How Sexuality in Elegance of Advertising and Congruency of Product Influence Brand Evaluation? (The Study of Consumer Behavior using an Experimental Design Approach)

Abstract

This study aims to examine the causal relationship between the sexuality in elegancy of advertising and positive evaluation of the brand, a causal relationship between congruency of the product and positive evaluation of the brand, and the causal relationship between sexuality in elegancy of advertising interaction with congruency of the product and positive evaluation of the brand. Data were collected through an experimental study of the Economics and Business Students of Sebelas Maret University. Participants are grouped into 4 groups factorial design: 2 (sexuality: High, low) x 2 (congruency: high, low). Hierarchical multiple linear regression analysis is a statistical method chosen to describe the relationship between variables, which are hypothesized. The results indicate that sexuality in elegancy of advertising has a positive relationship with the positive evaluation of the brand, as well as congruency of the product has a positive relationship with positive evaluation of the brand, while sexual interaction with congruence was found not significantly associated with a positive evaluation of the brand. The theoretical implications of this research provides an understanding of consumer behavior in the context of an individual's response to an advertising program that uses the theme of sexuality.

DOI: 10.5901/mjss.2015.v6n4p118