proud
to
be
British
and
similarity
to
the
participants,
one
participant
said
It
makes
me
feel
proud
to
be
British,
to
be
apart
of,
or
my
family
were
apart
of,
the
growth
of
BA
over
that
time
period.
Nevertheless,
the
Skype
adverts,
particularly
advert
4
(figure
2)
were
discussed
as
distinctive
and
reflective
of
modern
society
with
the
term
LOL
and
reference
to
texting.
One
participant
stated
that
they
thought
it
was
really
good
when
you
realise
its
Skype
it
makes
me
reflect
on
when
the
last
time
I
spoke
to
my
family
properly
and
another
said,
you
think
about
how
much
technology
has
taken
over
our
lives
its
so
impersonal.
Adverts
one
and
two
(figure
2)
were
described
as
too
long
and
the
participants
felt
disengaged,
they
were
both,
like,
more
than
two
minutes,
youre
never
going
to
see
that
whole
advert
on
TV.
Furthermore,
advert
3,
required
contextual
background
as
it
was
selected
from
the
Olympics
advertising
campaign,
participants
found
it
to
be
unclear
confusing
and
that
they
didnt
get
that
one
(figure
2).
25
In
conclusion,
the
focus
group
confirmed
that
the
four
dimensions
of
brand
identification
were
present
in
these
adverts
validating
the
second
phase
of
the
research
project.
Figure
2:
Focus
Group
Exhibits
(Source:
British
Airways
2011,
Skype
2013a,
Adsoftheworld.com
2012
and
Tomorrowawards.com
2014)
Although
the
focus
group
established
the
validity
of
conducting
the
second
phase
of
the
research,
dominant
voices
potentially
drove
this
conclusion.
Smithson
(2000)
discusses
dominant
voice
in
focus
group
are
those
that
take
vocally
forward
with
their
opinions
and
discourage
others
causing
agreeable
participants,
whereby
participants
agree
with
the
dominant
figure.
Within
this
focus
group
the
moderator
encouraged
participants
less
dominant
by
asking
direct
questions
to
include
participants.
However,
this
technique
can
also
force
opinions
that
those
participants
may
not
of
had
before,
questioning
the
reliability
of
the
research.
26
27
identification,
utilising
their
tested
model
for
this
research
project
is
appropriate,
as
they
have
established
creditability.
Therefore,
each
question
for
similarity,
prestige
and
distinctiveness
is
consistent
with
Bhattacharya
and
Sen
(2003)
measurement
model.
On
the
other
hand,
heritage
is
a
modern
concept
of
brand
identification,
therefore,
the
questions
for
heritage
was
adapted
from
the
Merchant
and
Rose
(2013)
paper.
Finally,
Janssens
and
De
Pelsmacker
(2005)
found
5
dimensions
of
attitude
toward
advert,
one
questions
was
selected
from
each
aspect
of
the
reliability
table.
Each
of
these
questions
needed
to
be
tested
against
the
controlled
measure
of
high/low
involvement
services
and
TV/print
format
adverts.
Phase
one
of
the
research
found
the
previous
TV
adverts
were
too
long
and
were
therefore
exchanged
with
60-second
adverts,
a
more
common
advert
length.
Advert
three,
BAs
print
advert
required
contextual
background
according
to
the
focus
group,
therefore
was
exchanged
with
a
different
print
advert
from
the
To
Fly.
To
Serve.
campaign.
Advert
four
had
no
issues
in
the
focus
group
and
therefore
remained
the
same.
The
questionnaire
template
is
exhibited
in
Appendix
C.
The
survey
will
measure
the
four
independent
variables
and
dependent
variable
on
a
continuous
five-point
Likert-type
scale
from
Strongly
agree
to
Strongly
disagree,
pre
coded
in
preparation
for
analysis
of
data.
In
order
to
achieve
reliable
data
with
statistical
power
each
independent
variable
will
be
represented
by
two
items
(Saunders
et
al
2012).
Furthermore,
five
items
in
the
survey
will
represent
the
dependent
variable.
A
total
of
thirteen
items
will
be
presented
to
the
participants
for
four
conditions,
the
first
condition
will
measure
the
participants
attitude
toward
a
BA
television
advert,
the
second,
a
Skype
television
advert,
the
third,
a
BA
print
advert
and
fourth,
a
Skype
print
advert,
as
outlined
in
Appendix
C.
Demographic
characteristics,
age
and
gender,
will
also
be
measured
as
moderator
variables,
to
ensure
the
sample
section
aim
is
reached
and
reflective
of
the
general
public,
so
valid
justified
assumptions
can
be
concluded.
28
3.4.1.
