Cognitive outcomes of brand heritage: A signaling perspective
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DOI: 10.1016/j.jbusres.2018.01.016
Abstract: This paper examines the cognitive outcomes of brand heritage in the theoretical framework of signaling theory. Three quantitative studies show the added value of making brand heritage available to consumers in different situations of familiarity.… read more here.
Keywords: cognitive outcomes; outcomes brand; brand; heritage signaling ... See more keywords
The Importance of Consumer Engagement In Brand Heritage Advertising
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DOI: 10.2501/jar-2021-005
Abstract: Consumers mentally construe the world around themselves by adopting either low or high construal levels. The construal level they adopt affects how psychologically close (low) or far (high) they perceive objects to be, ultimately affecting… read more here.
Keywords: advertising; brand heritage; heritage advertising; brand ... See more keywords