The Dynamics between Intrusiveness of Disruptive Ads, Behavior to Seen Disruptive Ads and Brand Response: A Case Study on a Selected Arabic Youth



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Submitted Sep 6, 2021
Published Oct 6, 2021
10.24018/ejbmr.2021.6.5.1089

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Through Structural Equation Modelling, the study shed light on the interplay between the intrusiveness of disruptive advertisements, their behavior towards them, and brand preference. The study sought to understand the interrelationships between these three variables instead of limiting the study to using and measuring the level of intrusion and behavior as a precursor to brand preference. In this study, brand preference is measured using four variables i.e., brand recall, message recall, call to action, and brand liking. These variables are adopted from Keller's Brand Equity Model.

The variable intrusiveness was represented by 4 exogenous variables- obtrusiveness, intrusiveness, invasiveness, interference, and distraction [1]. The quasi-experimental research was done involving students in an Arabic university to measure these variables. The experiment was done by showing a video clip to the respondents where a disruptive ad pops up randomly. After watching the video, the respondents were asked to answer a questionnaire developed specifically for this reason.

The researchers subjected the data through exploratory factor analysis and a two-stage confirmatory factor analysis before arriving at a hypothesized model. Interestingly, it was found out that the respondent's attitude towards a disruptive advertisement has a weak association with both their behavior towards them and brand preference. A significant association, however, was seen between behavior and brand preference.

Keywords: behavior, brand response, disruptive advertisements, intrusiveness

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