Distance matters: the effects of self-brand connections and construal levels on ad responses
- Authors
- Lee, So Young; Yoo, Chan Yun; Kim, Dong Hoo; Sung, Yoon Hi
- Issue Date
- May-2021
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Keywords
- Self-brand connections; psychological distance; construal level theory; ad message framing; Ad processing
- Citation
- INTERNATIONAL JOURNAL OF ADVERTISING, v.40, no.3, pp.403 - 430
- Journal Title
- INTERNATIONAL JOURNAL OF ADVERTISING
- Volume
- 40
- Number
- 3
- Start Page
- 403
- End Page
- 430
- URI
- http://scholarworks.bwise.kr/ssu/handle/2018.sw.ssu/43444
- DOI
- 10.1080/02650487.2020.1783153
- ISSN
- 0265-0487
- Abstract
- This research examined the relationship between consumers' self-brand connections (SBCs) and psychological distance toward a brand (Study 1) and empirically tested the matching principle in which construal levels of ad messages (high vs. low) should be congruent with a target market's SBCs to maximize ad effectiveness (Studies 2 and 3). Study 1 found when consumers had stronger SBCs, they felt a closer psychological distance toward the brand. Meanwhile, Studies 2 and 3 revealed that participants in the weak SBCs condition responded to high-level construals (or abstractly-framed ads) more favorably than to low-level construals (or concretely-framed ads). However, no difference by the ad construals was found for the strong SBCs condition, indicating that a brand with relatively weak SBCs is more conducive to the matching principle than one with strong SBCs is.
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