The Importance of Consumer Engagement In Brand Heritage Advertising
How Feeling Close to a Brand Can Increase Willingness to Pay More
Bibliographic Data
| ID | 21340725 |
|---|---|
| Authors | Daniele Scarpi (0000-0001-9652-9109, University of Bologna, corresponding author) |
| Year | 2021 |
| Volume | 61 |
| Issue | 3 |
| Pages | 334-345 |
| Publication date | 2021-09-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Advertising Research (JOURNAL) |
| Journal identifiers | ISSN: 0021-8499 • E-ISSN: 1740-1909 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.2501/jar-2021-005 |
| OpenAlex | W3155837154 |
| Language | EN |
| Citations received | 7 |
| References cited | 56 |
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
Does more say more? Organizational heritage storytelling and the amount of historic information
Revealing the insights on brand heritage
Grit in Advertising
Targeting Couples
The Limits of Brand Heritage in Luxury Advertising
Understanding consumers' willingness to pay for online upselling of hotel rooms through the lens of psychological distance
A construal level view of contemporary heritage tourism
Do Satisfied Customers Really Pay More? A Study of the Relationship between Customer Satisfaction and Willingness to Pay
A Wrinkle in Time
Developing and validating measures of facets of customer-based brand equity
Forced Exposure and Psychological Reactance
The association between psychological distance and construal level
Spatial Distance and Mental Construal of Social Events
Teaching Old Brands New Tricks
Making Healthful Food Choices
The Importance of a General Measure of Brand Engagement on Market Behavior
Construal-level theory of psychological distance.
How Words Transcend and Pictures Immerse
Development and validation of brief measures of positive and negative affect
What you hear shapes how you think
The role of feasibility and desirability considerations in near and distant future decisions
Politeness and psychological distance
Cognition from on high and down low
The Floor Is Nearer than the Sky
Monochrome Forests and Colorful Trees
When Does a Higher Construal Level Increase or Decrease Indulgence? Resolving the Myopia versus Hyperopia Puzzle
Retail Choice Architecture
Selling the Forest, Buying the Trees
Effects of Construal Level on the Price-Quality Relationship
Value from Regulatory Construal Fit
Psychological Distancing
When a Day Means More than a Year
Consumers and Their Brands
| Unique citing works | 7 |
|---|---|
| Citations per year | 2,33 |
| Citation span | 2023 - 2026 (4) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 7 |