A Study on the Use of Animals to Increase Advertising Effectiveness and Brand

DOI

Bibliographic Information

Other Title
  • 動物を活用した広告効果向上とブランドリフトに関する研究

Description

It has been suggested that use of animals can increase effectiveness of advertising and brand. However, previous studies have not shown such effect. In this study, we investigate how animals can be used to increase advertising effectiveness and brand. A research question for this study is: "How can animals be used to increase advertising effectiveness and brand?" We tested following hypotheses. Hypothesis 1: Companies can attract consumers' attention by using animals in their logos and products. Hypothesis 2: Companies can increase effectiveness of their advertising by using appropriate animals in their logos and products. Hypothesis 3: Companies can make social contribution and achieve brand lift by supporting animal welfare activities.

Journal

Details 詳細情報について

  • CRID
    1390573593431258496
  • DOI
    10.50987/jsod.20.1_89_10
  • ISSN
    24345629
    24365629
    18829252
  • Text Lang
    ja
  • Data Source
    • JaLC
  • Abstract License Flag
    Allowed

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