WHICH DIMENSION OF BRAND IDENTIFICATION, SIMILARITY, PRESTIGE, DISTINCTIVENESS OR HERITAGE, AFFECTS ATTITUDE TOWARD AN ADVERT

ON HIGH/LOW INVOLVEMENT SERVICES?

Author: Demi Ella OShea 11000230 Supervisor: Dr Helen Watts Word count: 9793 Submitted: April 2014

Business Project submitted as part requirement for the B.A. (Hons) degree in Business, Management and Advertising at the University of Worcester.

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Abstract This paper aimed to understand which dimension of brand identification, similarity, prestige, distinctiveness and heritage, affects attitude toward advert on high/low involvement services, exhibited through British Airways and Skype. Understanding the consumer brand relationship is essential for both theorist and practitioners, so optimal advertising campaigns can be made to deliver the appropriate messages to consumers. It is the attitude toward the advert and interpretation of the brand message that determines if the consumer will identify with that particular brand. This paper examines how consumers identify with brands through four dimensions; similarity, prestige, distinctiveness and heritage. Currently, there is a lack of distinction between service and product advertising, resulting in service brands inability to advertise successfully. As the literature has found, there to be many components of advertising services that make it more complex. This paper examines the dimensions of brand identification and there affect toward attitude toward advert in both high and low involvement services. Furthermore, this paper identifies the cause-and-effect relationship through four conditions, high and low involvement and TV and print advert, exhibited through British Airways and Skype. Moreover, the relationship was be examined by regression analysis, of which found there to be different dimensions of brand identification that predict attitude toward advert dependent upon the involvement and channel type.

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Table of Contents

Abstract ..................................................................................................................... 2 Table of Figures ......................................................................................................... 5 Preface ...................................................................................................................... 6 Acknowledgements ................................................................................................... 7 1.0. Introduction ..................................................................................................... 9 1.1. British Airways ............................................................................................................................................. 11 1.2. Skype ................................................................................................................................................................ 12 1.3. Research Question and Objectives ...................................................................................................... 12 2.0 Context .............................................................................................................. 13 2.1. Attitude Toward Adverts ......................................................................................................................... 13

2.1.1. Consequence of Attitude Toward Advert ....................................................................................... 14 2.2. Advertising in Services ............................................................................................................................. 15 2.2.1.1. Performance ........................................................................................................................................... 15 2.2.1.2. Variability ............................................................................................................................................... 16 2.2.1.3. Intangibility ............................................................................................................................................ 16 2.2.2. Service Competitors ................................................................................................................................ 17 2.3. Channels .......................................................................................................................................................... 17 2.4. Brand Identification ................................................................................................................................... 18 2.4.1. Similarity ..................................................................................................................................................... 19 2.4.2. Distinctiveness .......................................................................................................................................... 19 2.4.3. Prestige ........................................................................................................................................................ 20 2.4.4. Technological influences ...................................................................................................................... 20 2.5. Brand Identification and Attitude toward Adverts ...................................................................... 20 2.5.1. Heritage and Attitude toward Advert ............................................................................................ 21 2.6. Academic Gap ............................................................................................................................................... 21

3.0. Methodology .................................................................................................... 23 3.1. Research Design .......................................................................................................................................... 23 3.2. Research Method ......................................................................................................................................... 23 3.3. Preliminary Study ....................................................................................................................................... 24 3.3.1. Analysis ........................................................................................................................................................ 25 3.4. Quantitative Research ............................................................................................................................... 27 3.4.1. Participants ................................................................................................................................................ 29 3.4.2. Procedure .................................................................................................................................................... 29 3.4.3. Ethical Implications ................................................................................................................................ 30 3.4.4. Data Analysis ............................................................................................................................................. 30

4.0. Data Analysis .................................................................................................... 32 4.1. Descriptive Statics ...................................................................................................................................... 32 4.1.1. Gender ........................................................................................................................................................... 32 4.1.2. Age .................................................................................................................................................................. 32 4.1.3. Continuous Variables ............................................................................................................................. 33 4.2. Regression Analysis ................................................................................................................................... 37 4.2.1.1. High Involvement TV .......................................................................................................................... 37 4.2.1.2. Low Involvement TV ........................................................................................................................... 38 4.2.1.3. High Involvement Print ..................................................................................................................... 38 4.2.1.4. Low Involvement Print ...................................................................................................................... 39

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4.2.2. Findings ........................................................................................................................................................ 39 5.0. Discussion ......................................................................................................... 42 5.1. Summary of results .................................................................................................................................... 42

5.2.1. Similarity ..................................................................................................................................................... 42 5.2.2. Prestige ........................................................................................................................................................ 43 5.2.3. Distinctiveness .......................................................................................................................................... 45 5.2.4. Heritage ....................................................................................................................................................... 45 5.3. Wider Implications ..................................................................................................................................... 46 5.4. Limitations ..................................................................................................................................................... 47 5.5. Suggestions for Further Research ........................................................................................................ 48

6.0. Conclusion ........................................................................................................ 50 Reference List .......................................................................................................... 52 Appendices List ........................................................................................................ 57

Appendix A: Ethical Consent letter given to each of the participants .......................................... 57 Appendix B: Key Themes from the Focus Group ..................................................................................... 58 Appendix C: A template of the Quantitative Survey as it appeared to participants on SmartSurvey. ...................................................................................................................................................... 64 Appendix D: Variable Coding .......................................................................................................................... 70

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Table of Figures

Figure 1: Academic Gap Conceptual Model ......................................................................... 22 Figure 2: Focus Group Exhibits (Source: British Airways 2011, Skype 2013a, Adsoftheworld.com 2012 and Tomorrowawards.com 2014) ................................ 26 Figure 3: Demographic Analysis Gender .......................................................................... 32 Figure 4: Demographic Analysis Age .................................................................................. 33 Figure 5: Mean and Standard Deviation Scores ............................................................... 34 Figure 6: Standard Deviation Similarity ........................................................................... 35 Figure 7: Standard Deviation Prestige ............................................................................... 35 Figure 8: Mean Scores Distinctiveness .............................................................................. 36 Figure 9: Mean Score Heritage ................................................................................................... 36 Figure 10: Mean Score Attitude toward Advert ............................................................ 37 Figure 11: Correlation Analysis ................................................................................................. 39 Figure 12: Significance Scores .................................................................................................... 40 Figure 13: Beta Scores ..................................................................................................................... 40

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Preface In a society surrounded by brands and advertising, it is of great interest to the brands, advertising agencies and theorists to understand the consumer brand relationship. To date, many scholars describe this relationship as complex. This undergraduate research project aims to understand one dimension of the consumer brand relationship, how attitude toward adverts impact how consumers identify with brands. The author would like to refer to a few quotes by Hegarty (2011), which inspired the research topic. The consumers part in a brands success is now even more

fundamental and indeed precarious. Misunderstand that

relationship and a brand is doomed to failure. Understand the role

[the] brand plays in peoples lives and knowing how to make it more

relevant is crucial. In order for adverts to be engaging to consumers, theorists and practitioners, they must assess how attitudes can predict the identification process. The author started this journey unknowing of the results but thriving on the ability to contribute toward the understanding of the consumer brand relationship. Throughout the process of this business project, it became apparent how complex research is. It also identified how under researched certain areas are and how this piece of work could contribute toward the academic gaps. To some the thought of contributing toward academic gaps can be a daunting process, however, the author felt empowered. Nevertheless, the writing of the business project was at times, stressful. Regardless, it could not of been possible without the willingness of the participants and project supervisor, of whom the next section will acknowledge.

