Agent Provokation - En studie kring avsändarens påverkan på provokativ reklam

Sammanfattning: Even though provocative marketing is a widely used tool among companies to distin-guish themselves from the crowd and catch the attention of consumers, there are several variables that remain relatively unexplored. This paper aims to investigate what impact the brand has on how provocative advertising is perceived and how it affects attitudes and behavior. An experiment was conducted where several well-established measures of ad effectiveness such as brand attitude, buying intentions and word-of-mouth intentions were used to analyze the effects of brand knowledge. The results show that a provocative advert lowers attitude and buying inten-tions for the established brand while it remains unchanged for the unestablished brand. This implicates bigger freedom for unestablished brands to elaborate with provocative elements in their marketing. The results also reveal other interesting findings that can contribute to this field of research. Since the impact of the brand is still rather unexplored in this field of research, further research is required to establish whether the results are applicable on other product categories, marketing channels and brands.