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EnglishAdvertising can focus on concrete product attributes or on lifestyle expressions and abstract benefits. In the context of print advertising for luxury brands, the authors explored the relationship among advertising style (product-based versus lifestyle-building), advertising language (abstract versus concrete), and consumers’ willingness to pay through the lens of construal level theory, which analyzes the way consumers interpret the brand. The study found that lifestyle branding was related to high language abstractness; product-based branding was related to language concreteness; and construal level was a mediator, enhancing willingness to pay when low. The use of abstract language and lifestyle-based advertising therefore requires careful consideration.
Can Your Advertisement Go Abstract Without Affecting Willingness to Pay? Product-Centered versus Lifestyle Content In Luxury Brand Print Advertisements, 2019-02-20.
| Autori: | Massara, Francesco; Scarpi, Daniele; Porcheddu, Daniele |
| Data di pubblicazione: | 20-feb-2019 |
| Titolo: | Can Your Advertisement Go Abstract Without Affecting Willingness to Pay? Product-Centered versus Lifestyle Content In Luxury Brand Print Advertisements |
| Rivista: | |
| Nazione editore: | United States |
| Editore: | Advertising Research Foundation |
| Numero di pagine: | 11 |
| Revisione (peer review): | esperti anonimi |
| IF: | con ISI Impact Factor |
| Rilevanza: | internazionale |
| Lingua: | English |
| URL: | http://www.journalofadvertisingresearch.com/content/early/2019/02/18/JAR-2019-005 |
| Digital Object Identifier (DOI): | http://dx.doi.org/10.2501/JAR-2019-005 |
| Settore Scientifico Disciplinare: | Settore SECS-P/08 - Economia e Gestione delle Imprese |
| Abstract: | Advertising can focus on concrete product attributes or on lifestyle expressions and abstract benefits. In the context of print advertising for luxury brands, the authors explored the relationship among advertising style (product-based versus lifestyle-building), advertising language (abstract versus concrete), and consumers’ willingness to pay through the lens of construal level theory, which analyzes the way consumers interpret the brand. The study found that lifestyle branding was related to high language abstractness; product-based branding was related to language concreteness; and construal level was a mediator, enhancing willingness to pay when low. The use of abstract language and lifestyle-based advertising therefore requires careful consideration. |
| Numero degli autori: | 3 |
| Supporto: | Online |
| Appare nelle tipologie: | 1.01 Articolo in rivista |
File in questo prodotto:
| File | Descrizione | Tipologia | Licenza | |
|---|---|---|---|---|
| 2019 JAR attribuz+copertina+paper.pdf | Articolo | Documento in Post-print | Administrator |
http://hdl.handle.net/10808/28889
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