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Acknowledgements This business project would not of been possible without the help, support and contributions of many people of which I would like to express my sincere gratitude. Firstly, I would like to thank my personal tutor and business project supervisor, Dr Helen Watts. Without her continuing support and expert knowledge, this project would not of been possible. Helen did not only act as my supervisor but also as a mentor and a support system that I turned to regularly to keep me on track. I cannot thank Helen enough for her encouragement and the time she took with me. It was Helens passion in my ideas that encouraged me throughout and I am forever grateful for her support on this project. Secondly, I would like to thank Mark Regan, one of my lecturers at University of Worcester. It was Marks passion for advertising in my first year of university that confirmed my decision to start this journey in advertising. For the past three years I have turned to Mark as a mentor. Even in times of doubt Mark consistently reminded me of my passion and ability in the field of advertising. I cannot thank Mark enough for his support over the past three years. Thirdly, I would like to thank Matt Hoban and Molly Parsley. Matt Hoban, the strategist on the British Airways account at BBH, took his time to answer my questions and sent me a case study on the British Airways To Fly, To Serve campaign. I am very thankful to him for this case study inspired this research project. Also, I would like to express my gratitude for Molly Parsley from Skypes advertising agency, Pereira and ODell, who spent her time sending me information on the Skypes Stay Together and Its Time for Skype campaign, which contributed greatly to this research project. Fourthly, I would like to express my gratitude toward all my colleagues, lecturers and fellow students, at the University of Worcester. Many of my colleagues

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contributed directly to this business project and others supported me throughout the past three years, for that I am thankful. I would also like to thank all my friends who have supported me throughout the duration of my university career. Finally, I would like to extend my gratefulness to my loving family for always supporting me in my educational needs. My Father and Mother who have been there for me both financially and emotionally for my whole life, without them I would not be where I am today. No amount words could ever thank my family enough; they are making my dreams possible. Thank you Dad, Mum, Shanne and Lotte, I will forever be indebted to each of you.

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1.0. Introduction Scholars discuss the way in which a consumer identifies with a brand as a key component in the process of advertising, and its link to purchasing products or services. Brands spend millions of pounds on advertising each year, from employing agencies, creatives and purchasing media space. The process is calculated to an extent; however with many traditional medias, such as magazines, which are measured by circulation months after publish; the calculations are not always conclusive (Altstiel and Grow 2010). Nevertheless, brands still pay large sums of money to ensure connections and messages are delivered to consumers; emphasising the importance on the execution of these messages, quality adverts. In order for a brands message to be delivered through quality adverts, organisations must consider the consumers attitude toward an advert. It is strongly suggested in the literature that there is a link between consumer attitudes toward adverts and brand identification. Brands utilisation of techniques, such as similarity, has the ability to contribute toward positive consumer attitudes, potentially leading to the purchasing of products or services of the brand. However, the digital age has changed the dynamics between consumer and brand, consumers now have the ability to actively source out brands and involve themselves with brands (Voorveld et al. 2011). The change of dynamics stress the importance of understanding how consumers identify with brands and the affect this has on their attitude toward adverts. Consideration into product or service involvement should be taken into account when developing an advert. Rossiter et al. (1991) suggests the involvement consumers have with the product or service determines the creative tactics. High and low involvement categories are distinguished by the perceived risk that the consumer holds when debating the purchasing of the product or service (Percy and Rosenbaum-Elliot 2012). Percy and Rosenbaum-Elliot (2012) describe the perceived risk as either fiscal or psychological risk. The Foote, Cone, Belding involvement grid (FCB grid) develops the determining of products or services

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further by placing categories into four quadrants, high/low involvement and think/feel categories. This advertising planning grid determines a brands position on the grid that then has its own set of guidelines, including the most suitable channels and techniques to use (Percy and Rosenbaum-Elliot 2012). Although, the FCB grid is still used, Mortimer (2002) suggests it is widely criticised for lack of clarification of particular services and products. Furthermore, the grid is better suited for products as apposed to services. Whilst products and services have similar influences, it should be taken into consideration that services are affected by other influences making them more complex (Mortimer 2002). The service sector should be considered independent from products as its people-orientation makes it a key contributor to the UK economy because of its vast employment. Monaghan and Inman (2014) reported the sectors 14th straight-month rise in employability despite the UK economy still being in recovery from the fiscal crisis. Chris Williamson, chief economist at Markit, reported by Monaghan and Inman (2014) suggests that the service sector is the most important driver of the UK economic recovery. Despite Markits differentiation between the product-based sector and service sector, Levitt (1972: p.42) dismissed any differentiation between products and services, as he suggests, everybody is in service. Nevertheless, services intangible outputs are referred to as intangible goods suggesting advertising techniques and theories are transferred between both goods and services (Vargo and Lusch 2008). As a consequence of this, a trend of brand selling is apparent within service sector advertising in a bid to distinguish them from the competition (Gauci and Hill 2003). Moreover, intensifying competition within the service sector is adding to pressure for organisations to distinguish themselves, within their advertising, from competitors as well as good-based organisations. The intensifying competition, in the service sector, is further discussed by Lovelock (1983) that suggests not only should the service sector be separated from goods advertising, but they also need to be clustered into

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segments, like goods are, that share similar characteristics. Further research is therefore required to justify services and goods as proportionate as apposed to interchangeable. In conclusion, the service sector is highly complex; as a result the sectors high complexity nature is transferred to their ability to advertise. Advertising in the service sector is challenging and complex; further research is required to suggest applicable advertising strategies. The required research should utilise contrasting service organisations, high and low involvement, and different types of advertising mediums, print and TV, in order for optimal advertising strategies to be developed and implemented. Mortimer (2002) suggests travel and holiday as feel (psychological), high involvement and long distance phone calls as feel (social), low involvement. This paper will explore the comparison between these two categories through British Airways and Skype. 1.1. British Airways As a full service global airline, British Airways (BA) prides themselves on their British heritage and prestigious services (British Airways 2014a). Celebrating their 95th year in aviation in 2014, BA has been awarded with Superbrands number one spot for Consumer British Brand 2014 (Superbrands 2014). This achievement follows BA up-hill struggle throughout the twentieth and twenty-first century, overcoming the 2001 terrorist attacks and 2008 economic downturn, both crippling the airline industry (Milmo 2008). Operating in excess of 30,000 flights per annum, BA state the training of staff is paramount as consumers pay for the BA experience (British Airways 2014b). An on-going rivalry between Virgin Atlantic and BA has lead to both brands to depict distinctive identities which are the focal point of their advertising; Virgin Atlantic as the modern, sexy airline and BA as the trustworthy, nostalgic airline. BAs recent advertisement exhibits the timeline of events and changes within BAs history to

