Outer cover alt - International Journal of Advertising

122 Pages·2005·1.12 MB·English

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Volume 24 Number 2 2005
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World Advertising Research Center te AInternational Journal of
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CONTENTS n
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Captivating company: dimensions of attractiveness

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Editorial 0 in employer branding
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Captivating company: dimensions of attractiveness in employer branding PIERRE BERTHON, MICHAEL EWING & LI LIAN HAH
Pierre Berthon, Michael Ewing and Li Lian Hah
Celebrity and foreign brand name as moderators of country-of-origin effects Celebrity and foreign brand name as moderators
Paul Chao, Gerhard Wührer and Thomas Werani
of country-of-origin effects
Development of a media selection model using the analytic network process
Keith Coulter and Joseph Sarkis PAUL CHAO, GERHARD WÜHRER & THOMAS WERANI
Exploring the effectiveness of taxis as an advertising medium
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Cleopatra Veloutsou and Claire O’Donnell o Development of a media selection model
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The state of theory in three premier advertising journals: a research note e KEITH COULTER & JOSEPH SARKIS

Leyland F. Pitt, Pierre Berthon, Albert Caruana and Jean-Paul Berthon 2
4

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u Exploring the effectiveness of taxis
Comments – The art of reviewing m
Viewpoint from Barbara Stern and Albert Caruana b
e as an advertising medium
r

2
Book reviews
CLEOPATRA VELOUTSOU & CLAIRE O’DONNELL
Chris Hackley– Advertising and promotion: communicating brands
Keith Crosier
Scott Donaton– Madison and Vine: why the entertainment and advertising The state of theory in three premier
industries must converge to survive
advertising journals: a research note
David Pickton
Ex Libris– Sue Unerman
LEYLAND F. PITT, PIERRE BERTHON, ALBERT CARUANA
Global adspend trends & JEAN-PAUL BERTHON
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ISSN 0265 0487 4 PUBLISHED BY THE WORLD ADVERTISING RESEARCH CENTER
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(cid:1) Public policy issues (cid:1) Global trends in advertising (cid:1) Media development
(cid:1) Case histories (cid:1) Advertising effectiveness measurement
(cid:1) World advertising statistics
This leading journal is a unique source of high quality research and practice-based
articles, state-of-the-art studies, statistical analysis and polemical contributions
from an international authorship of academics and practitioners.
The Journal’s aim is to present articles that have originality, depth and clarity
of insight into significant issues and developments of interest to advertising and
related industries. Its editorial policy is to reflect a variety of perspectives and to
invite the different viewpoints of advertising and marketing professionals,
academics and those shaping and administering public policy.
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AInternational Journal of
DVERTISING
The Quarterly Review of Marketing Communications
Volume 24 Number 2 2005
Contents
Editorial 147
Captivating company: dimensions of attractiveness in employer branding 151
Pierre Berthon, Michael Ewing and Li Lian Hah
Celebrity and foreign brand name as moderators of 173
country-of-origin effects
Paul Chao, Gerhard Wührer and Thomas Werani
Development of a media selection model using 193
the analytic networkprocess
Keith Coulter and Joseph Sarkis
Exploring the effectiveness of taxis as an advertising medium 217
Cleopatra Veloutsou and Claire O’Donnell
The state of theory in three premier advertising journals: aresearch note 241
Leyland F. Pitt, Pierre Berthon, Albert Caruana and Jean-Paul Berthon
Comments – The art of reviewing 251
Book reviews 255
Chris Hackley – Advertising and promotion: communicating brands
Keith Crosier
Scott Donaton – Madison and Vine: why the entertainment and
advertising industries must converge to survive
David Pickton
Ex Libris– Sue Unerman
Global adspend trends 261
About the authors 263
The Advertising Association is not responsible for the opinions and
data contained in the editorial or articles in this journal
© Advertising Association 2005
EDITORIAL ADVISORY BOARD
T Ambler, Senior Fellow Professor D Krugman
London Business School University of Georgia
Professor M J Baker Professor J J Lambin
University of Strathclyde University Catholique de Louvain
Professor P Berthon Judie Lannon
Bentley College Market Leader
Alexander L Biel Colin McDonald
Alexander L Biel & Associates McDonald Research
Professor S Brown Professor G Marion
University of Ulster E.M. Lyon
Professor S Burgess Professor P Michell
University of Cape Town, South Africa Leeds University Business School
Dr. D Burton Professor A Miciak
Queen Mary University of London Sobey School of Business
Professor L Carlson Professor A Money
Clemson University Henley Management College
Professor A Caruana Dr. A Nairn
University of Malta University of Bath
Professor C Samuel Craig Dr. S O’Donohoe
