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Letters10:1 (1999): 63-73
Marketing
£||
wW © 1999 KluwerAcademicPublishers,
Manufacturedin The Netherlands
Advertising
Corporate ontotheBrand:
Pass-through
Some Experimental
Evidence
DANIEL A. SHEININ
CollegeofBusinessand Management, ofMarylandat CollegePark,R.H. SmithSchoolof
University
Business,3454 VanMunchingHall, CollegePark,MD 20742,E-mail:dsheinin@rhsmith.umd.edu
GABRIEL J.BIEHAL
CollegeofBusinessand Management, ofMarylandat CollegePark,R.H. SmithSchoolof
University
Business,3447 VanMunchingHall, CollegePark,MD 20742,E-mail:gbiehal@rhsmith.umd.edu
Abstract
In thenextsection,we discusstheexperiment's
theoreticalbackgroundand presentre-
searchpropositions.
Afterdescribingourresults,we discusstheoretical
and managerial
and future
implications, researchdirections.
1. Conceptualdevelopment
1.1 Theoretical
background
1.2 Researchpropositions
Withinthisgeneralframework, a lackofempirical
workleavesunanswered twoimportant
questions:(1) can corporatead knowledgepass-through ontoconsumers'knowledgeof
productsmarketed bythecorporation? and (2) whatfactorsmoderatepass-through?
CORPORATE ADVERTISING PASS-THROUGHONTO THE BRAND 65
2. Method
2.1 Pretests
The corporatead headline was, "Young Managers Are Our Future."The picture,taken
froma real ad, was a 4x2.5 inch color photograph,centeredon an 11x8.5 inch page. It
showedthreeyoungprofessionals,an Asian woman,and African-Americanand Caucasian
males. The copy describedthe corporationas follows: "At the Shenandoah Company our
young designersare leading us into the global business future.Each year,we hire hun-
dreds of top college graduates in business and engineering.They are responsible for
developing 17 productswhich received qualityawards fromleading consumermagazines
in 1994. In additionto hiringmanygraduates,we provideinternshipsforcollege students
in environmentalstudies. Our internsreceive college creditwhile they help us develop
productswhich can be completelyrecycled.We are proud to have received a Presidential
AchievementAwardforour effortsin environmentalimprovement. Our youngtalentis the
main reason we have grown 25% a year to reach $1 billion in global sales of outdoor
products."Finally,the Shenandoah company name was placed at the bottomof the ad.
Because they are central in knowledge representations(Keller 1993; Mitchell and
Dacin 1996), we used the company and brandnames as retrievalcues. Thus, the Shenan-
doah company name was placed at the bottom of the brand ad in the corporationad
retrievalcue presentconditions,and the New Balance name was insertedin the brand ad
copy in the brand retrievalcue presentconditions.
The brandad headline was, "The Look of RightNow." Two picturesshowed individuals
engaged in rugged outdoor activities.The thirdshowed the hiking shoes, which had no
brand identificationon them. Finally,the copy was: "Our [New Balance] shoes are the
hip-hopway to climb a mountain,a trailand a campus. [New Balance]. Go anywhere.Do
anything."Note the corporatead informationwas not directlyrelatedto productquality.
CORPORATEADVERTISING PASS-THROUGHONTO THE BRAND 67
2.3 Subjects
2.4 Experimentalprocedure
Subjects were testedin groups of about fifteenin a 30-minutesession. They received one
questionnairebooklet which they filled out individually.Subjects firstread general in-
structionson using the booklet, then received task instructions.They firstremoved the
corporatead froman envelope, and were instructedto "...look at the ad carefullyand
thoroughly, much as you would if you saw an ad thatinterestedyou. As you examine the
ad you should tryto relatethe ad to yourown personal attitudes,lifestyleand concerns."
Subjects could take as much time as they liked on the task. Upon completion,they
returnedthe ad to the envelope, and thenwrote down theircorporatead thoughts.Next,
theyfilledout nine companybelief items.Finally,theyrecordedtheirattitudestowardthe
company and the corporate ad. To clear short term memory,a simple distractortask
followed.
Subjects thenread instructionsabout the brand ad task, which were identicalto those
used previously.Next, they removedthe brand ad froman envelope, examined it, and,
afterreturningit to the envelope, wrote down theirbrand ad thoughts.They then rated
seventeen beliefs which could originate in four sources, namely the corporate ad, the
brand ad, and theirpre-existingbrand and product categoryknowledge. Subjects then
indicatedtheirattitudestowardthebrandand brandad. Next,theycompletedquestionson
brand and category familiarity, product category usage and involvementlevel, demo-
graphic information,and the importance of the corporate attributesdescribed in the
corporate ad. They were also asked to guess the researchpurpose (none did). Finally,
subjects were fullydebriefed,eitherin-class or upon completingthe questionnaire.