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present day, with the company slogan at the forefront of the advert To Fly, To Serve. 1.2. Skype In 2003, Skype originated as an Internet communication platform aimed toward businesses for conference calls, however over the past decade Skype has transformed day-to-day communication on a global scale (Skype and Microsoft 2014). Skype now gives the opportunity to anyone with Internet access worldwide, the ability to communicate with other Skype users, from text to video calls (Skype and Microsoft 2014). Skype have approximately 170m active monthly users with 600,000 more users joining daily (Johnston 2011). In recent years Microsoft has brought Skype to secure the possibilities of communication between Microsoft users for $8.5 billion (Johnston 2011). Johnston (2011) suggests in order for the acquisition to be successful Microsoft must exploit Skypes assets by exploring ways to grow Skypes online advertising revenue. However, Skype has established a brand image independently, therefore their advertising is still currently independent from Microsoft. Two themes have arisen from there recent advertising, modern technological communication, to appeal to the social media hungry youth, and the ability to communicate with people that could have been deemed impossible before Skype, taking a nostalgic approach (Johnston 2011). 1.3. Research Question and Objectives This project aims to discover which dimension of brand identification, similarity, prestige, distinctiveness or heritage, affects attitude toward an advert on high/low involvement services. The research will therefore aim to: Objective 1: To confirm the feasibility of the potential predictors; similarity, prestige, distinctiveness and heritage. Objective 2: To assess the predictive efficacy of similarity, prestige, distinctiveness and heritage towards attitude toward advert across four conditions of based on high/low involvement, and print/TV channel.

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2.0 Context Tungate (2007: p.18) outlines that Claude Hopkins, a pioneer of advertising in the twentieth century, overtly stated that the sole purpose of advertising was to sell. However, Hegarty (2011: p.43), an advertising pioneer of the twenty-first century outlines that in todays society, a brand isnt only made by the people who buy it, but also by the people who know about it. Therefore, posing a new challenge for the advertising industry to seek relationships with wider audiences based on shared beliefs, attitudes, preferences, or behavior (Belch and Belch 2012). 2.1. Attitude Toward Adverts This section will establish the importance of attitude toward advert and the role it plays within advertising. Hackley (2005) suggests advertising brands plays a vital role within social context, as it reflects the desires of society at that given time, and sustained through other formats such as word of mouth and entertainment media. Advertisings purpose is persuasive by nature; within social context it is debated whether brands take advantage of their social power through the use of manipulation and erotic content in their advertising. However, the Advertising Standards Authority (2014) report a decline in complaints in 2013 compared to the previous year which could suggest a change in consumers opinion on advertising and/or brand, or a societal change. A change within the external environment, consumers opinions toward the advertising sector or brand, affects the output of advertising. Attitudes of consumers toward adverts are seen to be able to predict behaviour (purchase) and perception (loyalty). The literature suggests two methods evoke behaviour and perceptions, emotional and cognition appeals in advertising. Shimp (1981) defines the cognition process as the audiences ability to consciously understand visual elements of the advert, and the emotional process as a sustained positive feeling thereafter. Emotional appeals tend to be favoured as conclusive research suggests its effectiveness. Alsop (1986) cited by Homer (1990) found positive emotions

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such as enjoyment from brands advertisements could determine an advanced consumer-brand relationship. Adverts can usually be distinguished by either emotional or non-emotional appeals. Emotional appeals usually evoke affective responses in comparison to non-emotional appeals, which usually contain features and more than likely are factual. Janssens and De Pelsmacker (2005) conducted two experiments to measure the effects of advertisements and context type, and the impact this had on new or existing products. The experiment discovered that consumers generally favour positive emotional adverts regardless of the other factors, however non-emotional adverts favour new product brands and led to more positive cognitive reactions (Janssens and De Pelsmacker 2005). Both experiments did, however, conclude one common finding, that the measuring of the attitude towards the advertisement resulted in three underlying dimensions: feeling, knowing and understanding (Janssens and De Pelsmacker 2005). 2.1.1. Consequence of Attitude Toward Advert Consumers attitudes towards adverts is three dimensional; their attitude is the consequence of what they previously know about the brand, which may impact what they think or feel, what they think about the advert and finally what they feel about the advert. In order to measure the success or failure of an advert the audiences attitude toward the advert must be examined. Nevertheless, brands should still persuasively advertise in order to supply information, channel desire and provide reasoning for selection over competitors (Kotler 1988). The measurement of advertising is not simply to discover if the target audience are receiving the adverts but also whether those adverts are successful in the journey to achieve brand purchasing and brand loyalty. Ha et al. (2011) suggests the effectiveness of advertising on consumer perceptions is critical in constructing brand loyalty. Consumer perceptions of the adverts are therefore what predict the success or failure of an advert and the consequences of that perception determine purchase and loyalty.

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2.2. Advertising in Services The following discussion of advertising in services will outline the necessity of the independence of services from products, followed by the key features and the affect these features have on advertising. Frameworks and theories have been scrutinised for their lack of distinction between advertising products and services. Abernethy et al. (1997) found that there is limited research in the difference between products and services within advertising context. Whilst this revelation was established over ten years ago, it is still apparent today. Mortimer (2001) discusses the lack of distinction as well as the lack of theory and framework. It is suggested by Mittal (1999) that special consideration be given to service advertising due to its complex nature. Bateson (1977) as cited by Hill et al. (2004) describes this complex nature as the inability to touch or see services therefore resulting in a lack of visualisation. If brands depend on consumers to visualise their brand, it could be result in a misconception of their attitude toward the brand. George and Berry (1981) found there to be three features of services, performance, variability and intangibility. 2.2.1.1. Performance Employment and training of staff is paramount to service performance, as very few aspects of their supply chain are out of reach from the consumer (Lusch et al. 2010). Services must execute and sell an experience intertwined with their employees, determining consumers perception of that brand. Many brands portray themselves as trustworthy and quality-assured; Hill et al. (2004) suggests that this is because consumers do not experience the quality of a service brand until after the experience is brought. Therefore suggesting that the advertising and marketing of a brand should be in check with their service performance in order for consumers to make connections between the service and the brand that are advertised.

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2.2.1.2. Variability Lack of consistency is an issue for the service sector as it is people orientated. However, many service brands undergo extensive training to ensure any inconsistencies are not a risk to the brand image. However, there is a further risk to services, consumers perceived risk. Theorists suggest the perceived risk of brands determines the advertising appeals they should utilise (Belch and Belch 2012). Boshoff (2002) suggests this perceived risk occurs because services are intangible, therefore risker than physical products, as consumers only experience their purchase after their purchase. If consumers perceived risk is high it is important for brands to ensure their advertising is reflective of the true experience consumers will receive, reducing perceived risk (Percy and Rosenbaum-Elliot 2012). 2.2.1.3. Intangibility The distinction between product and services is widely debated; one common finding is the lack of a physical product within services is what differentiates it from products. Mittal (1999) suggests it is the brands competitive appeal that determines whether an advert features tangible or intangible aspects of the brand. However, it can be argued that all services have tangible aspects; therefore it is these aspects that should be utilised within adverts (Mittal 1999). Furthermore, Berry and Clarke (1986) as cited by Mittal (1999) suggest tangibalization of services will ensure the connection and understanding between consumers and brands; including association, physical representation, documentation and visualisation. The tangibalization process attempts to create visual cues for consumers to connect with the service brand as they would a product brand. However, Stafford (1996) found the presence of physical representation had no significant affect on consumer perceptions. Nevertheless, Mittal (1999) suggests that products have the ability to sell intangible benefits therefore this should not be an issue for services. Mortimer (2001) concludes that the lack of framework is a result of a lack of consensus of the most appropriate service characteristics. Rossiter- Percy Grid is a

