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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Notes
We obtain same results even when retaining these three individuals in the final sample.
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This research was supported by the AFM-AMS Grant Initiative Call for Research Proposals for 2019.
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Didi Alaoui, M., Pecot, F., Merchant, A. et al. Step back in time! A construal level perspective on advertisements using brand longevity cues. Mark Lett (2024). https://doi.org/10.1007/s11002-024-09730-w
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DOI: https://doi.org/10.1007/s11002-024-09730-w