Step back in time! A construal level perspective on advertisements using brand longevity cues

IF 2.5 3区管理学 Q3 BUSINESS

Marketing Letters Pub Date : 2024-05-07 DOI:10.1007/s11002-024-09730-w

Mohamed Didi Alaoui, Fabien Pecot, Altaf Merchant, Mathieu Kacha

引用次数: 0

Abstract

Using construal level theory, this research investigates how brand longevity can be framed effectively in advertising. We theorize that brand longevity should be displayed concretely rather than abstractly, because a concrete frame enhances perceived brand adaptability, which in turn positively affects attitudes towards advertising (Aad) and the brand (Ab). Four experiments using textual and visual manipulations of the construal frame provide support for this rationale. Theoretically, our research shows that in the case of brand longevity, concrete rather than abstract frame offers better performances in terms of attitude toward the advertisement and the brand.

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时光倒流从构思层面透视使用品牌寿命线索的广告

本研究运用构象水平理论，探讨了如何在广告中有效地塑造品牌寿命。我们的理论是，品牌寿命应该具体地而不是抽象地展示出来，因为具体的框架会增强品牌的可感知适应性，进而对广告（Aad）和品牌（Ab）的态度产生积极影响。使用文字和视觉操纵构思框架的四项实验为这一理论提供了支持。从理论上讲，我们的研究表明，就品牌寿命而言，具体框架比抽象框架在对广告和品牌的态度方面有更好的表现。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Marketing Letters BUSINESS-

CiteScore

5.90

自引率

5.60%

发文量

期刊介绍： Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter paper (under 5,000 words including abstract, main text and references, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results. The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing. Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management. The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics. Officially cited as: Mark Lett