Actual Dove versus ideal L��Or?al: Impact of self-related brand image on advertising persuasiveness
- Authors
- Kim; D.H.; Sung; Y.H.; Um, Namhyun; N.-H.
- Issue Date
- 2019
- Publisher
- Routledge
- Keywords
- abstract message; brand image; concrete message; Construal level theory; self-concept
- Citation
- Journal of Marketing Communications, v.25, no.5, pp.535 - 552
- Journal Title
- Journal of Marketing Communications
- Volume
- 25
- Number
- 5
- Start Page
- 535
- End Page
- 552
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/12798
- DOI
- 10.1080/13527266.2018.1561496
- ISSN
- 1352-7266
- Abstract
- This study examines how self-related brand images impact the effectiveness of advertising messages framed by different construal levels. In Study 1 (cosmetics/beauty brands: Dove and L’Oréal), data from undergraduate students demonstrated that for an actual image brand (Dove), participants responded positively toward the ad framed with low-level construal terms, whereas they did not react differently to either the high- or low-level construal ads of an ideal brand (L’Oréal). Study 2 that replicated Study 1 to confirm the findings with a different product category (apparel: Gap vs. Gucci) among the general population sample also found consistent findings with Study 1. © 2019, © 2019 Informa UK Limited, trading as Taylor & Francis Group.
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Collections - School of Advertising and Public Relations > School of Advertising and Public Relations > 1. Journal Articles
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