Participants
The
utilisation
of
an
online
survey
enables
the
research
to
reach
participants,
however
the
researcher
has
limited
control
on
the
response
rate
of
those
participants.
A
total
of
178
participants
actively
clicked
on
the
link
provided
to
complete
the
survey,
however
68
of
those
participants
did
not
finish
the
survey
resulting
in
a
67.79%
response
rate.
An
entire
population
can
access
advertising,
and
each
individual
holds
their
own
attitude
toward
advert;
therefore,
the
sample
size
should
be
reflective
of
the
population.
As
a
result
of
the
response
rate
67.79%,
the
sample
size
of
110
participants
has
been
left
to
contribute
toward
this
study.
It
is
a
large
sample
and
will
enable
the
researcher
to
make
justified
assumptions
of
the
view
of
the
general
population.
The
sample
size
should
hold
equal
weight
of
both
male
and
females,
to
ensure
validity
of
results,
as
attitudes
will
therefore
not
be
bias
to
one
gender.
Furthermore,
participants
will
not
be
measured
for
any
other
segmentation
profile,
as
the
objective
of
this
deductive
research
is
to
be
reflective
of
the
general
population
and
will
maintain
the
research
within
ethical
boundaries.
3.4.2.
Procedure
In
conjunction
with
modern
societies
access
to
the
Internet,
it
was
appropriate
to
utilise
an
online
survey
design
provider
SmartSurvey.
The
use
of
www.smartsurvey.co.uk
enables
the
greatest
reach
of
participants,
high
response
rate,
as
it
can
be
published
on
social
media
platforms,
emails
and
websites,
for
participants
to
pass
on
to
others
for
the
sample
size
to
be
reach
a
wide
variety
of
people,
ensuring
bias
representative
samples
will
be
reduced.
SmartSurvey
also
allowed
for
parameters
to
be
put
into
place,
such
as
only
one
answer
per
column
and
an
answer
required
to
reduce
the
risk
of
anomalies.
A
pilot
study
was
conducted
on
five
participants,
one
from
each
age
bracket,
three
females
and
two
males.
The
pilot
study
was
conducted
to
ensure
access,
understanding
and
ability
to
complete
the
study
(Saunders
et
al.
2012).
All
the
participants
understood
and
gained
access
to
the
study
easily,
however,
the
ability
29
to
complete
raised
a
concern
when
mobile
devises
would
only
allow
one
answer
per
advert,
therefore
the
twelve
other
items
on
the
survey
were
not
enabling
selection,
this
issue
was
dealt
with
and
showed
no
future
issue
throughout
the
duration
of
the
study.
The
researcher
will
be
dependent
on
participants
for
data,
as
participants
have
the
ability
to
opt-in
to
the
survey
by
clicking
the
link
provided
to
them.
Participants
will
have
limited
access
to
the
researcher;
this
will
reduce
the
researchers
influence
as
an
external
researcher.
On
the
contrary,
participants
lack
of
access
to
the
research
could
cause
data
error
as
participants
may
misinterpret
the
questions.
Nevertheless,
the
research
aims
to
access
and
interpret
participants
opinions.
3.4.3.
Ethical
Implications
Compliance
to
ethical
standards
is
of
high
importance
to
this
study,
as
it
requires
human
participation.
At
each
stage
of
the
research
process
compliance
to
University
of
Worcester
ethical
code
of
conduct
will
be
met
to
the
highest
standards.
As
outlined
in
the
design
of
the
survey,
no
personal
information
will
be
required
for
this
study
ensuring
confidentiality.
The
online
accessibility
of
the
survey
will
ensure
normal
social
settings
for
the
conducting
of
research
(Saunders
et
al.
2012).
Furthermore,
the
access
to
the
survey
will
be
entirely
voluntary
and
each
participant
has
the
right
to
withdraw
from
the
study
if
they
choose.
Although
the
researcher
will
post
the
survey
link
on
social
media
platforms
and
send
emails
to
participants,
there
is
limited
interaction
between
participants
and
researcher.
In
the
case
of
consent,
participants
clicking
on
the
survey
link
and
submission
button
at
the
end
of
the
survey
is
confirmation
of
participant
consent
to
be
involved
in
the
research.
3.4.4.
Data
Analysis
Before
the
analysis
process
the
researcher
will
examine
the
data.
The
use
of
five-
point
Likert-type
scale
consequently
results
in
the
scale
being
pre
assigned
a
response,
Strongly
Agree
is
coded
as
1,
Agree
as
2,
Neutral
as
3,
Disagree
as
4
and
Strongly
Disagree
as
5.
