An investigation of the effect of advert style on brand perceptions in the local fashion industry

Abstract

This study uses an online experiment to investigate whether the stylistic approach used in fashion advertising (typographic versus lifestyle) has an effect on attitude towards the adverts and brand, brand personality, and purchase intention. In order for participants in the study to judge the adverts presented without the influence of prior knowledge, the Maltese fashion brand Ritienne Zammit was used in the adverts used in the experiment, a brand that does not mirror everyday–wear, is daring and innovative, and not widely known to Maltese audiences. Stylistic approach was not found to have an influence on attitude towards the advert and brand, perception of brand personality, and intention to purchase the brand. Gender, prior awareness of brand, and age were found to have an effect on attitude towards the advert and brand, brand personality, and purchase intention. A limitation of the study is that participants had a strong reaction to the brand and did not perceive it in a positive light. It came across as too daring, unconventional, and impulsive. It would have been better to choose a brand that does not elicit strong reactions.