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framework that recognises both product and services in order to establish guidelines (Percy and Rosenbaum-Elliott 2012). Percy and Rosenbaum-Elliott (2012: p.187) state that the Rossiter-Percy grid is about a product or service in terms of the target audiences involvement with the choice decision and the motivation that drives its behaviour. Lovelock (1983) observed the necessity for conceptual frameworks, over 30 years ago, for advertising agencies to utilise in order to create long-lasting relationships with consumers. 2.2.2. Service Competitors Service brands build their brand image on the service they provide; therefore where competitors are similar, consumers only form of distinguishing the two is through their advertising. Hill et el. (2004) suggests that due to services intangible nature consumers find it difficult to differentiate one brand from the other, resulting in the consumer generalising. Generalising of services places pressure on firms to advertise their competitive appeal in order to stand out from their competitors (Hill et al. 2004). Services also depend on other formats, such as word of mouth, to increase brand awareness. However, along with human-orientation, word of mouth can create inconsistencies, and are uncontrollable as they are consumers messages and attitudes in comparison to advertising, which are brands messages. 2.3. Channels When developing an advert, brands must consider the channel platform for that advert. Target audiences utilise different forms of platforms at different times and places. The creation of a successful advert and its ability to reach consumers are a consequence of what channel platform it is placed. Brand messages are transported through different channel platforms to reach consumers to create brand consumer relationships. The digital age has expanded the spectrum of medium channels that these messages can be delivered through. Channels are sub divided into two categories, traditional and non-traditional. Typically non-traditional mediums are all channels introduced from the rise of the digital market place. All mediums hold their own merit, however, brands still rely heavily on traditional formats to deliver their messages (OReilly 2013). One reason for this is

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the unknown success of advertising on the World Wide Web on delivering messages to establish brand consumer relationships (Voorweld et al. 2011). This research project will therefore test the difference between two traditional advertising channels. In order to reach consumers, brands consider each formats ability to deliver messages to their target audience. Both television and print channel mediums have the ability to reach large audiences. However, television still remains one of the most expensive and sought-after formats due to its ability to reach millions of viewers (Thinkbox 2014). On the contrary, although some print sub mediums can reach large numbers of consumers, it is utilised for its ability to target specific audiences (Cannon 1983). As discussed, television advertising is expensive and changes are costly, in comparison to newspaper advertising that can be changed or introduced hours before publish. Nevertheless, television is still the most desired channel by most brands, Altstiel and Grow (2010) suggest it is televisions ability to combine both sight and sound; making it more likely to give consumers the opportunity to consciously understand visual elements of the advert and maintain positive feelings causing positive behaviour and perceptions prompting a consumer brand relationship. 2.4. Brand Identification Brand identification has been widely found to have a link with consumer attitude toward advert; this section will identify brand identification, its use within advertising and the vital role it currently has due to changes within wider society. In recent times, a growing body of research has focused its attention to the consumer brand relationship; also described as brand identification. Strong consumer brand relationships have been linked to long-lasting consumer brand relationships and fiscal success resulting in a high interest of theorist to discover what builds the consumer brand relationship and the implications of that relationship. Stockburger-Sauer et al. (2012) suggests successful brand

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identification has the ability to influence customer actions and measure the effectiveness of brand management. Scholars suggest brand identification has the ability to predict brand loyalty, brand advocacy and customer recruitment (Bhattacharya and Sen 2003; Stockburger-Sauer et al. 2012). Bhattacharya and Sen (2003) outline in their framework there are three dimensions of brand identification, similarity, distinctiveness, prestige that predict these factors. 2.4.1. Similarity Consumers are becoming increasing aware of their sense of self, one reason for this is the use of social media in todays western society; consumers are increasingly publicising a depiction of themselves. It is through these depictions brands have the ability to draw correlations and connections to their identity. Pratt (1998) suggested that similarity between consumers and brands is a key driver for brand identification as consumers are likely to be attracted to a brands identity that is similar to their own (Bhattacharya and Sen 2003). 2.4.2. Distinctiveness On the contrary to similarity, consumers also value uniqueness. Brands should be able to uniquely identify with consumers however this can vary from consumer to consumer as they have different cultural norms and social experiences. Brewer (1991) discusses tension that the consumers have due to their need to be similar and unique by identifying with groups that satisfy with both needs. Within in the context of brand identification the consumer need for uniqueness is discussed in Tian et al. (2001: p.50) paper as an individuals pursuit of differentness relative to others that is achieved through the acquisition, utilization, and disposition of consumer good for the purpose of developing and enhancing ones personal and social identity. Furthermore, Stockburger-Sauer et al. (2012) suggests distinctiveness is also dependent on the competitive landscape, as brands must stand out from competitors in order for consumers to perceive them as distinctive.

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2.4.3. Prestige Self-conception research by Kunda (1999) discusses that people build their self-esteem through positive associations with themselves. People maintain their self-esteem by identifying with organisations that have prestigious identities that satisfy their positive self-view (Stockburger-Sauer et al. 2012). Therefore, brands must build a prestigious identity in order for consumers to identify with them positively. Brand operations should also hold prestigious qualities, as consumers are dissatisfied with brands that deceive; this is applicable when discussing service brands, as operations are a core contributor to the consumer brand identification process (Bergami and Bagozzi 2000). Bhattacharya and Sen (2003: p.80) summarise prestige in relation to brand identification as, consumers identification with a company that has a prestigious identity enables them to view themselves in the reflective glory of the company, which enhances their sense of self-worth. 2.4.4. Technological influences Technological developments have changed the dynamics of the consumer brand relationship. Brands are becoming apart of western culture, suggesting the sense of power brands have; however, with the dynamics changing because of technological developments it is questionable who dictates whos future. Consumers active involvement with brands gathers the debate of the importance of brand identification, as brands are consistently becoming more transparent as the feed of information is instant and public (Khansa at el. 2012). 2.5. Brand Identification and Attitude toward Adverts The way in which consumers identify with brands has a direct correlation to their attitude toward adverts. Bhattacharya and Sens (2003) conceptual framework suggested knowledge and trustworthiness are determined by consumer perceptions and reactions. As previously discussed, the knowledge and trust of a brand is a dimension of consumer attitude toward adverts, of which can ultimately determine the success or failure of an advert. However, the use of similarity, distinctiveness and/or prestige enables brands to build trust-assured brands to

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create long-lasting relationships provided their advertising is a true reflection of their brand. 2.5.1. Heritage and Attitude toward Advert Euromonitor International (2012: p.9) issued a Global Notalgia Marketing report whereby stating that the continuing economic uncertainty will prompt consumers to seek comfort in memories of times past. Heritage and nostalgia are techniques that have been used for many years within advertising. Brands reflect on their past or links to a past, to build a trustworthy brand image. Merchant and Rose (2013) found the technique of brand heritage exploited in advertising helps enhance brand personality and brand equity; the building of personality and equity is another method to build relationships with consumers. Heritage and nostalgia evoke emotions of consumers from times past, but also, the longing consumers have for a time period they did not live through (Balmer 2013). Although, heritage is an apparent trend with advertising currently it is still relatively under-researched (Merchant and Rose 2013). Nevertheless, heritages ability to evoke emotions, relates directly to the outputs of attitude toward advert, behaviour and perceptions. 2.6. Academic Gap The way in which consumers identify with brands has been widely discussed as scholars have found correlations with powerful forces such as brand loyalty and brand advocacy resulting in long-lasting relationships. Whilst brand identification has been widely researched this project will add a forth dimension, brand heritage, to Bhattacharya and Sens (2003) brand identification model illustrated in figure 1. Currently, there is a limited research on the possibility of brand heritage as a fourth dimension of brand identification; however, it is an up-to-the-minute trend for current brand advertising campaigns and has been utilised creatively in the past, commissioning the possibility to be explored.