The
ranked
(or
ordinal)
data
will
be
formatted
onto
30
a
data
matrix,
whereby
each
column
will
represent
a
different
variable,
Appendix
D
outlines
the
data
coding
for
each
variable.
The
SmartSurvey
settings
put
in
place
by
the
researcher
should
prevent
any
data
errors
or
missing
data,
to
determine
this
outcome
the
researcher
will
screen
the
data.
The
analysis
of
results
will
utilise
the
Statistical
Package
for
Social
Science
Software
(SPSS).
Initially,
descriptive
statistics
will
be
analysed
by
mean
scores
and
standard
deviation.
Each
of
the
independent
variables
will
be
measured
by
two
items
on
the
survey
and
therefore
require
an
average
score.
The
standard
deviation
will
determine
how
vast
or
compact
the
scores
were.
In
order
to
access
the
strength
of
a
cause-and-effect
relationship
between
independent
and
dependent
variables,
the
data
will
be
analysed
by
regression
analysis
(Saunders
et
al.
2012).
Regression
analysis
will
determine
correlations,
coefficient
determination
and
significance
scores
between
the
independent
variables
and
dependent
variable.
The
results
of
the
analysis
will
be
reported
in
the
form
of
a
discussion.
31
Figure
3:
Demographic
Analysis
Gender
4.1.2.
Age
Figure
4
outlines
the
five
age
brackets
identified
in
the
research
questionnaire.
A
total
number
of
9
participants
are
categorised
within
the
55+-age
bracket,
representing
8%
of
the
total
participants.
The
35-54-age
bracket
represents
29%
of
the
total
participants.
Twenty-two
percent
(22%)
of
the
participants
were
aged
32
between
25-34.
The
largest
contribution
age
demographic
to
this
research
is
the
18-24-age
bracket,
resulting
in
41%
of
the
total
participants.
Finally,
the
under
18-
age
bracket
is
represented
by
2%
of
the
total
participants
within
this
research.
Figure
4:
Demographic
Analysis
Age
4.1.3.
Continuous
Variables
As
discussed
by
Pallant
(2010),
continuous
variables
are
recommended
for
scale
data
analysis
in
order
to
produce
more
manageable
data
in
the
form
of
mean
and
standard
deviation.
The
questionnaire
comprised
of
two
questions
for
the
all
four
of
the
independent
variables
and
five
questions
for
the
dependent
variable,
taking
the
mean
of
these
scores
enables
the
static
analysis
required
to
deal
with
each
variable
individually
as
outlined
in
figure
5.
33
Figure
5:
Mean
and
Standard
Deviation
Scores
Similarity
produced
mean
scores
between
2.1
and
2.3
resulting
in
a
neutral
interpretation.
However,
these
scores
have
high
standard
deviation
results
that
suggest
a
wide
variety
as
exhibited
in
figure
6.
High
involvement
TV
and
print
scored
1.02
and
low
involvement
print
1.00.
Although,
less
than
1.0
is
not
classified
as
a
high
deviation
score,
the
low
involvement
TV
condition
scored
0.97,
suggesting
that
there
was
a
wide
variety
of
scores
but
not
as
wide
in
comparison
to
the
other
conditions.
34
Figure
6:
Standard
Deviation
Similarity
A
neutral
interpretation
can
be
taken
for
all
four
conditions
for
Prestige.
Mean
scores
of
2.1
for
the
high
involvement
TV
condition,
2.47
score
for
low
involvement
TV,
2.16
for
the
high
involvement
print
condition
and
the
fourth
condition
scored
2.54.
All
the
standard
deviation
scores
are
also
less
than
1
suggesting
consensus
amongst
the
participants
as
displayed
in
figure
7.
Figure
7:
Standard
Deviation
Prestige
Three
out
of
the
four
of
the
conditions
for
distinctiveness
have
been
interpreted
as
agree.
The
high
involvement
TV
condition
mean-score
was
2.0,
low
involvement
35
TV
2.03,
and
high
involvement
print
2.04.
However,
the
low
involvement
print
condition
scored
2.18,
which
is
interpreted
as
neutral,
exhibited
in
figure
8.
The
standard
deviation
scores
for
all
four
conditions
were
low.
Figure
8:
Mean
Scores
Distinctiveness
The
final
independent
variable,
heritage
scored
low
standard
deviation
scores,
below
1.0,
for
all
conditions.
However,
a
mean
score
of
3.7
and
3.5
can
be
seen
for
both
the
low
involvement
conditions,
in
comparison
to
the
high
involvement
TV,
interpreted
as
agree
and
the
high
involvement
print
condition
as
neutral,
as
displayed
in
figure
9.