2.5 Measures
3. Results
3.1 Preliminary
factoranalyses
_ , A name
Corporate
u- A
-Graph 6, - v. , cue
retrieval
5.40 Present
529
Brand 5 - -^^^C^
quality ^^--^^^
Absent
4 -
T __
I I
5 -
4.51 Present
Corporatead- 4 - ^ '
derivedbeliefs : ^**"***
^^^- 3.77 Absent
3 - 3.42
T
I I
GraphC
toward 4 -
Attitude
4.24^--^^^
thebrand,AB ^^^^-^^^^
Absent
3 - 3.53
T
I I
Present Absent
Brandretrieval
cue
withNew Balance present,brand image was the same when Shenandoah was present(M
= 4.72) and absent (M = 4.71; p > 0.90).
When corporate-adderivedbrandbeliefs were the dependentvariable therewas also a
significantinteractioneffect(F3 158= 5.12;/? < 0.05; o>2 = .02; see Figure 1, Graph B).
Without the New Balance cue, corporate-ad derived beliefs were strongerwith the.
Shenandoah cue present(M = 4.51) versus absent (M = 3.77; t39 = 2.10; p < 0.05).
However,with the New Balance cue these beliefs were the same when Shenandoah was
present(M = 3.42) and absent (M = 3.70; p > 0.30).
Finally, with AB as the dependentvariable there was a significantinteractioneffect
= =
(^3,158 7.01; p < 0.01; co2 .03; see Figure 1, Graph C). WithNew Balance absent,
AB was more positivewith Shenandoah present(M =4.71) versus absent (M - 3.53; t39
= 3.83;/? < 0.001). However,withNew Balance present,AB was the same when Shenan-
doah was present(M = 4.24) and absent (M = 4.27; p > 0.90). All these results are
consistentwiththepropositionthatpass-throughoccurs,but is moderatedby the retrieval
of subjects' pre-existingbrand knowledge.
One reviewersuggestedexaminingthe potentialmoderatingeffectof brand familiarity
on pass-throughin the corporatead and brandretrievalcues presentcondition.Familiarity
was a significantmoderatoron brand attitude(p < .05), but not on brand quality,brand
image, or corporatead-derivedbeliefs (each p > .20). Thus, at least on brand attitude,
corporatead pass-throughwas significantly less when subjects were more familiarwith
the brand.
Next, to examine the processes underlyingpass-through,structuralequations were
estimatedforeach experimentalcondition.Guided by previousresearch(MacKenzie et al.
1986), the models included relationshipsamong corporatead beliefs (BCad) and attitude
(AcadX corporate beliefs (Bc) and attitude(Aq), brand ad beliefs (BBad) and attitude
(ABad), and brand quality (BB) and attitude(AB). BCad and BBad were derived from
subjects' thoughtprotocols.We also ran structuralequations using brandimage insteadof
brand quality.Because the resultsare similar,we reportonly the relationshipsspecified
above.
The model forsubjects exposed to brand ads with Shenandoah but withoutNew Bal-
ance retrievalcues had good fit(AGFI = 0.99, RMR = 0.0008,/? < 0.21). Overall, there
are two interestingfindings(see Figure 2, Model A). First,Aq^ showed a dual-mediation
effectof BCad on both Bc and Aq. This findingis consistentwith the literatureon brand
advertisingimpacts(MacKenzie et al. 1986). Second, pass-throughwas foundat boththe
relatedto BB, and ACadand Ac were
belief and the attitudinallevels (Bc was significantly
both significantly relatedto AB, respectively).
The model for subjects exposed to brand ads containingboth Shenandoah and New
Balance cues had moderate fit(AGFI = 0.81, RMR = 0.0060, p < 0.69). The results
(Figure 2, Model B) also show a dual-mediationeffectof Acad on Bc and Ac. However,
therewas no evidence of corporateadvertisingpass-throughonto eitherbrand beliefs or
attitudes.Instead,only BB significantly explained AB. The resultsforthe remainingtwo
conditionsare essentiallythe same, thatis, therewas no evidence of pass-through,and we
do not describe them further.
CORPORATEADVERTISING PASS-THROUGHONTO THE BRAND 71
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/ >y " 1666
/ 3032(3.91) X \Ui)
/^ "N .4572(3.64) S\ X
\»c*a) ~^k*^*a)
I T"^
.4147(3.45)^
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^
/^ \ .2599(1.92) /^l ^\
.2267(1.81)^^^^^*^
.1997(1.61)
^^^^^^
Figure2. Structural
equationsanalysis.
72 SHEININ, BIEHAL
4. Discussion
Acknowledgments
References