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Figure 1: Academic Gap Conceptual Model As well as cause and affect dimensions, this project will look at it within the context of services. Services and products have struggled to be differentiated within theories and frameworks; however, Mortimer (2001) has now suggested services warrant separate attention. Furthermore, Bhattacharya and Sen (2003) concluded in their research, that services, as apposed to products, are more likely to benefit from identification. Percy and Rosenbaum-Elliot (2012) further subdivide services into high and low involvement categories as they have found distinct factors to also warrant separate attention. Presently, there is a lack of research of this subdivision being compared within the context of brand identification; therefore this project will explore it through comparison. In conclusion, this project will explore four dimensions of brand identification, similarity, distinctiveness, prestige and heritage, evaluating which dimension has more of an impact. As well as considering if the impact differs from high to low involvement service brands, through the brands BA and Skype.

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3.0. Methodology

3.1. Research Design This paper will adopt a positivism philosophy as it intends to explore a cause and effect relationship between four dimensions of brand identification and attitude toward advert. Adopting a positivism philosophy is appropriate when collecting data about an observable reality (Saunders et al. 2012). Conducting research in relation to observable reality requires the research to be reflective of the current time, making primary research data necessary. The researcher will be value neutral as their views are unnecessary when researching regularities and casual relationships. The approach adopted by this research project is deduction, as this research aims to explain casual relationships between concepts and variables. The four, cause, independent variables, similarity, prestige, distinctiveness and heritage, will be measured by their effect upon the dependent variable, attitude toward advert. 3.2. Research Method The use of a mixed method design for this research project will enable the use of both quantitative and qualitative data within this single study. The utilisation of mixed methods will ensure a more holistic understanding of the issue at hand (Powell et al. 2008). Whilst mixed method design is useful for complex analyses, Harrison and Reilly (2011) suggest that the extent to which the researcher is mixing the methods needs to be clearly defined, as there is many ways to execute a mixed method design. A two-phase approach will be adopted resulting in a partially integrated mixed methods research design. The quantitative research design will take a dominant role in the research project, whereby the collecting and analysing of data will be solely within the parameters of a quantitative research design, taking place in the second phase of the research project. The qualitative research design will play a supporting role in this research project,

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utilised at the beginning of the research, phase one, to establish credibility and validity. 3.3. Preliminary Study This project aims to explore an academic gap, the preliminary study aims to determine if the study is worthwhile. It will also ensure a better understanding to the researcher to the development of the quantitative research. Ultimately validating the second phase of the research. The research question makes a deductive assumption that there is a relationship between high and low involvement services and the four dimensions of brand identification. To ensure the reach is worthwhile and to confirm the feasibility of the potential predictors, as outlined in objective one, a focus group will be conducted. A focus group focuses upon a particular issue for participants to discuss openly and freely in a tolerant environment (Saunders et al. 2012). Typically focus groups consist of four or more participants dependent on other factors; the participants are also particularly selected for their common knowledge and characteristics with the topic. This research project selected a total of 5 participants as the qualitative focus group plays a supporting role in the project. Three of the participants were male and two female, each were selected for their ability to discuss adverts. The researcher adopted a mediator role within the group to ensure discussion remained within boundaries and to generate interest. Focus groups are semi-structured in-depth interviews, the structure of the focus group consisted of fifteen open questions, e.g. how, why and what, that were asked to the participants after the researcher presented each advert (Saunders et al. 2012). To ensure the independent variables were discussed four of the questions consisted of the active words, similarity, prestige, distinctiveness and heritage. The ethical implications were addressed at each stage of the qualitative process, each participant signed a consent form to participate within the study, outlined in Appendix A, and had the ability to opt-out at any stage, and all participants were

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ensured of their confidentiality and were referred to as letters of the alphabet instead of names. 3.3.1. Analysis The focus group confirmed the deductive assumption, although not all the participants agreed that all of the four adverts evoked similarity, prestige, distinctiveness and heritage; the key themes are exhibited in Appendix B. Figure 2 (British Airways 2011, Skype 2013, adsoftheworld.com 2012 and tomorrowawards.com 2014) displays the adverts shown to the focus group for discussion. Participants said the two print adverts (3 and 4), were both quite distinctive, and that there was elements of heritage in both the TV adverts (1 and 2) they both portray different types of heritage, Skype because of how much hes talking about home, but BA as a cultural, country, heritage. The BA advert strongly evoked emotions of proud to be British and similarity to the participants, one participant said It makes me feel proud to be British, to be apart of, or my family were apart of, the growth of BA over that time period. Nevertheless, the Skype adverts, particularly advert 4 (figure 2) were discussed as distinctive and reflective of modern society with the term LOL and reference to texting. One participant stated that they thought it was really good when you realise its Skype it makes me reflect on when the last time I spoke to my family properly and another said, you think about how much technology has taken over our lives its so impersonal. Adverts one and two (figure 2) were described as too long and the participants felt disengaged, they were both, like, more than two minutes, youre never going to see that whole advert on TV. Furthermore, advert 3, required contextual background as it was selected from the Olympics advertising campaign, participants found it to be unclear confusing and that they didnt get that one (figure 2).

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In conclusion, the focus group confirmed that the four dimensions of brand identification were present in these adverts validating the second phase of the research project.

Figure 2: Focus Group Exhibits (Source: British Airways 2011, Skype 2013a,

Adsoftheworld.com 2012 and Tomorrowawards.com 2014) Although the focus group established the validity of conducting the second phase of the research, dominant voices potentially drove this conclusion. Smithson (2000) discusses dominant voice in focus group are those that take vocally forward with their opinions and discourage others causing agreeable participants, whereby participants agree with the dominant figure. Within this focus group the moderator encouraged participants less dominant by asking direct questions to include participants. However, this technique can also force opinions that those participants may not of had before, questioning the reliability of the research.

