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Marketing Letters

07.05.2024

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

verfasst von: Mohamed Didi Alaoui, Fabien Pecot, Altaf Merchant, Mathieu Kacha

Erschienen in: Marketing Letters

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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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We obtain same results even when retaining these three individuals in the final sample.

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Titel: Step back in time! A construal level perspective on advertisements using brand longevity cues
verfasst von: Mohamed Didi Alaoui
Fabien Pecot
Altaf Merchant
Mathieu Kacha
Publikationsdatum: 07.05.2024
Verlag: Springer US
Erschienen in: Marketing Letters
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-024-09730-w