Figure
9:
Mean
Score
Heritage
36
Attitude
toward
advert
scored
low
standard
deviation
scores
in
all
four
conditions
ranging
from
0.51-0.72.
The
mean
scores
for
all
the
conditions
are
interpreted
as
neutral,
however,
there
is
a
wide
variety
within
the
scores,
as
exhibited
in
figure
10.
High
involvement
TV
scored
2.44,
low
involvement
TV
scored
2.36,
high
involvement
print
scored
2.54
and
the
low
involvement
print
condition
scored
2.55.
Figure
10:
Mean
Score
Attitude
toward
Advert
37
38
The
beta
score
for
the
high
involvement
print
category
suggests
the
independent
variable
similarity
(.364)
is
the
strongest
prediction
of
the
dependent
variable.
4.2.1.4.
Low
Involvement
Print
Upon
analysis
of
the
correlation
between
the
dependent
variable
and
continuous
independent
variables,
all
four
independent
variables
were
found
to
have
a
relationship
with
attitude
toward
advert.
The
model
summary
r2,
suggests
a
55.1%
relationship
between
attitude
toward
advert
and
the
independent
variables.
Dissimilar
to
the
other
categories,
distinctiveness
(.000)
is
the
only
independent
variable
making
a
significant
unique
contribution
to
the
prediction
of
attitude
toward
advert.
Furthermore,
the
beta
score
suggests
distinctiveness
(.523)
is
the
strongest
prediction
of
attitude
toward
advert.
4.2.2.
Findings
The
following
figures
demonstrate
the
regression
data
analysis,
followed
by
an
analysis
of
the
findings.
Figure
11
demonstrates
the
correlations,
figure
12
exhibits
the
significance
scores,
and
figure
13
displays
the
Beta
scores.
Figure
11:
Correlation
Analysis
39
Figure
12:
Significance
Scores
Figure
13:
Beta
Scores
40
Firstly,
the
independent
variable,
similarity,
was
found
to
have
a
relationship
in
the
correlation
test
for
each
condition.
However,
similaritys
strongest
correlation
was
in
the
high
involvement
print
condition.
It
also
produced
the
highest
significance
score
in
this
condition
and
for
the
high
involvement
TV
condition.
However,
it
was
found
to
be
the
strongest
predictor
of
attitude
toward
advert
in
the
high
involvement
print
condition.
Secondly,
prestige
all
produced
a
relationship
with
all
the
conditions
but
its
strongest
correlation
was
with
both
high
and
low
involvement
TV.
Furthermore,
it
produced
a
significant
score
with
high
involvement
TV,
low
involvement
TV
and
high
involvement
print,
less
than
0.05.
However,
prestige
did
not
produce
the
highest
significance
scores
for
any
of
the
condition.
Nevertheless,
prestige
was
found
to
be
the
strongest
predictor
of
high
involvement
TV.
Thirdly,
a
relationship
with
all
the
conditions
was
established
between
attitude
toward
an
advert
and
distinctiveness,
the
strongest
correlations
being
low
involvement
print
condition.
No
significance
was
found
in
the
high
involvement
conditions,
however
distinctiveness
produced
the
highest
significance
with
both
the
low
involvement
TV
and
print
conditions.
Furthermore,
the
data
found
distinctiveness
to
be
the
strongest
predictor
of
low
involvement
print
and
low
involvement
TV.
Finally,
The
correlation
test
showed
a
relationship
with
heritage
and
attitude
toward
an
advert
in
each
condition
apart
from
low
involvement
TV
where
no
relationship
was
found.
Nevertheless,
heritage
correlation
scores
were
the
lowest
amongst
all
of
the
independent
variables.
Furthermore,
heritage
showed
no
significance
with
any
condition
or
was
not
the
strongest
predictor
of
any
condition.
41
5.0.
Discussion
This
section
will
discuss
the
studys
findings
in
relation
to
the
literature.
Furthermore,
the
discussion
will
aim
to
answer
the
research
question;
which
dimension
of
brand
identification,
similarity,
prestige,
distinctiveness
or
heritage,
affects
attitude
toward
advert
on
high/low
involvement
services?
42
Bhattacharya
and
Sen
(2003)
suggested
that
consumers
are
more
attracted
toward
brands
that
are
reflective
of
their
perceived
self.
However,
this
study
suggests
that
the
attraction
is
more
likely
to
be
sourced
by
a
consumer
when
viewing
an
advert
of
a
high
involvement
brand.
Moreover,
suggesting
that
the
greater
the
perceived
risk,
the
more
likely
consumers
seek
comfort
in
drawing
correlations
between
themselves
and
the
brand,
in
order
to
reduce
the
psychological
risk
(Percy
and
Rosenbaum-Elliot
2012).
