Temporal Construal and Brand Categorization

Banerjee Pronobesh ()
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Banerjee Pronobesh: Indian Institute of Management Kozhikode

No 444, Working papers from Indian Institute of Management Kozhikode

Abstract: This paper shows that brand categorization that is clubbing brands into distinct categories is influenced by the temporal construal of an individual. Though past research shows that people use a narrower versus a broader categorization perspective when they are in near versus distant temporal construal but no studies until date has explored the same in the context of brand categorization. Through a series of two studies, I show that exemplar associations of a brand are used for brand categorization in near temporal construal while prototype associations are used for the same when one is in a distant temporal construal. In essence, this research shows how brand categorization changes with time and holds potential to understand how marketing strategies need to change as one moves from near to a distant time frame.

Pages: 13 pages
Date: 2021-03
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