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Nevertheless, as a supporting research method, the focus group fulfilled its requirement and confirmed the deductive assumption made in the research question. Moreover, the focus group served a second purpose, as a pilot study to the quantitative survey. Participants identified key issues with the exhibits. As a result, in phase two of the study both television adverts will be replaced with 60-second adverts. Furthermore, participants expressed issues with the contextual background to the BA print advert as it was from their Olympics campaign in 2012. To address this issue and for the research to remain reflective of reality, a different advert will be chosen for the quantitative study; as consumers do not receive advertising context in reality, the study should not provide advertising context (Saunders et al. 2012). 3.4. Quantitative Research A quantitative approach is appropriate as distinction between data and consumers attitudes need to be established, examining these relationships between variables. The use of numerical data for the quantitative research will produce qualitative numbers for statistical conclusions of generalisation to be analysed (Saunders et al. 2012). To transform participants opinions, attitudes, into qualitative numbers this research will utilise a survey. Saunders et al. (2012) outlines surveys enable standardisation of data from a reasonable size of participants to facilitate assumptive conclusions from the general public in the case of this research project. Nevertheless, Krosnick (1999) suggests that population representative samples can be significantly bias; in order to reduce bias samples the procedure of this research project will have to extend the survey to a range of demographics in order to conclude a representative sample. Regardless, this research method will also suggest reasons for particular relationships between variables. Finally, this project requires a cross-sectional time horizon, as it is the consumers current attitudes that need to be measured in order for optimal advertising strategies to be developed and implemented. Developing established variables from previous literature is a component of deductive research. Bhattacharya and Sen (2003) outline three aspects of brand

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identification, utilising their tested model for this research project is appropriate, as they have established creditability. Therefore, each question for similarity, prestige and distinctiveness is consistent with Bhattacharya and Sen (2003) measurement model. On the other hand, heritage is a modern concept of brand identification, therefore, the questions for heritage was adapted from the Merchant and Rose (2013) paper. Finally, Janssens and De Pelsmacker (2005) found 5 dimensions of attitude toward advert, one questions was selected from each aspect of the reliability table. Each of these questions needed to be tested against the controlled measure of high/low involvement services and TV/print format adverts. Phase one of the research found the previous TV adverts were too long and were therefore exchanged with 60-second adverts, a more common advert length. Advert three, BAs print advert required contextual background according to the focus group, therefore was exchanged with a different print advert from the To Fly. To Serve. campaign. Advert four had no issues in the focus group and therefore remained the same. The questionnaire template is exhibited in Appendix C. The survey will measure the four independent variables and dependent variable on a continuous five-point Likert-type scale from Strongly agree to Strongly disagree, pre coded in preparation for analysis of data. In order to achieve reliable data with statistical power each independent variable will be represented by two items (Saunders et al 2012). Furthermore, five items in the survey will represent the dependent variable. A total of thirteen items will be presented to the participants for four conditions, the first condition will measure the participants attitude toward a BA television advert, the second, a Skype television advert, the third, a BA print advert and fourth, a Skype print advert, as outlined in Appendix C. Demographic characteristics, age and gender, will also be measured as moderator variables, to ensure the sample section aim is reached and reflective of the general public, so valid justified assumptions can be concluded.

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3.4.1. Participants The utilisation of an online survey enables the research to reach participants, however the researcher has limited control on the response rate of those participants. A total of 178 participants actively clicked on the link provided to complete the survey, however 68 of those participants did not finish the survey resulting in a 67.79% response rate. An entire population can access advertising, and each individual holds their own attitude toward advert; therefore, the sample size should be reflective of the population. As a result of the response rate 67.79%, the sample size of 110 participants has been left to contribute toward this study. It is a large sample and will enable the researcher to make justified assumptions of the view of the general population. The sample size should hold equal weight of both male and females, to ensure validity of results, as attitudes will therefore not be bias to one gender. Furthermore, participants will not be measured for any other segmentation profile, as the objective of this deductive research is to be reflective of the general population and will maintain the research within ethical boundaries. 3.4.2. Procedure In conjunction with modern societies access to the Internet, it was appropriate to utilise an online survey design provider SmartSurvey. The use of www.smartsurvey.co.uk enables the greatest reach of participants, high response rate, as it can be published on social media platforms, emails and websites, for participants to pass on to others for the sample size to be reach a wide variety of people, ensuring bias representative samples will be reduced. SmartSurvey also allowed for parameters to be put into place, such as only one answer per column and an answer required to reduce the risk of anomalies. A pilot study was conducted on five participants, one from each age bracket, three females and two males. The pilot study was conducted to ensure access, understanding and ability to complete the study (Saunders et al. 2012). All the participants understood and gained access to the study easily, however, the ability

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to complete raised a concern when mobile devises would only allow one answer per advert, therefore the twelve other items on the survey were not enabling selection, this issue was dealt with and showed no future issue throughout the duration of the study. The researcher will be dependent on participants for data, as participants have the ability to opt-in to the survey by clicking the link provided to them. Participants will have limited access to the researcher; this will reduce the researchers influence as an external researcher. On the contrary, participants lack of access to the research could cause data error as participants may misinterpret the questions. Nevertheless, the research aims to access and interpret participants opinions. 3.4.3. Ethical Implications Compliance to ethical standards is of high importance to this study, as it requires human participation. At each stage of the research process compliance to University of Worcester ethical code of conduct will be met to the highest standards. As outlined in the design of the survey, no personal information will be required for this study ensuring confidentiality. The online accessibility of the survey will ensure normal social settings for the conducting of research (Saunders et al. 2012). Furthermore, the access to the survey will be entirely voluntary and each participant has the right to withdraw from the study if they choose. Although the researcher will post the survey link on social media platforms and send emails to participants, there is limited interaction between participants and researcher. In the case of consent, participants clicking on the survey link and submission button at the end of the survey is confirmation of participant consent to be involved in the research. 3.4.4. Data Analysis Before the analysis process the researcher will examine the data. The use of five-point Likert-type scale consequently results in the scale being pre assigned a response, Strongly Agree is coded as 1, Agree as 2, Neutral as 3, Disagree as 4 and Strongly Disagree as 5. The ranked (or ordinal) data will be formatted onto

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a data matrix, whereby each column will represent a different variable, Appendix D outlines the data coding for each variable. The SmartSurvey settings put in place by the researcher should prevent any data errors or missing data, to determine this outcome the researcher will screen the data. The analysis of results will utilise the Statistical Package for Social Science Software (SPSS). Initially, descriptive statistics will be analysed by mean scores and standard deviation. Each of the independent variables will be measured by two items on the survey and therefore require an average score. The standard deviation will determine how vast or compact the scores were. In order to access the strength of a cause-and-effect relationship between independent and dependent variables, the data will be analysed by regression analysis (Saunders et al. 2012). Regression analysis will determine correlations, coefficient determination and significance scores between the independent variables and dependent variable. The results of the analysis will be reported in the form of a discussion.

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4.0. Data Analysis

4.1. Descriptive Statics This research aimed to study a fair representative of the population. The profiles of the 110 participants were segmented into two subsections of gender and age demographics. 4.1.1. Gender The gender segment, as illustrated in figure 3, suggests a relatively equal number of female to male participants. The figure suggests a predominately female gender of 51% of the total participants, whilst male is represents 49%. A total number of 54 males participated in the research in comparison to 56 female participants.

Figure 3: Demographic Analysis Gender

4.1.2. Age Figure 4 outlines the five age brackets identified in the research questionnaire. A total number of 9 participants are categorised within the 55+-age bracket, representing 8% of the total participants. The 35-54-age bracket represents 29% of the total participants. Twenty-two percent (22%) of the participants were aged

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between 25-34. The largest contribution age demographic to this research is the 18-24-age bracket, resulting in 41% of the total participants. Finally, the under 18-age bracket is represented by 2% of the total participants within this research.

Figure 4: Demographic Analysis Age

4.1.3. Continuous Variables As discussed by Pallant (2010), continuous variables are recommended for scale data analysis in order to produce more manageable data in the form of mean and standard deviation. The questionnaire comprised of two questions for the all four of the independent variables and five questions for the dependent variable, taking the mean of these scores enables the static analysis required to deal with each variable individually as outlined in figure 5.