However,
the
study
did
not
find
similarity
to
be
the
primary
predictor
of
attitude
toward
advert
in
the
high
involvement
TV
condition.
Altstiel
and
Grow
(2010)
suggest
it
is
televisions
ability
to
combine
both
sight
and
sound
that
enables
it
to
be
the
most
desired
advertising
channel.
According
to
this
study,
it
may
be
more
difficult
for
consumers
find
correlations
between
themselves
and
the
brand
through
both
sight
and
sound.
Furthermore,
brands
utilising
advertising
space
on
a
television
platform
have
approximately
60
seconds
(the
same
as
they
had
in
the
study),
in
comparison
to
print
advertising
that
enables
the
consumers,
or
participants
in
the
case
of
this
study,
to
refer
back
to
the
advert
at
any
given
time.
This
may
result
in
connections
between
the
consumers
perceived
self
and
the
brand,
being
sourced
out
during
the
extended
time
frame,
by
the
consumers
in
order
to
satisfy
the
perceived
risk
of
the
high
involvement
services.
This
study
merits
Lovelocks
(1983)
proposal
that
product
and
service
advertising
should
be
separate,
and
a
further
subdivision
is
required.
Furthermore,
that
high
involvement
should
be
one
sub-segment
as
the
study
found
different
independent
variables
affect
high
and
low
involvement
categories
differently.
The
development
of
these
segments
will
enable
practitioners
to
utilise
dimensions,
such
as
similarity,
to
create
optimal
adverts.
5.2.2.
Prestige
Prestige
produced
the
highest
correlation
scores
for
both
TV
conditions,
high
and
low
involvement.
Nevertheless,
prestige
prevailed
as
the
strongest
predictor
of
attitude
toward
advert
in
the
high
involvement
TV
condition
and
the
secondary
43
44
sector
should
be
divided
into
channel
segments
that
the
service
brand
desires
to
utilise
in
order
for
optimal
adverts
to
be
produced.
5.2.3.
Distinctiveness
The
study
found
distinctiveness
to
be
the
highest
predictor
of
attitude
toward
advert
in
both
low
involvement
TV
and
low
involvement
print
conditions.
As
a
result,
the
study
suggests
that
distinctiveness
has
the
highest
predictive
efficacy
for
the
low
involvement
conditions,
despite
not
producing
the
highest
correlation
scores
in
these
categories.
The
level
of
involvement
is
critical
to
building
positive
brand
attitude
as
it
affects
the
ability
to
process
an
advertising
message
(Percy
and
Rosenbaum-Elliot
2012).
Distinctiveness
was
found
to
be
the
strongest
predictor
of
attitude
toward
advert
in
both
low
involvement
conditions.
The
low
involvement
category
suggests
a
lower
perceived
fiscal
or
psychological
risk
to
the
consumer.
This
study
suggests
that
brands
are
able
to
exhibit
uniqueness
but
only
if
they
are
in
the
low
involvement
category.
Moreover,
the
lower
the
risk
the
more
distinct
qualities
a
brand
can
portray
within
its
advertising.
As
discussed
previously,
Lovelocks
(1983)
cluster
suggestion
is
paramount,
as
this
independent
variable,
according
to
this
study,
can
contribute
toward
optimal
advertising
strategies
for
the
low
involvement
category.
5.2.4.
Heritage
This
study
found
heritage
to
have
a
lack
of
predictive
efficacy
toward
attitude
toward
advert
in
all
four
conditions.
Its
inability
to
predict
attitude
toward
advert
in
any
of
the
conditions
disputes
Merchant
and
Rose
(2013)
theory
that
heritage
is
not
a
trend
but
has
the
ability
to
enhance
brand
personality
leading
to
consumer
brand
relationships.
This
is
particularly
apparent
for
the
high
and
low
involvement
TV
conditions
that
the
focus
group
suggested
exhibited
heritage.
From
this
study,
it
can
be
argued
that
heritage
remains
a
trend
or
creative
style
utilised
within
advertising.
However,
this
trend
shows
no
correlation
toward
the
ability
to
predict
attitude
toward
advert.
45
46
5.4.
Limitations
Although
the
study
established
conclusions
to
the
research
question
and
found
results
that
contribute
toward
wider
business
context,
the
study
also
has
its
limitations.
As
the
literature
states,
advertising
brands
plays
a
vital
role
within
social
context
(Hackley
2005).
This
research
studied
two
brands,
BA
and
Skype
and
exhibited
adverts
from
their
current
advertising
campaigns.
