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4.3c Self-Brand Connection, Psychological Distance, and Ad Message Strategy: The Effect of Self-Brand Connection on Ad Effectiveness
Abstract
This study examined the relationship of consumers’ self-brand connections (SBCs) and psychological distance toward a brand (study 1) and investigated the matching effect of consumers’ SBCs and ad claims framed by different construal-level terms (high vs. low) on the ad effectiveness (study 2). Study 1 found that the stronger the SBCs consumers have, the closer psychological distance they feel toward the brand. Meanwhile, Study 2 revealed that participants in the weak SBCs condition (i.e., Adidas) respond to an abstractly-framed ad message more favorably in comparison to a concretely-framed ad message. In contrast, participants in the strong SBCs condition (i.e., Nike) tend to favor concretely-framed ad message in comparison to an abstractly-framed ad message, however, the difference in the strong SBCs condition was not significant, indicating that the weak SBCs condition is more conducive to the matching effects of the message construal levels than the strong SBCs condition is. The current study extends the applicability of CLT and SBCs to the branding and ad processing context as well as provides practical implications to develop effective marketing communication.
First & Corresponding Author
So Young Lee, University of Texas
Authors in the order to be printed.
So Young Lee, University of Texas; Chan Yoo, Saint Joseph's University; Dong Hoo Kim, University of North Carolina; Yoon Hi Sung, University of Texas