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Consumers' emotional responses to the Christmas TV advertising of four retail brands

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  • Cartwright, Joanna
  • McCormick, Helen
  • Warnaby, Gary

Abstract

The aim of this paper is to analyse consumer perceptions of Christmas advertising and its impact on brand perception for four UK fashion retail brands. The research develops the Holbrook and Batra (1987) advertising communications model by taking into account the portrayal of advert content arising from the retailer's positioning and self-perception, and pre-existing brand attitudes, and how these shape consumer response to the brand. Findings include that prior brand attitudes do not necessarily affect consumers' attitude towards the advert; they are able, for example, to enjoy the advert but still dislike the brand. Practical and managerial implications are included.

Suggested Citation

  • Cartwright, Joanna & McCormick, Helen & Warnaby, Gary, 2016. "Consumers' emotional responses to the Christmas TV advertising of four retail brands," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 82-91.
    • Handle: RePEc:eee:joreco:v:29:y:2016:i:c:p:82-91
    DOI: 10.1016/j.jretconser.2015.11.001
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    References listed on IDEAS

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    Cited by:

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    2. Sbonelo Gitt Ndlovu & Shalen Heeralal, 2022. "An investigation into marketing activities role on the purchase of private label brands:A systematic review of trends in literature," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(1), pages 33-41, January.
    3. Dharun Kasilingam & Soundararaj Ajitha, 2022. "Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 341-362, July.
    4. Wajid, Anees & Raziq, Muhammad Mustafa & Ahmed, Qazi Mohammed & Ahmad, Mansoor, 2021. "Observing viewers’ self-reported and neurophysiological responses to message appeal in social media advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    5. Mulcahy, Rory Francis & Riedel, Aimee S., 2020. "‘Touch it, swipe it, shake it’: Does the emergence of haptic touch in mobile retailing advertising improve its effectiveness?," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

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