As
a
result,
the
findings
are
relevant
to
present
day
advertising.
The
author
cannot
suggest
that
these
findings
will
be
similar
in
past
or
future
advertising
as
this
was
not
a
longitudinal
test
but
a
cross-sectional
study.
The
study
aimed
to
reflect
the
general
population
in
its
findings.
Although
a
relatively
equal
gender
demographic
participated
in
the
study,
the
age
demographic
of
participants
was
not
of
equal
distribution.
The
largest
segment
age
of
participants
was
18-24
year
olds.
However,
it
is
one
of
the
general
limitations
of
utilising
online
surveys,
as
the
researcher
has
limited
control
over
the
participants
who
choose
to
participate.
47
48
49
6.0.
Conclusion
In
order
to
access
the
dimensions
of
brand
identification
and
how
those
dimensions
affect
attitude
toward
adverts
on
high/low
involvement
services,
this
research
project
adopted
a
positivism
philosophy
in
a
cross-sectional
mixed
method
research
design.
The
first
objective
of
the
project
was
to
confirm
the
feasibility
of
the
potential
predictors,
to
which
the
author
conducted
a
preliminary
study
in
the
form
of
a
focus
group.
Conducting
the
focus
group
ensured
creditability
and
validity,
and
served
as
a
pilot
study.
Furthermore,
the
outcome
of
the
preliminary
study
revealed
the
potential
predictors
to
be
feasible.
The
main
research
aimed
to
assess
the
predictive
efficacy
of
similarity,
prestige,
distinctiveness
and
heritage
towards
attitude
toward
advert
across
four
conditions
of
based
on
high/low
involvement,
and
print/TV
channel,
exhibited
by
BA
and
Skype
adverts.
The
chosen
method
for
this
research
was
quantitative
and
the
analysis
chosen
was
regression
enabling
the
author
to
access
the
cause-and-effect
relationship.
Upon
the
data
analysis,
the
author
discussed
the
predictive
efficacy
of
similarity,
prestige,
distinctiveness
and
heritage
toward
the
dependent
variable.
Moreover,
the
discussion
found
there
to
be
no
predictive
efficacy
of
heritage
toward
attitude
toward
advert
in
any
condition.
In
conclusion,
this
business
project
accessed
and
assessed
the
relationship
between
the
brand
identification
dimensions
and
attitude
toward
an
advert.
The
predictability
of
the
dimension
of
brand
identification
toward
attitude
toward
an
advert
was
dependent
upon
the
condition.
Similarity
was
found
to
be
a
viable
predictor
of
both
high
involvement
TV
and
print
conditions,
although,
it
was
the
strongest
predictor
of
the
high
involvement
print
condition.
The
second
dimension
prestige,
was
found
to
a
viable
predictor
of
both
high
and
low
involvement
TV
conditions,
however,
it
was
primarily
the
strongest
predictor
of
the
high
involvement
TV
condition.
The
independent
variable
distinctiveness
was
found
to
be
the
strongest
predictor
of
two
conditions,
low
involvement
TV
and
print.
However,
despite
the
preliminary
test
confirming
feasibility
of
heritage
as
a
50
51
Reference
List
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A.M.,
Gray,
J.I.,
and
Butler,
D.D.
(1997)
Radio
Advertising
Information
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Difference
Between
Services
and
Products.
Journal
of
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Marketing.
[Online]
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(5),
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from:
Emerald
Insight
[Accessed
1st
March
2014].
Adsoftheworld.com
(2012)
British
Airways:
Sofa.
[Online]
Available
from:
http://adsoftheworld.com/media/print/british_airways_sofa
[Accessed
9th
April
2014].
Advertising
Standards
Authority
(2014)
Performance
and
Objectives:
2013-2014
Annual
Statement,
Advertising
Standards
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56
Appendices
List
Appendix
A:
Ethical
Consent
letter
given
to
each
of
the
participants
Dear
Participant
______
,
The
purpose
of
my
research
is
to
explore
consumers
attitudes
toward
adverts
from
both
low
and
high
involvement
services;
the
brands
I
will
be
using
are
Skype
and
British
Airways.
I
have
asked
you
to
participate
and
I
trust
you
will
give
open
and
honest
opinions
to
help
progress
my
dissertation.
You
are
free
at
any
point
to
opt
out
of
the
focus
group,
please
notify
me
of
this
before,
during
or
after
and
arrangements
will
be
made.
I
have
asked
a
total
of
5
participants
made
up
of
3
males
and
2
females.
You
will
be
required
to
contribute
toward
the
group
your
opinions
on
the
adverts
shown
to
you
at
the
beginning
of
the
focus
group.
