Message framing strategy and brand attachment for it products

Abstract

The objective of this study is to understand the relationship between type of advertising and brand attachment in IT products. For this purpose, 4 experimental groups in total were structured by applying 2 (Gain and Loss) × 2 (Reference and Scarcity Pressure) between-subjects factorial design for IT and non-IT products. The results showed that the gain-loss frame and scarcity pressures on brand attachment were not statistically significant in IT products. And, interaction effect of gain-loss frames and scarcity pressure on brand attachment was found in IT products. However, in non-IT products, only the effect of gain-loss frame was shown. That is, the more emphasis on gain and the less pressure on scarcity, the more effective ad type for brand attachment in IT products. On the basis of the results, theoretical and managerial implications, and directions for further research discussed. ? 2005 - ongoing JATIT & LLS.