Banca de DEFESA: Rebecca Chaves Pissutti

EFFECTS OF ADVERTISING ARGUMENTS ON PURCHASE INTENTION AND BRAND VALUE OF SUPERMARKETS AND RESTAURANTS: STUDY WITH LOCAL FOOD CONSUMERS

Local foods. Purchase intention. Brand equity. Restaurants. Supermarkets. Advertising appeals. Experiment

Given the importance of understanding how local foods influence consumers' brand value perception and purchase intention in food services, this study aimed to analyze the effect of different advertising appeals on purchase intention and brand value among local food consumers, considering supermarkets and restaurants. For this purpose, an online questionnaire was administered, resulting in 357 respondents. The type of advertising appeal in the advertisement (environmental benefit vs. socioeconomic benefit vs. product attributes vs. no appeal) and the type of food retail (supermarket vs. restaurant) were the manipulated variables. Brand value metrics (awareness, image, quality, loyalty, exclusivity, and willingness to pay a premium price) and purchase intention acted as dependent variables in the model. The results, analyzed through ANCOVA, indicated no significant effect of different advertising appeals and food retail types on the purchase intention of local food consumers. It was also found that advertising appeals focused on the attributes of local foods had a greater impact on the brand value metric "Awareness" compared to advertisements with environmental appeals and no appeal; the advertisement with socioeconomic appeal also had a greater impact on this metric compared to no appeal. The metrics "Image" and "Loyalty" had a significant relationship with the "restaurant" retail type. As for "Willingness to pay premium prices," it was significantly impacted by advertisements with no appeal and with appeals about local food attributes, with higher WTP observed in the former. The interaction between the type of appeal and age influenced the metric of "Exclusivity," the interaction between the type of appeal and gender impacted "Loyalty," and the relationship between the type of appeal and income impacted "Willingness to pay a premium price." The "Quality" dimension was the only one that did not have a significant relationship with any of the independent variables used in the model. Furthermore, no significant results were observed in the moderating role of food retail type in the relationship between advertising appeal type and purchase intention and brand value based on consumers. The research offers significant contributions to studies on the consumption of local foods by exploring the effectiveness of different advertising strategies in supermarkets and restaurants. It is noteworthy that advertising appeals focused on the attributes and socioeconomic benefits of local foods positively influence brand value perception, highlighting the importance of promoting these foods in distribution points through advertising campaigns that emphasize these aspects. At the same time, marketing strategies targeting younger and female consumers can be explored to reinforce brand value and increase engagement with local foods.