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Figure 5: Mean and Standard Deviation Scores Similarity produced mean scores between 2.1 and 2.3 resulting in a neutral interpretation. However, these scores have high standard deviation results that suggest a wide variety as exhibited in figure 6. High involvement TV and print scored 1.02 and low involvement print 1.00. Although, less than 1.0 is not classified as a high deviation score, the low involvement TV condition scored 0.97, suggesting that there was a wide variety of scores but not as wide in comparison to the other conditions.

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Figure 6: Standard Deviation Similarity A neutral interpretation can be taken for all four conditions for Prestige. Mean scores of 2.1 for the high involvement TV condition, 2.47 score for low involvement TV, 2.16 for the high involvement print condition and the fourth condition scored 2.54. All the standard deviation scores are also less than 1 suggesting consensus amongst the participants as displayed in figure 7.

Figure 7: Standard Deviation Prestige Three out of the four of the conditions for distinctiveness have been interpreted as agree. The high involvement TV condition mean-score was 2.0, low involvement

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TV 2.03, and high involvement print 2.04. However, the low involvement print condition scored 2.18, which is interpreted as neutral, exhibited in figure 8. The standard deviation scores for all four conditions were low.

Figure 8: Mean Scores Distinctiveness The final independent variable, heritage scored low standard deviation scores, below 1.0, for all conditions. However, a mean score of 3.7 and 3.5 can be seen for both the low involvement conditions, in comparison to the high involvement TV, interpreted as agree and the high involvement print condition as neutral, as displayed in figure 9.

Figure 9: Mean Score Heritage

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Attitude toward advert scored low standard deviation scores in all four conditions ranging from 0.51-0.72. The mean scores for all the conditions are interpreted as neutral, however, there is a wide variety within the scores, as exhibited in figure 10. High involvement TV scored 2.44, low involvement TV scored 2.36, high involvement print scored 2.54 and the low involvement print condition scored 2.55.

Figure 10: Mean Score Attitude toward Advert 4.2. Regression Analysis The use of regression analysis enables the researcher to identify the relationship between the one continuous dependent variable, attitude toward advert, and the four independent variables, similarity, prestige, distinctiveness and heritage. The use of four independent variables in multiple regression analysis allows for a more sophisticated exploration of the interrelationships among the set of variables (Pallant 2010). 4.2.1.1. High Involvement TV Correlation measures the strength between two variables. Measuring the strength between the dependent variable and the independent variable, similarity in the high involvement television condition, produced a correlation measure of .443 suggesting a relationship between the variables. Prestige scored .542, distinctiveness, .458 and heritage .394, also suggesting a relationship between

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these independent variables and the dependent variable. The coefficient of determination (r2), suggests this model explains 41.3% of the relationship between the dependent variable and continuous independent variables. However, in terms of significance, distinctiveness (.069) and heritage (.112) are not making a significant unique contribution to the prediction of attitude toward advert, in comparison to similarity (.001) and prestige (.004) that are making a unique significant contribution. Whilst, prestige has a lower significance score to similarity, the prestige beta score (.285) suggests it is the strongest prediction for attitude toward advert in the high involvement television category. 4.2.1.2. Low Involvement TV Within the low involvement television category, similarity (.427), prestige (.539) and distinctiveness (.533) all produced a correlation with the dependent variable. However, heritage scored 0.235 suggesting a limited relationship.. Overall, the model summary suggests a 37.4% explanation between the dependent variable and independent variables. Similarly to the high involvement television category, heritage scored 0.9 in terms of significance suggesting it does not make a significant unique contribution to the prediction to the dependent variable. However, distinctiveness (.003), prestige (0.006) and similarity (.018) do suggest a significant unique contribution to the prediction of attitude toward advert. In terms of the beta score distinctiveness (.292) is the strongest prediction of attitude toward advert compared to prestige (.278), similarity (.208) and heritage (.010). 4.2.1.3. High Involvement Print The correlation between attitude toward advert and the continuous independent variables suggest a relationship; similarity scored .582, prestige scored .568, distinctiveness .500 and heritage scored .404. The coefficient of determination suggests the model contributes a 48.1% explanation between attitude toward advert and the four independent variables. Whilst, a relationship is suggested by the correlation, the significant score suggests distinctiveness and heritage do not uniquely contribute toward the prediction of the dependent variable. Nevertheless, the two remaining independent variables, similarity (.000) and prestige (.004), are significant unique contributors toward the prediction of attitude toward advert.

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The beta score for the high involvement print category suggests the independent variable similarity (.364) is the strongest prediction of the dependent variable. 4.2.1.4. Low Involvement Print Upon analysis of the correlation between the dependent variable and continuous independent variables, all four independent variables were found to have a relationship with attitude toward advert. The model summary r2, suggests a 55.1% relationship between attitude toward advert and the independent variables. Dissimilar to the other categories, distinctiveness (.000) is the only independent variable making a significant unique contribution to the prediction of attitude toward advert. Furthermore, the beta score suggests distinctiveness (.523) is the strongest prediction of attitude toward advert. 4.2.2. Findings The following figures demonstrate the regression data analysis, followed by an analysis of the findings. Figure 11 demonstrates the correlations, figure 12 exhibits the significance scores, and figure 13 displays the Beta scores.

Figure 11: Correlation Analysis

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Figure 12: Significance Scores

Figure 13: Beta Scores

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Firstly, the independent variable, similarity, was found to have a relationship in the correlation test for each condition. However, similaritys strongest correlation was in the high involvement print condition. It also produced the highest significance score in this condition and for the high involvement TV condition. However, it was found to be the strongest predictor of attitude toward advert in the high involvement print condition. Secondly, prestige all produced a relationship with all the conditions but its strongest correlation was with both high and low involvement TV. Furthermore, it produced a significant score with high involvement TV, low involvement TV and high involvement print, less than 0.05. However, prestige did not produce the highest significance scores for any of the condition. Nevertheless, prestige was found to be the strongest predictor of high involvement TV. Thirdly, a relationship with all the conditions was established between attitude toward an advert and distinctiveness, the strongest correlations being low involvement print condition. No significance was found in the high involvement conditions, however distinctiveness produced the highest significance with both the low involvement TV and print conditions. Furthermore, the data found distinctiveness to be the strongest predictor of low involvement print and low involvement TV. Finally, The correlation test showed a relationship with heritage and attitude toward an advert in each condition apart from low involvement TV where no relationship was found. Nevertheless, heritage correlation scores were the lowest amongst all of the independent variables. Furthermore, heritage showed no significance with any condition or was not the strongest predictor of any condition.

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5.0. Discussion This section will discuss the studys findings in relation to the literature. Furthermore, the discussion will aim to answer the research question; which dimension of brand identification, similarity, prestige, distinctiveness or heritage, affects attitude toward advert on high/low involvement services? 5.1. Summary of results The study found that different independent variables predict attitude toward an advert for each condition. Prestige is the strongest predictor of attitude toward an advert for the high involvement TV condition. Nevertheless, similarity produced the lowest significant score within the high involvement TV condition, suggesting it as viable predictor. The strongest predictor of attitude toward an advert for low involvement TV is distinctiveness, however, prestige produced the strongest correlation within the low involvement TV condition; suggesting it is the secondary predictor of that condition. In comparison, the two print conditions produced one predictor each. The strongest predictor of the high involvement print condition was found to be similarity. Furthermore, the data analysis suggests distinctiveness to be the strongest predictor of attitude toward an advert in the low involvement print condition. The independent variable heritage was not found to predict attitude toward an advert in any condition in this study. 5.2.1. Similarity Similarity produced high significance scores for both the high involvement conditions. Whilst, it was the strongest predictor of attitude toward an advert in the high involvement print condition, it was the secondary predictor for the high involvement TV condition. Therefore suggesting similarity to be one of two potential dimensions of brand identification to utilise within advertising to ensure loyalty, advocacy and recruitment with the high involvement service sector. The study suggests that when consumers view a high-perceived risk service advert, high involvement, their attitude toward the advert is dependent upon the similarities or their perceived similarities, between themselves and the brands.

