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The Impact of Rural and Urban Advertising and Brand Context on Attitude Towards the Brand

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Anne Fota

    (University of Siegen)

  • Sascha Steinmann

    (University of Siegen)

  • Hanna Schramm-Klein

    (University of Siegen)

  • Gerhard Wagner

    (University of Siegen)

Abstract

Previous research has shown that the impact of advertising on brand attitude depends on various factors, such as the visual elements shown in the advertisement. In this study, we investigate how factors influencing the attitude towards the brand change when advertisings and brands are presented in either a rural or urban context. We conducted two experimental studies that manipulated the experimental factors advertising context (urban vs. rural) and brand context (urban vs. rural), and investigated the mediating influences of attitude towards the advertising, mental imagery, and involvement towards the advertising. The findings show that attitude towards the brand is differently influenced by the advertising and brand context and that these effects are mediated by attitude towards the advertisement and mental imagery. Our findings indicate that marketers need to be aware of which advertising and brand content they choose for an advertisement to reach their target group in an appropriate manner.

Suggested Citation

  • Anne Fota & Sascha Steinmann & Hanna Schramm-Klein & Gerhard Wagner, 2020. "The Impact of Rural and Urban Advertising and Brand Context on Attitude Towards the Brand," Springer Proceedings in Business and Economics, in: Francisco J. Martinez-Lopez & Juan Carlos Gázquez-Abad & Els Breugelmans (ed.), Advances in National Brand and Private Label Marketing, pages 74-81, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-47764-6_9
    DOI: 10.1007/978-3-030-47764-6_9
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