The Influence of Semiotic Advertising Efficacy on Gen-Y Purchase Intent of Smart Phone

Elizabeth Adaobi Oputa, Fakhrorazi Ahmad

Abstract


The paper presents an empirical analysis to demonstrate the influence of semiotic advertising efficacy on generation-y purchase intent of smart phone. Semiotic advertising is an effective, modern approach to advertising that focuses on the use of different signs, symbols, images and other visual aids for the purpose of marketing a given product or service. Since these signs tend to create an image of the brand in minds of consumers and also demonstrates the brand association with their cultural orientation, beliefs and values, semiotic advertising is said to have a significant impact on the brand equity as perceived by generation y customers. The study also confirms that since higher brand equity based on its components of perception, recognition, parity, loyalty and trust influences the purchase intentions and decisions of generation-y smart phone users positively, semiotic advertising must also have a positive influence on the purchase intent of the buyers.

The study has thus been based on the responses received from 620 generation-y smart phone users from a survey based on an instrument developed by the researcher to measure semiotic advertising efficacy, brand equity and purchase intentions as perceived towards advertisements of four smart phones shown to the respondents while undertaking the survey. The data obtained from the questions based on Likert scales has been analysed to prove the hypotheses as derived in the study. Outcomes as based on statistical path analysis establish that overall equity of a brand as perceived by generation y customers, increases with an increase in semiotic advertising efficacy and also the perceived brand equity has a positive and direct influence on purchase intentions. It is hence concluded from the discussions and findings that the purchase intentions of generation y smart phone users increase when the efficacy of semiotic advertising increases. The brands can be recommended to thus make sure that the visual elements and semiotics used in their advertisements align with cultural characteristics of buyers to enhance their overall efficacy.

Keywords


semiotic advertising; brand equity; purchase intent; brand loyalty; Generation-Y

Full Text:

PDF

References


Aaker, David A. Managing brand equity. Simon and Schuster, 2009.

Akaka, Melissa Archpru, and Dana L. Alden. "Global brand positioning and perceptions: International advertising and global consumer culture." International journal of Advertising 29, no. 1 (2010): 37-56.

Akbari, Mohsen, Mohammad HasanGholizadeh, and MasoomehZomorrodi. "Purchase intention of products with Islamic labels under time pressure." Marketing and Branding Research 1, no. 1 (2014): 14.

Azevedo, António. "Celebrity Branding Advertising Processing: A Conceptual Model." In Rediscovering the Essentiality of Marketing, pp. 599-611. Springer International Publishing, 2016.

Bianchi, Cinzia. "Semiotic approaches to advertising texts and strategies: Narrative, passion, marketing." Semiotica 2011, no. 183 (2011): 243-271.

Broyles, S. Allen, David W. Schumann, and ThaweephanLeingpibul. "Examining brand equity antecedent/consequence relationships." Journal of Marketing Theory and Practice 17, no. 2 (2009): 145-162.

Buil, Isabel, Eva Martínez, and Leslie de Chernatony. "The influence of brand equity on consumer responses." Journal of consumer marketing 30, no. 1 (2013): 62-74.

Campbell, Norah. The signs and semiotics of advertising. Edited by Emma Bell, Samantha Warren, and Jonathan Schroeder. New York: Routledge, 2014.

Chang, HsinHsin, and Ya Ming Liu. "The impact of brand equity on brand preference and purchase intentions in the service industries." The Service Industries Journal 29, no. 12 (2009): 1687-1706.

Chi, HsinKuang, HueryRenYeh, and Ya Ting Yang. "The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty." The Journal of International Management Studies 4, no. 1 (2009): 135-144.

Christodoulides, George, and Leslie De Chernatony. "Consumer-based brand equity conceptualization and measurement: A literature review." International journal of research in marketing 52, no. 1 (2010): 43-66.

Fowler Jr, Floyd J. Survey research methods. Sage publications, 2013.

Freire, N.A., 2014. When luxury advertising adds the identitary values of luxury: A semiotic analysis. Journal of Business Research, 67(12), pp.2666-2675.

