The importance of consumer engagement in brand heritage advertising: How feeling close to a brand can increase willingness to pay more

Daniele Scarpi

Consumers mentally construe the world around themselves by adopting either low or high construal levels.
Scarpi

MANAGEMENT SLANT

  • Brand heritage advertising leads to higher construal levels.
  • Brand heritage advertising leads to a decrease in perceived brand uniqueness, but the effect is mediated by the construal level.
  • Brand heritage advertising leads to decreased willingness to pay, but the effect is mediated by the construal level.
  • Brand engagement moderates the brand heritage advertising-construal relationship so that higher brand engagement reduces the psychological distance between the brand and the consumers.

INTRODUCTION

Marketing scholars have long recognized brand heritage advertising. The reported success of the heritage branding orientation (Santos, Burghausen, and Balmer, 2016) has caused brands to...

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