Capitalizing on brand personalities in advertising: The influence of implicit self‐theories on ad appeal effectiveness

Volume: 22, Issue: 3, Pages: 424 - 432
Published: Jul 1, 2012
Abstract
null null How can firms use brand personalities to develop the most persuasive advertising appeals? In this article, we examine advertising appeals that capitalize on the signaling opportunities that using these brands can provide (signaling ad appeal) versus the self-improvement opportunities that using these brands can offer (self-improvement ad appeal). In two studies, we find that the effectiveness of these appeals depends on consumers'...
Paper Details
Title
Capitalizing on brand personalities in advertising: The influence of implicit self‐theories on ad appeal effectiveness
Published Date
Jul 1, 2012
Volume
22
Issue
3
Pages
424 - 432
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