Your
responses
will
be
recorded
via
a
Dictaphone,
this
is
simply
for
me
to
write
up
after
the
focus
group,
there
will
be
no
names
used,
you
will
be
referred
to
as
participant
A,
B,
C
etc.
I
will
also
have
a
note
pad
and
pen
to
write
down
anything
I
feel
we
could
discuss
further.
My
tutor
and
myself
will
have
a
hard
copy
of
your
responses,
which
I
am
more
than
happy
to
supply
you
with
upon
requested.
I
will
ask
you
to
be
available
for
two
hours
on
Friday
13th
December
2013,
the
focus
should
take
anywhere
between
1hour
to
2hour.
Please
note
there
is
no
risk
or
incentive
to
you
participating
in
the
focus
group.
I
would
like
to
thank
you
for
participating
in
this
focus
group
and
the
progression
of
my
dissertation.
Many
Thanks
Demi
OShea
Date:
______13/12/2013____
Participant
Signature:
_______________________________________________________
57
58
At
first
glance
its
quite
confusing
You
definitely
need
to
think
about
it
to
realise
what
its
trying
to
say
I
like
the
idea
of
it
but
I
just
dont
quite
get
it
Its
a
bit
limited,
as
to
like,
the
time
period
it
can
be
up
Unclear
Confusing
Didnt
get
that
one
Low
Involvement
Print
Skype
I
dunno
how
I
feel
about
this
one,
its
a
bit,
like,
unclear
Design
High
Involvement
TV
British
Airways
Err;
I
didnt
like
how
long
they
were
Yeah
I
agree
Yeah
Took
them
too
long
to
get
to
the
message
The
thing
is
your
not
going
to
get
those
sort
of
adverts
on
TV
really,
your
only
going
to
see,
really
Snippets
Yeah
It
doesnt
mention
BA
throughout
it,
but
once
you
see
the
logo,
you
know..
They
were
both,
like,
more
than
two
minutes,
youre
never
going
to
see
that
whole
advert
on
TV
Low
Involvement
TV
Skype
Err;
I
didnt
like
how
long
they
were
Yeah
I
agree
Yeah
Took
them
too
long
to
get
to
the
message
The
thing
is
your
not
going
to
get
those
sort
of
adverts
on
TV
really,
your
only
going
to
see,
really
Snippets
Yeah
59
They
were
both,
like,
more
than
two
minutes,
youre
never
going
to
see
that
whole
advert
on
TV
High
Involvement
Print
British
Airways
I
like
the
message
as
well,
because
its
about
getting
you
to
stay
and
theyve
got
the
sofa
there
which
is
where
most
people
would
watch
the
Olympics
is
from
their
sofa
in
their
houses,
so
I
think
thats
quite
a
cleaver
marketing
tool
how
theyve
got
the
sofa
in
there
as
well
Low
Involvement
Print
Skype
Because
its
so
simple
it
makes
you
think
it
has
a
message
to
portray
because
its
not
got
all
the
colours
Yeah
its
not
fussy
Also
I
think
it
just
quite
simple
and
just
black
and
white,
a
lot
of
adverts
are
very
colourful,
so
by
looking
at
something
black
and
white
Id
personally
me
Id
be
more
inclined
to
look
at
it
and
think
well
thats
different,
cause
you
know
lots
of
adverts
are
colourful
now?
So
if
your
not
interested
your
not.
Whereas,
because,
that
one
is
black
and
white
you
think
actually;
and
you
kind
of
pay
more
attention
to
it.
