Step back in time! A construal level perspective on advertisements using brand longevity cues

Mohamed Didi Alaoui (), Fabien Pecot (), Altaf Merchant () and Mathieu Kacha ()
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Mohamed Didi Alaoui: Université Côte d’Azur
Fabien Pecot: TBS Business School
Altaf Merchant: University of Washington
Mathieu Kacha: CEREFIGE

Marketing Letters, 2024, vol. 35, issue 3, No 12, 503-518

Abstract: Abstract Using construal level theory, this research investigates how brand longevity can be framed effectively in advertising. We theorize that brand longevity should be displayed concretely rather than abstractly, because a concrete frame enhances perceived brand adaptability, which in turn positively affects attitudes towards advertising (Aad) and the brand (Ab). Four experiments using textual and visual manipulations of the construal frame provide support for this rationale. Theoretically, our research shows that in the case of brand longevity, concrete rather than abstract frame offers better performances in terms of attitude toward the advertisement and the brand.

Keywords: Brand longevity; Construal level theory; Psychological distance; Advertising; Perceived brand adaptability (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11002-024-09730-w

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