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Beautiful nothingness: the power of spaciousness : How spacious advertisements enhance organizational creativity, purchase intention, organizational effectiveness, trustworthiness and overall attitude toward the brand

Cuperus, Kevin (2018) Beautiful nothingness: the power of spaciousness : How spacious advertisements enhance organizational creativity, purchase intention, organizational effectiveness, trustworthiness and overall attitude toward the brand.

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Abstract:So far research has mainly focussed on how abstract white space in advertisements may steer consumer brand perceptions including quality, sense of luxury, purchase intention and self- reported creativity. The study presented here shows that spacious imagery of nature included in advertisements of a marketing communication agency, which main goal is to develop creative marketing campaigns in cooperation with clients, can have a strong impact on perceived organizational creativity.
 The impact of spacious imagery of nature (spacious versus non-spacious), a road toward the horizon (road versus no road) and verbal claims (creative versus direct) in advertisements on organizational creativity, purchase intention, brand evaluation and trustworthiness is measured. 
 Random people were confronted and asked to fill in the survey on a laptop or iPad. In total, 154 participants participated in the study. Results show that spaciousness has a positive influence on perceived organizational creativity, purchase intention, brand evaluation and trustworthiness. In addition, trustworthiness and perceived organizational effectiveness was influenced by the road in advertisements. Finally, congruent pairings of road and slogan (direct slogan + road) had a positive effect on brand evaluation.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/76972
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