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Bhattacharya and Sen (2003) suggested that consumers are more attracted toward brands that are reflective of their perceived self. However, this study suggests that the attraction is more likely to be sourced by a consumer when viewing an advert of a high involvement brand. Moreover, suggesting that the greater the perceived risk, the more likely consumers seek comfort in drawing correlations between themselves and the brand, in order to reduce the psychological risk (Percy and Rosenbaum-Elliot 2012). However, the study did not find similarity to be the primary predictor of attitude toward advert in the high involvement TV condition. Altstiel and Grow (2010) suggest it is televisions ability to combine both sight and sound that enables it to be the most desired advertising channel. According to this study, it may be more difficult for consumers find correlations between themselves and the brand through both sight and sound. Furthermore, brands utilising advertising space on a television platform have approximately 60 seconds (the same as they had in the study), in comparison to print advertising that enables the consumers, or participants in the case of this study, to refer back to the advert at any given time. This may result in connections between the consumers perceived self and the brand, being sourced out during the extended time frame, by the consumers in order to satisfy the perceived risk of the high involvement services. This study merits Lovelocks (1983) proposal that product and service advertising should be separate, and a further subdivision is required. Furthermore, that high involvement should be one sub-segment as the study found different independent variables affect high and low involvement categories differently. The development of these segments will enable practitioners to utilise dimensions, such as similarity, to create optimal adverts. 5.2.2. Prestige Prestige produced the highest correlation scores for both TV conditions, high and low involvement. Nevertheless, prestige prevailed as the strongest predictor of attitude toward advert in the high involvement TV condition and the secondary

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predictor in the low involvement TV condition, due to the independent variables correlation score producing the highest in that test. The literature found the dimension prestige, aims to enhance consumers self-worth. The study suggests that television is the optimal platform to communicate enhancing self worth. It could be argued that prestige exhibited through sight and sound, television advertising, is more likely to impact consumers attitude toward an advert, despite the involvement category. Furthermore, as the most expensive channel platform, television could encourage prestige as a predictor of attitude toward an advert. Prestige is defined as widespread respect and admiration on the basis of a perception of a brands achievements or quality. Achievement and quality are valuable qualities. Placing a prestigious brands advert on the most expensive channel platform could influence brand identification as both can be described as valuable. Although prestige has been found to be a viable predictor of both high and low involvement TV conditions, it is the strongest predictor for the high involvement TV condition. Percy and Rosenbaum-Elliot (2012) suggest that the higher the perceived risk the higher the involvement. The perceived risk can be either a psychological or fiscal. It could be suggested that the more demanding the risk the more likely consumers will search for or identify with brands that bear achievements or quality. BA exhibited the high involvement TV condition. This high involvement brand sponsored the 2012 London Olympics, celebrated its 95th birthday and won Superbrands Consumer British Brand 2014. These current achievements could of impacted the results of this study as the brands achievements have been widely publicized. As outlined by OReilly (2013) all channel platforms hold their own merit. The finding that prestige is a viable predictor in both TV conditions in this study reconfirms Lovelocks (1983) proposal that the service sector needs to be segmented into clusters. This independent variable would suggest that the service

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sector should be divided into channel segments that the service brand desires to utilise in order for optimal adverts to be produced. 5.2.3. Distinctiveness The study found distinctiveness to be the highest predictor of attitude toward advert in both low involvement TV and low involvement print conditions. As a result, the study suggests that distinctiveness has the highest predictive efficacy for the low involvement conditions, despite not producing the highest correlation scores in these categories. The level of involvement is critical to building positive brand attitude as it affects the ability to process an advertising message (Percy and Rosenbaum-Elliot 2012). Distinctiveness was found to be the strongest predictor of attitude toward advert in both low involvement conditions. The low involvement category suggests a lower perceived fiscal or psychological risk to the consumer. This study suggests that brands are able to exhibit uniqueness but only if they are in the low involvement category. Moreover, the lower the risk the more distinct qualities a brand can portray within its advertising. As discussed previously, Lovelocks (1983) cluster suggestion is paramount, as this independent variable, according to this study, can contribute toward optimal advertising strategies for the low involvement category. 5.2.4. Heritage This study found heritage to have a lack of predictive efficacy toward attitude toward advert in all four conditions. Its inability to predict attitude toward advert in any of the conditions disputes Merchant and Rose (2013) theory that heritage is not a trend but has the ability to enhance brand personality leading to consumer brand relationships. This is particularly apparent for the high and low involvement TV conditions that the focus group suggested exhibited heritage. From this study, it can be argued that heritage remains a trend or creative style utilised within advertising. However, this trend shows no correlation toward the ability to predict attitude toward advert.

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5.3. Wider Implications A growing body of theorists, including Mortimer (2001) have discussed the current lack of distinction between products and service theory and the need for categorisation. This study has contributed toward the emphasis that services merit there own advertising. As discussed previously, Lovelocks (1983) paper suggested the service sector required distinction and sub-segments. This paper suggests channel and involvement sub-segments as the data suggests attitude toward an advert can be predicted by different independent variables such as similarity, prestige and distinctiveness. As a low involvement service this research project would suggest Skypes consumers identify with distinctive adverts. Therefore, for future advertising campaigns Skype should adopt a unique approach for both TV and print adverts. However, high involvement service advertising has been shown, in this research project to be more complex. Market research will be required for BA and other high involvement services to gather information on their target audience to draw similarities between them and their consumers and exhibit the similarities in adverts. However, as the project found there to be a different dimension of brand identification for television and print adverts, brands within the high involvement quadrant should exhibit their prestigious qualities when producing a TV advert. Currently, the choice of a channel platform for an advert is either chosen due to financial reasons or the optimal delivery of a brand message. However, this study has found that brands should be aware of how channels can influence attitude toward advert. The results found that different dimensions of brand identification could predict attitude toward advert depending upon the channel utilised. The FCB grid is a well-known advertising planning grid. The grid suggests brands should determine their position on the grid in accordance with the consumers involvement and think/ feel categories (Percy and Rosenbaum-Elliot 2012). This study tested whether the involvement a consumer has with a brand could influence their attitude toward an advert dependent upon different brand

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identification dimensions. Although, the FCB grid is an established planning grid, this study verifies that brands should be mindful of their involvement type when creating adverts. Furthermore, the study also suggests that different brand identification dimensions can predict attitude toward advert dependent upon the involvement type of the service brand. In conclusion, the study reiterates the complexity of consumer brand relationships in current times. As discussed previously a variety of factors can influence attitude toward an advert and intern impact the consumer brand relationship. The study suggest that the stronger the predictor of the condition the more likely a positive consumer brand relationship. 5.4. Limitations Although the study established conclusions to the research question and found results that contribute towa