The pathway from advertising appeals to behavioral intention: rainbow LGBTQ + ads and self-expressive

Figures & data

Figure 1. Proposed research model.

Figure 2. Rainbow color palette.

Figure 3. Rainbow color logo designs.

Figure 4. Normal logo designs.

Table 1. Sample description.

Construct	Item	Mean	Std. Deviation
Advertising appeal	AP1	3.61	0.971
	AP2	3.52	1.022
	AP3	3.39	1.055
	AP4	3.66	0.988
	AP5	3.41	1.043
	AP6	3.46	0.988
	AP7	3.63	1.063
	AP8	3.63	1.079
	AP9	3.25	1.067
	AP10	3.07	1.025
	AP11	3.30	0.969
	AP12	3.52	0.966
	AP13	3.59	1.084
	AP14	3.71	1.139
	AP15	3.22	1.097
Inner self-expressive	SI1	2.95	1.196
	SI2	3.06	1.146
	SI3	2.99	1.137
	SI4	3.04	1.196
Social self-expressive	SS1	3.22	1.151
	SS2	3.17	1.142
	SS3	3.17	1.127
	SS4	3.20	1.134
Behavioral intention	BI1	3.38	1.012
	BI2	3.28	1.073
	BI3	3.25	1.038

Table 2. Measurement validity and construct reliability of Vietnamese sample.

Latent constructs	Cronbach’s α	Composite reliability	AVE	1	2	3	4
AP	.798	.858	.548	.740
BI	.812	.889	.727	.544	.853
SI	.869	.910	.717	.358	.574	.847
SS	.855	.902	.697	.441	.658	.754	.835

Table 3. Measurement validity and construct reliability of U.S. sample.

Latent constructs	Cronbach’s α	Composite reliability	AVE	1	2	3	4
AP	.857	.889	.502	.708
BI	.863	.916	.785	.601	.886
SI	.886	.922	.746	.509	.618	.864
SS	.834	.890	.669	.576	.662	.704	.818

Table 4. Structural equation modeling results.

	SI		SS		BI
	VN	U.S.	VN	U.S.	VN	U.S.
Direct effect
AP	.454***	.358**	.201**	.173*	.309***	.290***
Mediators
SI			.690***	.541***	.161*	.242**
SS					.401***	.325***
Moderators
ADS	−.168	−.015	.133	.420***
Interaction Effect
ADS	−.155	.250*	−.016	.188*
R square	.141	.274	.606	.610	.525	.539

Table

Respondent	Vietnamese	U.S	Total
Sample size	236	236	472
	50.0%	50.0%	100.0%
Gender	50.0%	50.0%	100.0%
Male	16.3%	20.1%	36.4%
Female	30.9%	22.2%	53.2%
Others	2.8%	7.6%	10.4%
Age	50.0%	50.0%	100.0%
From 18 to 26	23.5%	17.6%	41.1%
From 27 to 35	8.7%	14.0%	22.7%
From 36 to 45	12.7%	10.8%	23.5%
Above 45	5.1%	7.6%	12.7%
Education	50.0%	50.0%	100.0%
Lower than high school	5.3%	1.5%	6.8%
High school	13.1%	7.8%	21.0%
College	6.6%	9.5%	16.1%
Bachelor	19.1%	21.2%	40.3%
Master	5.3%	8.5%	13.8%
PhD	0.6%	1.5%	2.1%
Job	50.0%	50.0%	100.0%
Student	18.2%	14.4%	32.6%
Teacher, Lecturer	6.6%	4.2%	10.8%
Clerk, Officer	9.1%	8.9%	18.0%
Civil Servant	2.3%	0.0%	2.3%
Start-up	3.4%	4.4%	7.8%
Business Household, Business Owner	2.8%	5.9%	8.7%
Housewife, Retirement	0.8%	1.9%	2.8%
General Labor	4.2%	4.9%	9.1%
Others	2.5%	5.3%	7.8%

Table

Constructs	Research items	Sources
Advertising appeal	Advertising value [AP1] Advertising is valuable. [AP2] Advertising is useful. [AP3] Advertising is important. Informativeness [AP4] Advertisements supply relevant information on products. [AP5] Advertising provides timely information on products. [AP6] Advertisements tell people about products when they need the information. Deceptiveness [AP7] Advertisements are deceptive. [AP8] Advertisements lie. [AP9] Important facts about products are left out of advertisements. Entertainment [AP10] Advertisements are entertaining. [AP11] Advertising is enjoyable. [AP12] Advertisements are pleasing. Irritation [AP13] Advertising is irritating. [AP14] Advertisements insult people’s intelligence. [AP15] There is too much advertising.	(Lou & Yuan, 2019)
Self-expressive	Inner self-expressive [SI1] This brand symbolizes the kind of person I really am inside. [SI2] This brand reflects my personality. [SI3] This brand is an extension of my inner self. [SI4] This brand mirrors the real me. Social self-expressive [SS1] This brand contributes to my image. [SS2] This brand adds to the social ‘role’ I play. [SS3] This brand has a positive impact on what others think of me. [SS4] This brand improves the way society views me.	(Wallace et al., 2014)
Behavioral intention	[BI1] I intend to purchase from this brand next time. [BI2] I will recommend this brand to my family or friends. [BI3] The probability I would consider buying this brand is high.	(Bian & Forsythe, 2012; Kuo & Wu, 2012; MacDonald & Smith, 2004)

Table

1	2	3	4	5
Totally disagree	Disagree	Neutral	Agree	Totally agree

Table

	1	2	3	4	5
Advertising is valuable
Advertising is useful
Advertising is important
Advertisements supply relevant information on products
Advertising provides timely information on products
Advertisements tell people about products when they need the information
Advertisements are deceptive
Advertisements lie
Please choose ‘4’ option
Important facts about products are left out of advertisements
Advertisements are entertaining
Advertising is enjoyable/ Quảng cáo thật thú vị
Advertisements are pleasing
Advertising is irritating
Advertisements insult people’s intelligence
There is too much advertising

Table

Social perspective	1	2	3	4	5
This brand symbolizes the kind of person I really am inside
This brand reflects my personality
This brand is an extension of my inner self
This brand mirrors the real me
Inner perspective
This brand contributes to my image
This brand adds to the social ‘role’ I play
This brand has a positive impact on what others think of me
This brand improves the way society views me

Table

	1	2	3	4	5
I intend to purchase from this brand next time
I will recommend this brand to my family or friends
Please choose ‘1’ option
The probability I would consider buying this brand is high

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501

 Google Scholar

Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: Brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), 33–42. https://doi.org/10.1108/JPBM-06-2013-0326

 Google Scholar

Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of Business Research, 65(10), 1443–1451. https://doi.org/10.1016/j.jbusres.2011.10.010

 Web of Science ®Google Scholar