Abstract

This study examines a new concept, “intangible advertising,” in advertising theory. Unresolved questions on advertising effectiveness and obstacles such as, TV’s high costs make it important to study various factors defining and affecting intangible advertising. Accordingly, this study builds a comprehensive theoretical model explaining the effect of intangible advertising of brand on consumer choice. We examined four exogenous latent variables (advertisement type, product involvement, media and demographics) and one endogenous latent variable (intangible advertising of brand). We found that the exogenous variables successfully explain intangible advertising of brand and all of them collectively affect advertising effectiveness. Then we examined an empirical study on the impact of intangible advertising of brand on consumer choice. The results are reported.

Key words: Intangible advertising, brand, advertising effectiveness, scanning electron microscope (SEM).