The Importance of Consumer Engagement In Brand Heritage Advertising

How Feeling Close to a Brand Can Increase Willingness to Pay More

Dados Bibliográficos

ID21340725
AutoresDaniele Scarpi (0000-0001-9652-9109, University of Bologna, autor correspondente)
Ano2021
Volume61
Fascículo3
Páginas334-345
Data de publicação2021-09-01
Peer ReviewedSim
Open AccessNão
TipoARTICLE
PeriódicoJournal of Advertising Research (JOURNAL)
Identificadores do periódicoISSN: 0021-8499 • E-ISSN: 1740-1909
EditoraInforma UK Limited (PUBLISHER • GB)
DOI10.2501/jar-2021-005
OpenAlexW3155837154
IdiomaEN
Citações recebidas7
Referências citadas56

Consumers mentally construe the world around themselves by adopting either low or high construal levels. The construal level they adopt affects how psychologically close (low) or far (high) they perceive objects to be, ultimately affecting how they evaluate what they see, including brands and products. Practitioners should be aware that advertising can induce the adoption of a specific construal level, as through the use of abstract or concrete language. The current research showed that brand heritage advertising affects the construal level, influencing consumers’ sense of psychological closeness to the brand. By triggering high construal levels (distancing the consumer from the brand), heritage advertising can reduce brand uniqueness and willingness to pay more, unless the brand actively engages with the consumer

Advertising · Brand Engagement · Brand management · Business · Closeness · Construal level theory · Distancing · Political science · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Marketing · Marketing and Advertising Strategies · Psychology · Social Psychology