The impact of construal level on brand preferences: Ad metaphors and brand biography as moderators

Kao, Danny Tengti; Wu, Pei-Hsun; Yu, Annie Pei-I

doi:10.1016/j.apmrv.2016.10.001

Cited by 9 publications

(11 citation statements)

References 28 publications

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“…Prior research on CLT has extensively examined how psychological distance, by shifting construal level, influences human judgment (Yan et al , 2016) and preferences (Kao et al , 2017b; Yan and Sengupta, 2011) – both in the realm of social psychology (Mrkva et al , 2018; Liberman et al , 2002) and consumer behavior (Theodorakis and Painesis, 2018; Kao et al , 2017b; Aggarwal and Zhao, 2015). CLT posits that the way people perceive objects or persons fits with one of four types of psychological distance: temporal distance, spatial distance, social distance and hypothetical distance (Trope and Liberman, 2003).…”

Section: Background Overview and Theoretical Developmentmentioning

confidence: 99%

“…Recent research has indicated that brand storytelling has been acknowledged as an effective advertising strategy to attract customers (Woodside, 2010; Herskovitz and Crystal, 2010; Freeman, 2014; Kao et al , 2017b) and to create or sustain a brand’s competitive advantage. Woodside (2010) further indicates that the central principle of creating good brand stories is to construct indices, such as locations, decisions, actions, attitudes, quandaries, decisions or conclusions.…”

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confidence: 99%

“…In addition, good storytelling manifests the struggle between expectation and reality in all its nastiness (Woodside, 2010). Kao et al (2017b) also argue that a good brand story can resonate with consumers’ hearts and elicit favorable consumer perceptions of this brand.…”

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confidence: 99%

“…Recent research on CLT has been conducted in the realm of social psychology (Mrkva et al , 2018) and consumer behavior (Theodorakis and Painesis, 2018; Kao et al , 2017b). However, scant research has applied CLT to examine its impact on brand storytelling.…”

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confidence: 99%

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The impact of envy on brand preference: brand storytelling and psychological distance as moderators

Kao

2019

JPBM

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Purpose While envy has been widely explored in psychology literature, theoretical understanding of the effects of envy on consumers’ emotional responses to brands is promising but under explored. Therefore, this study aims to apply cases of envy and psychological distance to consumers to examine whether the style of brand storytelling can moderate brand preference. Design/methodology/approach Three experimental studies were conducted to test the hypotheses. Experiment 1 investigated the effect of envy on consumer evaluations of an advocated brand, through viewing a series of advertisements that varied in brand storytelling styles. A total of 104 working students were randomly assigned to a 2 (brand storytelling: underdog vs top dog) single factorial design. Experiment 2 investigates the effect of envy on consumer evaluations of the advocated brand through viewing advertisements that varied in psychological distance. A total of 108 working students were randomly assigned to a 2 (psychological distance: proximal vs distant) single factorial design. Experiment 3 investigated the effect of envy on evaluations of the brand through viewing advertisements that varied in brand storytelling style and psychological distance. A total of 208 working students were randomly assigned to a 2 (underdog vs top dog) × 2 (proximal vs distant psychological distance) between-subject factorial design. Findings Results demonstrate that for consumers experiencing benign and malicious envy, advertisements characterized by brand storytelling (underdog vs top dog) and psychological distance (proximal vs distant) will elicit differential brand preferences. Originality/value This research takes up the call to address the limited attention given to envy in the context of brand advertising. Specifically, this research aims to explore how consumer envy influences brand preference and the role of moderating effects such as brand storytelling and psychological distance in this context.

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Section: Background Overview and Theoretical Developmentmentioning

confidence: 99%

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confidence: 99%

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confidence: 99%

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confidence: 99%

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The impact of envy on brand preference: brand storytelling and psychological distance as moderators

Kao

2019

JPBM

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“…From an academic perspective, recent research has examined various outcomes of brand storytelling, including brand attitude (Carnevale et al , 2018; Hsieh et al , 2018; Nagar, 2019), brand preference (Kao et al , 2017; Tezer et al , 2019), purchase intention (Solja et al , 2018) and brand image (Ryu et al , 2019). Another strand of research has explored how to design a compelling brand story, analyzing elements such as the typicality of a story (Lin and Chen, 2015), its verbal or visual presentation format (Lien and Chen, 2013), the type of appeal it uses to persuade (Carnevale et al , 2018) and the character types it includes (Dessart, 2018).…”

Section: Introductionmentioning

confidence: 99%

Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms

Delgado‐Ballester

2020

JPBM

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Purpose The purpose of this paper is to focus on the building of consumer–brand identification through the use of two themes (underdog and topdog) in the design of brand storytelling. It proposes that the underdog theme is superior because it is more effective in immersing readers in the story and generates higher emotional responses. The moderating effect of consumers’ implicit mindsets is also explored. Design/methodology/approach An experimental study with a single-factorial design is conducted with 301 consumers assigned at random to one of two brand storytelling conditions: underdog theme or topdog theme. Findings The results show a full mediating effect of the underdog (vs topdog) theme on brand identification through reader immersion and empathic feelings. Research limitations/implications The use of a fictitious brand and a specific product category may limit the generalizability of the results. Practical implications Placing the brand in a story with an underdog plot is more effective in catching consumers’ attention than using a topdog brand story. In particular, using an underdog theme is a good approach for targeting consumers who have a growth mindset. Originality/value This study explains the persuasiveness of brand storytelling in terms of the characteristics of the storytelling itself rather than the individual characteristics of consumers (e.g. their own underdog dispositions). The results also suggest that the implicit mindset of the individual plays a role.

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Do fast fashion consumers prefer foreign brands? The moderating roles of sensory perception and consumer personality on purchase intentions

Liu

Lee²,

Lien

2021

Asia Pacific Management Review

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The impact of construal level on brand preferences: Ad metaphors and brand biography as moderators

Cited by 9 publications

References 28 publications

The impact of envy on brand preference: brand storytelling and psychological distance as moderators

The impact of envy on brand preference: brand storytelling and psychological distance as moderators

Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms

Do fast fashion consumers prefer foreign brands? The moderating roles of sensory perception and consumer personality on purchase intentions

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