Gunawardane, Nisal Rochana. “Impact of brand equity towards purchasing desition: a situation on mobile telecommunication services of Sri Lanka.” Journal of Marketing Management 3, no. 1 (2015): 100-117.

Haji Mohammadi, Ali. "Critical analysis of women’s representation in TV advertisements from a cultural studies perspective." International Journal of Women's Research 1, no. 1 (2012): 107-122.

Hiippala, T., 2012.The localisation of advertising print media as a multimodal process. Multimodal Texts from Around the World: Linguistic and Cultural Insights’, Palgrave, London, pp.97-122.

Hopearuoho, Anna, and EijaVentola. "Multisemiotic marketing and advertising: Globalization versus localization and the media." In the World Told and the World Shown, pp. 183-204. Palgrave Macmillan UK, 2009.

Huang, Rong, and Emine Sarigöllü. "How brand awareness relates to market outcome, brand equity, and the marketing mix." In Fashion Branding and Consumer Behaviors, pp. 113-132. Springer New York, 2014.

Jalilvand, Mohammad Reza, NedaSamiei, and SeyedHessamaldinMahdavinia. "The effect of brand equity components on purchase intention: An application of Aaker’s model in the automobile industry." International business and management 2, no. 2 (2011): 149-158.

Jhally, Sut. The codes of advertising: Fetishism and the political economy of meaning in the consumer society. Routledge, 2014.

Keller, Kevin Lane, M. G. Parameswaran, and Isaac Jacob. Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India, 2011.

Khan, Nasreen, Syed HamedRazaviRahmani, Hong Yong Hoe, and Tan Booi Chen. "Causal relationships among dimensions of consumer-based brand equity and purchase intention: Fashion industry." International Journal of Business and Management 10, no. 1 (2014): 172.

Leeds-Hurwitz, Wendy. Semiotics and communication: Signs, codes, cultures. Routledge, 2012.

Malik, Muhammad Ehsan, Muhammad MudasarGhafoor, KashifIqbal Hafiz, UsmanRiaz, Noor Ul Hassan, Muhammad Mustafa, and SalehShahbaz. "Importance of brand awareness and brand loyalty in assessing purchase intentions of consumer." International Journal of Business and Social Science 4, no. 5 (2013).

Najafian, Maryam, and SaeedKetabi. "Advertising social semiotic representation: a critical approach." International Journal of Industrial Marketing 1, no. 1 (2011): 63.

Pieters, Rik, Michel Wedel, and Rajeev Batra. "The stopping power of advertising: Measures and effects of visual complexity." Journal of Marketing 74, no. 5 (2010): 48-60.

Rossolatos, George. Brand equity planning with structuralist rhetorical semiotics. kassel university press GmbH, 2014.

Santos, Fernando Pinto. "The semiotic conception of brand and the traditional marketing view." Irish Journal of Management 32, no. 1 (2012): 95.

Şerban, S., 2014. From marketing to semiotics: The way to marketing semiotics. Journal of Self-Governance and Management Economics, 2(2), pp.61-71.

Shipley, Bill. Cause and Correlation in Biology: A User's Guide to Path Analysis, Structural Equations and Causal Inference with R. Cambridge University Press, 2016.

Solík, Martin. "Semiotic approach to analysis of advertising." European Journal of Science and Theology 10, no. 1 (2014): 207-217.

Tariq, Maryam, Tanveer Abbas, Muhammad Abrar, and AsifIqbal. "EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image." Pakistan Administrative Review 1, no. 1 (2017): 84-102.

Torresi, Ira. "Advertising: A case for intersemiotic translation." Meta: Journal des traducteursMeta:/Translators' Journal 53, no. 1 (2008): 62-75.




DOI: https://doi.org/10.32535/ijabim.v3i2.161

Refbacks

  • There are currently no refbacks.


Flag Counter

Published by : Association of International Business & Professional Management
Editorial Office:
Association of International Business and Professional Management (AIBPM) JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
Phone:
+62 341 366222
Email:
infoaibpm@gmail.com
Website:
http://aibpm.org/

ISSN 2614-7432 (Print)
ISSN 2621-2862 (Online)

International Journal of Applied Business and International Management INDEXED: