Assertive or non-assertive? How self-concept clarity influences customers’ responses to advertising messages
Assertive or non-assertive? How self-concept clarity influences customers’ responses to advertising messages
The effectiveness of assertive advertising in the travel and hospitality industry remains unclear, despite its prevalence. This study investigates the role of customers' self-concept clarity (SCC) and brand perception in their response to assertive ads across various contexts, including hotels, restaurants, and tourism destinations. Five studies reveal that high-SCC customers prefer assertive ad messages, while low-SCC customers favor a gentler approach, as they seek to verify their self-concepts. Additionally, brand perception moderates this relationship: high-SCC customers prefer assertive ads for competent or neutral brands, while low-SCC customers prefer them for warm or neutral brands. These findings contribute to the understanding of advertising effectiveness in the travel and hospitality industry and provide valuable insights for marketers to develop targeted campaigns based on SCC and brand personality.
Advertising effectiveness, Assertive advert, Assertive advertising, Brand perception, Self-concept clarity, Self-verification
Wang, Luqi
69b0d1d6-71d3-485e-99e8-ac44dbd8207f
Chen, Ye
c58adef1-23bb-415f-bcdb-1738e1b5b153
Xu, Yuanyi
1992faac-1dc4-4ba6-ade5-e6d36e174454
Lin, Zhibin
5c257ebd-e2db-4aa6-90eb-c3ede369168a
30 September 2024
Wang, Luqi
69b0d1d6-71d3-485e-99e8-ac44dbd8207f
Chen, Ye
c58adef1-23bb-415f-bcdb-1738e1b5b153
Xu, Yuanyi
1992faac-1dc4-4ba6-ade5-e6d36e174454
Lin, Zhibin
5c257ebd-e2db-4aa6-90eb-c3ede369168a
Wang, Luqi, Chen, Ye, Xu, Yuanyi and Lin, Zhibin
(2024)
Assertive or non-assertive? How self-concept clarity influences customers’ responses to advertising messages.
International Journal of Hospitality Management, 123, [103942].
(doi:10.1016/j.ijhm.2024.103942).
Abstract
The effectiveness of assertive advertising in the travel and hospitality industry remains unclear, despite its prevalence. This study investigates the role of customers' self-concept clarity (SCC) and brand perception in their response to assertive ads across various contexts, including hotels, restaurants, and tourism destinations. Five studies reveal that high-SCC customers prefer assertive ad messages, while low-SCC customers favor a gentler approach, as they seek to verify their self-concepts. Additionally, brand perception moderates this relationship: high-SCC customers prefer assertive ads for competent or neutral brands, while low-SCC customers prefer them for warm or neutral brands. These findings contribute to the understanding of advertising effectiveness in the travel and hospitality industry and provide valuable insights for marketers to develop targeted campaigns based on SCC and brand personality.
Text
Assertive or non-assertive_Self-concept clarity and ad messages
- Accepted Manuscript
Restricted to Repository staff only until 30 September 2027.
Request a copy
More information
Accepted/In Press date: 20 September 2024
e-pub ahead of print date: 30 September 2024
Published date: 30 September 2024
Keywords:
Advertising effectiveness, Assertive advert, Assertive advertising, Brand perception, Self-concept clarity, Self-verification
Identifiers
Local EPrints ID: 495293
URI: http://eprints.soton.ac.uk/id/eprint/495293
ISSN: 0278-4319
PURE UUID: 60225e70-c150-4eaf-b589-8283c53001ba
Catalogue record
Date deposited: 08 Nov 2024 17:30
Last modified: 09 Nov 2024 03:13
Export record
Altmetrics
Contributors
Author:
Luqi Wang
Author:
Ye Chen
Author:
Yuanyi Xu
Author:
Zhibin Lin
Download statistics
Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.
View more statistics