New York University University of Edinburgh
Professor L de Chernatony Professor S Paliwoda
University of Birmingham University of Strathclyde
Professor R East Professor C Patti
Kingston Business School Queensland University of Technology
Professor A S C Ehrenberg Professor N Piercy
South Bank University Warwick Business School
Professor R Elliott A E Pitcher, CBE
Warwick Business School International Advertising Association
Dr. M Evans Professor L Pitt
Cardiff University Simon Fraser University
Professor M Ewing Professor G Prendergast
Monash University Hong Kong Baptist University
Professor Kim Fam Professor L Reid
University of Waikato University of Georgia
Professor P W Farris Professor J Rossiter
University of Virginia University of Wollongong
Professor J Ford Professor C Rungie
Old Dominion University University of South Australia
Professor C Gilligan Professor D Schultz
Sheffield Hallam University Northwestern University
Professor G J Goodhardt J Scriven
The City University Business School South Bank University
A T Green Professor B Stern
ZenithOptimedia Rutgers University
Professor C Hackley Professor D Stewart
Royal Holloway University of London University of Southern California
Professor H Henry Professor M Sutherland
IMCA Monash University
Professor M Holbrook A C Tempest
Columbia University Director General, FEDMA, Brussels
Professor J P Jones Professor S Ward
RGC Consulting Corporation University of Pennsylvania
Professor S Kates M J Waterson
Simon Fraser University The Advertising Association
Professor E Kaynak Roderick White
Pennsylvania State University at Harrisburg Admap
Professor P Kitchen Professor George Zinkhan
Hull Business School University of Georgia
Professor A Kover Professor Fred Zufryden
Fordham and Yale Universities University of Southern California
146
Editorial
Douglas West
University of Birmingham
I was recently involved in a PhD viva Re-typing work over and over has
at the University of Birmingham where been replaced by more sophisticated
the external examiner mentioned how methodological demands and expert-
in his day: ‘Everything had to be typed ise. However, the ultimate two goals of
out.’ Many of you readers of a certain most authors – getting published and
age will understand the issue! As an getting cited – have not been replaced.
academic or practitioner typed work What have been modified are some of
was commented upon and – unless there the processes in reaching these end-
was only a small change on the last points. In common with many other
page – it pretty much had to be journals, we at the IJAhave seen some
re-typed again with each re-iteration. of these changes in the back office. For
It set me thinking about the impact of a start, submissions are all made elec-
technology on work and leisure. I tronically and turned into pdfs to pro-
remember working for a short while for vide anonymity to our authors before
a company in London where my boss being sent directly to our reviewers. It
operated an ‘on-the-desk’ system speeds up the system tremendously
where the only paperwork he kept was but places an onus on our reviewers to
what sat on a relatively small round print off copies, as reviewing off the
desk. Any papers that left the top of screen seems as alien as reading an
his desk were normally heading for the electronic book.
wastepaper basket. He was a good The IJA, in common with other
manager and I think it used to give journals, is available in hard copy as
him that sense of relief you occasion- well as on the warc.com website and
ally get today when you delete all other online services. None of this has
those redundant emails sitting in your affected the chances of getting pub-
inbox, hopefully without too much of a lished, but there are some interesting
panic attack that something important aspects affecting citations.
has been disappeared. Leave aside the If you consider the pre-electronic
prediction of the almost paperless database era, the propensity for cita-
office, it was operating on his desk tion was reasonably predictable.
years before word processing. Essentially if your paper was accepted
The ballpark has greatly changed. by any of the top journals such as the
International Journal of Advertising, 24(2), pp. 147–148
© 2005 Advertising Association
Published bythe World Advertising Research Center,www.warc.com 147
INTERNATIONAL JOURNAL OF ADVERTISING, 2005, 24(2)
Journal of Marketing, Journal of Well, as the physical task of accessing
Marketing Research or Journal of large volumes of information becomes
Consumer Research then the chances of easier, creating a ‘journey’ across key-
significant numbers of citations were words reveals unexpected directions
high. Why? Quite simply, the top jour- and intellectual property. This in turn
nals had the largest circulations and can generate more eureka moments on
readerships and hence are cited in the part of the researcher as the vast
readers’ own subsequent work. While array of search results stimulates mental
this process remains, it is clear that synthesising and may reveal interest-
many academics and practitioners start ing connections between apparently
their search with e-databases because unrelated concepts, topics and trends.
of their enormous reach. However, Also, unlike a search in a traditional
starting off with a database has some library, the ability to track what has
implications for being cited. been viewed, should lead to increas-
For a start, if you have an unusual ingly intelligent databases built to
name – count your blessings! If you are mimic the way we make associations.
trying to track down the work of an Where does this leave the journal
author nothing helps to find them hierarchy? Quality still counts and so I
quicker than an unusual name and/or don’t think the hierarchy is threatened.
the addition of middle initials. A par- What may well happen is that there
ent providing two middle initials for a will be ‘market’ shifts in submissions
future author will be doing them a and readerships. The e-database envi-
great service! The other thing to con- ronment may enable the rapid rise of
sider carefully is the paper title. new journals with the right kinds
Esoteric statements and questions are of themes and editorial boards.
interesting, but will not be very help- Furthermore, in the world of the down-
ful for someone searching for your loaded pdf paper even the stigma
paper who keys in a search on what against purely e-journals is likely to
they think is the obvious topic. evaporate. After all, the e-publishing
Likewise the choice of keywords for model is becoming increasingly
abstracts will have a big impact in how accepted by authors and readers in the
many search engines discover your wider publishing world. Personally, I
paper. keep my subscriptions going because I
In an environment where all jour- like the feel of a hard copy and I get a
nals are accessible there is little doubt small sense of safety knowing my
that researchers are finding papers and selected journals are on my shelves
journals that were previously unknown and I am not dependent on key word
to them. What might this change? searches.
148
ABSTRACTS
Captivating company: dimensions of attractiveness 151
in employer branding
Pierre Berthon, Michael Ewing and Li Lian Hah
The internal marketing concept specifies that an organisation’s employees are
itsfirst market. Themes such as ‘internal advertising’ and ‘internal branding’
have recently entered the marketing lexicon. One component of internal
marketing that is still underdeveloped is ‘employer branding’ and specifically
‘employer attractiveness’. Employer attractiveness is defined as the envisioned
benefits that a potential employee sees in working for a specific organisation.
Itconstitutes an important concept in knowledge-intensive contexts where
attracting employees with superior skills and knowledge comprises a primary
source of competitive advantage. In this paper, we identify and operationalise
the components of employer attractiveness from the perspective of potential
employees. Specifically we develop a scale for the measurement of employer
attractiveness. Implications of the research are discussed, limitations noted
andfuture research directions suggested.
Celebrity and foreign brand name as moderators of 173
country-of-origin effects
Paul Chao, Gerhard Wührer and Thomas Werani
Whereas most recent country-of-origin (COO) research has focused on multi-cue
designs to overcome weaknesses associated with single-cue models by
incorporating both extrinsic and intrinsic cues other than the COO cue in
evaluating consumer responses, few studies have been reported that address the
issue of whether a foreign celebrity or a foreign brand name can enhance or
diminish consumer attitude, product quality perception and purchase intention
in another country. This study shows that in a country (Austria) where consumers
speak a different language with very different cultural heritage, the use of a
foreign (US) celebrity and an English brand name can be a liability. Consumer
ethnocentrism is a plausible explanation for this observation.
Development of a media selection model using 193
the analytic network process
Keith Coulter and Joseph Sarkis
The authors develop and test a comprehensive model for media selection
utilising the Analytic Network Process (ANP). ANP is a flexible and powerful
multi-attribute decision aid developed by Saaty (1996) for solving complex
decision-making problems. It is aimed at integrating different measures (both
149
qualitative/intangible and quantitative/tangible) into a single overall score for
ranking decision alternatives. In applying the ANP method, the authors
specifically incorporate web/internet media advertising into their list of media
alternatives, using many of the same standard media attributes that have
typically been employed in comparing more traditional media. The result is a
model that may be utilised by expert and/or novice media planners with equal
effectiveness.
