Abstract
The present research examines how brand personality and regulatory focus (promotion vs. prevention) interplay in affecting advertising message persuasiveness. In Experiment 1, the moderating role of brand personality with respect to regulatory focus is tested. The results show that a promotion-framed advertising message is more persuasive for a fictitious exciting brand than is a prevention-framed message, whereas a prevention-framed (vs. promotion-framed) message is more effective for a fictitious competent brand. To replicate Experiment 1 and further test the hypothesis, in Experiment 2, two real brands representing two additional brand personality dimensions (sophistication vs. sincerity) are tested and the influence of individuals' self-construal level is controlled. The findings reveal that individuals exposed to the sophisticated brand show a more positive attitude when the brand message is promotion framed. By contrast, individuals exposed to the sincere brand react more favorably when the brand is presented with a prevention-framed advertising message.
| Original language | English |
|---|---|
| Pages (from-to) | 1076-1087 |
| Number of pages | 12 |
| Journal | Psychology and Marketing |
| Volume | 30 |
| Issue number | 12 |
| DOIs | |
| Publication status | Published - 2013 Dec 1 |
| Externally published | Yes |
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ASJC Scopus subject areas
- Applied Psychology
- Marketing
Cite this
Gucci versus old navy : Interplay of brand personality and regulatory focus in advertising persuasion. / Kim, Dong Hoo; Sung, Youngjun.
In: Psychology and Marketing, Vol. 30, No. 12, 01.12.2013, p. 1076-1087.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Gucci versus old navy
T2 - Interplay of brand personality and regulatory focus in advertising persuasion
AU - Kim, Dong Hoo
AU - Sung, Youngjun
PY - 2013/12/1
Y1 - 2013/12/1
N2 - The present research examines how brand personality and regulatory focus (promotion vs. prevention) interplay in affecting advertising message persuasiveness. In Experiment 1, the moderating role of brand personality with respect to regulatory focus is tested. The results show that a promotion-framed advertising message is more persuasive for a fictitious exciting brand than is a prevention-framed message, whereas a prevention-framed (vs. promotion-framed) message is more effective for a fictitious competent brand. To replicate Experiment 1 and further test the hypothesis, in Experiment 2, two real brands representing two additional brand personality dimensions (sophistication vs. sincerity) are tested and the influence of individuals' self-construal level is controlled. The findings reveal that individuals exposed to the sophisticated brand show a more positive attitude when the brand message is promotion framed. By contrast, individuals exposed to the sincere brand react more favorably when the brand is presented with a prevention-framed advertising message.
AB - The present research examines how brand personality and regulatory focus (promotion vs. prevention) interplay in affecting advertising message persuasiveness. In Experiment 1, the moderating role of brand personality with respect to regulatory focus is tested. The results show that a promotion-framed advertising message is more persuasive for a fictitious exciting brand than is a prevention-framed message, whereas a prevention-framed (vs. promotion-framed) message is more effective for a fictitious competent brand. To replicate Experiment 1 and further test the hypothesis, in Experiment 2, two real brands representing two additional brand personality dimensions (sophistication vs. sincerity) are tested and the influence of individuals' self-construal level is controlled. The findings reveal that individuals exposed to the sophisticated brand show a more positive attitude when the brand message is promotion framed. By contrast, individuals exposed to the sincere brand react more favorably when the brand is presented with a prevention-framed advertising message.
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U2 - 10.1002/mar.20668
DO - 10.1002/mar.20668
M3 - Article
AN - SCOPUS:84886611049
VL - 30
SP - 1076
EP - 1087
JO - Psychology and Marketing
JF - Psychology and Marketing
SN - 0742-6046
IS - 12
ER -