Effectiveness of advertisements using brand heritage: a construal level approach

Seminar
  • Date and time: Monday 5 August 2019, 11.30am to 12.30pm
  • Location: LMB/102b, Law and Management Building, Campus East, University of York (Map)
  • Audience: Open to staff, students (postgraduate researchers only)
  • Admission: , booking not required

Event details

Effectiveness of advertisements using brand heritage: a construal level approach

This research aims to better understand how brand heritage can be effectively framed in advertising using the Construal-level theory. Three experiments examine how brand heritage is processed and what is the more appropriate frame for brand heritage in an advertisement (abstractly vs. concretely). More precisely, study 1 shows that brand heritage influences positively the perception of past temporal distance with the brand. Study 2 show that brand heritage impacts consumers’ construal level. Study 3 aims to examine the best way (abstractly vs. concretely) to frame brand heritage. This research contributes to the literature on brand heritage, it also sheds light on advertising practices.

Mohamed Didi Alaoui

Mohamed Didi Alaoui is currently a teaching and research assistant at the Faculty of Economics and Management of Aix-Marseille University, France. He will join IAE Nice Graduate school of Management in September 2019 as an Assistant Professor. He holds a PhD in Marketing from IAE Aix-Marseille Graduate School of Management. His research interests focus on consumer behavior and particularly how psychological distance influences consumers' responses. His research mainly consists in detecting and in analyzing psychological mechanisms driving consumers’ responses. He is also interested in the different contextual factors which strengthen, mitigate or reverse the relationships between variables. In terms of methodology, he uses primarily quantitative techniques (ex : ANOVA, regressions, structural equation modeling).

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