ESG

Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?

  • JOURNAL OF ADVERTISING RESEARCH

At this Insights Studio, researchers in Europe, the U.K. and the U.S. presented work in relatively new fields that have high-impact potential for the advertising industry. Starting with a forthcoming paper on sonic branding, the authors described their ground-breaking framework for measuring the implicit effects of sonic branding using music to manipulate visual scenes in video, film and TV. Next, a deep dive into autonomous sensory meridian response (ASMR)—a sensory-inducing device in ads—included strategies for helping brands collaborate with successful ASMR influencers. Lastly, a preview of an article to be published in the March Prosocial Advertising Special Issue showed how brand activism influences attitudes and purchase intentions, revealing a credibility gap between established activist brands and brands emerging in that space. Taking questions from Paul and from attendees, panelists in the concluding Q&A explored links between sonic branding and ASMR, the demographics of ASMR followers, ways for emergent activist brands to close the credibility gap with established activist brands, and future research possibilities.

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The Importance of Employee Treatment

Most discussions about corporate social responsibility are focused on companies’ efforts regarding sustainability and societal goals. A new study shows that many consumers think that a company’s concern for and treatment of their own workers is a key element of CSR.    Read more »

Established Activist Brands Have a Competitive Edge

  • JOURNAL OF ADVERTISING RESEARCH

Does brand activism—taking a stand on a sociopolitical issue—influence attitudes and purchase intentions, and if so, how? These questions are addressed in new research that identifies a credibility gap between brands that have an established reputation as activists, such as Nike and Ben & Jerry’s, and those that do not. With few exceptions, established activist brands have a lot more to gain than their emergent activist peers when taking a stand.

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How to Measure Trust in Brands

A new study indicates that most measures of brand trust are flawed because they are based on questionable assumptions about consumers’ understanding of “trust”.  Read more »

Cause-Related Ad Effectiveness

An analysis by the ARF concludes that ads with cause-related messages can be effective, but many are not. Future research should focus on which kinds of messages are most effective among different consumer groups. Read more »