I
think
it
needs
to
be
a
lot
more
eye
catching
as
well
because
if
you
just
saw
writing
on,
lets
just
say
a
billboard,
you
wouldnt
necessary
look
at
it,
whereas
lets
just
say
a
little
bit
more
colour
on
it
or
something
a
bit
more
eye
catching
on
it
youd
be
more
likely
to
actually
look
Distinctive
High
Involvement
TV
British
Airways
I
think
they
are
both
quite
distinctive
Low
Involvement
TV
Skype
I
think
they
are
both
quite
distinctive
It
has
such
a
powerful
meaning,
it
kind
of
takes
you
a
back
Low
Involvement
Print
Skype
It
the
way
its
laid
out
it
definitely
is
distinctive
and
the
colours
it
uses,
its
not
garious,
its
not
getting
in
your
face,
its
more
subtle,
which
is
rare
I
like,
I
like
the
Skype
one,
I
think
it
gets
across
the
product
as
well
even
though
its
only
two
lines
of
text
it
gets
across
their
product
Yeah
I
agree
Sort
but
effective
Its
quite
limited
with
the
LOL
Yeah,
cant
access
all
of
the
population
60
Its
Gripping,
and
eye
catching
and
just
all
round
gets
your
attention
Emotion
High
Involvement
TV
British
Airways
Its
very
emotional,
in
the
way
you
think
about
how
far
it
has
come,
and
what,
what
it
has
overcome,
and
now
just
look,
its
crazy
how
successful
its
become
I
think
the
core
message
is
about
bringing
people
together
Low
Involvement
TV
Skype
I
think
they
are
tugging
at
heartstrings
really
because
they
involve
a
connection
with
families
Kind
of
makes
me
feel
sad
that
like
hes
not
got
his
all
family
and
how
he
misses
stuff
Yeah
makes
me
feel
sorry
for
him
I
dont
know
its
quite
hard
because
it
starts
off
making
it
sad,
and
then
obviously
[cough]
as
you,
when
you
realise
its
Skype
you
kind
of
feel
happy
for
him
that
he
can
stay
in
touch
Yeah
Yeah
It
sort
of
like
evokes
lots
of
emotions
Makes
me
feel
sorry
for
him
I
like
start
to
realise
how
lucky
I
am
but
yet
I
dont
take
advantage
of
it
Its
sort
of
good
how,
and
makes
me
happy,
how
Skype
can
bring
them
back
together
Low
Involvement
Print
Skype
It
was
really
good
when
you
realise
its
Skype
it
makes
me
reflect
on
when
the
last
time
I
spoke
to
my
family
properly
I
dunno,
it
sort
of
makes
me
consider,
how
often
I
actually
speak
or
see
my
loved
ones
You
think
about
how
much
technology
has
taken
over
our
lives
its
so
impersonal
Heritage
High
Involvement
TV
British
Airways
61
62
63
2- Agree
3-
Neutra
l
4-
Disagree
5-
Strongly
Disagree
64
4-
Disagree
5-
Strongly
Disagree
(Skype
2013)
How
would
you
rate
the
following?
1-
2-
Agree
3-
Strongl
Neutra
y
Agree
l
8)
Similarity
I
recognise
myself
in
Skype
My
sense
of
who
I
am
65
66
(metodocommunicacion.com
2013)
How
do
you
rate
the
following?
1-
Strongl
y
Agree
13)
Similarity
I
recognise
myself
in
British
Airways
My
sense
of
who
I
am
matches
my
sense
of
British
Airways
14)
Prestige
British
Airways
is
a
first
class,
high
quality
brand
I
have
widespread
respect
and
admiration
for
British
Airways
15)
Distinctiveness
British
Airways
has
a
distinctive
identity
British
Airways
stands
out
from
its
competitors
16)
Heritage
British
Airways
displays
historic
qualities
Heritage
features
in
British
2- Agree
3-
Neutra
l
4-
Disagree
5-
Strongly
Disagree
67
Airways
identity
17)
Attitude
toward
the
advert
This
advertisement
attract
attention
This
advertisement
is
interesting
You
have
to
watch
this
advertisement
frequently
to
know
what
it
is
exactly
about
I
would
recommend
this
brand
to
others
I
will
certainly
try
this
brand
Please
look
at
the
following
Print
advert.
(Tomorrowawards.com
2014)
How
would
you
rate
the
following?
1-
Strongl
y
Agree
8)
Similarity
I
recognise
myself
in
Skype
My
sense
of
who
I
am
matches
my
sense
of
Skype
9)
Prestige
Skype
is
a
first
class,
high
quality
brand
I
have
widespread
respect
and
admiration
for
Skype
10)
Distinctiveness
Skype
has
a
distinctive
identity
Skype
stands
out
from
its
competitors
11)
Heritage
Skype
displays
historic
qualities
Heritage
features
in
Skypes
2-
Agree
3-
Neutra
l
4-
Disagree
5-
Strongly
Disagree
68
identity
12)
Attitude
toward
the
advert
This
advertisement
attract
attention
This
advertisement
is
interesting
You
have
to
watch
this
advertisement
frequently
to
know
what
it
is
exactly
about
I
would
recommend
this
brand
to
others
I
will
certainly
try
this
brand
69
Variable
Coding
HITVSIM
HITVPRES
HITVDIST
HITVHERI
HITVATT
LITVSIM
LITVPRES
LITVDIST
LITVHERI
LITVATT
HIPRINTSIM
HIPRINTPRES
HIPRINTDIST
HIPRINTHERI
HIPRINTATT
LIPRINTSIM
LIPRINTPRES
LIPRINTDIST
LIPRINTHERI
LIPRINTATT
70
71