Exploring the effectiveness of taxis as 217
an advertising medium
Cleopatra Veloutsou and Claire O’Donnell
It is well known that traditional advertising media are losing their ability to
transmit information and influence the selected target audience. Therefore, their
effectiveness is diminishing. Using data collected from a sample of 425 people
living in two cities and one rural area in Scotland, this exploratory study
investigates the perceptions towards a non-traditional, outdoor, transit
advertising medium that has not been researched previously: traditional black
cabs. It reveals that the medium is far from being unnoticed by the respondents,
who accept it better than anticipated. In addition, the findings imply that the
extent to which the medium is consciously noticeable very much depends on the
perceived contact with outdoor advertising, the region in which the participants
live, and their attitude towards outdoor advertising and advertising in general.
The state of theory in three premier advertising journals: 241
a research note
Leyland F. Pitt, Pierre Berthon, Albert Caruana and Jean-Paul Berthon
Despite its importance, little is known about the prevalence of theory in the
literature on advertising research. Utilising a content analysis of the three
premier advertising journals over an 11-year period, it is found that only 17% of
articles have made explicit use of theory. Psychology is the discipline from
whichthe greatest number of articles drew their theoretical frameworks,
followed by sociology and economics – indeed, theories from marketing and
advertising are in the minority. Limitations are noted and implications of the
results are discussed.
150
Captivating company:
dimensions of attractiveness
in employer branding
Pierre Berthon
Bentley College
Michael Ewing
Monash University
Li Lian Hah
MPH, Malaysia
The internal marketing concept specifies that an organisation’s employees are its first
market. Themes such as ‘internal advertising’ and ‘internal branding’ have recently
entered the marketing lexicon. One component of internal marketing that is still under-
developed is ‘employer branding’ and specifically ‘employer attractiveness’. Employer
attractiveness is defined as the envisioned benefits that a potential employee sees in
working for a specific organisation. It constitutes an important concept in knowledge-
intensive contexts where attracting employees with superior skills and knowledge com-
prises a primary source of competitive advantage. In this paper, we identify and
operationalise the components of employer attractiveness from the perspective of poten-
tial employees. Specifically we develop a scale for the measurement of employer attrac-
tiveness. Implications of the research are discussed, limitations noted and future research
directions suggested.
Introduction
Until fairly recently, customers were seen to be only those external to the
organisation. Indeed, many managers would argue that externally oriented
marketing is difficult enough without introducing the notion of ‘internal
customers’ (Ewing & Caruana 1999). The internal marketing concept
argues that the organisation’s personnel are the first market of any com-
pany (George & Gronroos 1989; George 1990), the rationale being that
International Journal of Advertising, 24(2), pp. 151–172
© 2005 Advertising Association
Published bythe World Advertising Research Center,www.warc.com 151
INTERNATIONAL JOURNAL OF ADVERTISING, 2005, 24(2)
employees are internal customers and jobs are internal products. Job prod-
ucts must attract, develop and motivate employees, thereby satisfying the
needs and wants of these internal customers, while addressing the overall
objectives of the organisation (Berry & Parasuraman 1991). In fact, Kotler
(1994) defines internal marketing as ‘the task of successfully hiring,
training and motivating able employees to serve the customer well’. The
present study is concerned primarily with the successful ‘hiring of employ-
ees’ in Kotler’s (1994) definition. It examines how astute employers can
embrace the principles and practices associated with external brand man-
agement and marketing communication, internally. In other words, it
extends beyond the HRM notion of recruitment advertising (Gatewood
etal. 1993) and considers how firms might assess the degree to which they
are considered to be ‘employers of choice’ and in the process, attract the
highest-calibre employees. It is generally recognised that intellectual and
human capital is the foundation of competitive advantage in the modern
economy. Accordingly, the contest among employers to attract and retain
talented workers takes place in a world where technological advances and
global competition are driving widespread change in employment patterns
(Osborn-Jones 2001). This paper begins by considering the effect of an
organisation’s advertising on its own employees. Next, we broaden the
focus to internal branding and employer branding. We then introduce and
define the concept of employer attractiveness and develop a reliable and
valid scale to assess the construct. Implications of the approach are then
considered, limitations noted and future research direction outlined.
Internal advertising
Berry (1981) appears to have been the first to recognise the potential
impact of advertising on (current) employees, yet, as Gilly and
Wolfinbarger (1998) note, marketers today are still overlooking an impor-
tant internal or ‘second audience’ for their advertisements: their own
employees. They conclude that advertising decision-makers may under-
estimate the importance of the employee audience for advertisements.
Given that employees will be influenced by advertisements, it is important
that companies make every effort to ensure that this influence is positive.
Consequently advertising decision-makers need to understand the effect
that advertising has on current and potential employees – for example, the
152