##plugins.themes.academic_pro.article.sidebar##
Published
May 20, 2023
Download
Statistic
Read Counter : 335
Download : 298
Downloads
Download data is not yet available.
Main Article Content
Abstract
This study seeks to understand how the brand experience of Jollibee and McDonald's were co-created through its love-themed ads. Using a case-based approach and a netnographic data collection method, it finds that brand experience may be co-created individually and communally. Brands have many opportunities to engage with and co-create value with their consumers through engaging stories that consumers find relatable.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Vergara, R. A. G., & Vergara, K. C. S. (2023). Fast Food Love-themed Ads: Brand Experience in Storytelling. International Journal of Multidisciplinary: Applied Business and Education Research, 4(5), 1447-1455. https://doi.org/10.11594/ijmaber.04.05.06
References
Aaker DA, Stayman DM, Hagerty MR (1986) Warmth in advertising: Measurement, im-pact, and sequence effects. Journal of Con-sumer Research. 12(4): 365-381. https://doi.org/10.1086/208524
Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of re-search. Journal of Consumer Research. 31(4): 868-882. https://doi.org/10.1086/426626
Brakus JJ, Schmitt BH, Zarantonello L (2009) Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of Marketing. 73(3): 52-68. https://doi.org/10.1509/jmkg.73.3.052
Ching RK, Tong P, Chen JS, Chen HY (2013) Narra-tive online advertising: identification and its effects on attitude toward a product. Internet Research 23(4): 414-438. https://doi.org/10.1108/IntR-04-2012-0077
Coker KK, Flight RL, Baima DM (2021) Video story-telling ads vs argumentative ads: how hook-ing viewers enhances consumer engagement. Journal of Research in Interactive Marketing. 15(4): 607-622. https://doi.org/10.1108/JRIM-05-2020-0115
Debevec K, Iyer E (1988) Self‐referencing as a me-diator of the effectiveness of sex‐role por-trayals in advertising. Psychology & Market-ing. 5(1): 71-84. https://doi.org/10.1002/mar.4220050106
Escalas JE, Moore MC, Britton JE (2004). Fishing for feelings? Hooking viewers helps!. Journal of Consumer Psychology. 14(1-2): 105-114. https://doi.org/10.1207/s15327663jcp1401&2_12
Escalas JE, Stern BB (2003) Sympathy and empa-thy: Emotional responses to advertising dramas. Journal of Consumer Research. 29(4): 566-578. https://doi.org/10.1086/346251
Fournier S (1998) Consumers and their brands: Developing relationship theory in
consumer research. Journal of Consumer Re-search. 24(4): 343-373. https://doi.org/10.1086/209515
Holbrook MB, Hirschman EC (1982) The experien-tial aspects of consumption: Consumer fanta-sies, feelings, and fun. Journal of Consumer Research. 9(2): 132-140. https://doi.org/10.1086/208906
Kang JA, Hong S, Hubbard GT (2020) The role of storytelling in advertising: Consumer emo-tion, narrative engagement level, and word‐of‐mouth intention. Journal of Consumer Be-haviour. 19(1): 47-56. https://doi.org/10.1002/cb.1793
Kozinets R (2019) Netnography: The essential guide to qualitative social media research. Netnography. 1-472.
Kozinets RV, De Valck K, Wojnicki AC, Wilner SJ (2010) Networked narratives: Understanding word-of-mouth marketing in online commu-nities. Journal of Marketing. 74(2): 71-89. https://doi.org/10.1509/jm.74.2.71
Loureiro SMC (2013) Consumer-brand relation-ship: Foundation and state-of-the-art. In Cus-tomer-centric marketing strategies: Tools for building organizational performance. IGI Global. 414-434. https://doi.org/10.4018/978-1-4666-2524-2.ch020
Prahalad CK, Ramaswamy V (2004) Co-creation experiences: The next practice in value crea-tion. Journal of Interactive Marketing. 18(3): 5-14. https://doi.org/10.1002/dir.20015
Sichtmann C, Davvetas V, Diamantopoulos A (2019) The relational value of perceived brand globalness and localness. Journal of Business Research. 104: 597-613. https://doi.org/10.1016/j.jbusres.2018.10.025
Stokburger-Sauer N, Ratneshwar S, Sen S (2012) Drivers of consumer–brand
identification. International Journal of Re-search in Marketing. 29(4): 406-418. https://doi.org/10.1016/j.ijresmar.2012.06.001
Tellis GJ (2003) Effective advertising: Understand-ing when, how, and why advertising works. Sage Publications.
Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of re-search. Journal of Consumer Research. 31(4): 868-882. https://doi.org/10.1086/426626
Brakus JJ, Schmitt BH, Zarantonello L (2009) Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of Marketing. 73(3): 52-68. https://doi.org/10.1509/jmkg.73.3.052
Ching RK, Tong P, Chen JS, Chen HY (2013) Narra-tive online advertising: identification and its effects on attitude toward a product. Internet Research 23(4): 414-438. https://doi.org/10.1108/IntR-04-2012-0077
Coker KK, Flight RL, Baima DM (2021) Video story-telling ads vs argumentative ads: how hook-ing viewers enhances consumer engagement. Journal of Research in Interactive Marketing. 15(4): 607-622. https://doi.org/10.1108/JRIM-05-2020-0115
Debevec K, Iyer E (1988) Self‐referencing as a me-diator of the effectiveness of sex‐role por-trayals in advertising. Psychology & Market-ing. 5(1): 71-84. https://doi.org/10.1002/mar.4220050106
Escalas JE, Moore MC, Britton JE (2004). Fishing for feelings? Hooking viewers helps!. Journal of Consumer Psychology. 14(1-2): 105-114. https://doi.org/10.1207/s15327663jcp1401&2_12
Escalas JE, Stern BB (2003) Sympathy and empa-thy: Emotional responses to advertising dramas. Journal of Consumer Research. 29(4): 566-578. https://doi.org/10.1086/346251
Fournier S (1998) Consumers and their brands: Developing relationship theory in
consumer research. Journal of Consumer Re-search. 24(4): 343-373. https://doi.org/10.1086/209515
Holbrook MB, Hirschman EC (1982) The experien-tial aspects of consumption: Consumer fanta-sies, feelings, and fun. Journal of Consumer Research. 9(2): 132-140. https://doi.org/10.1086/208906
Kang JA, Hong S, Hubbard GT (2020) The role of storytelling in advertising: Consumer emo-tion, narrative engagement level, and word‐of‐mouth intention. Journal of Consumer Be-haviour. 19(1): 47-56. https://doi.org/10.1002/cb.1793
Kozinets R (2019) Netnography: The essential guide to qualitative social media research. Netnography. 1-472.
Kozinets RV, De Valck K, Wojnicki AC, Wilner SJ (2010) Networked narratives: Understanding word-of-mouth marketing in online commu-nities. Journal of Marketing. 74(2): 71-89. https://doi.org/10.1509/jm.74.2.71
Loureiro SMC (2013) Consumer-brand relation-ship: Foundation and state-of-the-art. In Cus-tomer-centric marketing strategies: Tools for building organizational performance. IGI Global. 414-434. https://doi.org/10.4018/978-1-4666-2524-2.ch020
Prahalad CK, Ramaswamy V (2004) Co-creation experiences: The next practice in value crea-tion. Journal of Interactive Marketing. 18(3): 5-14. https://doi.org/10.1002/dir.20015
Sichtmann C, Davvetas V, Diamantopoulos A (2019) The relational value of perceived brand globalness and localness. Journal of Business Research. 104: 597-613. https://doi.org/10.1016/j.jbusres.2018.10.025
Stokburger-Sauer N, Ratneshwar S, Sen S (2012) Drivers of consumer–brand
identification. International Journal of Re-search in Marketing. 29(4): 406-418. https://doi.org/10.1016/j.ijresmar.2012.06.001
Tellis GJ (2003) Effective advertising: Understand-ing when, how, and why advertising works. Sage Publications.