Featured Research

from universities, journals, and other organizations

Brand attitudes: How companies can avoid the 'Tiger Woods' effect

Date:
May 18, 2010
Source:
University of Chicago Press Journals
Summary:
When a company drafts a single celebrity to represent a brand, it can backfire -- in the way Tiger Woods' behavior was thought to have potentially affected certain brands. A new study examines different ways to secure brand loyalty.

When a company drafts a single celebrity to represent a brand, it can backfire -- in the way Tiger Woods' behavior was thought to have potentially affected certain brands. A new study in the Journal of Consumer Research examines different ways to secure brand loyalty.

"A widely applied method for improving how people feel about a brand is to pair the brand with positive stimuli," write authors Steven Sweldens (INSEAD), Stijn van Osselaer (Erasmus University), and Chris Janiszewski (University of Florida). "A brand can be advertised using attractive imagery, endorsements by a celebrity, or used in event sponsoring. Invariably, advertisers hope that the favorable feelings generated by the positive stimuli will attach to the brand."

The pairing of a brand with positive stimuli is called evaluative conditioning, and the researchers found that evaluative conditioning can occur in two different ways: direct transfer and indirect transfer.

"In indirect transfer, the positive feelings toward the brand are dependent on creating a link in memory between the brand and a positive stimulus. For example, MasterCard uses the popular NFL player Peyton Manning to advertise its product, creating a link between MasterCard and Peyton Manning," the authors write.

A second form of evaluative conditioning involves the direct transfer of feelings to the brand. In this case, the positive feeling from the stimulus "rubs off" on the brand. For example, Nike sponsors 55 current NBA players, which associates the brand with a wide range of likeable athletes. "For these fans, the Nike brand becomes more liked as a consequence of the sponsorship of many athletes, not because of the sponsorship of any one athlete," the authors write.

This difference is displayed in Woods' association with Accenture. "If a brand has used Tiger Woods to create an indirect transfer of feelings, then Woods' recent indiscretions are particularly damaging to the brand," the authors write.

"Advertising and product use can be structured to facilitate direct versus indirect affect transfer, which yields more robust brand attitudes than indirect affect transfer," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Steven Sweldens, StijnM.J. VanOsselaer, Chris Janiszewski. Evaluative Conditioning Procedures and the Resilience of Conditioned Brand Attitudes. Journal of Consumer Research, 2010: 100507121112054 DOI: 10.1086/653656

Cite This Page:

University of Chicago Press Journals. "Brand attitudes: How companies can avoid the 'Tiger Woods' effect." ScienceDaily. ScienceDaily, 18 May 2010. <www.sciencedaily.com/releases/2010/05/100518113234.htm>.
University of Chicago Press Journals. (2010, May 18). Brand attitudes: How companies can avoid the 'Tiger Woods' effect. ScienceDaily. Retrieved July 24, 2014 from www.sciencedaily.com/releases/2010/05/100518113234.htm
University of Chicago Press Journals. "Brand attitudes: How companies can avoid the 'Tiger Woods' effect." ScienceDaily. www.sciencedaily.com/releases/2010/05/100518113234.htm (accessed July 24, 2014).

Share This




More Science & Society News

Thursday, July 24, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Boeing Ups Outlook on 52% Profit Jump

Boeing Ups Outlook on 52% Profit Jump

Reuters - Business Video Online (July 23, 2014) Commercial aircraft deliveries rose seven percent at Boeing, prompting the aerospace company to boost full-year profit guidance- though quarterly revenues missed analyst estimates. Bobbi Rebell reports. Video provided by Reuters
Powered by NewsLook.com
Thousands Who Can't Afford Medical Care Flock to Free US Clinic

Thousands Who Can't Afford Medical Care Flock to Free US Clinic

AFP (July 23, 2014) America may be the world’s richest country, but in terms of healthcare, the World Health Organisation ranks it 37th. Thousands turned out for a free clinic run by "Remote Area Medical" with a visit from the Governor of Virginia. Duration: 2:40 Video provided by AFP
Powered by NewsLook.com
Six Indicted in StubHub Hacking Scheme

Six Indicted in StubHub Hacking Scheme

AP (July 23, 2014) Six people were indicted Wednesday in an international ring that took over more than 1,000 StubHub users' accounts and fraudulently bought tickets that were then resold. (July 23) Video provided by AP
Powered by NewsLook.com
9/11 Commission Members Warn of Terror "fatigue" Among American Public

9/11 Commission Members Warn of Terror "fatigue" Among American Public

Reuters - US Online Video (July 22, 2014) Ten years after releasing its initial report, members of the 9/11 Commission warn of the "waning sense of urgency" in combating terrorists attacks. Mana Rabiee reports. Video provided by Reuters
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins