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

Author

Listed:
  • Mohamed Didi Alaoui

    (Université Côte d’Azur)

  • Fabien Pecot

    (TBS Business School)

  • Altaf Merchant

    (University of Washington)

  • Mathieu Kacha

    (CEREFIGE)

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.

Suggested Citation

  • Mohamed Didi Alaoui & Fabien Pecot & Altaf Merchant & Mathieu Kacha, 2024. "Step back in time! A construal level perspective on advertisements using brand longevity cues," Marketing Letters, Springer, vol. 35(3), pages 503-518, September.
    • Handle: RePEc:kap:mktlet:v:35:y:2024:i:3:d:10.1007_s11002-024-09730-w
    DOI: 10.1007/s11002-024-09730-w
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