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